Many people may be wondering, 'How has the Southeast Asian fruit market been changing lately?'
A surge in exports to the Chinese market, growing demand for tropical fruit in Japan, and changes in output due to climate change. The environment surrounding Southeast Asian fruit exports has shifted greatly over the past few years.
This article explains the Southeast Asian fruit export ranking and the latest market trends, focusing on four items: durian, mango, banana, and pineapple.
An overview of Southeast Asian fruit exports
Southeast Asia is one of the world's leading fruit-producing regions. Five countries, Thailand, Vietnam, the Philippines, Indonesia, and Malaysia, are at the center of the export market.
According to statistics from the FAO (Food and Agriculture Organization of the United Nations), the total value of Southeast Asia's fruit exports reached about US$20 billion as of 2023. That works out to roughly 2.5 times growth over the past decade.
The largest export destination is China, which accounts for about 45-50% of all Southeast Asian fruit exports. It is followed by Japan, South Korea, EU countries, and the Middle East.
Export share of the four main items (approximate)
| Items | Southeast Asia export share | Main exporting countries |
|---|---|---|
| Banana | About 35% | Philippines, Ecuador (including outside the region) |
| Mango | About 25% | Thailand, Vietnam, Philippines |
| Pineapple | About 20% | Thailand, Philippines, Indonesia |
| Durian | About 15% (growing rapidly) | Thailand, Vietnam, Malaysia |
In recent years, the rapid rise in durian's share has been a notable feature.
[No. 1] Durian: The 'king of fruits' that keeps growing explosively
Among Southeast Asian fruit exports, the one drawing the most attention is durian.
Demand in the Chinese market in particular has surged, and Thailand's durian export value topped about US$5 billion in 2022. For a single item, this is the largest export value in Southeast Asia.
The two-power structure of Thailand and Vietnam
The leading players in durian exports are Thailand and Vietnam.
Thailand has long been an export powerhouse, rolling out branded varieties such as 'Monthong' and 'Chanee' in the Chinese market. Vietnam, meanwhile, signed a formal export agreement with China in 2022 and is rapidly expanding its export volume.
Vietnam's durian export value surged from about US$400 million in 2022 to over US$2 billion in 2023. That is a growth rate of nearly five times in just one year.
Malaysia's 'Musang King' brand
Malaysia's 'Musang King' has established a special status as a premium product.
The unit price per kilogram is sometimes three to five times that of Thai durian, giving it a strong presence in the high-value market aimed at wealthy Chinese consumers.
Challenges: pesticide-residue issues and quality control
There are also challenges behind the rapid growth. There have been cases where China's quarantine authorities pointed to pesticide residues in Vietnamese durian, temporarily stalling exports. Quality control and responding to export regulations will hold the key going forward.
[No. 2] Mango: A three-way contest among Thailand, Vietnam, and the Philippines
Mango is one of Southeast Asia's representative export fruits.
India is overwhelmingly No. 1 in global mango export volume, but within Southeast Asia, Thailand, Vietnam, and the Philippines compete as major producing areas.
Each country's characteristics and strengths
| Country | Main variety | Strengths | Main export destinations |
|---|---|---|---|
| Thailand | Nam Dok Mai, Mahachanok | Sweetness and aroma, well-developed export infrastructure | China, Japan, EU |
| Vietnam | Cat Hoa, Hoa Loc | Low-price competitiveness, large output | China, South Korea, Japan |
| Philippines | Carabao (super mango) | World's highest rating for sugar content and flavor | Japan, South Korea, Middle East |
The Philippines' 'Carabao mango' is certified in the Guinness records as the 'sweetest mango in the world,' and enjoys great popularity in the Japanese market too.
Vietnamese mango exports to Japan
The volume of mango exported from Vietnam to Japan has been on an increasing trend every year since 2019.
Because of its price competitiveness, demand has grown especially for processing uses (dried fruit, canned goods, juice ingredients). For food OEM companies and importers, Vietnamese mango is a sourcing destination attracting attention.
[No. 3] Banana: The Philippines runs away with it, but emerging players are rising too
Banana is one of the most-produced fruits in Southeast Asia.
However, in the export market, competition with South America (Ecuador, Costa Rica) is fierce, so Southeast Asian producers take a strategy of specializing in exports to Asian markets.
The Philippines' overwhelming presence
Among Southeast Asia's banana exports the Philippines holds an overwhelming share. Philippine produce accounts for about 80% of Japan's banana imports.
The southern part of Mindanao, known as the 'banana belt,' is the main producing area, and varieties such as 'Lakatan' and 'Grand Nain' are shipped in large volumes to the Japanese market.
Vietnam and Indonesia catching up
In recent years, Vietnam and Indonesia have also been increasing banana exports to the Chinese market.
In China in particular, demand for 'organic bananas' and 'small varieties' is rising, and rather than the Philippines with its many large farms, Vietnamese produce, which is good at small-scale, multi-variety production, is drawing attention.
[No. 4] Pineapple: Thailand and the Philippines maintain their 'canned kingdom'
Pineapple exports split into two markets: fresh, and processed goods (canned, concentrated juice).
Costa Rica is the world's No. 1 in fresh pineapple exports, but in canned and processed goods, Thailand and the Philippines lead the global market.
Thailand's canned pineapple industry
Thailand is the world's largest exporter of canned pineapple.
Annual export volume reaches about 400,000 tonnes, supplied widely to the EU, the United States, Japan, and elsewhere. Major processing companies have vertically integrated their supply chains, and their strengths are stable quality and supply capacity.
The Philippines' 'Gold Pine' brand
The Philippines is differentiating itself with fresh pineapple of the 'MD2 (Golden Sweet)' variety.
It is sold even in Japan's high-end supermarkets, and is favored by consumers for its high sugar content and the fact that it can be eaten all the way to the core.
The latest trends: Three changes moving the market
Three major changes are happening right now in the Southeast Asian fruit export market.
Change 1: The growing influence of the Chinese market
China's 'fruit boom' is changing the structure of Southeast Asian agriculture.
A shift is underway toward varieties favored by Chinese consumers, such as durian, mango, and lychee. In Vietnam, the planted area of durian has expanded about threefold over the past five years.
At the same time, as dependence on the Chinese market rises, the risk grows when import regulations or quarantine problems occur. For producing-area farmers and exporters, managing the risk of relying on China alone is a challenge.
Change 2: Rising demand for organic and GAP certification
In the Japanese, EU, and US markets, demand is rising for fruit that is pesticide-free, organic cultivation and GAP-certified, is rising.
Major farms in Vietnam and Thailand are actively pursuing GlobalGAP and USDA Organic certification, aiming to enter high-value markets. The export unit price of certified farms is sometimes 1.5 to 2 times that of non-certified products.
Change 3: Growth of the processed and frozen fruit market
Beyond fresh fruit, the market for processed goods such as frozen fruit, dried fruit, and fruit puree is growing rapidly.
Because frozen mango and frozen durian have lower distribution costs and better shelf life, inquiries from Japanese food OEMs and restaurant chains are increasing.
Summary
Looking back at the Southeast Asian fruit export market item by item, the following points emerge.
- Durian: Growing rapidly on the back of Chinese demand; Thailand and Vietnam are the leading players
- Mango: Thailand, Vietnam, and the Philippines in a three-way contest; a notable presence in the Japanese market too
- Banana: The Philippines runs away with it, but Vietnam is rising for the Chinese market
- Pineapple: Thailand and the Philippines show strength in the processed-goods market
Across the market as a whole, the fact that China's purchasing power greatly sways the direction of Southeast Asian agriculture cannot be overlooked. On the other hand, the Japanese market has its own needs, an emphasis on quality and an orientation toward organic, and opportunities are opening up for buyers seeking differentiated products.
For food importers and those in agriculture, the key to sourcing strategy going forward will be to assess not just the angle of buying cheap but certification, brand, and processing capability in a comprehensive way.
VN AGRI shares the latest information on Vietnamese agriculture. For detailed content on producing areas and export trends for Vietnamese fruit, please also take a look at our other articles.
