Imports forecast to grow year-on-year, driven by a young and growing population
Philippine fresh fruit imports are expected to grow 25 per cent through 2025, representing a second year of growth after imports rose 3 per cent year-on-year to US$321mn in 2024.
According to a report from the USDA, overall demand for imported agricultural and related products is driven by a young and growing population, rising incomes, and the Philippines’ reliance on imports to meet domestic food needs.
There are five key suppliers of fresh fruit to the Philippines China, South Africa, Australia, the US, and Thailand with China accounting for 72 per cent share of imports, followed by South Africa with 9 per cent, Australia with 8 per cent and the US with 3 per cent.
The report noted the challenges faced by the US trade, which once had a larger market share. However, it noted some categories bucked the trend.
“Over the past decade, US fresh fruit exports to the Philippines declined by 73 per cent, falling to less than US$14mn in 2024. Exports of apples, grapes, oranges, and plums experienced significant decreases, while sweet cherries, strawberries, nectarines and peaches, and blueberries and cranberries showed remarkable growth,” the report said.
“Despite the overall forecasted decline of US fresh fruit exports to the Philippines by seven per cent in 2025, traders anticipate growth in US apple exports. This increase is expected to be driven by the popularity of the Ambrosia, Cosmic Crisp, and SugarBee varieties, which were introduced in 2024 and have gained traction among Philippine consumers.”
Health and nutrition remain key drivers of fresh fruit consumption, according to the report, and the growing population is adding more consumers with more disposable income. According to the World Bank, the Philippines is on track to transition from lower-middle to upper-middle-income status by 2026.
“Other than in supermarkets, fresh fruits are sold in wet markets and pop-up weekend markets in upscale residential areas that feature organic, gourmet, and specialty products. Wet markets remain popular for their lower prices on fresh produce, despite limited cold chain infrastructure, with most products stored at ambient temperature,” the report said.
“Meanwhile, q-commerce, or quick commerce, has emerged as a key driver of fresh fruit sales by offering rapid deliveries, typically within an hour. This trend has prompted a growing number of fresh fruit traders to move online and partner with delivery service providers to meet increasing consumer demand for fast and convenient grocery options.”
