Consumer research suggests Vietnamese shoppers are becoming selective in their food choices with an emphasis on trust in origin
New consumer research into Vietnam’s rapidly evolving food and retail market has highlighted long-term opportunity for New Zealand cherries, according to Summerfruit New Zealand.
The research was undertaken with the support of Summerfruit New Zealand and New Zealand Trade and Enterprise (NZTE).
Leading Asia-based independent market research firm, Cimigo conducted the research.
“It showed Vietnamese consumers are becoming increasingly selective and value-driven in their food choices, with rising emphasis on food safety, product consistency, and trust in origin,” said Summerfruit New Zealand Commercial Manager, Raj Singh.
“These shifts are creating favourable conditions for premium imported fruit that can clearly demonstrate quality and reliability.
“Vietnam is no longer a market driven by novelty alone. Consumers are more discerning, particularly when it comes to fresh food for families, gifting, and special occasions. That plays directly to the strengths of New Zealand cherries.”
Cimigo’s research highlights that as incomes rise and modern retail continues to expand, Vietnamese consumers are increasingly prioritising confidence in food safety and production standards, Clear country-of-origin cues, Consistent eating quality, retailer endorsement and presentation.
The research found imported fruit is often viewed not as a substitute for local produce, but as a separate consumption occasion, particularly for gifting, family health, and celebratory moments.
“New Zealand’s reputation for rigorous food safety systems, traceability, and premium horticultural production resonates strongly with these emerging consumer expectations,” said Singh.
While Vietnamese consumers remain price-aware, the research showed that premium products that clearly justify their value continue to perform well, especially in major urban centres and through modern retail channels.
Cimigo’s findings suggested that successful imported products are those that strike a balance between premium quality and presentation, clear communication of value and reliable supply and consistency.
“This reinforces the importance of New Zealand cherries being positioned not just as premium, but as trusted and dependable,” said Singh. “Consistency across seasons, sizes and eating quality is also critical.”
Additionally, the research indicated that Vietnam’s consumer market is maturing rapidly, behaving more like an established middle-income economy than an emerging one. While short-term consumer caution exists, long-term fundamentals remain strong, supported by urbanisation, a growing middle class, and expanding modern retail infrastructure.
“For exporters, this is not about chasing short-term volume,” said Singh. “It’s about building presence, credibility and partnerships in a market that is clearly moving toward higher expectations and higher standards.”
Summerfruit New Zealand said Vietnam was a strategically important market for cherries, particularly during New Zealand’s export window, when local supply is limited and demand for premium imported fruit is strongest.
“The insights from this research validate the direction many of our exporters are already taking,” said Singh. “Vietnam rewards exporters who invest in quality, relationships and long-term market development – and New Zealand cherries are well placed to do exactly that.”
