With an annual yield of over 860,000 tons and market presence in more than 100 countries, Vietnamese pineapples have a solid foundation to expand internationally, especially in Europe.

However, realizing the ambition of reaching $1 billion in export value requires a comprehensive strategy, enhanced competitiveness, and sustainable development.

Strong global potential

According to the Ministry of Agriculture and Environment, Vietnam has about 52,000 hectares of pineapple cultivation, with 48,000 hectares currently harvested. The average yield is 18.41 tons per hectare, bringing annual output to approximately 860,000 tons.

By 2030, the agricultural sector aims to expand pineapple-growing areas to 55,000-60,000 hectares, with output stabilizing around 800,000-950,000 tons annually.

Key pineapple-growing regions include Ninh Binh, Thanh Hoa, Quang Nam, Tien Giang, and Kien Giang. Production is gradually shifting to off-season planting to ensure year-round supply, supporting both industrial processing and fresh consumption, especially from November to March. Off-season crops currently account for 30%-40% of total cultivated area.

Vietnamese pineapples are exported to more than 100 countries and territories. In the first five months of 2025, the European Union was the largest market, accounting for $16.56 million, or 48% of total pineapple exports. Russia alone contributed $9.4 million. The United States followed with $7.2 million, representing nearly 21%.

According to Dang Phuc Nguyen, Secretary General of the Vietnam Fruit and Vegetable Association: “The global pineapple market is expanding rapidly. Demand is rising while supply remains insufficient, creating vast opportunities for Vietnamese pineapples to accelerate.”

Research institutions project the global pineapple market to reach $28.79 billion in 2024 and $39.13 billion by 2029, growing at an average annual rate of 6.33%. Europe and North America account for about 50% of global consumption. The top exporters are currently Costa Rica, Indonesia, and the Philippines.

In this context, Vietnam’s pineapple industry has strong growth prospects, especially with value-added products such as DOVECO’s concentrated pineapple juice now reaching over 50 countries.

“Japanese buyers pay up to $4,000 per ton for DOVECO’s pineapple products - $1,000 to $1,200 higher than in the EU or US - proving that Vietnamese pineapples are well-recognized for their quality and brand internationally,” Nguyen emphasized.

Strategic planning essential for breakthrough

Despite favorable natural conditions, competitive production costs, and strong processing capacity, the pineapple sector still faces notable challenges. These include a limited range of high-quality, disease-resistant varieties, weak supply chain linkages, insufficient standardized growing areas, low levels of deep processing, limited national branding, and underdeveloped market promotion.

Nguyen Quoc Tuan, Deputy Director of the Plant Quarantine Center II (Department of Crop Production and Plant Protection), pointed out that although Vietnamese pineapples are exported to 122 markets, they still lack technical dossiers for deeper penetration - especially in the EU, where Vietnam could benefit from EVFTA tariff preferences.

“Initial investment per hectare of pineapple ranges from $4,700 to $5,100, with a 15-month harvest cycle. Effective credit policies are crucial, particularly in high-yield areas. Additionally, mechanisms for public land use - such as equitization, leasing, or public auctions - must be researched to support sustainable sector growth,” Nguyen suggested.

From a business perspective, Nguyen Manh Hung, Chairman of Nafoods Group, stressed the need for rational cultivation planning to avoid speculative planting based on short-term market prices, which often leads to oversupply. He also urged tighter control over foreign traders, particularly from China, to prevent bulk buying at low prices that harm local growers.

Moreover, the Plant Protection Department must continuously update pesticide residue standards in response to the strict requirements of major markets like the EU, US, and China. Small-scale producers must also be monitored more rigorously to protect Vietnam’s agricultural reputation.

Assoc. Prof. Dr. Pham Anh Tuan, Director of the Institute of Agricultural Engineering and Post-Harvest Technology, emphasized the importance of post-harvest processing and preservation.

“Pineapples are highly perishable and need appropriate preservation. Investing in deep processing - such as juice, jam, canned pineapple, or fermented products - is key to adding value and prolonging shelf life,” Tuan explained.

Expanding exports to the European market, which offers high demand and tariff advantages, is a strategic priority for Vietnam’s pineapple industry. However, achieving the billion-dollar export goal will require close coordination among government agencies, businesses, and farmers to improve production organization, branding, and market development.

PV