At the weekend, Hanh, an office worker in Thu Duc Ward, Ho Chi Minh City, visited a convenience store to shop. Apples and kiwifruit are among her regular purchases, with her typically buying 2-3kg to eat throughout the week.
She often shops between 6 pm and 7 pm, when supermarkets and retailers offer discounts or adjust prices towards the end of the day, making imported fruit more affordable.
“In the past, we would only buy imported fruit to try it out, but recently it has become a regular part of our diet because prices have fallen,” Hanh said.
“Many convenience stores and supermarkets sell gold kiwifruit for VND 98,000 (USD 3.77) per four and green kiwifruit for VND 79,000 (USD 3.03) per four, both more than 10 per cent below their listed prices. New Zealand apples start at about VND 79,000 (USD 3.03) per kilo, around 30 per cent below the listed price.”
Imported fruit, including New Zealand apples, is becoming increasingly popular among Vietnamese consumers (Photo: Quoc Nam).
At a shop specialising in imported fruit in Nhieu Loc Ward, Ho Chi Minh City, Australian, US and New Zealand produce is displayed in a wide range.
New Zealand apples have the widest selection, with nearly 10 varieties including Queen, Ambrosia, Pink Lady, Jazz and Dazzle. Prices range from VND 119,000 to VND 329,000 per kilo depending on variety and size, while promotional campaigns can bring prices down further.
A shop representative said imported fruit, particularly produce from New Zealand, was increasingly sought after, especially for gifts and desserts.
The shop's imports of New Zealand apples and kiwifruit have increased by 5 per cent compared with the same period last year, with sales also edging up, the representative said.
Major supermarkets and imported-fruit retailers including Co.op, Emart, Farmer Market and Annam Gourmet are also seeing strong demand for imported produce.
Retailers are stepping up competition through wider sales formats, promotional campaigns and price adjustments to attract customers.
Representatives of distribution networks said a shift in consumer preferences towards imported fruit, including produce from Australia and New Zealand, was helping retailers expand their market share and improve revenue.
Annam Gourmet said demand for imported fruit and vegetables had risen by about 5 to 8 per cent this year. Notably, sales of imported apples increased by 26 per cent in the first half of the year.
According to customs data, two-way trade between Vietnam and New Zealand reached USD 844 million in the first half of 2026, with several product categories recording strong growth.
Fruit and vegetables were New Zealand's second-largest product group exported to Vietnam, behind only dairy products, with trade value reaching USD 78 million, up 20.3 per cent from the same period in 2025.