Export Fruit Packaging Market – Potentials & Challenges

In recent years, Vietnamese fruits have made a strong mark on the global agricultural map. With an export turnover exceeding USD 4.2 billion in 2023, the fruit industry has become one of Vietnam’s key sectors contributing significantly to foreign exchange earnings.
However, to conquer demanding markets such as the United States, the EU, Japan, and South Korea, Vietnamese fruits must not only ensure superior quality but also be accompanied by international-standard packaging.

Packaging has evolved from being a simple protective shell into a strategic element that determines brand value and competitiveness. As global consumers become increasingly concerned about sustainability, safety, and traceability, the export fruit packaging market presents tremendous opportunities — along with significant challenges — for Vietnamese enterprises.

1. The Potential of the Export Fruit Packaging Market

Vietnam is currently among the top five fruit-exporting countries in Asia, benefiting from its tropical climate, diverse fruit ecosystem, and extensive network of free trade agreements (FTAs).
Key export markets include China (accounting for over 40% of total export value), followed by the United States, Japan, South Korea, and the European Union.

1.1. Global Consumption Trends

According to Euromonitor 2024, the market for sustainable agricultural packaging is growing at a rate of 10–12% per year. Consumers increasingly prefer fruits pre-packed in thermoformed PET or PP trays with transparent lids — not only for convenience but also for transparency.
Buyers want to see the color, size, and freshness of the fruit before making a purchase.

Moreover, e-commerce is reshaping consumer behavior. Shoppers are moving away from buying loose fruits at traditional markets and are instead ordering online — requiring packaging that is durable, shock-resistant, and easy to stack.
This shift drives demand for products such as PET punnets (ventilated thermoformed plastic boxes), topseal trays (sealed under modified atmosphere – MAP), and containers with QR codes for product traceability.

Image Source: A sustainable future for packaging | Packaging News

1.2. Growth Rate in Vietnam

From 2020 to 2025, the Vietnamese fruit packaging market is forecasted to grow at approximately 12% per year, driven by three main factors:

• Abundant fruit supply: The cultivation area for export-oriented fruits such as mango, jackfruit, dragon fruit, longan, and lychee continues to expand.

• Requirements from retail chains: Domestic supermarkets and retail chains like Winmart, AEON, Co.opmart have implemented their own packaging standards, forcing suppliers to standardize their products.

• Global environmental pressure: Initiatives such as the EU Green Deal and Plastic Tax compel businesses to switch to rPET or biodegradable packaging.

Image Source: Thông tin tài chính, Thông tin kinh doanh, Nghiên cứu thị trường và xếp hạng tín nhiệm

1.3. Opportunities for Domestic Enterprises

Vietnamese companies have a competitive advantage in producing thermoformed plastic packaging due to low labor costs and competitive raw material (plastic pellets) prices.
By investing in technologies such as anti-fog coating, micro-perforation, and topseal films, domestic manufacturers can become suppliers not only for the local market but also for export markets.

Forecast: The Vietnamese export fruit packaging market is expected to maintain double-digit growth from 2020 to 2025.
Read more: BAO-CAO-TRIEN-VONG-NGANH-HANG-TRAI-CAY-TAI-VIET-NAM.pdf

2. Strict Requirements from Import Markets

2.1. USA & EU – Strict Safety and Environmental Standards

To export fruits to the United States, packaging must comply with FDA regulations for food-contact materials. Vietnamese companies are required to provide migration test certificates proving that PET/PP plastics do not leach into food.

In Europe, in addition to safety requirements, the Plastic Tax introduced in 2021 and expanded in 2025 imposes heavy taxes on non-recyclable packaging.
Companies are therefore obliged to use PET, PP, or rPET materials.

Image Source: The Brussels Times

2.2. Japan & South Korea – Preference for Refined Aesthetics

Japanese consumers place a high value on aesthetics and the shopping experience. Fruits are typically packaged in transparent PET trays with a luxurious black base, a secure lid, and clearly labeled stickers. Packaging not only preserves the product but also enhances its perceived value.

South Korea follows similar standards, additionally requiring bilingual information on the packaging.

Image Source: Teach In Korea | Aclipse | Teach & Travel Abroad

2.3. China – Mandatory Traceability

China is the largest consumer market for Vietnamese fruits but also enforces increasingly strict regulations. Packaging must include a logistics QR code connected to the customs system to ensure electronic traceability.
This requires Vietnamese companies to invest in direct label printing technology or integrate QR codes on tray lids.

Hưng Dụ HACCP Certificate: ISO HACCP (11.05.2026) MỚI.pdf

3. Challenges for Vietnamese Enterprises

3.1. High Production Costs

Premium PET or PP trays are 20–30% more expensive than traditional packaging.
Investments in machinery (topseal machines, MAP systems, thermoforming molds) are significant, while many small businesses struggle to access capital.
In addition, cold-chain logistics and international shipping increase cost pressures.

3.2. Technology Gap

Many domestic packaging facilities still produce simple trays and lack the capability to manufacture transparent rPET, internationally standard micro-perforated packaging, or in-mold labels.
The lack of advanced technology makes it difficult for enterprises to secure long-term contracts with global retail corporations.

Image Source: Những Trang Vàng Việt Nam – Yellow Pages YP.VN

3.3. Environmental and Regulatory Pressure

Vietnam’s EPR policy (Environmental Protection Law 2022) requires companies to take responsibility for recycling packaging. Meanwhile, the EU Green Deal mandates exporters to provide transparent documentation on materials.
Failure to comply may result in companies being excluded from the supply chain.

Read more: ‘Greening’ Packaging: High Costs, New Technology Requires Skilled Workforce

4. Opportunities for Vietnamese Enterprises

4.1. Investing in rPET and Eco-Friendly Packaging

Vietnamese companies can take the lead by investing in rPET tray production.
This is becoming mandatory, as many global retail corporations commit to using 30–50% recycled plastics by 2025.
rPET packaging meets regulatory requirements while also enhancing the company’s sustainability image.

4.2. Product and Design Diversification

• Transparent PET/PP trays for cherries, grapes, and blueberries.

• Ventilated trays optimized for the fruit’s natural respiration.

• Paper-based trays laminated with thin films for markets requiring reduced plastic usage.

Export fruit tray product portfolio

Image Source: Plastic Manufacturing & Processing Company – DA NANG PLASTICS 

4.3. Transparency and Brand Building

Companies need to publicly display certifications such as FDA, HACCP, ISO 22000 on their websites and catalogues to enhance credibility.
Transparent communication helps increase E-E-A-T scores, improve SEO ranking, and attract B2B customers.

See also Hưng Dụ’s Green Packaging Catalogue: Catalogue HungDu 2025.pdf

Conclusion

The Vietnamese export fruit packaging market is currently experiencing a boom phase. With double-digit growth demand, this represents a golden opportunity for packaging manufacturers.
However, to seize this opportunity, businesses must overcome barriers such as high costs, technology gaps, and international environmental standards.

Packaging is no longer just about protecting the product; it has become a key factor in global competitiveness.
Vietnamese companies that invest in rPET, topseal technology, micro-perforation, anti-fog coatings, and maintain transparent certifications will more easily expand their markets, enhance credibility, and contribute to building the global reputation of Vietnamese agricultural products.

Contact us for PET/PP fruit tray pricing.