Vietnamese dragon fruit strengthens its lead in Thailand’s major supermarket chains

Dragon fruit secures shelf space

Vietnamese dragon fruit continues to hold a leading position in major Thai supermarket chains, including Big C, Lotus’s and Central Food Hall. According to Vietnambiz, retailers favor the fruit because Vietnamese suppliers can provide stable volumes throughout the year, while its appearance and pricing suit the requirements of the Thai mass market.

The product illustrates Vietnam’s broader advantage as a nearby supplier of fruit and vegetables that Thailand cannot produce at large scale or harvest during the same periods. Differences in growing seasons allow Vietnamese exporters to fill gaps in domestic availability, while consistent supply helps supermarket groups maintain regular displays and promotions instead of treating dragon fruit as an occasional import.

Presentation also matters in modern retail. Attractive color and suitable sizing give Vietnamese dragon fruit a strong position in supermarkets, where visual consistency influences purchasing decisions. Competitive pricing adds another advantage for importers and retail buyers operating in a market that already has access to produce from several Asian and non-Asian origins.

Processed produce broadens demand

Thailand’s purchases from Vietnam extend beyond fresh fruit. Thai companies are increasing procurement of individually quick-frozen vegetables, dried fruit, concentrated juice and semi-processed agricultural products, according to Vietnambiz, citing the Agricultural, Forestry and Fisheries Market Bulletin of Vietnam’s Ministry of Industry and Trade.

These goods serve two important customer groups. Food manufacturers use Vietnamese ingredients in products intended for export, while restaurants and hotels buy them to serve Thailand’s tourism industry. This creates a market for suppliers able to meet industrial specifications as well as for exporters focused on consumer-ready produce.

Vietnamese processed and canned fruit and vegetables, together with dried nuts, are also beginning to compete directly with Thai brands. The trend gives Vietnamese companies an opportunity to move beyond sales of unprocessed crops, but it also places greater emphasis on quality control, standardized processing, packaging and reliable delivery schedules.

Tariffs and logistics support competitiveness

Vietnam’s position is supported by a 0% tariff under the ASEAN Trade in Goods Agreement, or ATIGA. Short road and sea routes between Vietnam and Thailand also reduce transport costs and delivery times. These advantages are particularly relevant for fresh fruit, where shelf life affects commercial value, and for processors that need regular shipments of raw materials.

Competition nevertheless remains broad. During the first seven months of the year, Thailand sourced most of its imported fruit and vegetables from Asian markets, including China, Laos, Vietnam, Indonesia and Myanmar. The United States, Australia and New Zealand were also among the principal suppliers. International Trade Centre data cited by Vietnambiz ranked Vietnam as Thailand’s fourth-largest fruit and vegetable supplier, with shipments worth $71.17 million. That value was down 13.8% from the same period a year earlier and represented 4.22% of Thailand’s total import value. The decline shows that strong supermarket visibility for dragon fruit does not automatically translate into growth across the full produce category. Maintaining year-round availability, competitive costs and dependable processing standards will therefore remain central to Vietnam’s position in the Thai market.