The presence of American products in Vietnam's retail market is rapidly increasing. Once primarily consumed in upscale restaurants and hotels, U.S. food ingredients are now expanding their sales into large supermarkets and general food stores, leading to a significant rise in import value. However, local consumers have expressed mixed reactions, welcoming the improved quality and variety while also raising concerns about high prices and freshness.
According to local media reports on November 12, the import value of U.S. products to Vietnam reached $17.4 billion from January to September this year, marking a 14% increase compared to the same period last year. Customs statistics indicate that imports have risen across various categories, including agricultural products, food, electronics, and manufacturing machinery.
Notably, American food products are now readily available in retail outlets frequented by Vietnamese consumers. Items such as American fruits, nuts, meats, and seafood have become key offerings in large supermarkets, broadening the choices for local shoppers.
U.S. Potatoes to Beef Expand Sales in Vietnam
Among American agricultural products, red and purple-skinned potatoes stand out. Previously supplied mainly to hotels and restaurants, they are now available in regular supermarkets. According to Dang Thi Dong Phuong, a representative of the U.S. Potato Board in Vietnam, the selling price for American purple potatoes is approximately 130,000 VND per kilogram. Although this is higher than regular potatoes, increasing consumer interest in their unique color and taste has led to a rise in seasonal imports.
The price competitiveness of American fruits has also improved somewhat. Current retail prices show that American peaches are 15-20% cheaper than the same period last year, while apples have decreased by 5-10%. Sales of American walnuts have surged by over 20% in some large supermarkets compared to the previous year.
The distribution of meat and seafood is also expanding. American beef and chicken are now sold to general consumers, while lobster, cod, and salmon are available through restaurant and retail channels.
Despite the increase in U.S. beef imports to Vietnam, price concerns remain. According to Le Van Anh Tuan from the U.S. Meat Export Federation (USMEF), a 14% import tariff applies to boneless beef, while a 20% tariff is imposed on bone-in beef. This structure puts U.S. products at a disadvantage compared to Australian and Canadian imports, which benefit from tariff reductions under free trade agreements.
The U.S. government is also showing interest in expanding its market presence in Vietnam. Steven Alexander Beiden, Deputy Undersecretary for Marketing and Regulatory Programs at the U.S. Department of Agriculture, noted at the 'Taste of USA 2026' event in Ho Chi Minh City on November 9 that Vietnam is one of the rapidly growing export markets for U.S. agricultural products.
Vietnam ranks as the seventh-largest export market for U.S. agricultural products. Last year, U.S. agricultural exports to Vietnam reached approximately $5.6 billion, a 38% increase from the previous year. Local retailer MM Mega Market Vietnam offers around 500 American products, with sales of U.S. goods reaching about $8.3 million last year, particularly in fresh items like grapes, cherries, blueberries, and frozen chicken.
Mixed Consumer Reactions: 'Quality is Good, but Prices are High'
The influx of American products into the Vietnamese market has elicited varied responses from local consumers. Many readers commenting on local online articles cite price as the most important purchasing criterion. One reader remarked, 'I welcome American products, but if prices were just a bit lower, we could buy them more easily.'
Another reader noted that while the popularity of American products is rising, prices remain a significant barrier, prompting them to question whether reasonable pricing should take precedence over quality and brand. Some view the increase in American imports as a natural outcome of expanding trade between the two countries. One reader stated, 'Given Vietnam's trade surplus with the U.S., it is natural for imports of American products to rise, and increased mutual trade could create more business opportunities for companies in both countries.'
Conversely, concerns about the freshness of imported foods have been raised. One reader pointed out that most American beef, chicken, and seafood are distributed in frozen form, which they find disappointing compared to the fresh meat and seafood available locally.
Another consumer expressed curiosity about how the freshness and quality of American fruits are maintained after long-distance transport. There were also preferences expressed for domestic products, with one reader stating, 'I prefer Vietnamese beef, fish, and fruits over imported ones.'
On the other hand, some consumers view the quality and safety of American food products positively. One reader commented, 'I now have more opportunities to purchase American consumer goods and food, and it would be even better if they were competitively priced.' Interest in American automobiles was also noted, with some readers expressing hopes for reduced import tariffs on American cars or an expansion of automotive product distribution.
Meanwhile, the increase in U.S. imports to Vietnam is not limited to consumer goods. From January to September this year, imports of American computers, electronics, and components reached approximately $5.32 billion, accounting for nearly 31% of total imports from the U.S. Imports of machinery, equipment, and parts also amounted to about $1.31 billion.
* This article has been translated by AI.
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