Exotic Fruit: Where the Global Market Is Growing – and How Growers Find the Right Importer

China imported around 1.56 million tonnes of durian in 2024, worth almost US$7 billion. A single fruit that most European supermarket shoppers have never seen thus reached, in one country alone, several times the value of all the classic exotics under customs heading 0810 90 imported by the EU and the UK combined (just over €900 million in 2022). The example shows how unevenly demand for exotic fruit is spread around the world.

For growers and exporters in Latin America, Africa and Asia, this is good news: there is not one market but many – each with its own preferences, seasonal peaks and buying structures. Anyone looking to open up new sales markets needs to know which fruits are in demand where, who buys them and how they reach the shelf. This article provides an overview.

What actually counts as “exotic”

There is no binding definition. The Food and Agriculture Organization of the United Nations (FAO) distinguishes between the four “major” tropical fruits – mango, pineapple, avocado and papaya – and so-called minor tropical fruits such as lychee, longan, passion fruit and dragon fruit (pitahaya). In European trade, “exotics” usually means the fruits under customs heading 0810 90: pomegranates, passion fruit, physalis, lychees, pitahaya, carambola, rambutan, cherimoya and many more.

A quick explanation: customs headings (HS codes) are internationally standardised product codes. Trade statistics are based on them, which is why they keep cropping up in market analyses. This article looks at both groups, because the boundaries are fluid: what is still a speciality today may be on supermarket shelves all year round in a few years’ time.

How big is the market?

The most reliable figures come from the FAO. According to its data, global exports of the four major tropical fruits reached a record of almost 11 million tonnes in 2023. Remarkably, only around 5 percent of production is exported at all – the rest is consumed in the producing countries themselves. In volume terms, tropical fruits account for only about 3 percent of global agricultural trade. But because their average export value is well above US$1,000 per tonne, they are the third most valuable fruit group in the world after bananas and apples.

Individual fruits have become billion-dollar markets in their own right. Global avocado exports rose from around US$3 billion in 2014 to US$9.6 billion in 2024. Then there is the Chinese durian market mentioned above, worth almost US$7 billion.

For the exotic fruit market in the narrower sense, commercial market studies give very different estimates: for 2024 they range from just under US$10 billion to around US$18 billion, with expected annual growth (CAGR, the compound annual growth rate) of between 3.8 and 7.1 percent. The wide range is mainly due to the fact that each institute defines differently which fruits it includes. The figures are therefore better suited as an indication of the order of magnitude than for precise planning.

More precise data is available for Europe: in 2022, the EU and the UK imported pomegranates and related exotics worth €620 million. Lychees, passion fruit, carambola and pitahaya accounted for a further €316 million – an increase of 38 percent within five years. Notably, import value is growing faster than volume, which points to higher prices and more premium varieties.

Key trends

Health rather than luxury

For a long time, exotic fruit was a luxury reserved for the holidays. Today, consumers increasingly buy it because it is seen as healthy – pomegranates for their fibre and minerals, passion fruit and lychees for their high vitamin C content. The pandemic reinforced this awareness. Even so, Christmas and New Year as well as Easter and the end of Ramadan remain the clear sales peaks, while in the European summer local fruit dampens demand.

Ship rather than plane

Many exotics still arrive by air freight. This is coming under pressure: the Dutch supermarket chain Albert Heijn, for example, has decided to stop selling air-freighted fruit and vegetables. Thanks to better packaging and controlled atmosphere in containers, pomegranates, physalis and passion fruit can now be shipped by sea. For pitahaya, trials are under way from Ecuador – industry experts expect it to become the next fruit available all year round.

Europe is growing its own

Due to climate change, Spain, Portugal, Italy and the Canary Islands are becoming producers of pomegranates, passion fruit, pitahaya and cherimoya themselves. From September onwards, Spanish pitahaya faces almost no competition on the European market. Overseas exporters should therefore deliberately place their supply windows before or after the European season.

Stricter quality and residue requirements

Large retail chains in Germany, the UK, the Netherlands and Austria require lower maximum residue levels (MRLs) for pesticides than EU law. As a benchmark, the Dutch export promotion centre CBI recommends the Lidl standard of one third of the legal limit. China has also tightened its rules and now requires test reports on a banned dye for durian from Thailand and Vietnam – which at times led to delays and rejections.

Frozen and convenience products

Alongside fresh produce, processed products are gaining ground: ready-to-eat pomegranate arils in trays, frozen tropical mixes of mango, papaya and pineapple, or avocado purée. CBI expects the European market for frozen tropical fruit to grow by around 5 percent a year; the largest buyers are the Netherlands, Germany, France, Belgium, Poland and the UK.

Which fruits are most in demand

Among the major tropical fruits, mango is number one by volume, followed by pineapple. The fastest growth, however, is in avocado – and according to FAO and OECD forecasts, this will remain the case over the coming decade. World production could rise to around 14 million tonnes by 2033.

Among the classic exotics in Europe, pomegranates, passion fruit, physalis and pitahaya lead the way. Several major retail chains already stock pomegranates, purple passion fruit and physalis all year round. Lychees are mainly in demand around Christmas, especially in France. CBI also sees growth potential for rambutan and carambola.

Asia paints a completely different picture: here durian is the star. Thailand and Vietnam together cover more than 99 percent of Chinese imports; Malaysia has been allowed to ship fresh durian to China since mid-2024, and Indonesia and Laos are also pushing into the market.

Where demand is particularly strong

China is by far the largest single market for certain exotics. Vietnam increased its share of Chinese durian imports from 33 to around 42 percent in 2024. CBI estimates that, for Vietnam, China is around 30 times larger than the European exotics market – and often less demanding.

The Netherlands is Europe’s hub: most of the European exotics trade passes through it, and around 80 percent of imports are re-exported. This makes it the ideal entry market for niche fruits.

Germany is one of the largest consumers of imported exotics, especially pomegranates, physalis and passion fruit. The main supplier is Colombia. Consumers pay close attention to food safety and regional organic produce; however, CBI sees good opportunities in the organic segment and in foodservice, particularly for suppliers with a broad range who can offer mixed pallets.

France has strong seasonal demand for lychees, which come mainly from Madagascar and Vietnam. The Rungis wholesale market near Paris and fresh-focused chains such as Grand Frais offer room for a wide range of exotics.

The United Kingdom is considered open to new fruit varieties. However, British buyers expect measurable information on sustainability, such as water use and carbon footprint, as well as proof of social standards. Belgium is primarily a transit hub, for example for lychees from Madagascar on their way to France. Italy is rather price-driven and so far sources genuine exotics mostly via the Netherlands or France.

The Gulf states are rapidly gaining importance: they import over 85 percent of their food, and the region’s fresh produce market is growing fast. South African pomegranate exporters, for example, now ship a much larger share of their harvest to the Middle East than before. For North America, several market studies also see above-average growth, driven by health-conscious consumers and large population groups with Latin American and Asian roots.

Key suppliers: countries and companies

On the supply side, Colombia is number one in the European exotics trade – above all with passion fruit and physalis. Its trade agreement with the EU ensures duty-free access. Peru has established itself as a professional large-scale exporter of pomegranates and is expanding organic production. Turkey scores with its proximity to the European market, Madagascar with lychees, Vietnam with its great variety and South Africa with lychees and pomegranates. In avocados, Mexico leads with around 40 percent of global export value, followed by Peru.

Among companies, certain names come up again and again: Westfalia Fruit describes itself as the world’s largest avocado company and produces in 16 countries on four continents; besides avocados, it also markets mango, papaya, pomegranates and lychees. US-based Mission Produce operates its own farms in Peru, Colombia and South Africa as well as a ripening centre in Breda in the Netherlands. The Belgian group Greenyard works specifically to bring niche fruits into the mass market. Specialists such as Nature’s Pride, BUD Holland and TFC Holland (with more than 200 tropical and exotic fruits in its range) shape the trade in the Netherlands. On the producer side, companies such as Ocati from Colombia, The Fruit Republic from Vietnam and Grupo Athos from Peru are regarded as role models for successful exporters.

Two routes to market: partnership or broad supplier network

For growers, the most important strategic question is often not which country to supply, but which type of importer to work with. Broadly speaking, there are two groups.

Type 1: Importers with long-term grower partnerships

These companies focus on selected countries of origin and build long-term relationships with individual farms or cooperatives there – often combined with support for certification. One example is the organic importer BioTropic from Duisburg, Germany: founded in 1997 by organic food wholesalers, the company employs its own agricultural engineers who advise growers on production planning and problems in the field, and runs its own projects in Central America and West Africa together with local partners. BioTropic has, for instance, worked with the Ecuadorian cooperative Tierra Orgánica, which grows organic passion fruit and pitahaya.

Large integrated groups such as Westfalia Fruit also source from smallholder collectives and provide them with agronomic support to open up access to international markets. And according to CBI, some British importers actively go looking for growers: if a product is interesting for their supermarket customers, their technical teams will also help farms that still lack certifications such as GLOBALG.A.P. (a standard for good agricultural practice) or SMETA (an audit of social working conditions).

Type 2: Specialised importers with many suppliers

Most exotics reach the European market via specialised importers who work with many countries of origin and also with small volumes. They supply retail, wholesale, foodservice and ethnic markets and play a key role in introducing new fruits. Typical examples are BUD Holland, TFC Holland, Yex and Roveg in the Netherlands, SpecialFruit in Belgium and HLB Tropical Fruit in Germany. Some of them – such as Nature’s Pride, Roveg, Eosta or Greenyard – also pack directly for supermarkets and can therefore offer longer-term supply programmes.

For exporters, this means faster entry and looser ties. In return, the basic requirements must already be in place – according to CBI, the chances without GLOBALG.A.P. are very slim, especially with Northern European retailers. CBI puts importers’ net margin at around 8 percent, so price pressure is noticeable.

The two types of importer compared

Type 1: Importers with long-term grower partnerships

Type 2: Specialised importers with many suppliers

Examples

BioTropic (Germany), Westfalia Fruit (international), Eosta (Netherlands, organic), technical teams of British importers

BUD Holland, TFC Holland, Yex, Roveg (all Netherlands), SpecialFruit (Belgium), HLB Tropical Fruit (Germany)

How they work

Long-term supply programmes with selected farms in specific countries of origin, often with in-house agronomic advice

Buy small and large volumes from many origins and supply retail, wholesale, foodservice and ethnic markets, often with mixed pallets

Role in certification

Actively support growers on the way to organic, GLOBALG.A.P. or social standards

Usually expect certificates to be in place already

Advantages for exporters

Predictable volumes, stable partnership, transfer of know-how

Fast entry, no close ties, access to many sales channels

Challenges

High requirements, longer start-up phase, often close ties to a single buyer

Stronger price pressure, spot market fluctuations, supplier is easily replaced

Which route is right depends on how far the business has developed. Growers still working on certifications or wanting to establish a new fruit usually benefit from a partnership importer. Those already certified who want the flexibility of supplying several buyers will find sales faster with specialists that have a broad supplier network.

Key trade fairs

Fruit Logistica, Berlin – the world’s leading trade fair for the fresh produce industry, next held from 3 to 5 February 2027 with more than 3,000 exhibitors from over 90 countries. Many Dutch exotics specialists exhibit here regularly.

Fruit Attraction, Madrid – takes place from 6 to 8 October 2026. Being close to the Christmas trade, it is well suited for arranging first trial shipments immediately afterwards.

Asia Fruit Logistica, Hong Kong – the most important industry event for the Asian market; the 19th edition took place from 2 to 4 September 2026, and the next one is expected again in September.

Gulfood Fresh, Dubai – launched in 2026 as Gulfood’s dedicated fresh produce section, making it a new platform for the Gulf states.

Macfrut, Rimini – the right place to meet Italian importers. In addition, the Global Tropicals Congress organised by the trade publisher Fruitnet offers a meeting point specifically for tropical and exotic fruit.

Niches with potential

Alongside the large volume markets, there are a number of niches that can be particularly interesting for small and medium-sized growers:

•      Organic exotics: CBI calls this a “niche within a niche” – small, but with higher prices and specialised buyers such as Eosta or BioTropic.

•      Ethnic markets: Asian shops and restaurants ask for lychees and jackfruit; the large Turkish community in Germany ensures steady demand for pomegranates.

•      Foodservice: Chefs use physalis or carambola to decorate desserts; German organic importers are developing concepts specifically for foodservice, i.e. supplying restaurants, canteens and hotels.

•      Premium by air freight: Flawless “Extra” class produce such as rambutan, jackfruit or yellow pitahaya goes to delicatessens and fine dining.

•      Convenience and processing: Pomegranate arils in trays, frozen mixes or fruit purées – in Germany, processed products can also help ease concerns about food safety.

•      Lesser-known fruits: Granadilla, tamarillo, mangosteen, feijoa or kiwano have growth potential but need consumer education – for example, tips on how to eat them.

Conclusion

The global market for exotic fruit is growing – but not everywhere at the same pace and not equally for every fruit. China is a mass market for a few varieties, Europe a demanding market for many, and the Gulf states are catching up fast. Success therefore depends less on whether there is demand than on where exactly it lies, which standards apply there and which importer suits your own business.

If you are targeting specific countries, Easy Prospect’s country-specific market entry studies (www.easyprospect.com.br) give you a quick overview of market structure, access requirements and suitable importers – making it much easier to gain access to particularly attractive markets for exotic fruit.

Sources

•      FAO – Tropical fruits, Commodity in focus: fao.org/markets-and-trade/commodities/tropical-fruits

•      FAO – Major Tropical Fruits Market Review 2017: fao.org/fileadmin/templates/est/COMM_MARKETS_MONITORING/Tropical_Fruits/Documents/CA2895EN.pdf

•      FAO – Minor Tropical Fruits: Global Trade Overview 2024 (via nutritionconnect.gainhealth.org)

•      CBI – The European market potential for exotic fruit (23.01.2024): cbi.eu/market-information/fresh-fruit-vegetables/exotic-tropical-fruit/market-potential

•      CBI – Entering the European market for exotic fruit (23.01.2024): cbi.eu/market-information/fresh-fruit-vegetables/exotic-tropical-fruit/market-entry

•      CBI – The European market potential for tropical frozen fruit: cbi.eu/market-information/processed-fruit-vegetables-edible-nuts/tropical-frozen-fruit/market-potential

•      FreshPlaza – Global avocado demand to drive production, led by Mexico (Opportimes), 2025

•      South China Morning Post – China breaks durian import record as Vietnam, Malaysia nip at Thailand’s heels, 2025

•      The Produce Report – China’s Durian Imports Hit Record High in 2024: producereport.com/node/4456

•      Vietnam Agriculture – China spends nearly 3 billion USD to buy Vietnamese durian, 2025

•      WiseGuy Reports – Global Exotic Fruit Market Research Report: wiseguyreports.com/reports/exotic-fruit-market

•      SkyQuest / GII Research – Exotic Fruit Market Size, Share & Growth Analysis: giiresearch.com

•      FreshPlaza – 20 Years of BioTropic – Organic for one World; IFEMA – BioTropic, organic fruits around the world (2025)

•      Import Promotion Desk – Success Story Tierra Orgánica, Ecuador: importpromotiondesk.de

•      FreshPlaza – Interview Westfalia Fruit; AndNowUKnow – Westfalia Fruit Group’s Grower and Operational Network

•      FreshPlaza – The nearly 40-year evolution of Mission Produce

•      Fruit Logistica: fruitlogistica.com; Asia Fruit Logistica: asiafruitlogistica.com; Grocery Trade News – Fruit Logistica vs. Fruit Attraction (2026)

•      WAM – Gulfood Fresh to debut at Expo City Dubai during Gulfood 2026

Note: This article was created with the help of artificial intelligence (AI). The information is based on the freely accessible sources listed above (as of October 2026). Market figures from different institutes sometimes differ considerably and should be understood as guide values.