American products become increasingly common in Vietnamese supermarkets

Mai Thanh was surprised to find U.S. red and purple potatoes on sale at a supermarket in HCMC’s Binh Trung Ward.

Having tried them while living in the U.S., she decided to buy some despite their prices being twice those of local varieties. The potatoes have been imported for years, but were mainly purchased by restaurants and hotels.

Dang Thi Dong Phuong, Vietnam representative for Potatoes USA, which markets American potatoes, said shipments to Vietnam have increased with each passing year. Consumers buy them, drawn by their distinctive flavor and eye-catching color, despite their high prices, she said.

She expected the potatoes to soon be available at more retail outlets.

Other American products that have become more common at retailers include walnut, beef, poultry, lobster, cod and salmon.

As a result, prices of some products have dropped: nectarines and apple, for instance, are 15-20% and 5-10% cheaper than a year ago. Retailers say these fruits often sell out quickly when their seasons arrive.

Le Van Anh Tu, a representative of the U.S. Meat Export Federation, said Vietnam’s imports of American beef tripled year-on-year in the first eight months of 2026.

But boneless beef from the U.S. is subject to a 14% import tariff, while bone-in beef faces a 20% duty, he said.

This makes American imports less competitive than those from Australia and Canada, which benefit from preferential tariff rates under free trade agreements, he said.

His agency is working with partners to promote the products and help importers and distributors expand their markets, he said.

Further talks between Vietnam and the U.S. could result in lower tariffs and fewer trade barriers, which would boost U.S. beef’s competitiveness and improve market access for goods from both countries, he added.

Stephen Alexander Vaden, U.S. Deputy Secretary of Agriculture, said Monday that Vietnam is the seventh largest market for American agricultural and related products.

Their exports to Vietnam rose by 38% to nearly $5.6 billion in 2025, he said at an event promoting American products at a MM Mega Market outlet in HCMC.

The U.S. seeks to expand the presence of its products across Vietnamese distribution networks while making them available to consumers at competitive prices, he added.

Stephen Alexander Vaden (center-left), U.S. Deputy Secretary of Agriculture, at a supermarket in Ho Chi Minh City on Nov. 9, 2026. Photo by Ho Giang

Nguyen Duc Toan, managing director of MM Mega Market Vietnam, said his chain sells some 500 products from the U.S. and their sales were worth $8.3 million in 2025.

Sales of fresh foods, including grapes, cherries, blueberries and frozen chicken, grew by 20%, he said.

Customs data shows Vietnam imported $17.4 billion worth of goods from the U.S. in the first nine months of the year, up $2.13 billion year-on-year.

Imports of fruits and vegetables rose from $461 million to $572 million, and of soybean, from $352 million to $424 million.

Computers, electronic products, and components accounted for about $5.32 billion, or 31% of the imports.