Durian market overview
The global durian market is forecasted to reach USD 16.89 billion by 2030, with an annual growth rate of 9.4% during the period from 2025 to 2030. China accounts for 91% of the global demand for durians, with demand increasing by 400% over the past two years. Durians are becoming increasingly popular not only in Asia but also in European and North American markets due to their health benefits and wide application in food products.
Vietnam and Thailand are major exporters, with Vietnam’s fruit and vegetable exports reaching USD 7.1 billion in 2024, of which durians accounted for 50%. Vietnam’s durian exports to China in 2024 grew by 43%, thanks to competitive pricing. This growth has helped thousands of farmers improve their incomes and contributed to economic development.
Durian, often referred to as the “king of fruits,” is primarily cultivated in Southeast Asia, with the top three countries—Indonesia, Thailand, and Vietnam—dominating global production. Together, these nations account for the vast majority of the world’s durian output, making Southeast Asia the epicentre of durian cultivation.
Indonesia: The Production Giant with Export Challenges
Indonesia is the largest durian producer globally, surpassing other key players like Thailand, Vietnam, and the Philippines. The country’s rich diversity in durian varieties, particularly the Nusantara variety, positions it as a durian powerhouse. Java Island, particularly East Java, leads the production, contributing over 480,000 tons of durian annually, accounting for around 50% of Indonesia’s total output.
Despite this impressive output, Indonesia faces a significant export challenge. While its production capacity is unmatched, only a fraction of the durian is exported, with the majority consumed domestically. In 2024, Indonesia’s total durian exports were a modest 600 tons, valued at approximately 1.8 million USD. The primary export markets are Thailand, Hong Kong, and China, with China’s growing demand offering substantial untapped potential.
Currently, Indonesia is restricted to exporting durian in paste form, primarily used in ice cream production, which significantly reduces the product’s value. This is a time-consuming process and has led to a reliance on Thailand as an intermediary for exports to China, further squeezing profit margins for Indonesian farmers.
To overcome these challenges and capitalize on the lucrative Chinese market—worth approximately 8 billion USD—the Indonesian government is working on a bold strategy to allow direct exports of fresh durian to China. This would eliminate the middleman, improving profit margins for local farmers and enhancing Indonesia’s position in the global durian market. As part of this plan, the government has also created opportunities for Chinese investment in the durian sector, offering up 5,000 hectares of land for cultivation and identifying regions like North Sumatra and Sulawesi Island as prime investment locations.
Thailand: A Durian Export Powerhouse Facing Rising Competition
Thailand is a key player in the global durian trade, known for its high-quality exports of fresh and frozen durian. Despite its leading position, Thailand’s durian exports declined 12.8% year-on-year in 2024, totalling 809,740 tons. This downturn can largely be attributed to strong competition from neighbouring Vietnam, which boosted its exports to China by an impressive 49.4%, reaching 736,715 tons.
To safeguard its position in the global market, Thailand has taken proactive steps to improve the quality of its durian exports. One of the key measures includes raising the minimum dry matter content requirement for exported durian from 32% to 35%. This change is aimed at enhancing the consistency and flavor profile of Thai durian, making it more competitive in international markets, especially in China, where demand for high-quality durian is growing.
In addition to improving product quality, Thailand has invested in more efficient transportation routes to reduce shipping times. The country has promoted the use of road and rail links via Laos to shorten the journey to China. This initiative is part of a broader effort to ensure that Thai durian reaches its destination in peak condition, further boosting its appeal in the competitive global market.
Looking ahead, Thailand’s government has set clear goals for the durian industry in the 2024-2030 period. The country aims to increase its durian output to 5.05 million tons by 2030, reinforcing its position as a major global producer. By focusing on both quality and efficiency, Thailand seeks to maintain its dominance in the international durian market and continue driving economic growth through durian exports.
Vietnam: A Rapidly Expanding Durian Producer with Global Ambitions
In 2020, the export value of Vietnamese durians to China was only USD 116 million, but by 2024, this figure had surged to USD 3.2 billion, a 28-fold increase. The main reason for this growth is that durians began to be officially exported as of September 2022. According to the General Department of Vietnam Customs, durians are a key commodity, accounting for 45% of Vietnam’s total fruit and vegetable export value in 2024, with a volume of 9.19 million tons, up 46% in quantity and 43% in value compared to 2023.
In less than 10 years, the durian cultivation area in Vietnam has increased fivefold, from just 32,000 hectares in 2015 to 150,000 hectares in 2023. By 2025, the total durian cultivation area in Vietnam is expected to reach 150,000 hectares, with an estimated production of 1.5 million tons.
Vietnam’s vision for the future is focused on sustainable durian development, with an emphasis on improving quality standards and increasing the proportion of durian that meets grade A standards. By 2024, Vietnam aims to achieve a 70-80% grade A certification, significantly boosting the quality and export value of its durian.
With its off-season advantage, expanding cultivation areas, and ongoing improvements in quality control, Vietnam is increasingly asserting itself as a key player in the global durian market. As the country continues to enhance its production capacity and standards, its position in the global market is set to strengthen, making it a serious competitor to traditional durian-exporting nations like Thailand.
Conclusion
The development of the durian market not only brings substantial economic benefits but also opens up numerous opportunities for producing and exporting countries, particularly in Southeast Asia. Vietnam and Thailand continue to be pivotal in supplying high-quality durians to international markets, with increased production and improved quality. In the future, competition and export expansion will remain crucial factors driving the growth of the global durian industry.
