Asian apple demand shifts toward new varieties and smaller sizes

Consumer preferences in Asian apple markets are changing, with buyers showing growing interest in a broader range of varieties and fruit sizes. In 2026, particularly noticeable shifts in demand were seen in India, Vietnam, Malaysia and Hong Kong.

In India, alongside traditionally popular Royal Gala and Pink Lady, interest increased in other varieties such as Red Braeburn and Plumac. This points to a gradual broadening of the imported apple assortment in one of Asia’s key markets.

In Vietnam, demand strengthened for smaller apples, particularly counts 90–100, although buyers had previously preferred larger fruit. At the same time, consumers in Malaysia and Hong Kong showed greater willingness to pay premiums for licensed varieties.

Despite differences between individual markets, overall preferences remain similar: consumers continue to favor sweet and crunchy apples. For varieties such as Royal Gala and Fuji, attractive striped skin is also gaining preference over very dark coloration.

These shifts are pushing exporters to be more flexible in terms of variety mix, fruit size and packaging. Asian markets are becoming less focused on a single standard and increasingly segmented by variety, size and price category.

Tags: apples, Asia