What product trends are US and EU buyers looking for?

1. Overview of US - EU buyer behavior in 2025

• US - EU buyers prioritize environmentally friendly products with transparent origin.

• The trend of shifting to online B2B has caused the number of businesses purchasing products on Alibaba to increase sharply.

• These markets are interested in quality - certification - competitive FOB prices.

• Vietnamese businesses that want to develop need to understand the B2B model on Alibaba and how the e-commerce platform operates, especially the search behavior by "solution", not just "product".

2. Why do Vietnamese businesses need to update the search trends of US - EU buyers?

• US and EU buyers make decisions based on data, not emotions. They often search for products according to the criteria: "quality", "sustainability", "long-term supplier".

• Purchasing demand increased sharply in the following groups: home & living, food & beverage, beauty & personal care, outdoor products, pet supplies, sustainable packaging.

• Correct understanding of trends will help Vietnamese businesses optimize listings, set keywords correctly, and increase impressions. This is an advantage when opening an Alibaba Vietnam booth and participating in exporting through Alibaba.

3. Trends that US and EU buyers are looking for according to each industry

Below are the 12 product groups that US - EU buyers search for the most on Alibaba in the period 2024–2025.

Group 1 – Eco-friendly & Sustainable Goods

• Biodegradable bags.

• Kraft paper packaging, recycled carton boxes.

• Disposable utensils made of wood/bamboo pulp/bagasse.

• Stainless steel water bottle, reusable silicone.

• Bamboo straws, rice straws, bagasse straws.

• Eco-friendly business gifts.

Why are buyers looking?

• The US - EU are tightening environmental laws: Plastic Tax, Green Deal, EPR.

• Businesses are forced to switch to green materials.

Opportunities for Vietnam:

• Abundant raw materials: bamboo, wood, bagasse, coconut.

• Strong point in competitive FOB price.

Group 2 – Kitchen & home appliances (Home & Kitchen)

• Wooden kitchen utensils, pressed bamboo trays.

• PFAS-free safe non-stick pots and pans.

• Glass/borosilicate food containers.

• Space-saving organizers.

• Tropical lifestyle decor.

Reasons for growth:

• –Americans and EU people work at home more => increase spending on home living.

• They look for products that are aesthetically pleasing and sustainable.

Group 3 – Sustainable Fashion (Sustainable Fashion)

• Clothes made from organic cotton, recycled fabrics.

• Minimalist fashion (minimalist wear).

• Accessories from vegetable leather, coconut leather, coffee leather.

• High quality canvas tote bag.

• Sun-protective swimsuit, quick-drying fabric.

US - EU buyers focus on:

• Certification: GRS, OEKO-TEX, BCI.

• Stable suppliers, repeat orders.

Group 4 – Food – spices – Vietnamese agricultural products (Food & Beverage)

• Robusta – Arabica coffee (roasted, ground, soluble).

• Asian spices: fish sauce, chili sauce, Malaysian curry sauce, vermicelli, vermicelli, pho.

• Freeze-dried snacks: mango, jackfruit, sweet potato.

• Cashew nuts, black pepper, organic pepper.

• Plant-based (vegan) products.

What do US and EU buyers look for in Vietnamese agricultural products:

• Stable quality, HACCP, ISO, FDA certification.

• Prices are softer than Thai/Indian/Indonesian.

Vietnamese F&B businesses are accelerating strongly when exporting through Alibaba.

Group 5 – Pet Supplies

• Cat and dog toys, chewing bones from real cowhide.

• Soft, odor-resistant pet bed.

• Grooming equipment: comb, hair clipper.

• Organic grain food, natural treats.

• Anti-spill toilet tray.

This trend is exploding strongly in the US (>100 billion USD/year).

Group 6 – Health & Wellness (Health, beauty)

• Natural skincare products: turmeric, green tea, aloe vera.

• Body care: bath salts, herbal shampoo.

• Essential oils, scented candles, mini sauna room.

• Collagen, vitamin gummies (GMP required).

• Massage tools, massage guns.

Buyer prioritizes criteria:

• Clean ingredients - transparent.

• Beautiful packaging - environmentally friendly.

Group 7 – Compact Furniture

• Folding table, folding chair.

• Minimalist interior in Japanese - Nordic style.

• Products from acacia wood and rubber wood.

• Wall-mounted cabinets save space.

• DIY furniture.

The EU market is very fond of products from legally grown wood (FSC).

Group 8 – Outdoor & camping products

• Folding tent.

• Mini gas/induction portable stove.

• The bag retains heat for a long time.

• Ultralight folding chair.

• Solar lights.

COVID increases demand for nature tourism => the market continues to grow.

Group 9 – Cleaning equipment & small appliances (Home Appliances)

• Mini robot vacuum cleaner.

• Compact air purifier.

• Blender – mini juicer.

• Humidifiers, odor diffusers.

• Electricity saving equipment.

Group 10 – Corporate gifts & events (Corporate Gifts)

• Eco-friendly gift set.

• Kraft notebook, bamboo pen.

• Thermal cup with engraved logo.

• Smart office set.

• Gift set for Tet and Christmas.

US and EU businesses buy in large quantities all year round.

4. Conclusion: 2025 is a golden time for Vietnamese businesses to export through Alibaba

• The US and EU are actively looking for products from Vietnam.

• Vietnamese suppliers have advantages in quality - price - green materials.

• When you properly understand trends and know how to optimize on Alibaba, your business can grow strongly in 6–12 months.

ALIBABA VIETNAM COMPANY - EXPORT E-COMMERCE FLOOR

• Head office: 19th Floor, Saigon Center Building, No. 67 Le Loi Street, Ben Nghe Ward, District 1

• Email:  [email protected]

• Phone: (+84) 987 258 510

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