According to a report by Mordor Intelligence, the global fresh durian market is expected to grow at a CAGR of 10.6% during the forecast period (2022-2027). FRESH DURIAN MARKET - GROWTH, TRENDS, COVID-19 IMPACT AND DISCOUNT (2022-2027) COVID-19 has had a positive impact on the fresh durian market. For example, in 2020, the import of fresh durian into China has increased significantly due to the increased demand for fresh durian in the country because of its health benefits. This has led to an increase in exports of fresh durian from Thailand and Malaysia to China. In the long term, the durian market is expected to grow tremendously due to the increase in consumer demand. Although China is undoubtedly a dominant consumer of durian, with the increased awareness of the health benefits of the fruit, the demand for durian is also coming from European, Arab and American countries. In addition, the product has gained popularity in the food industry as a flavouring agent. In recent times, consumers are willing to experiment with different foods with the inclusion of the product as an exotic flavour. All these factors are expected to boost the demand for durian considerably over the forecast period.

The global trade in durian fruit is currently dominated by two countries, with China dominating import activities and Thailand dominating exports. As China is not able to produce the king fruit of Asia (climatic conditions do not allow durian to grow there) had dominated global imports with 575,672 tonnes in 2020. This share has steadily increased from 49.3% in 2017 to 76.1% in 2020 of the global market. With a growing base of health-conscious consumers and middle-income households, the market for durian is expected to be further boosted in the country as the fruit is a rich source of nutrients such as iron vitamin C and potassium. New markets have also emerged in the food service industry, such as its use as an essential topping on pizzas, fondue broths, pulps or durian pastes. According to Tridge, by 2020, Thailand's fresh durian exports to China are worth $2.3 billion and those to Hong Kong are worth $592.84 million. The relentless demand for durian in China has not only driven up prices, but has also led property experts to predict that durian plantations will boost local agricultural value in the years to come. Malaysia's leading plantation companies are also getting into the game: PLS Plantations (Malaysia), for example, traditionally focused on oil palm, has turned its attention to durian plantations, announcing the acquisition of 69.63 acres of land dedicated to durian cultivation in November 2019. According to The Edge, the purchase cost PLS Plantations some $4.89 million, but also boosted its share price by almost 35% in a fortnight, from $0.16 to $0.22 per share. In the case of Malaysia, the purchase of land for durian plantations is causing huge problems for companies interested in the sector, as the majority of the land is primary forest that has been ravaged to establish a plantation. There is an intense political and legal battle going on in Malaysia, with many actions being taken against the massive establishment of durian farms in these areas. In Thailand, agricultural land is still accessible in terms of price, and concerns land already used for agriculture, which does not involve destroying forests, but rather to replace certain short-term productions such as cassava, and to allow farmers in financial difficulty to recover from the impact of the COVID crisis on them. The Thai government has seen the value of durian for export and its impact on GDP and is facilitating and helping entrepreneurs and investors to jump into the market. It is therefore easy to conclude from this data that the fresh durian market is expected to grow rapidly over the forecast period, and that the time is right to start planting durian in Thailand.