Vanilla Market - Forecasts from 2023 to 2028

The vanilla market is expected to grow at a CAGR of 6.88% from US$1,061.955 million in 2021 to US$1,691.731 million in 2028.

The rising demand for natural flavours from consumers and the expansion of the food and beverage sector are the main drivers of the vanilla market. Vanilla's commercial appeal is influenced by its use in confectionery and pastry goods as well as growing health and wellness movements. Market dynamics are impacted by the spread of vanilla cultivation into new areas and supply chain difficulties. The market is further propelled forward by the desire for high-end, handmade goods. The vanilla market is more competitive due to ongoing research and innovation in sustainable practices and extraction techniques.

According to CBI, Europe is one of the major markets for vanilla. Together, France, Germany, and the Netherlands make up around 32% of all imports worldwide (and 75% of all import volumes in Europe), as opposed to 42% for the United States as a whole. Imports of vanilla into Europe from underdeveloped nations rose from 1,186 metric tonnes in 2017 to 1,470 metric tonnes in 2021. Additionally, Europe bought €356 million worth of vanilla in 2021.

Government initiatives to promote cultivation.

Government programs that assist agriculture, promote international commerce, and guarantee product quality such as trade agreements, quality standards, and agricultural subsidies impact the vanilla market. For instance, in September 2023, through the U.S. Agency for International Development (USAID), the U.S. government assisted vanilla growers in the SAVA region in boosting their revenue and expanding their market reach while preserving the environment. From 2020, the project increased sales of premium vanilla by 280% and sequestered more than five million tons of carbon. Furthermore, in October 2023, researchers from the University of Florida's Tropical Research and Education Centre started a thorough analysis of vanilla, which includes creating fertilizer guidelines, creating the highest-yielding, disease-resistant cultivars, and figuring out which beans have the most vanilla content.

Rising demand from various end-users

Growing demand has a substantial effect on the vanilla industry across several end-user sectors. The requirement for vanilla as a primary flavouring agent is directly impacted by increased demand from the food and beverage sector, especially in bread and confectionery items. Vanilla's growing popularity increases its market appeal as customers gravitate towards natural ingredients due to health and wellness trends. Furthermore, the importance of premium vanilla is increased by the desire for artisanal and premium goods. The dynamics of the vanilla market and its overall growth are significantly shaped by the development of end-user industries and changing customer tastes.

As per the Food Drink Europe, an industry confederation in the European Union, the EU food and drink industry is one of the biggest industrial sectors in the EU, employing 4.6 million people and generating a turnover of €1.1 trillion and €230 billion in value-added, according to Data & Trends 2022. The food and drink sector employs the most people in manufacturing in half of the 27 EU members.

Moreover, given the rising prevalence of infections caused by MDR bacteria, such as Enterococcus faecium, Staphylococcus aureus, and Klebsiella pneumoniae, among others, it is critical to investigate novel alternative or adjunct treatment options, such as phytochemicals with antibiotic properties. In addition to its use as a flavoring agent, vanilla's physiologically active components, vanillin and vanillin acid, have long been recognized for their positive health benefits, including antibacterial properties.

The USA’s vanilla market is anticipated to grow steadily. 

The increasing demand for dairy products and increasing consumption of coffee among the people in the country coupled with the increasing consumption of ice cream in the USA, is expected to boost the market for vanilla in coming years. Increasing grants offered in the country for the enhancement of vanilla production can also contribute to the high growth of vanilla in the United States. For instance, the United States Department of Agriculture (USDA) grants to a University of Florida assistant professor to enhance UF/IFAS Vanilla Research, to promote domestic industry. The use of vanilla is diverse from cakes to candles, from cough drops to cleaning solutions the use of vanilla is increasing which is boosting the market for vanilla in the USA in the projected period.

Additionally, the USDA, in October 2023, vanilla could be the next big crop for small farmers in Southern Florida. The state is on the cusp of new crops that could give small farmers in the southern region of the state a high-value alternative to vegetable and fruit production. Additionally, the researchers at the Topical Research and Education Centers have embarked on a comprehensive evaluation of vanilla, from developing fertilizer recommendations to developing the highest yield, and disease-resistant varieties to identify beans with the best vanilla content. Hence, the increasing research and development, and increasing production of the market for vanilla is expected to propel in the projected period in the USA.

Market Key Developments

• In October 2023, Rodelle's well-liked Fairtrade Organic Pure Madagascar Bourbon Vanilla Extract (59 milliliter/two-ounce size) and Vanilla Bean Paste (59 milliliter/two-ounce size) were made available in 227 retail locations from Quebec to Vancouver as part of the company’s new relationship with Walmart in Canada.
• In June 2022, chocolate producer Barry Callebaut and vanilla supplier Prova joined to assist vanilla producers. Through social, health, and educational initiatives, the alliance also finances and supports the local community. The Sustainable Trade Initiative (IDH) backs this most recent pledge, which upholds both businesses' obligations to use only sustainable ingredients.

Segmentation:

By Origin

• Natural
• Synthetic

By Form

• Beans
• Extract
• Paste
• Others

By End-Use Industry

• Food and Beverages
• Personal Care
• Pharmaceuticals
• Others

By Distribution Channel

• Online
• Offline

By Geography

• North America
• By Origin
• By Form
• By End-Use Industry
• By Distribution Channel
• By Country
• USA
• Canada
• Mexico
• South America
• By Origin
• By Form
• By End-Use Industry
• By Distribution Channel
• By Country
• Brazil
• Argentina
• Others
• Europe
• By Origin
• By Form
• By End-Use Industry
• By Distribution Channel
• By Country
• France (including Tahiti)
• Germany
• UK
• Spain
• Others
• Middle East and Africa
• By Origin
• By Form
• By End-Use Industry
• By Distribution Channel
• By Country
• Uganda
• Morocco
• Others
• Asia Pacific
• By Origin
• By Form
• By End-Use Industry
• By Distribution Channel
• By Country
• China
• Japan
• India
• South Korea
• Indonesia
• Papua New Guinea
• Others