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Summary and extracts
1 Market Overview
1.1 Definition and presentation
Vanilla refers to the fruit of the orchid Vanilla planifolia, commonly called vanilla, which is found in the undergrowth of tropical rainforests. It comes in the form of a pod that has an aromatic fragrance and flavor. The transformation from an odorless fruit to a richly aromatic spice requires a long and methodical process known as "preparation."
The vanilla industry is divided into:
- The upstream part that consists of vanilla cultivation and fruit recovery. This activity is carried out in tropical countries, particularly Madagascar.
- The primary production part, which includes the processing of the fruit into a spice.
- The downstream secondary part, which refers to the production of finished products (pod, powder, paste, natural flavor, artificial flavor, syrup or sugar) that are then distributed to end consumers, mainly in developed countries.
Vanilla is mainly used in confectionery, but also as a fragrance in cosmetology or in the production of candles, beauty products, medical care or air fresheners.
The size of the vanilla market is estimated at$1.04 billion in 2024and is expected to reach1.54 billion by 2029, growing at acAGRof8,13%during the forecast period (2024-2029).
The Italian vanilla market has recently been characterized, in line with what has happened in the global market, by a strong process of price increases, mainly due to problems that threaten and seriously endanger the entire production chain. In fact, many companies are increasingly moving toward the use of substitute artificial flavorings, as for example very evident in the ice cream segment. Market players who persist in the use of this flavor in preparations are inevitably led to the marketing of final products with higher prices.
This dynamic also has significant implications for end consumers who are victims of higher prices along the supply chain, who increasingly begin to prefer products not containing this spice.
1.2 A very volatile world market
The vanilla market size is estimated at $*.** billion in **** and is expected to reach $*.** billion by ****, growing at a CAGR of*.**% during the forecast period (***). Because of its many applications in the food and related industries, vanilla is one of the most expensive spices traded on the international market. The main ...
1.3 The domestic market driven by imports
The only Italian sector with the keyword "vanilla" in its description is registered under ATECO **.**"Cultivation of spices, aromatic and pharmaceutical plants" and includes:
the cultivation of permanent and non-permanent spices and aromatic plants: pepper, chili peppers, nutmeg, mace and cardamom, anise, badian, fennel, cinnamon, clove, ginger, vanilla, basil, parsley, chervil, ...
2 Demand analysis
2.1 A flavor popular in the world, less appreciated in Italy
Vanilla is a popular product all over the world because of its taste and smell. According to a study conducted by researcher Asifa Majid of the University of Oxford, the smell of vanilla is the most valued by all cultures around the world. The sample consisted of *** people from * different populations ...
2.2 Sectors driving demand: The food industry
An important feature of vanilla demand is that it is not absorbed directly by individuals, but by various industries that use this raw material to produce refined products such as ice cream, yogurt, cakes, cookies, as well as perfumes, deodorants, shampoos, and other personal care products. Whether in raw or pulverized ...
2.3 Sectors driving demand: The cosmetics industry
The cosmetics industry
The cosmetics industry also consumes vanilla, particularly in the form ofvanilla dioleoresin, a plant exudate obtained by macerating vanilla pods in alcohol. This by-product requires a large amount of natural vanilla: *** kilograms of vanilla are needed to obtain ** kilograms. The distillation of this vanilla oleoresin yields vanilla absolute, ...
3 Market structure
3.1 Market structure and value chain
Analyzing the vanilla production process, the following steps should be mentioned:
Production: about **,*** producers worldwide Harvesting and processing Harvesting: about *,*** harvesters Product quality control Packaging Storage Treatment and export Import: brokers, traders Industrial processing Grinding vanilla into industrial powder for use in flavoring by specialized players Pulverization of vanilla to obtain ...
3.2 Vanilla production, the case of Madagascar
To better understand the vanilla production process, we will focus on the process in Madagascar, which produces ** percent of the world's vanilla[***]. In Madagascar, vanilla cultivation covers **,*** hectares of land and involves about ***,*** farmers, mostly on small family farms. Considering that vanilla plants are lianas and therefore need anchoring support to ...
3.3 The profile of market players
The following are some of the suppliers of the product in Italy
4 Supply analysis
4.1 Type of supply and uses of the product
There are more than *** varieties of vanilla inthe world. However, three varieties of natural vanilla are commonly marketed, each distinguished by its characteristics and place of origin:
Vanillaplanifolia: this is the most popular variety on the market today, produced in Madagascar, Indonesia and Mexico. it is considered by many to be ...
4.2 Analysis of prices charged in the market
In recent years, rising consumer prices for salt, spices and herbs, including vanilla, have marked an important shift in the economic landscape. As the spice sector faces a number of global challenges, including climate change, production costs and market dynamics, consumers have witnessed a marked increase in prices. From **** to ****, the ...
5 Regulations
5.1 Some regulatory aspects related to food flavorings
The following are the main regulations for the sector under analysis:
Regulation (***). Regulation (***) No. ****/**** covers flavorings and certain substances with flavoring properties used in and on food. This regulation defines rules for the use of these components, including natural and artificial flavorings, to ensure food safety and consumer protection by specifying ...
6 Positioning of actors
6.1 A fragmented market
- Danone Groupe
- Unilever Groupe
- Eurovanille
- IFF International Flavours and Fragrances
- Varesco Trading
List of charts presented in this market study
- Global vanilla market value
- Value of world vanilla production
- Breakdown top five global producing countries
- Exports, Imports and Vanilla Coverage Rate
- Breakdown of imports among the top 5 vanilla supplier countries
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Latest news
Unilever in talks with funds to sell Ben & Jerry's and Magnum for 18 billion euros - 22/07/2024
- overall, ice cream will account for just 13% of sales in 2023 (59.6 billion euros)
Unilever to cut 3,200 jobs by the end of 2025 - 16/07/2024
- Total number of job cuts announced: 7,500 people
- - Number of job cuts in Europe: 3,200 people
- - Percentage of European employees affected: one-third
- - Main locations affected: London and Rotterdam
- - Disposal of ice cream division planned by end 2025: current value around 8 billion euros
- - Offer received for Knorr-branded liquid soups business in France: from the Sill Entreprises group
- - Announced sale of Elida Beauty subsidiary: completion scheduled for 2024
- - Sale of Dollar Shave Club brand: to Nexus Capital Management
At the bedside of the sick, Danone invests in protein drinks at Steenvoorde - 22/05/2024
- The adult medical nutrition market is estimated at several billion euros worldwide.
- - Danone is number one in Europe and number two worldwide in the medical nutrition sector.
- - Blédina's Steenvoorde plant will manufacture protein-enriched drinks under the Fortimel brand
- - The total investment for this project is 70 million euros
- - Danone currently operates seven plants worldwide in the medical nutrition sector, including five in Europe.
- - Sales of Danone's specialized nutrition division are expected to reach 8.5 billion in 2023
- - Danone has invested in Turkey and Poland to increase its production capacity in medical nutrition, and has acquired Functional Formularies in the United States.
Danone bets more than ever on medical nutrition - 21/05/2024
- Investment of 70 million euros in a new production line dedicated to medical nutrition at the Blédina plant in Steenvorde.
- Danone's specialized nutrition division, including medical nutrition, generated sales of 8.3 billion euros in 2023.
- Growth of 6.7% for this division in 2023.
- Acquisition of Promedica in Poland, specialized in home enteral tube feeding.
- Acquisition of US-based Functional Formularies, with sales of around 27 million euros, specializing in biological tube-feeding formulas.
- Investment of 100 million euros in a new international R&D center in Saclay, to be inaugurated in February 2023.
Danone opens a second plant for plant-based products in France - 12/02/2024
- Danone inaugurates a new plant dedicated to the manufacture of dairy alternatives in France
- Danone has completely converted its Villecomtal-sur-Arros yogurt plant in the Gers department into a unit dedicated to Alpro-brand plant-based beverages. 43 million euros of investment
- Production, mainly of oat juice cartons, is 90% destined for Europe.
- Danone now has four milk-alternative production units in Europe. Two in France, at Issenheim and Villecomtal in the Gers region, one in Sweden, at Lunnarp, and the fourth at Wevelgem in Belgium.
- Vegetable-based products have become "a strategic focus" for the world's number one in ultra-fresh products.
- Danone took the t turn in 2017 with the $12.5 billion acquisition of US group WhiteWave.
- In France, ultra-fresh products are deeply rooted in diets.
- Plant milk accounts for just 4% of the traditional dairy products market by volume and 7.4% by value.
- The plant-based milk market is worth 165 million euros, according to FranceAgriMer.
- More than 6 out of ten people in France in the 18-24 age bracket eat plant-based products several times a week, according to lDanone
- Many dairy groups, including Triballat, Nestlé and Bel, have chosen to develop plant-based ranges.
- Retail chains are present under their own brands (MDD).
Danone finds buyers for its two organic brands in the United States - 02/01/2024
- Platinum Equity's portfolio of assets totals $47 billion.
- The two brands Horizon Organic and Wallaby accounted for around 3% of Danone's sales in 2022, or $800 million.
- Dairy products make up a large part of Danone's sales.
- Danone has sold various parts of its business in different countries, including yoghurts in China and fresh dairy products in Brazil.
- Danone recorded eight quarters of growth thanks to price increases, although volumes remained stable.
- Danone succeeded in halting a steady decline in dairy sales that had lasted since 2015.
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