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Summary of our market study
France imports over 1,200 tonnes of vanilla each year, worth over 200 million euros
The world vanilla market has undergone significant fluctuations and changes, with Madagascar remaining the dominant producer, contributing around 80% of global supply. World vanilla production is around 7,000 tonnes.
The market is highly concentrated among large industrial groups, which have a major influence on small-scale producers
Demand for vanilla remains strong in the pastry, perfume and cosmetics industries.
The structure of the vanilla market is characterized by a fragmented value chain with many small players between producers and exporters.
France's growing appetite for vanilla
French consumers are the second largest consumers of vanilla in the world, after the United States, and France holds a significant share of vanilla imports from Madagascar.
The French market is characterized by a preference for natural vanilla in food and cosmetics, despite the fact that synthetic vanilla is much cheaper than natural vanilla.
In France, the appeal of vanilla remains strong, with average consumption reaching around 5.6 grams of vanilla per capita per year. France is the world's second-largest importer of vanilla, with a market share of between 15 and 20%. This demand far exceeds the consumption rates of other major countries.
The majority of France's vanilla requirements are covered by imports from Madagascar, a country which alone supplies between 75 and 80% of French vanilla imports, to a value of almost €200 million.
France re-exports part of its vanilla imports and plays an important role in the international vanilla trade.
The food industry, industrial chocolate makers, dairy and ice-cream manufacturers, and the cosmetics industry all stimulate demand
French consumers, either individually or through artisanal producers such as patissiers and chocolatiers, contribute significantly to vanilla consumption.
French consumers show a strong preference for Bourbon vanilla, which accounts for around three-quarters of the country's vanilla consumption.
Global vanilla industry players
Vanilla production and export
- madagascar's 80,000 small-scale producers account for the lion's share of global vanilla production.
- On the export front, the Groupement des exportateurs de vanille de Madagascar (GEVM) stands out by coordinating efforts to navigate the complex global market.
- Mavany is a major exporter, contributing to the flow of vanilla from Madagascar's rich plantations to the world stage.
Vanilla processing and distribution
- In the transition from export to processing and distribution, companies such as Mane and Eurovanille take center stage.
- Mane, an experienced player with an impressive heritage in flavor and fragrance solutions,
- Eurovanille, specializes in transforming the raw product into a more refined form, ready for culinary and industrial uses.
- Nielsen-Massey is a supplier of high-quality vanilla products
- Aust
- Vanipro
McCormick, Danone and Unilever are major users and distributors of vanilla
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
Vanilla is the fruit of the Vanillaplanifolia orchid, commonly known as the vanilla plant, found in the undergrowth of tropical rainforests. It takes the form of a pod with an aromatic fragrance and flavor. The transformation from an odorless fruit to a richly aromatic spice requires a long and methodical process called "preparation".
The vanilla industry is divided into :
- The upstream part, which consists ofharvesting the vanilla trees and collecting the fruit. This is carried out by tropical countries, in particular Madagascar , which accounts for almost half the world's production.
- The primary downstream part, which involves transforming the fruit into a spice through a methodical process known as "preparation". This sometimes takes place directly on the production site, but is often carried out by Western multinationals.
- The secondary downstream part, which refers to the production of finished products (pods, powder, paste, natural flavoring, artificial flavoring, syrup or sugar) distributed to end consumers, most of whom are to be found in developed countries.
Vanilla is mainly used in patisserie, but also as a perfume in cosmetology or in the manufacture of candles, beauty products, medical care or air fresheners, for example.
The United States, France and Germany account for around 80% of the global vanilla trade, and are the main players in the downstream part of the value chain. By 2022, production will be divided between Madagascar, which will dominate the market, Indonesia and Mexico, with 40%, 26% and 9% of world production respectively.
Apart from French Polynesia and Reunion Island, where vanilla is grown, the French market focuses on the import, preparation and sale of vanilla. France is a European leader in the vanilla trade, accounting for 24.5% of the world's vanilla imports, some of which it re-exports.
The market is relatively concentrated in terms of producing countries, but natural vanilla production is now facing competition from synthetic vanilla, a segment that is gaining in importance due to its insensitivity to climatic conditions and its very low price.
Consumption patterns are varied, and vanilla flavoring is particularly appreciated in desserts and beauty products. Nevertheless, the trend is towards sustainable consumption. So, while artificial vanilla is gaining ground, some areas using vanilla remain faithful to natural, supporting the development of more sustainable sources of supply with "organic" or "fair trade" products, for example.
1.2 An extremely volatile global market
World vanilla production World, **** - ****, tonnes FAOSTAT
In ****, world vanilla production was estimated at **** tonnes, recovering after several years of steady decline. In fact, global vanilla production fell by almost **% in **** compared with ****, mainly due to the decline in exploitable land in the main producing countries, as well as several seasons ...
1.3 Vanilla, a product mainly imported into France
While a small proportion of the vanilla consumed in France comes from overseas territories such as Réunion and Martinique, the majority is imported. In ****, France imported *,*** tonnes of vanilla, with an estimated total value of *** million euros.
French vanilla imports and exports France, ****-****, in millions of euros French ...
2 Demand analysis
2.1 Strong demand for vanilla in France
France consumes an average of *** tonnes of vanilla a year, making it the world's second-largest vanilla consumer, after the United States. Most of the vanilla consumed in France is imported, notably from Madagascar. As can be seen from the following graph, France is the second largest market for Madagascan vanilla (***). [***]
Export ...
2.2 France's vanilla-consuming industries are booming
Vanilla, in its raw, pulverized or ground form, is used in a wide variety of ways. It is used on a large scale in France:
By the food industry, in particular industrial chocolate makers (***). By the cosmetics industry, notably during the industrial processes involved in the production of perfumes and other ...
2.3 Vanilla, a product prized by French consumers in its various forms
Vanilla is considered the favorite spice of the French, who consume it in many different forms. Vanilla is marketed in a variety of forms, from natural vanilla beans to synthetic vanillin molecules.
Vanilla ice cream is one of the most popular flavors consumed by the French. In recent years, the ice ...
2.4 French consumers are increasingly sensitive to the composition of their products and the origin of their ingredients
Consumers are increasingly wary of the cosmetics and food industries, and are paying more and more attention to product quality and the sustainability of the value chain.the Yuka start-up responds to consumers' need for transparency by, for example, enabling cosmetics and food products to be scanned and classified according to ...
3 Market structure
3.1 A complex value chain
Source: ****
The global vanilla value chain is complex, involving many different players of varying sizes. While production is mainly carried out by small-scale producers in poor countries (***), numerous specialized companies are positioned between small-scale producers and exporters, to ensure the import of vanilla beans and their distribution. Companies specializing in the ...
3.2 Largely traditional production methods
Vanilla production is concentrated in countries with little or very little development, such as Madagascar, which accounts for **.*% of the world's vanilla production but ranks ***ᵉ in terms of HDI [***]. These countries are characterized by archaic production methods, as well as high exposure to climatic hazards, which reinforces the fluctuation in volumes ...
3.3 An unbalanced value chain
The fragmentation of the value chain, as well as the large number of intermediaries, gives major industrial groups significant market power, to the detriment of small-scale producers. According to the study Recipe for Change, the need for improved livelihoods of vanilla farmers in Madagascar, more than **,*** small-scale producers make their living ...
4 Offer analysis
4.1 Highly diversified production
There are over *** varieties of vanilla in the world. Nevertheless, three varieties of natural vanilla are commonly marketed, each distinguished by its characteristics and place of origin:
Vanilla planifoliavanilla planifolia: the most widespread variety on the market today, it is produced in Madagascar, Indonesia and Mexico. It is considered by many ...
4.2 An exponential rise in vanilla prices called into question
Vanilla is considered the most expensive spice in the world, behind saffron. Indeed, a kilogram of vanilla costs between €*** and €*,***, far behind saffron, which generally sells for around €**,*** a kilogram, but well ahead of other spices such as cumin, pepper and others, whose price per kilogram is often less than €***.
The ...
5 Regulations
5.1 Some regulatory points applicable to food flavorings
Flavors are subject to regulatory harmonization at European level under regulation CE/****/****. Regulation (***) no. ****/**** lays down the conditions for the use of flavorings. This regulation also specifies the prohibited flavors and substances, the maximum doses that can be used for certain flavors, and the labeling rules applicable at European level. [***]. Food ...
5.2 A regulatory framework specific to vanilla
A precise regulatory framework applies to vanilla at European level. Regulation (***) governing flavors and certain food ingredients considers vanilla to be a basic material with food status, and lists the various traditional treatments used to develop the aroma of the bean.
In France, the vanilla appellation is governed by a decree ...
6 Positioning the players
6.1 A fragmented market
- Unilever Groupe
- Eurovanille
- Symrise
- Danone Groupe
- Nestlé Groupe
- Vanille Labelle Odhoris
- Le Comptoir Colonial
- Naturex (Givaudan)
- Vanille de Madagascar
- Touton
- CPVD Foulon
- Laline Saveurs
- Produits G. Vernier
- ADC Séléction
- Prova
List of charts presented in this market study
- World vanilla production
- Main vanilla producers
- Main vanilla exporters, by value
- French vanilla imports and exports
- Vanilla importing 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
Prova invests to develop vanilla extraction and flavorings - 24/05/2024
- one of the world's leading producers of "brown" flavors
- Specialized in vanilla, cocoa and coffee extraction
- family-owned company with 375 employees
- 110 million euros in sales by 2023
- 50 million investment program to accelerate development in France and abroad.
- 75% of sales abroad
- ten distribution subsidiaries worldwide
- opening of a factory in Bangkok
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).
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