The vanilla market - France

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.