The vanilla market - United States
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Study Overview
Vanilla refers to the fruit of the Vanilla planifolia orchid, commonly known as the vanilla tree, which is found in the undergrowth of tropical rainforests. It comes in the form of a pod that has an aromatic scent and flavor. The transition from a scentless fruit to a richly aromatic spice requires a long and methodical process called "preparation". The vanilla industry is divided into several steps:
The upstream part which comes down to the cultivation of the vanilla trees and the recovery of the fruit. It is carried out by tropical countries, in particular Madagascar, which accounts for about 80% of world exports of vanilla. The primary downstream part which includes the transformation of the fruit into a spice with a methodic process called the "preparation". It 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 (pod, powder, paste, natural flavour, artificial flavour, syrup or sugar) distributed to end consumers who are mostly in developed countries.
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Vanilla is mainly used in bakery products, but also as a perfume in cosmetics or in the manufacture of candles, beauty products, medical care products and home air fresheners for example. The United States, France and Germany together account for about 80% of the global vanilla trade and are the main players in the downstream part of the value chain. Madagascar, on the other hand, provides the bulk of the world's vanilla supply, the upstream part. Global players include Nielsen-Massey Vanillas, Heilala Vanilla Limited, Archer Daniels Midland, Givaudan, Sensient Flavors, Döhler, Lochhead Manufacturing, International Flavors & Fragrances. While vanilla prices have exploded in recent years, the year 2020 seems to herald a fall in vanilla prices due to particularly high production. The global Covid-19 pandemic is also expected to strengthen this trend. Finally, while artificial vanilla is gaining ground, some vanilla-using domains remain faithful to the natural, supporting the development of more sustainable sources of supply with "organic" or "fair trade" products for example. The United States continues to be an important market worldwide, placing itself’ in first spot for imports worldwide, and accounting for around 18% of demand. These figures are directly related to key drivers, which include the levels of ice cream consumption and the launch of new products with vanilla flavor.
Key takeaways
- Growth and sector challenges
- Demand analysis
- Market structure and organization
- Supply and pricing analysis
- Player segmentation
- Latest trends and innovations
Our methodology
Our method combines human expertise and a large corpus of sources, including exclusive and private data, for optimal understanding of the sector
Broad source base
- • National, international, and private databases
- • Professional press and polling institutes
- • Industry reports, company financial statements...
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- • Indexpresse sectoral database
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- • Expert interviews and proprietary indicators
Human expertise
- • Experienced research analysts
- • Know-how developed through 1500+ studies
- • In-depth and rigorous analysis
Visual and actionable reports
- • Graphic studies with synthetic structure
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Sommaire
1. Market overview
- 1.1 Definition and scope of study
- 1.2 An Extremely Volatile Global Market
- 1.3 USA, a Net Importer of Vanilla
- 1.4 COVID-19 Impact
2. Demand Analysis
- 2.1 Demand Characteristics
- 2.2 Consumer Industries
- 2.3 Demand Drivers
- 2.4 Americans Demand Natural Vanilla
3. Market structure
- 3.1 Market Structure and Value Chain
- 3.2 Production
- 3.3 Profile of the Actors of the Market
4. Analysis of the offer
- 4.1 Offer Typology
- 4.2 The Volatile Prices of Vanilla
5. Regulation
- 5.1 Rules and Regulations for Vanilla
- 5.2 Labeling
The vanilla market - United States
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