Vanilla is derived from orchids of the genus Vanilla. Vanilla is extracted by maceration and filtration of vanilla pods in a solution of water and ethanol. Vanilla is a flavor majorly utilized in the food industry in beverages, dairy products, bakery products, and much more. Though, it also has several applications in other sectors like pharmaceuticals and cosmetics. Vanilla, in food & beverages, is known for offering flavor to the end product.
The global vanilla market is projected to witness substantial growth during the forecast period owing to rising demand for bakery items and frozen desserts along with increasing vanilla beans’ use in medical sector. Further, need for vanilla essence is boosting in industries like personal care & cosmetics, food & beverage manufacturing, aromatherapy, and pharmaceuticals. Also, there is increase in demand for natural flavors resulting in increased acceptance by people for food products as healthy if obtained from natural constituents like vanilla. Additionally, altering market dynamics and customer behavior for food flavorings are driving food producers to shun using artificial flavors in food products. Further, the rising customer consciousness about health and impact of regulatory standards on the environment, few prominent players in the market, specifically General Mills, Hershey’s, and Nestle, have declared that they would use natural flavorings and colors in their products. All the aforementioned factors are estimated to drive the global vanilla market during upcoming period.
The global vanilla market is segregated based on category, product type, origin, form, distribution channel, end-use industry, and region. By product type, the market is divided into Indonesian vanilla, Madagascar vanilla, Mexican vanilla, and others. By origin, the market is classified into synthetic and natural. By form, the market is categorized into powder, beans, paste, liquid, and others. By distribution channel, the market is bifurcated into supermarkets, retailers, e-commerce, hypermarkets, and others. By end-use industry, the market is segmented into pharmaceuticals, cosmetics, food & beverages, and others. The market, by category, is divided into conventional and organic.
Regionally, the global vanilla market is projected to be dominated by Asia Pacific during the forecast period with highest share in terms of revenue. This expansion can be attributed to factors such as rising requirement for vanilla essence in the making of dairy products along with growing consumer base for products extracted from vanilla in budding economies like India and China.
Few of prominent players active in the global vanilla market include Heilala Vanilla Limited, Nielsen-Massey Vanillas, Givaudan, Archer Daniels Midland, Döhler, Sensient Flavors, International Flavors & Fragrances, Lochhead Manufacturing, Symrise, McCormick & Company, Firmenich, Kerry Group, E.A. Weber Flavors, Organic Spices, and Takasago International, among others.
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Recent development: To cite, in August 2019, Kellogg Company and Symrise collaborated for a 3-year project in Madagascar to dutifully supply 100% of vanilla of Kellogg by 2020. This is being executed by connecting with communities farming vanilla.