Market research: characterization of the vanilla consumer and non-consumer market




Vanilla; Market research; Consumer; Native species; Brazil.


Market research makes it possible to obtain important information and data for management and development in the industry. In this view, the main objective of this research was to obtain the profile of consumers and non-consumers of vanilla. This is because vanilla is one of the most important spices for the food industry, and in Brazil, despite having species of market potential, the import and use of artificial vanilla is what predominates. Therefore, an online questionnaire was applied to obtain information about the vanilla scenario in Brazil. The results showed that the most respondents are consumers of vanilla essence, and most of them do not know vanilla in its natural form, and also do not have the habit of consuming it, with the main justifications being the lack of availability and the price. Natural vanilla consumers earn the highest income and live in regions where vanilla species occur, which facilitates access. A big number of people consume products that contain vanilla, evidencing the importance of the spice for the industry. Regarding Brazilian vanilla species, most did not know or said they did not exist. The results of this research make evident the importance of disseminating information about native vanilla species and their potential, since most respondents were willing to buy Brazilian vanilla. Therefore, encouraging research and production is of paramount importance for the recognition of Brazilian vanilla species.


Brazilian Association of Research Companies (ABEP) (2019). Brazil economic classification criterion.

Bertelsen, A. S, Zeng, Y., Mielby, L. A, Sun, Y. X, Byrne, D. V & Kidmose, U. (2020). Cross-modal Effect of Vanilla Aroma on Sweetness of Different Sweeteners among Chinese and Danish Consumers. Food Quality and Preference, 87, 104036.

Brazil. Economics and Public Management, Brazilian Population.

Brazil. Brazilian Institute of Geography and Statistics. Age Pyramid (2021).

Brazil. Brazilian Institute of Geography and Statistics. Classifications of the federative units of Brazil. (2020).

Brumano, C.N. (2019). The social trajectory of Cerrado vanilla in the city of Goiás/GO. 2019. Dissertation (Professional Master's in Tourism). University of Brasilia, Brasilia, Brazil.

Camillo, J., Lidio Coradin, L., Camargo, L.E., Pansarin, & E.R., Barros, F. (2016). Vanilla spp. Cerrado vanilla. Native species of Brazilian flora of current or potential economic value: Plants for the Future: Midwest Region Brasília. Ministry of the Environment, p.351-364 Brasília, DF.

Carvalho, N.B., Minim, V.P.R., Nascimento, M., Vidigal, M.C.T.R., Ferreira, M.A.M., Gonçalves, A.C.A., & Minim, L.A. (2015). A discriminant function for validation of the cluster analysis and behavioral prediction of the coffee market. Food Research International, 77, 400-407.

Carvalho, N.B., Minim, L.A., Nascimento, M., Ferreira, G.H.C., & Minim, L.A. (2018). Characterization of the consumer market and motivations for the consumption of craft beer. British Food Journal, 120(2), 378-391.

Dignum, M.J.W., Kerler, J., & Verpoorte, R. (2001). Vanilla production: technological, chemical, and biosynthetic aspects. Food Reviews International, 17(2), 119-120.

Embrapa and Instituto ATÁ signed an agreement to value vanilla and native honey. Brazilian Agricultural Research Corporation – Embrapa, (2018). > Access on 22 Oct. 2021.

Espeschit, A.C.R. (2014). High-melatonin goat Milk yogurt: development, sensory and biological evaluation. (Doctorate in Food Science, Food Technology, Food Engineering) - Federal University of Viçosa, Viçosa, Brazil.

Gebhardt, B., Sperl, R., Carle, R., & Müller-Maatsch, J. (2020). Assessing the sustainability of natural and artificial food colorants. Journal of Cleaner Production, 260, 120884.

Gonçalves, A. C. A., Ferreira, M. A. M., Minim, L. A., & Minim, V. P. R. (2018). Market research applied to the food industry. Sensory analysis study with consumers, 2, 214-257. UFV Publisher, Viçosa, Brazil.

Gonzalez-Arnao, M.T., Lázaro-Vallejo, C.E, Engelmann, F., Gamez-Pastrana, R., Martinez-Ocampo, Y.M, Pastelin-Solano. M.C, & Diaz-Ramos, C. Multiplication and cryopreservation of vanilla (Vanilla planifolia 'Andrews'). In Vitro Cellular & Developmental Biology - Plant, 45 (5), 574-582. 10.1007/s11627-009-9242-6.

Hernández-Fernández, M.A., García-Pinilla, S., Ocampo-Salinas, O.I., Gutiérrez-López, G.F., Hernández-Sánchez, H., Cornejo-Mazón, M., Perea-Flores, M.J., & Dávila -Ortiz, G. (2020). Microencapsulation of Vanilla Oleoresin (V. planifolia Andrews) by Complex Coacervation and Spray Drying: Physicochemical and Microstructural Characterization. Foods (Basel, Switzerland), 9(10), 1375.

Hair J.R., J.F., Money, A., Babin, B., & Samouel, P. Foundations of research methods in management. Bookman, p. 75-104, 2007. Porto Alegre, Brazil.

Homma, A. K. O., De Menezes, A., Matos, G. B. Vanilla cultivation: an alternative for family farming in the Amazon. Embrapa Eastern Amazon-Documents (INFOTECA-E), Brazil.

Januszewska R, Giret E, Clement F, Leuven IV, Goncalves C, Vladislavleva E, Pradal P, Nåbo R, Landuyt A, D'Heer G., & Frommenwiler, S., Haefliger, H. (2020). Impact of vanilla origins on sensory characteristics of chocolate. Food Research International, 137, 09313.

KNOEMA. Brazil- Average Age of the Total Population. (2020).

Mesías, F.J., Martín, A., & Hernández, A. (2021). Consumers' growing appetite for natural foods: Perceptions towards the use of natural preservatives in fresh fruit. Food research international (Ottawa, Ont.), 150(Pt A), 110749.

Schipilliti, L., Bonaccorsi, I.L., & Mondello, L. (2017). Characterization of natural vanilla flavor in foodstuff by HS-SPME and GC-C-IRMS. Flavor and Fragrance Journal, (32) 2, 85-91. 10.1002/ffj.3364.

Velema, E., Vyth, E.L., & Steenhuis, I. (2019). 'I've worked so hard, I deserve a snack in the worksite cafeteria': A focus group study. Appetite, 133, 297–304.

Walton, N.J., Narbad, A., Faulds, C., & Williamson, G. (2000). Novel approaches to the biosynthesis of vanillin. Current opinion in biotechnology, 11(5), 490-496.

Wilde, A. S, Frandsen, H. L, Fromberg, A., Smedsgaard, J., Greule, M. C. (2019) Isotopic characterization of vanillin ex glucose by GC-IRMS - New challenge for natural vanilla flavor authentication? Food Control, 106, 106735. 10.1016/j.foodcont.2019.106735.




How to Cite

SILVA, F. N. da .; BRUMANO, C. N.; VIEIRA, R. F.; VIDIGAL, M. C. T. R.; MINIM, V. P. R. Market research: characterization of the vanilla consumer and non-consumer market. Research, Society and Development, [S. l.], v. 11, n. 7, p. e57911730505, 2022. DOI: 10.33448/rsd-v11i7.30505. Disponível em: Acesso em: 6 jul. 2022.



Agrarian and Biological Sciences