Vanilla plays a role in classic and contemporary confectionery creations, scoring favour among shoppers.

Looking at the ingredient in detail, Tastewise research reveals vanilla’s popularity in vegan product launches as well as its role in the rising functional confectionery trend, with vanilla-flavoured protein especially popular.

According to extracts and brown flavours provider Prova, several of 2025’s leading confectionery flavours can have a hint or considerable amount of vanilla flavouring in their flavour formulations. In particular, manufacturers are leaning into nostalgia this year by creating sweet flavours reminiscent of childhood and indulgence. Birthday cake, doughnut, Smores and cinnamon roll inspired confectionery convey comforting foods that deliver warmth and familiarity.

Confectioners typically source their vanilla ingredients from numerous regions that offer specific varieties, like the Madagascar Bourbon Planifolia, the Planifolia varieties from Uganda and Tanzania, and the Tahitensis variety from Papua New Guinea. Popular for their versatility, vanilla varieties are known for providing a selection of taste notes, including bourbon, raisin, chocolate, and floral, along with smoky, woody, fruity, and creamy profiles.

Yet, while manufacturers are using these as a base for their formulations, they’re also combining these with exciting and unique flavour combinations, tapping into demands for new and nostalgic tastes, known as ‘newstalgia’.

Research by insights provider Lumina Intelligence found that 63% of sweet consumers want to enjoy a more extensive range of confectionery flavours, and a quarter want to see more new product launches with exotic taste profiles.

In 2025, authentic and rooted flavours will also be a key trend for confectioners, as consumers want manufacturers’ products that offer flavour choices to meet their emotional needs.

In the battle between vanilla and chocolate, it’s easy to suspect that chocolate reigns supreme. Statistics certainly support this. In 2025, chocolate sales are anticipated to hit $141.10bn, growing at 4.74%, with the US being the biggest chocolate market. In its research, Innova Market Insights found that chocolate consumption was still popular and steady with confectionery consumers. According to Innova’s research, 18% of consumers said they’d increased their chocolate buying habits over the past 12 months.

However, while according to data gatherer Flavour Trends which reviewed more than 400,000 references from international sources, the top flavour spot goes to chocolate, vanilla is hot on its heels in second place. Furthermore, the chocolate sector is under strain and facing challenges. Predictions for the future of chocolate anticipate alternative chocolate growth, robust and effective producer initiatives and cost-conscious private labels.

As a result, there’s space and opportunity for vanilla producers and new product developments (NPD) to enter and scale in a market dominated by these sought-after and familiar flavours.

With unappealing taste and texture a barrier to selecting sustainable products, confectioners delivering high-quality and enriching vanilla flavours that lean into the better-for-you and healthier enjoyment trend are likely to be popular among consumers.

However, it is worth noting the challenges around sustainable sourcing of the ingredient, which could prove problematic for eco-conscious consumers.