Guarana Market By Product Form (Powder, Liquid), By Application (Confectionary Products, Fruit-juice based Drinks, Energy Drinks, Dietary Supplements, Cosmetics, Others), By Region, Forecast & Opportunities, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 7.75 Billion
CAGR (2026-2031)	6.83%
Fastest Growing Segment	Powder
Largest Market	North America
Market Size (2031)	USD 11.52 Billion

Market Overview

The Global Guarana Market will grow from USD 7.75 Billion in 2025 to USD 11.52 Billion by 2031 at a 6.83% CAGR. Guarana (Paullinia cupana) is a climbing plant indigenous to the Amazon basin, commercially valued for its seeds which contain a high concentration of caffeine and distinct bioactive compounds. The market is primarily supported by the escalating global demand for natural energy solutions and functional beverages, as consumers increasingly prioritize plant-based ingredients over synthetic stimulants. Furthermore, the cosmetic and pharmaceutical sectors are expanding their utilization of the extract for its antioxidant properties, which creates robust industrial demand beyond traditional soft drink manufacturing.

However, a significant challenge impeding market expansion is the susceptibility of the supply chain to climatic volatility in primary cultivation regions. Adverse weather patterns, including irregular rainfall and temperature shifts, frequently disrupt harvest yields and create availability risks for global buyers. According to the Brazilian Institute of Geography and Statistics (IBGE), in 2024, the total national production of guarana reached 2,663 tons. This restricted output volume highlights the sector's vulnerability to environmental factors, which can severely constrain scalability and drive price instability.

Key Market Drivers

Surging demand for energy drinks and functional beverages serves as the primary catalyst for the Global Guarana Market, fundamentally reshaping procurement strategies across the beverage industry. As consumers increasingly reject synthetic caffeine in favor of botanical sustained-energy sources, manufacturers are aggressively reformulating product lines to feature guarana seed extract. This trend is exemplified by the rapid financial ascent of brands centered on functional health claims. According to Celsius Holdings, Inc., November 2025, in the 'Quarterly Report on Form 10-Q', the company's revenue for the twelve months ending September 30, 2025, reached $2.13 billion, a surge driven largely by the popularity of its fitness-oriented beverages containing guarana. Such exponential growth underscores the critical role this Amazonian ingredient plays in the premiumization of the energy drink sector, shifting it from a niche commodity to a core industrial input.

Concurrently, the market is propelled by a decisive shift towards natural caffeine alternatives over synthetic stimulants, expanding the ingredient's footprint into new international territories. This "clean label" movement has compelled regulatory bodies and trade partners to facilitate broader access to guarana-based raw materials, validating the ingredient's status as a preferred natural stimulant. According to Forbes Brasil, July 2025, in the article 'Guaraná do Brasil Ganha o Mundo', the Brazilian government successfully finalized sanitary negotiations to export guarana powder to Malaysia, creating a significant new trade corridor for the additive. To meet this widening international appetite, cultivation efforts are intensifying in key producing states. According to Click Petróleo e Gás, November 2025, in the 'Guarana production in Amazonas' report, the state's production volume is projected to range between 700 and 800 tons in 2025, reflecting a strategic push to stabilize supply amidst growing global consumption.

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Key Market Challenges

The susceptibility of the supply chain to climatic volatility in primary cultivation regions stands as a critical barrier to the expansion of the Global Guarana Market. The guarana plant, predominantly cultivated in the Brazilian Amazon and Bahia, is highly sensitive to environmental stressors such as prolonged droughts and irregular precipitation patterns. These adverse weather conditions directly compromise plant health and fruit development, leading to unpredictable harvest volumes that often fail to meet the escalating industrial requirements of the beverage and pharmaceutical sectors.

This environmental vulnerability precipitates severe fluctuations in raw material availability and cost structures. When adverse weather restricts yields, the immediate scarcity drives up procurement costs for global manufacturers, eroding profit margins and disrupting production schedules. According to the National Supply Company (Conab), in August 2023, the average price paid to producers for high-quality guarana in Bahia surged to R$ 50.00 per kilogram, representing a 40.7% increase compared to the same period in the previous year. Such sharp price instability creates significant financial risk for buyers, making it difficult for companies to secure long-term contracts or scale production of guarana-based products, thereby stifling overall market growth.

Key Market Trends

A decisive shift toward sustainably sourced and certified organic guarana supply chains is transforming procurement, driven by corporate commitments to agricultural resilience. Industrial buyers are investing in regenerative farming to secure high-quality raw material while mitigating environmental risks. This trend involves establishing private nurseries to ensure an ethically produced harvest. According to Exame, September 2025, in the article 'Bioeconomia na Amazônia', Ambev announced the expansion of its nursery in Maués with the goal of producing over 100,000 seedlings by 2026 to be donated to the local community. Such initiatives stabilize the supply base and align with the premiumization of products marketing their environmental stewardship.

The growing application of guarana extract in anti-aging and firming cosmetics is diversifying the ingredient's utility beyond beverages. Brands are formulating with guarana to capitalize on its antioxidant capacity for skin elasticity and firming effects. This segment is witnessing robust success, validating the appetite for biodiversity-based personal care. According to Direct Selling News, March 2025, in the 'Natura &Co Reports Q4 and FY 2024 Financial Results' article, the Natura brand in Brazil achieved a 21.1% year-over-year revenue increase in the fourth quarter of 2024, driven by its Amazonian bio-active portfolio. This momentum underscores the lucrative opportunities for suppliers within the premium skincare category.

Segmental Insights

The powder segment is anticipated to register the fastest growth within the global guarana market due to its extensive utilization in the industrial food and beverage sector. Manufacturers increasingly favor powdered guarana for its formulation versatility, extended shelf life, and ease of logistics compared to liquid forms. This format facilitates precise dosage control in producing energy drinks and dietary supplements. Furthermore, the classification of guarana as Generally Recognized as Safe by the U.S. Food and Drug Administration encourages its widespread adoption in functional foods, thereby driving the accelerated demand for the powdered variant.

Regional Insights

North America holds a dominant position in the global guarana market, driven primarily by the substantial consumption of energy drinks and dietary supplements across the United States and Canada. This regional leadership is supported by favorable regulatory frameworks, specifically the classification of guarana as Generally Recognized As Safe (GRAS) by the U.S. Food and Drug Administration. Consequently, beverage manufacturers are increasingly incorporating this ingredient to meet rising consumer demand for natural herbal stimulants. The continued shift toward plant-based energy solutions further consolidates North America's status as the primary revenue generator in this sector.

Recent Developments

• In October 2024, STōK Cold Brew, a brand owned by Danone North America, entered the energy beverage category with the launch of "STōK Cold Brew Energy." Positioned as an "energy coffee," this new ready-to-drink product combined the brand’s signature cold brew coffee with a functional blend of B-vitamins, ginseng, and guarana extract. Each can delivered 195 mg of caffeine, targeting consumers looking for a coffee-forward alternative to traditional energy drinks to enhance productivity. The product debuted at select convenience retailers, including 7-Eleven and Speedway, with plans for a broader national rollout, underscoring the rising demand for hybrid beverages utilizing guarana for functional energy.
• In October 2024, Guaraná Antarctica, the prominent Brazilian soft drink brand owned by Ambev, executed a creative marketing activation in Portugal known as the "Orchard Drive-Thru." This campaign was designed to promote the traditional Brazilian consumption ritual of serving the guarana-based soda with ice and a slice of orange. The activation, held near Lisbon, invited the public to experience the beverage served in this specific manner within an orchard setting. The initiative aimed to strengthen the brand's cultural identity and educate European consumers on the optimal way to enjoy the product, highlighting the natural origins of the guarana fruit used in its production.
• In January 2024, Celsius Holdings, Inc. announced a major expansion of its global footprint by entering new markets in Canada, the United Kingdom, and Ireland. The company, recognized for its functional energy drinks containing guarana extract, entered into a definitive sales and distribution agreement with Suntory Beverage & Food Great Britain and Ireland to manage operations in the UK and Ireland. Furthermore, the company extended its existing partnership with PepsiCo to serve as its exclusive distributor across Canada. This strategic collaboration utilized established distribution networks to introduce the brand's guarana-infused beverages to a wider international audience, aiming to accelerate market share growth in the functional energy sector.
• In January 2024, Rockstar Energy Drink, a subsidiary of PepsiCo, launched a new beverage line named "Rockstar Focus," engineered to provide consumers with mental energy and improved focus. The product was formulated with a unique blend of ingredients, including Lion's Mane mushroom, B-vitamins, and caffeine, alongside guarana seed extract to support sustained energy levels. The zero-sugar beverage was introduced in flavors such as Lemon Lime, White Peach, and Orange Pineapple. This launch represented the company's effort to innovate within the competitive energy drink market by incorporating functional ingredients like guarana that appeal to health-conscious consumers seeking cognitive benefits.

Key Market Players

• Vitaspice Brasil Ltda
• Prover Brasil for Export Ltda
• Herboflora Produtos Naturais Ltda
• Ambey Ltd
• Duas Rodas Industrial Ltda
• A R De Sousa Ribeiro & Cia Ltda
• Natural Amazon Herbs Producao De Extratos Ltda
• Iris Trade Inc.
• The Green Labs LLC
• The Guarana Company

By Product Form	By Application	By Region
Powder Liquid	Confectionary Products Fruit-juice based Drinks Energy Drinks Dietary Supplements Cosmetics Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Guarana Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Guarana Market, By Product Form:

• Powder
• Liquid

• Guarana Market, By Application:

• Confectionary Products
• Fruit-juice based Drinks
• Energy Drinks
• Dietary Supplements
• Cosmetics
• Others

• Guarana Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE