The Philippines exported nearly 1.7 million kilograms of ube products last year, a 20.4% increase, with almost half going to the United States, according to CNN. Valued at over $3.2 million, the surge indicates a rapidly expanding global appetite for the vibrant purple yam.
However, global demand for ube is skyrocketing, even as its annual production in the Philippines has decreased over the last two years. Production has fallen from over 15 million kilograms in 2021 to roughly 14 million kilograms annually.
The rapid mainstreaming of ube into popular beverages by large chains, coupled with declining production, suggests that ube could become a more exclusive or expensive ingredient in the near future.
Major Chains Embrace the Ube Craze
Major coffee chains aren't just riding the ube wave; they're actively driving its global market penetration, especially in Western markets. This push far outpaces organic growth. T.Hasegawa named ube the 2024 Flavor of the Year, while Datassential projects it will outperform 88% of all other foods and beverages through 2027, with 48% growth on US menus. Such endorsements, coupled with rapid introductions by giants like Starbucks and Costa, cement ube's mainstream appeal and market dominance.
1. Starbucks Iced Ube Coconut Macchiato (US)
Starbucks introduced the Iced Ube Coconut Macchiato across its US stores, blending espresso, milk, toasted-coconut syrup, and ube coconut cold foam. This widely available option offers an intricate, established ube coffee experience.
2. Starbucks Iced Ube Coconut Cream Shaken Espresso (US)
A newer US offering, the Iced Ube Coconut Cream Shaken Espresso, combines espresso with coconut and ube notes for a lighter, distinct alternative to traditional lattes. It's a limited-time item.
3. Costa Ube Drinks (UK)
Costa, a leading UK chain, recently launched its own ube drinks range, significantly expanding the ingredient's European presence.
