Is ube the next matcha summary
- Ube is a purple Filipino yam gaining global beverage popularity
- Visual purple colour drives social media interest similar to matcha
- Global online interest surged since February indicating emerging viral trend
- Market forecast shows 6.9 percent CAGR through 2035 globally
- Growth drivers include health halo, clean-label appeal and colour replacement
Matcha is one of the big success stories of the food and beverage industry. The viral green powder can be seen in thousands of coffee shop menus around the world, and has become so popular that manufacturers have been forced to use lower-grade versions to meet demand.
Could ube also take off? The viral purple Filipino yam has the makings of such a trend: it is both highly recognisable and extremely versatile.
What is ube?
Ube (pronounced ‘oo-beh‘) is a purple yam originating in the Philippines. It has been compared to sweet potato, and its taste described as “earthy sweetness” and “mildly sweet, nutty and creamy”, with “hints of vanilla and coconut”.
The ingredient is mostly found in beverages both hot and cold, including coffees and cocktails. But it can be used in food as well, and has appeared in biscuits, ice-cream, cakes and even gouda – the cheese has been given purple veins using the ingredient.
Like many food trends that have made a name for themselves on social media, ube is as much known for its visual distinctiveness as for its taste. Whereas matcha is synonymous with its green colouring, and Dubai chocolate for its gooey green innards, ube is associated with purple.
Colour is, of course, central to ube’s popularity, explains Regina Maiseviciute Haydon, food and drink associate principal at market analytics company Mintel.
“Whether green, purple or yellow, colour remains one of the most powerful tools a brand can wield – to shape expectations, signal flavour, and make products instantly recognisable.
Ube’s purple flavour “conveys personality, confidence and distinction. For food and drink brands, the opportunity is clear: use colour not just to catch the eye, but to tell a story, evoke emotion, and create products that resonate beyond the palate.”
How popular will ube get?
For many, ube as a trend is new, at least in the West. Online interest in the ingredient surged globally since the end of February, according to Google Trends.
But its popularity is already such that, like matcha, its supply is being strained. The ingredient is already gaining momentum globally, to the point where Filipino farmers are reportedly struggling to keep up with demand, explains Mintel’s Haydon.
Ube is expected to grow at a compound annual growth rate (CAGR) of 6.9% from 2025 to 2035, according to Transparency Market Research. This is similar to that of matcha tea powder, with a CAGR of 7.8% from 2026 to 2036.
Ube has several distinctive benefits that make it desirable to consumers, explains Mintel’s Haydon. First, it has a “health halo” that appeals to many health-conscious consumers. It is rich in antioxidants, particularly anthocyanins, which provide the purple colouring. It is also rich in immune-boosting vitamins A and C, according to Time Magazine.
Secondly, it aligns with the clean-label trend, and provides ingredients that, Haydon says, “feel authentic rather than engineered”. Part of its appeal for manufacturers in particular is the desire to replace synthetic colourants in food with natural ones, according to Transparency Market Research.
Could ube ever reach the ubiquity, virality and permanence of matcha? It’s already slated as one of the key flavour trends of the summer, suggesting a strong trajectory.
