Ube trends drive café growth in India and Philippine exports

Ube, a purple yam native to the Philippines, is emerging as a significant global food trend, driving commercial interest in both international markets and India’s specialty café sector.

In India, ube is appearing in beverages and desserts across major cities such as Mumbai, Delhi, Bengaluru, and Hyderabad. The ingredient is being utilized in forms like lattes, cheesecakes, and ice creams. Its popularity is attributed to its visual appeal on social media and a flavor profile often compared to vanilla with nutty notes. Cafés can command a 20–30% premium on ube-based products, with some items priced between Rs 350 and Rs 450.

On a broader scale, Philippine ube-based exports reached approximately US$3.06 million in 2025. While this remains small compared to traditional agricultural exports, it signals a shift from a cultural trend to a genuine commercial opportunity. The ingredient's deep purple color provides a distinct marketing advantage in a global market seeking visually unique food products.