“If we want to get the high-quality ube, I think we have to be on-site, because you have to feel, you have to see, you have to test,” says Jeffrey Cesari, who is launching an ube latte mix named Ube Signature Paris. Ube has rapidly emerged as a global food trend, surpassing matcha in popularity within just four years.
Historically, ube was a niche product recognized mostly among Filipino communities. Yet its ascent into mainstream culinary culture is striking. In fact, ube has grown 230% on restaurant menus in the U.S. over the past four years. This surge reflects not just a trend but a shift in consumer preferences.
Key statistics:
- 27% of U.S. consumers now know what ube is, up from just 15% five years ago.
- Starbucks added an iced ube coconut macchiato to its menu in March 2026.
- The Philippines exported nearly 1.7 million kilograms of ube in 2025—a 20% increase from the previous year.
- Raw ube prices have risen about 38% compared to two years ago.
Rhea Topacio notes that “there’s a surge of ube. People are always looking for something new.” Social media plays a crucial role here—food trends spread like wildfire online. However, challenges loom large for farmers and traders alike.
Despite its growing popularity, Philippine production of ube declined by 6.7% in 2025 compared to the previous year. The exact reasons for this decline remain unclear. As Rhea Topacio points out, “there’s a missing link between the farmers and the market.”
The food and beverage industry must navigate these complexities as they embrace ube’s potential. Traders currently benefit from price increases—yet farmers struggle with production challenges that may hinder future supply.
