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Ube Market Growth in U.S. Restaurants
Percentage growth of Ube offerings across U.S. menus over the last 4 years and 4-year projection.
Primary Sources
As purple ube goes global, the Philippines' faces tightening supply - CNBC
Filipino restaurant Kasa and Kin in Soho, London, offers a selection of drinks and desserts made with ube, a root vegetable from the Philippines which has seen a surge in demand from younger consumers due to its vibrant color and sweet taste.Kasa and KinLong-time Filipino restaurateur Chris Joseph has served ube across his London establishments for the past decade, but interest in drinks and desserts featuring the purple yam has surged in the past year. Ube, a naturally sweet, starchy vegetable that is grown by farmers in the Philippines, has been the star of Joseph and his wife Rowena Romulo's Soho restaurant Kasa and Kin, founded in 2021. "What was really flying off the shelf was ube from the start," Joseph told CNBC in an interview. Their former restaurant, Romulo Café, which opened in 2016 and has since closed, was also known for ube dishes. Kasa and Kin's menu features an ube latte, ube martini, ube tsunami cheesecake (with a flood of purple sauce), and even an ube cream cheese bread among other creative items. Ube has grown 230% across restaurant menus in the U.S. in the past four years, per food & beverages analytics firm DatassentialsThe Washington Post | The Washington Post | Getty ImagesJoseph's initial customers were nostalgic Filipinos searching for a taste of home. "What we've seen now is people walking in and [being] curious about ube, people that we don't normally see. ... They come in, they'll look at the bakery case, they'll pick up an ube something, or the ube brownie, or ube ice cream," he said. In the past year, ube has transcended Filipino culture and entered the mainstream consciousness as coffee chains and restaurants hunt for the next viral food and drink craze. Starbucks helped spark the trend in 2025 with limited-time offerings of Ube Iced Coconut Latte and Ube Espresso Martini, expanding its 2026 spring lineup to include an Ube Matcha Latte and Ube Vanilla Macchiato. U.S. coffee chain Peet's also introduced an Iced Vanilla Latte with Ube Dream Top for the season. Ube offerings have risen by 230% across restaurant menus in the U.S. in the past four years, according to food and beverage analytics firm Datassentials. It currently features on the menu at 95 chains across the U.S., and is predicted to grow 74% in the next four years.Exports of ube from the Philippines have risen sharply in recent years. In 2025, the Philippines shipped about $3.2 million worth of ube — nearly 1.7 million kilograms—marking a roughly 20% increase from t...
'Oobeh? Yubey? Oob?': How Philippine ube is winning hearts and ... - SBS
Key PointsDespite its rising popularity, many non-Filipino customers are still unfamiliar with ube—often confusing it with taro or purple sweet potato due to its similar colour.Filipinos in Australia help promote and educate others about ube through their businesses.A proposed Philippine Ube Industry Council aims to strengthen standards, investment, and long-term industry development.📢 Where to Catch SBS Filipino🔊 On Air – Tune in to SBS Filipino on radio stations across Australia and website live stream, and TV Channel 302 from 10 AM to 11 AM AEST daily.📲 Catch up episodes and stories – Visit sbs.com.au/filipino or stream on Spotify, Apple Podcasts, Youtube Podcasts, and SBS Audio app.📣 Follow Us on Social Media – Stay updated by following us on Facebook and Instagram.
The next matcha? Ube surges in popularity - foodnavigator.com
Ube, the bright-purple, viral Filipino yam, is already seeing such popularity that farmers are struggling to keep up with demand. How popular could the ingredient, which is used in desserts, drinks, and even cheese, get?
Ube revolution: Humble Pinoy root crop takes over global dessert scene
International food brands have discovered a raw material sourced from the Philippines called ube or purple yam. From pastries to beverages, the humble crop from the country has taken over the internet and the global palate.
