Flavor Insight Report - Ube

May 4, 2023
Innovation Flavor

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Ube is a purple yam, not to be confused with purple potatoes. Popular in many Filipino desserts, ube (pronounced ooh-bay), has a slightly sweet, almost nutty taste that works perfectly in cakes, cupcakes, ice cream, and so much more. Ube is showing significant growth in new product introductions and on the menu. Let’s take a closer look at where ube is appearing on the menu, in new products and social media. Read on to learn more!

A Quick Look at Ube:

  • 250% growth in ube flavor new products from 2018-2022.
  • 143% growth on the menu in the past 4 years and 70% growth in 2022.
  • According to Datassential flavor tool, ube is in the 17th percentile among all foods & flavors, meaning consumers love ube more than 17% of all other items.


View our Flavor Insight Report on Ube.

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What does true partnership look like? You deserve a flavor partner ready to turn these trends into the tangible.

Let McCormick FONA’s market insight and research experts get to work for you. Translate these trends into bold new ideas for your brand. Increase market share and get to your “what’s next.” Our technical flavor and product development experts are also at your service to help meet the labeling and flavor profile needs for your products to capitalize on this consumer trend. Let’s mesh the complexities of flavor with your brand development, technical requirements and regulatory needs to deliver a complete taste solution. From concept to manufacturing, we’re here for you — every step of the way.

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