The Philippines has achieved a significant milestone in its agricultural export sector, generating $3.06 million in ube and ube-based product exports in 2025. This growth is primarily driven by rising international demand for authentic Asian flavors, natural food colorants, and diverse food applications, marking a notable transition for ube from a local staple to a premium export ingredient.
Key Markets and Product Innovations
Preliminary data reveal steady growth in processed ube forms, including ube powder, puree, halaya, and flavor extracts. These products are increasingly sought after in key markets such as the Middle East, the United States, the United Kingdom, and Italy. Industry monitoring indicates strong interest from foreign manufacturers in incorporating ube into various food categories, including ice cream, baked goods, confectionery, specialty beverages, and ready-to-eat desserts.
Global Product Launches and Innovation Hubs
A report from Mintel’s Global New Products Database (GNPD) recorded 359 product launches worldwide featuring ube across various markets in recent years. While the Philippines accounts for the largest share, primarily in cakes, pastries, sweet goods, and dairy-based products like ice cream and frozen yogurt, new product development is gaining momentum overseas.
Japan, China, and the United States have emerged as key innovation markets. In Japan, ube appears in chilled and shelf-stable desserts; in China, it is used in cakes, pastries, malt, and hot beverages; and in the United States, it features in dairy-based ice cream, frozen yogurt, sweet biscuits, and cookies.
Government Support and Economic Impact
Department of Trade and Industry (DTI) Secretary Cristina A. Roque emphasized that the growing adoption of ube abroad opens opportunities for exporters to enter higher-value segments. This trend demonstrates the country’s ability to transform a traditional agricultural product into a competitive value-added export.
Roque stated, "Behind every ube product enjoyed overseas are Filipino farmers and MSMEs whose dedication sustains their families and rural communities. That is why we continue to strengthen support for the sector by improving quality standards and reinforcing supply chains, so Philippine ube can compete confidently and sustainably in international markets."
In line with this commitment, the DTI, through the Export Marketing Bureau (EMB), provides exporters with trade promotion assistance, market intelligence, and capacity-building programs to help them access and expand in external markets.
Future Prospects and Industry Outlook
The success of ube exports underscores the potential for other traditional crops to achieve similar growth. With ongoing efforts to enhance quality standards and supply chain resilience, the Philippines is poised to further capitalize on global trends favoring natural and exotic ingredients. This development not only boosts economic returns but also supports rural communities and promotes sustainable agricultural practices.
