Where Will Ube Show Up Next?

Ube has long been a staple in Filipino food culture, but the purple yam is gaining traction in the United States as consumers become more open to globally inspired flavors, according to Datassential.

Ube (pronounced oo-beh) is commonly used in Filipino cuisine, especially in desserts like ice cream and cakes. It is often described as slightly sweet with nutty, vanilla-like notes. With 58% of consumers saying globally influenced flavors are exciting, ube is appearing on more menus nationwide.

Datassential data highlights the ingredient’s rapid growth:

• 1.3% of U.S. restaurant menus currently feature ube, projected to reach 2.4% by 2029.
• Ube has seen 231% menu growth over the past four years.
• 27% of consumers are familiar with ube, up from 15% in 2021.
• 13% of consumers have tried it, a 2.6% increase over the past two years.

“Consumer awareness of ube has grown significantly in a short period of time,” Datassential noted, pointing to its rising familiarity as a key driver of adoption.

The flavor is resonating in part because it is being introduced through familiar formats like ice cream and lattes, lowering the barrier for consumers to try something new.

Looking ahead, Datassential expects continued expansion into beverages such as coffee, tea and low-ABV drinks, as well as growth across retail and packaged goods.

This spring, Starbucks introduced a limited-time iced ube coconut macchiato. In 2024, ube was named “Flavor of the Year” by T. Hasegawa.

Read more about emerging flavor trends in the December 2025 NACS Magazine feature “The Next Big Flavor Trends in C-Stores.”