Ube Halaya Market Size (2023 – 2030)

The Global Ube Halaya Market was valued at USD 0.9 billion and is projected to reach a market size of USD 2 billion by the end of 2030. Over the forecast period of 2023-2030, the market is projected to grow at a CAGR of 10.5%.

Ube Halaya is a Filipino dessert made with purple yam (ube), condensed milk, sugar, coconut milk, butter, and vanilla extract. It is sweet, creamy, and purple in color. It is prepared mainly during New Year celebrations. It can be used for flavoring ice creams, cakes, cookies, and also for topping other dishes. Ube Halaya is a traditional dessert of the Philippines primarily produced and consumed within the Philippines. At present, due to globalization and export, Ube Halaya has gained international popularity. With modern production methods and packaging, larger food companies and bakeries started producing Ube Halaya on a larger scale. Also, there is a growing demand for traditional and unique dishes like Ube Halaya in the modern world. Key players in this market are Good Shepherd Convent (Baguio City, Philippines), Eng Bee Tin (Manila, Philippines), Mamita's (Quezon City, Philippines), House of Polvoron (Manila, Philippines), and Red Ribbon (Philippines, with international locations).

Key Market Insights:

Based on market segmentation by product type, Traditional Ube Halaya occupies the highest share 85% of the market in 2022 and Ube-based Products are the fastest-growing segment during the forecast period.

In 2022, based on market segmentation by Dietary preferences, Regular Ube Halaya occupied the highest share of the market at around 47% and Organic or All-Natural Ube Halaya is the fastest-growing segment during the forecast period and is growing at a CAGR of more than 20%.

In 2022, the Local Markets and Specialty Stores occupy the highest share about 40% of the market and the fastest-growing segment in terms of revenue is Online Retailers and E-commerce Platforms.

In 2022, Asia Pacific occupies the highest share of about 70% of the market and North America is the fastest-growing segment of the Ube Halaya Market due to the popularity of Filipino cuisine and growing interest in international flavors.

Ube Halaya Market Drivers:

Global Popularity of Filipino Cuisine through social media drives the demand for Ube Halaya Market.

With social media platforms like Instagram, TikTok, and other food blogs, traditional Ube Halaya gained international popularity. Ube Halaya can be used in many desserts including ice creams, cakes, and pastries. These diverse applications expand its market growth. Health benefits associated with Ube attract health-conscious consumers mainly through social media fitness influencers. Ube is a rich nutrient-dense root vegetable that contains antioxidants, vitamins, and minerals. Ube Halaya has cultural significance and is prepared during special occasions and celebrations. This also drives the demand for the Ube Halaya market.

The rise of Online Retail and E-Commerce has boosted the Ube Halaya Market.

The rise of online shopping platforms makes it easier to assess Ube Halaya products anywhere in the world. Continuous innovation in recipes and packaging helps producers reach a global audience with the help of online shopping platforms. This boosted the Halaya market to a greater number of consumers. Earlier Ube Halaya was available only to the local market in the Philippines, but now with online retail and e-commerce, it is available to the global market. At present, due to globalization and export, Ube Halaya has gained international popularity. With modern production methods and packaging, larger food companies and bakeries started producing Ube Halaya on a larger scale and selling it through online platforms.

Ube Halaya Market Restraints and Challenges

The major challenge faced by the Ube Halaya market is the seasonal availability of Ube. Ube is a seasonal crop and its availability is limited to a certain time of the year. This disrupts the supply of Ube for Ube Halaya production. The price of Ube fluctuates based on supply and demand which impacts the price of Halaya products. Ube is grown only in certain regions and regional availability can be a challenge for producers outside Ube growing region. The availability of Ube depends on other agricultural harvest factors like weather conditions, pests, and other diseases.

Ube Halaya Market Opportunities:

The Ube Halaya market has various opportunities in the market. The global popularity of Filipino cuisine drives the demand for Ube Halaya market. Ube-based products like desserts, cakes, and pastries are gaining popularity through social media. Ube Halaya attracts consumers with its creamy, purple in color and tasty nature. There is a greater demand for traditional and unique Ube-based products. Consumers are in constant search for local ethnic cuisines that are tasty and healthy. The Ube Halaya market is estimated to grow at a faster rate with online retail and E-commerce.

UBE HALAYA MARKET REPORT COVERAGE:

Ube Halaya Market Segmentation: By Product Type

• Traditional Ube Halaya

• Artisanal Ube Halaya

• Ube-based Products

In 2022, based on market segmentation by product type, Traditional Ube Halaya occupies the highest share 85% of the market. It is due to many factors. Traditional Ube Halaya has been used for generations in the Philippines, especially during special occasions like New Year. Traditional Ube Halaya consists of basic ingredients like purple yam, sugar, and coconut milk. It is widely used by consumers.

Ube-based Products are the fastest-growing segment and are growing at a fast CAGR of 15% during the forecast period. This is due to the increasing popularity of Ube-based Products like Ube ice cream, Ube cakes, Ube pastries, and other innovative Ube-based creations in the global market.

Ube Halaya Market Segmentation: By Dietary Preferences

• Regular Ube Halaya

• Organic or All-Natural Ube Halaya

• Low Sugar or Sugar-Free Ube Halaya

In 2022, based on market segmentation by Dietary preferences, Regular Ube Halaya occupied the highest share of the market at around 47%. It includes traditional recipes with standard ingredients like purple yam, sugar, and coconut milk. It is widely preferred due to its delicious taste.

Organic or All-Natural Ube Halaya is the fastest-growing segment during the forecast period and is growing at a CAGR of more than 20%. This segment is growing fast due to the increase in demand for organic and all-natural products. Organic or All-Natural Ube Halaya is made with organic ingredients without the use of synthetic chemicals.

Ube Halaya Market Segmentation: By Distribution Channel 

• Local Markets and Specialty Stores

• Supermarkets and Hypermarkets

• Online Retailers and E-commerce Platforms

• Restaurants, Cafes, and Bakeries

In 2022, the Local Markets and Specialty Stores occupy the highest share about 40% of the market. The Local Markets and Specialty Stores in regions with strong Ube Halaya traditions are the key outlets for selling Ube Halaya products. Local customers are more drawn to their traditional Ube Halaya products available in their local markets and specialty stores

The fastest-growing segment in terms of revenue is expected to be Online Retailers and E-commerce Platforms. This is due to the increasing online shopping among customers. Ube Halaya products are made easily available in the international market with the help of e-commerce platforms.

Ube Halaya Market Segmentation: Regional Analysis

• North America

• Asia-Pacific

• Europe

• South America

• Middle East and Africa

In 2022, Asia Pacific occupies the highest share of about 70% of the market. This region includes the Philippines where Ube Halaya originated. Ube Halaya is a traditional dessert of the Philippines, primarily produced and consumed within the Philippines In this region, the demand for Ube Halaya is high due to its cultural significance and popularity.

North America is the fastest-growing segment of the Ube Halaya Market due to the popularity of Filipino cuisine and growing interest in international flavors. Ube Halaya can be used for flavoring ice creams, cakes, and cookies, and also for topping other dishes. This drives a great demand for Ube Halaya in this region.

COVID-19 Impact Analysis on the Global Ube Halaya Market:

The pandemic had a significant impact on the Ube Halaya market. Businesses had to deal with disruptions in supply chains, changes in customer behavior, and increased competition in the online space. Due to supply chain disruptions, the availability of key ingredients in Ube Halaya production was reduced and this impacted the high price of raw materials. Restaurants bakeries and cafes that served Ube Halaya dishes were closed during the lockdown. Travel restrictions disrupted the export of Ube Halaya products to the international market. However, situations changed after some time. There was a significant shift towards online shopping. This increased the production and supply of Ube Halaya products. With social media platforms like Instagram, TikTok, and other food blogs, traditional Ube Halaya gained international popularity.

Latest Trends/ Developments:

The food industry is continuously innovating with Ube and can produce a variety of products other than traditional Ube Halaya products. This includes new and unique Ube-flavored ice creams, Ube cakes, Ube pastries, and other Ube-related desserts. Organic or All-Natural Ube Halaya is trending nowadays. Also, Health benefits associated with Ube attract health-conscious consumers mainly through social media fitness influencers and food vloggers. Continuous innovation in recipes and packaging helps producers reach a global audience with the help of online shopping platforms. The global Ube Halaya market is expected to grow in the coming years with new recipes and flavors.

Key Players:

1. Good Shepherd Convent (Baguio City, Philippines)

2. Eng Bee Tin (Manila, Philippines)

3. Mamita's (Quezon City, Philippines)

4. House of Polvoron (Manila, Philippines)

5. Red Ribbon (Philippines, with international locations)

6. Goldilocks (Philippines, with international locations)

7. Rodilla's Yema Cake (Taguig City, Philippines)

8. Barrio Fiesta (Philippines, with international locations)

9. Kusina ni Maria (Antipolo City, Philippines)

10. Violet Crumble (Australia, known for Ube Halaya products)