The Butterfly Pea Flowers Market is expected to grow at a CAGR of 5.5% from 2020 to 2027 to reach $102.4 million by 2027. The growth in the butterfly pea flowers market is mainly driven by factors, such as the growing use of butterfly pea flower products as natural food colors, increasing demand for healthy tea alternatives, and a wide range of butterfly pea flower benefits. However, dynamic government regulations are expected to restrain the future growth of this market.
The Impact of COVID-19 On the Butterfly Pea Flowers Market
Border closures, quarantines, and supply chain and trade disruptions could restrict people’s access to sufficient/diverse and nutritious food sources, especially in countries hit hard by the virus or already affected by high levels of food insecurity. The worldwide supply chain includes distribution, packaging, as well as the sourcing of raw materials. Lockdowns have disrupted the transportation of packaged foods, prepared foods, and non-alcoholic and alcoholic beverages. Also, the shutting down of restaurants and quick-service facilities due to the lockdowns has hindered the growth of the food & beverage industry to a large extent.
In the wake of the global health crisis, nutritious and diverse food sources are in short supply. Also, greater food insecurity is prevalent in regions hit hard by COVID-19. Thus, the negative impact on the global economy, supply chains, and trade has indirectly hampered the growth of the butterfly pea flowers market to an extent. Supermarket chains have started enforcing new rules to curb panic buying, while suppliers and factory workers have taken additional health and safety measures to keep consumers safe.
Moreover, the manufacturers of consumer-packaged food & beverage products face significantly reduced consumption and disrupted supply chains. The food & beverage industry has witnessed a slight downfall due to the lockdowns imposed across various countries. This scenario has also negatively impacted the beverages industry since people are opting to buy only essential products.
Government bodies have passed various rules and regulations for the purchase of essential goods. The majority of the consumers are buying essential products, which has caused a rapid decline in the consumption of beverages. According to trade organizations in the nutritional products industry, there has been a significant impact on many points in the global supply chain for functional foods and dietary supplements, which has, in turn, lowered the sales and consumption of butterfly pea flowers, impacting the butterfly pea flowers market.
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Growing Demand for Natural Food Colors
Butterfly pea flowers (Clitoria ternatea) have been widely used in foods and drinks due to their natural blue shade and color-changing properties. These flowers are native to Southeast Asia, where they are used in teas and natural food. Butterfly pea flower is rich in anthocyanin, a potent antioxidant that changes color to purple when mixed with acidic substances, like lemon juice. This color-changing characteristic makes the butterfly pea flower a trending ingredient for use in food and beverage processing. For instance, in 2018, Starbucks launched the Butterfly Pea Lemonade Cold Brew, a color-changing cold brew layered with lemonade and topped with cold brew coffee. It is not only their color, heritage, and natural profile that makes butterfly pea flowers fascinating, but also their apparent robust health benefits.
The demand for natural food colors over synthetic food colors is increasing due to the growing consumer awareness regarding organic products, health hazards associated with synthetic colors, and health benefits of natural food colors. Rapid use of artificial production sources to increase food production has led to various health hazards. Rising health consciousness and inclination toward environment-friendly products drive the demand for naturally grown food products worldwide. Thus, due to the growing demand for natural food products, food manufacturers are increasingly using natural food colors to retain the attractiveness of foods and beverages after processing. While opportunities exist to develop more unique colors in food and drinks, there remains a demand for these colors to be sourced naturally. Globally, the natural food colors market is expected to reach USD 3.2 billion by 2027, at a CAGR of 8.4% during 2019-2027 (Source: Meticulous Research).
The demand for organic foods is constantly increasing mainly due to the consumers' perception that they are healthier and safer than conventional foods. For instance, the global organic food market is expected to register a CAGR of 12.2% from 2020 to 2027 to reach USD 272.18 billion by 2027 (Source: Meticulous Research). Organic food is produced without synthetic fertilizers and pesticides, growth hormones, antibiotics, and genetically updated_at organisms (GMOs). Natural food colors are widely used in the manufacture of organic foods to make them more attractive. Furthermore, the expansion of the food & beverage industry positively impacts the global natural food colors market, as natural food consumption is increasing worldwide.
Butterfly pea flower is a commonly used ingredient in Southeast Asian countries due to its vibrant hue, making it perfect for traditional events. However, it is now being increasingly used as a natural food coloring agent and is being incorporated into food and drinks due to its eye-catching effects. It has practically no scent or flavor, making it the perfect food coloring agent for any dish or drink.
Key Findings in the Butterfly Pea Flowers Market Study:
In 2020, the sterilized powder segment to dominate the butterfly pea flowers market
The sterilized powder segment is estimated to generate the largest portion of the butterfly pea flower market's revenue in 2020. Key factors contributing to this segment`s major share include its wide availability and ease of handling, transportation, and storage. The powder’s high color concentration and ease of use in various applications due to high mixability also contribute to this growing segment.
Indirect distribution channel to dominate the market during the forecast period
The indirect distribution channel segment is estimated to dominate the butterfly pea flowers market during the forecast period. The dominant position of this segment is mainly attributed to the well-established market for butterfly pea flowers in the Asia-Pacific region, the traditional consumption of flowers in some parts of the region for many decades due to ancient values, well-established commercial farming for these flowers in the region, especially in Thailand, and the strong market growth in the region. Increased online shopping and social media use further support the growth of this segment.
Beverages to witness the highest demand through 2027
In 2020, the beverages segment is estimated to command the largest share of the butterfly pea flowers market. This application is poised to register the fastest growth during the forecast period owing to the growing consumer interest in traditional beverages, specifically in regional cultures, greater nutritional value, increasing per capita spending on beverages, the expanding retail sector, and increased use of butterfly pea flowers as a raw material for producing multiple color options for beverages.
Asia-Pacific: The Fastest-Growing Regional Market
The butterfly pea flowers market is divided into five regions: North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa. The Asia-Pacific region is estimated to command the largest share of the butterfly pea flowers market in 2020, followed by North America and Europe. The large share of the Asia-Pacific region is mainly due to well-established commercial farming for butterfly pea flowers, especially in Thailand, and the presence of various key market players in the region. Furthermore, the growth of the APAC market is also projected to be the fastest during to forecast period due to the growing application areas for butterfly pea flowers, the emerging trend of healthy food & food ingredients, and rising awareness about the health benefits of butterfly pea flowers.
Key Players
The report includes the detailed profiles of many key players operating in the butterfly pea flowers market, including TSUJIKO Co., Ltd., Siam Industries International, Siam Hibiscus Limited, Arisun ChemPharm Co, Ltd., EverforEver BioTech, Paraman Food Works, Shaanxi Hongda Phytochemistry Co., Ltd., Specialty Natural Product Co., Ltd., Woodland Foods, My Blue Tea, Wild Hibiscus Flower Co., and Yumchaa, among others.
Scope of the Report:
Butterfly Pea Flowers Market, by Type
- Whole Dried Flowers
- Sterilized Powder
- Extract
Butterfly Pea Flowers Market, by Distribution Channel
Butterfly Pea Flowers Market, by Application
- Beverages
- Food Products
- Other Applications
Butterfly Pea Flowers Market, by Geography
- Asia-Pacific (APAC)
- China
- India
- Thailand
- Malaysia
- Japan
- RoAPAC
- North America
- Europe
- Germany
- France
- Italy
- U.K.
- Spain
- RoE
- Latin America
- Middle East and Africa
Key Questions Answered in the Report:
