Coffee chains bet big on ube as Gen Z, millennials drive flavour trends
Over 60% of Gen Z and millennials use social media to discover new flavours.
Global coffee chains are turning to ube-flavoured beverages as brands race to capitalise on social media-driven flavour trends amongst younger consumers, according to GlobalData.
Ube, a Southeast Asian purple yam known for its vibrant colour and subtly sweet flavour, has surged in popularity online, with analysts describing it as a potential successor to the matcha craze.
The report said that more than 60% of Gen Z and millennials use social media to discover new flavours, whilst many also share their food and drink experiences online.
Major café chains have quickly embraced the trend. Starbucks recently launched its Ube Vanilla Velvet Latte, Ube Vanilla Velvet Matcha, and Ube Vanilla Macchiato, supported by TikTok-focused campaigns featuring colourful drink visuals and seasonal slogans such as “spring is purple this year.”
The report said the strategy reflects a growing emphasis on “social-first” marketing aimed at younger audiences.
“Ube’s bold hue is instantly recognisable in feeds, and its highly “Instagrammable” look lends itself to sharing, especially in trendy café settings," said Jessica Butler, consumer analyst at GlobalData. It is an “Instagrammable” ingredient in every sense—high-impact visuals, easy to recognise, and made to be shared."
"That matters because social platforms are now a primary route to discovery for younger consumers," she added." Brands should treat a launch as a content strategy as much as a product release—building in scroll-stopping visuals, creator partnerships, and easy-to-share moments that turn trial into amplification.”
The growing popularity of ube is also being fueled by consumer curiosity. About 64% of Gen Z consumers and 65% of millennials said curiosity motivates them to try new flavours.
Brands are responding by introducing ube through familiar menu items. Costa Coffee, for instance, added Sweet Ube Hot Chocolate and Sweet Ube Frappe offerings to its UK spring menu to make the flavour more accessible to mainstream consumers.
Health and wellness perceptions are adding further momentum to the trend. Ube contains vitamins, minerals, and antioxidants, and has been associated with potential health benefits such as supporting blood pressure and blood sugar management.
At least 68% of Gen Z consumers and 70% of millennials said health and wellbeing frequently influence their purchasing decisions.
“The next step is turning ube from a viral café moment into an everyday staple," said Butler. "Brands should build social-first launches, introduce ube in ‘safe’, familiar formats, and expand into at-home and functional options—whilst getting sourcing and authenticity right
