Butterfly Pea Flowers Market Size, Share, Forecast, & Trends Analysis by Type (Whole Dried Flowers, Powder, Extracts), Distribution Channel (B2B & B2C), Application (Beverages & Food Products) - Global Forecast to 2031

The Butterfly Pea Flowers Market was valued at $96.6 billion in 2023. It is expected to reach $151.7 billion by 2031 from an estimated $102 billion in 2024, at a CAGR of 5.8% during the forecast period of 2024-2031.

Butterfly Pea Flowers Market Size & Forecast

The growth of this market is driven by the growing demand for natural food colors, healthy tea alternatives, and growing R&D activities in the food & beverage industry. Furthermore, increased research for new raw material sources is expected to generate growth opportunities for the market's stakeholders.

Key Findings in the Butterfly Pea Flowers Market

• By Type: In 2024, the whole Dried Flowers Segment Dominate the Butterfly Pea Flowers Market
• By Distribution Channel: In 2024, the Indirect Channel Segment is Expected to Dominate the Butterfly Pea Flowers Market
• By Application: In 2024, the Beverages Segment is Expected to Account for the Largest Share of the Butterfly Pea Flowers Market
• By Geography: Asia-Pacific to Dominate the Butterfly Pea Flowers Market in 2024

Butterfly Pea Flowers Market Trends

Growing Demand for Natural Food Colors

The demand for natural food colors is increasing as consumers become more aware of the benefits of organic products and the health risks associated with synthetic colors. The widespread use of artificial production methods to boost food output has led to various health concerns. As health consciousness rises and consumers shift toward environmentally friendly options, the demand for naturally sourced food products continues to grow globally. In response, food manufacturers are increasingly focusing on the development of natural food colors to maintain the visual appeal of processed foods and beverages. For example, in May 2024, California Natural Color (U.S.) introduced Pure Purple Butterfly Pea Crystal Colors to meet this rising demand.

The demand for organic foods continues to rise, driven largely by consumers' perception that these products are healthier and safer than conventionally produced alternatives. According to the Research Institute of Organic Agriculture (FiBL) in Switzerland, global sales of organic food and beverages reached nearly USD 142.2 billion in 2022. Organic foods are produced without synthetic fertilizers, pesticides, growth hormones, antibiotics, or genetically modified organisms (GMOs). Natural food colors are commonly used in organic food production to enhance their visual appeal. Additionally, the expansion of the food and beverage industry is positively influencing the global market for natural food colors as the consumption of natural foods continues to grow worldwide. Butterfly pea flower, a popular natural coloring agent, is expected to benefit from this trend, with increasing demand for natural food colors driving growth in the butterfly pea flower market.

Increasing Awareness Regarding Clean-Label Products

The clean-label movement is consumer-driven, emphasizing a return to real, authentic food with greater transparency. Natural, familiar, and simple ingredients characterize clean-label products. The growing demand for organic, natural, and "free from artificial ingredients" food products is expected to drive global demand for food items containing natural colors. Additionally, increasing health concerns and rising awareness about the benefits of clean-label products are key factors fueling the growth of the clean-label ingredients market. According to Dairy Farmers of America, Inc. (U.S.), the global clean-label ingredients market is projected to reach USD 64.1 billion by 2026, growing at a CAGR of 6.8% from 2019 to 2026.

The growing consumer preference for clean-label products is largely driven by increasing awareness of the negative effects associated with synthetic ingredients, such as artificial food colors. According to the 2021 IFIC Survey, approximately 64% of U.S. consumers prefer foods made with clean, simple ingredients. Additionally, functional additives—such as emulsifiers, flavors, and colors—are becoming key components of the clean-label movement, especially those that enhance the nutritional profile of food and beverages. Plant-based colors, such as butterfly pea flower extract, align with clean-label principles and resonate with health-conscious consumers. For example, the Cold Juice Company (Indonesia) offers Cold Blossom Juice Drink, which includes butterfly pea flowers, raw honey, lemon juice, and water, positioning it as a fresh, additive-free product.

Thus, growing awareness and demand for clean-label products further drive the growth of the natural food colors market, positively impacting the demand for butterfly pea flower color, as it contains anthocyanin pigments and exhibits unique properties related to its appearance at differing pH levels.

Butterfly Pea Flowers Market Opportunities

Increased Focus on Discovering New Raw Material Sources

As the global population grows and consumers become more health-conscious, the demand for synthetic food colors is steadily declining. This shift is driving an increased need for innovative raw materials, particularly in the natural food color sector. Natural color sources, primarily botanicals, typically contain less than 2% pigment by weight, which means large quantities of raw botanical materials are required to produce relatively small amounts of color. Significant advancements have been made in the development of natural food colorings, especially in areas such as extraction processes, purification, stability, and the identification of new sources. Additionally, formulation techniques, along with hygiene and safety standards, have improved. However, there remains a need for further innovation in developing natural colorants that offer higher stability and greater coloring strength and can be applied across a broader range of industrial uses.

Currently, the production of natural colorants is insufficient to meet the growing demand from the food industry. To address this gap, substantial investment in research and development is required to identify more abundant natural colorant sources, making their use both technically viable and economically feasible. Due to the adverse health effects associated with synthetic colorants, food manufacturers are actively seeking innovative ways to extract colors from alternative natural sources, such as butterfly pea flowers. Rich in anthocyanins—an antioxidant renowned for its health benefits—butterfly pea flowers are poised to capture the attention of health-conscious consumers with a holistic approach to wellness. By utilizing this unique flower, manufacturers can offer a multi-sensory consumption experience with vibrant, bold food colors that appeal to consumers seeking novel, functional products. As a result, increased research into new raw material sources presents significant growth opportunities for the butterfly pea flower market.

Butterfly Pea Flowers Market Analysis: Top Market Opportunity

The Whole Dried Flowers Segment is Expected to Dominate the Butterfly Pea Flowers Market in 2024

Based on type, the butterfly pea flower market is segmented into whole dried flowers, powder, and extracts. In 2024, the whole dried flowers segment is estimated to account for the largest share of the global butterfly pea flowers market. This segment’s significant market share can be attributed to the growing consumer demand for natural, plant-based products with health benefits, the rise in sales of whole dried butterfly pea flowers through e-commerce platforms, and the expanding use of the dried flowers in applications such as cocktails, baked goods, and other food products.

The rising demand for dried butterfly pea flowers is driven by the increasing consumption of functional foods and beverages, as well as the growing popularity of plant-based food products. For example, the Department for Business and Trade (DBT) (U.K.) reports that the global market for functional foods was valued at USD 248 billion in 2021 and is projected to grow at a CAGR of 9.5% from 2021 to 2028. Additionally, Jeneil Biotech (U.S.) estimates that the U.S. plant-based food market will reach USD 103.56 billion by 2027. As a result, the expanding demand for functional and plant-based food products is contributing to the dominant share of whole-dried butterfly pea flowers in the market.

Geographical Analysis

Asia-Pacific Dominates the Butterfly Pea Flowers Market in 2024

In 2024, Asia-Pacific is estimated to account for the largest share of the butterfly pea flower market. The dominant share of the Asia-Pacific region in the butterfly pea flower market is primarily due to the presence of key market players, established commercial cultivation of the flowers, and a long-standing tradition of using butterfly pea flowers in local cuisines. Additionally, high investments in the production of natural food ingredients further bolster the region's market position. The growing popularity of butterfly pea flowers for tea applications, particularly through e-commerce, is being fueled by the increasing influence of social media, advertising, and content marketing. This surge in online engagement is making a significant contribution to the region's market share.

Furthermore, Asia-Pacific is slated to register the highest CAGR during the forecast period. The growth of this market can be attributed to several key factors, including the expanding application of butterfly pea flowers across various sectors, increasing demand for healthy food and food ingredients, and the rising popularity of functional foods and beverages. Additionally, growing health consciousness and greater awareness of the health benefits of butterfly pea flowers in the region are further driving market growth.

Key Companies

The report includes a competitive landscape based on an extensive assessment of the key strategic developments that led market participants to adopt over the past three years (2021-2024).

The key players profiled in the global butterfly pea flowers market report are EverforEver Biotech (China), Paraman Food Works (India), Specialty Natural Products Co., Ltd. (Thailand), Woodland Foods (U.S.), My Blue Tea (Australia), Wild Hibiscus Flower, Co. (Australia), Blue Tea (India), All Herbscare (India), Nippon Advanced Agri Co., Ltd. (Japan), Revival Tea Company (U.S.), and Bigelow Tea (U.S.).       

Butterfly Pea Flowers Industry Overview: Latest Developments from Key Industry Players

• In October 2024, Bigelow Tea (U.S.) launched Bigelow Butterfly Pea Flower with two flavors, Sapphire Bay and Vanilla Midnight.
• In May 2024, California Natural Color (U.S.) launched pure purple butterfly peas to its color portfolio for a variety of applications.

Butterfly Pea Flowers Market Research Summary

Key questions answered in the report: