Butterfly Pea Flower Market

Butterfly Pea Flower Market Outlook (2025 to 2035)

The global butterfly pea flower market is expected to reach USD 350 million by 2035, up from USD 197 million in 2024. During the forecast period (2025-2035), the industry is projected to register a CAGR of 5.5%.

The market is flourishing due to the rising demand for natural, multifunctional ingredients in food, beverages, and personal care products. Its vibrant hue, wellness benefits, and social media appeal are propelling its use in adaptogenic drinks, clean-label products, and cosmetic formulations.

Quick Stats for Butterfly Pea Flower Market

• Industry Value (2025): USD 205 Million
• Projected Value (2035): USD 350 billion
• Forecast CAGR (2025 to 2035): 5.5%
• Leading Segment (2025): Dried Whole Flower (30% Market Share)
• Fastest Growing Country(2025 to 2035): India (7.8% CAGR)
• Top Key Players: PT Indo Ekspor Nusantara, Medikonda Nutrients, Nutraonly, Herb Co. (Monterey Bay Herb Co.), Shay and Company Inc, and Angelbiology

What are the drivers of butterfly pea flower market?

The increasing demand for natural and functional food, beverage, and cosmetic ingredients fuels the butterfly pea flower market. The flower is well known for its high concentration of anthocyanins. It is therefore used as an antioxidant, anti-inflammatory agent, and a source of stress relief in herbal teas and health mixes.

Adoption is being fueled by the wellness trend, with a preference among millennials and Gen Z for adaptogenic drinks and cognition support formulas. Brand visibility is being boosted by its popularity on social media, characterized by vibrant color effects.

Demand is being driven by the growth of vegan, clean-label, and organic products in North America and Europe, as well as by direct-to-consumer brands enhancing education and awareness. Continued advancements in extraction and formulation are making them easier to use in both supplements and personal care.

What are the regional trends of butterfly pea flower market?

The Asia Pacific, with Thailand, Indonesia, and Vietnam having a strong production and traditional consumption base, dominates the butterfly pea flower market. These nations have favorable production conditions and a fairly well-established domestic consumption of teas and cosmetics.

There has been an increase in demand for herbal teas, natural food colors, and botanical extracts in North America, particularly in the U.S. Drinks that are visually appealing, health-conscious, and interesting are gaining attention due to social media-driven trends.

In Europe, Germany, the UK and the Netherlands are using butterfly pea in clean-label foods and cosmetics due to stringent laws on artificial food additives. It is growing in the premium herbal tea and vegan skincare markets.

There is promise in Australia and New Zealand in investigating butterfly pea as a wellness and functional food. In the Middle East, the emergence is in its infancy, with high-end health imports and higher-end spa-grade cosmetic preparations in cities.

What are the challenges and restraining factors of butterfly pea flower market?

The butterfly pea flower market is associated with problems related to unstable raw material supply, low standardization, and consumer unawareness outside of Asia. The levels of anthocyanins may vary depending on the growing region, so global brands cannot guarantee consistent performance, color, and potency.

In developing regions, awareness of the health benefits of butterfly pea is still in its early stages, which does not allow the company to expand beyond niche markets. Additionally, regulatory barriers in North America and the EU to the use of novel foods slow down the approval process for products, particularly those in edible and supplement form.

Country-Wise Outlook

Color Innovation and Herbal Wellness Drive Thailand’s Butterfly Pea Flower Market

Thailand ranks among the world's top exporters and producers of butterfly pea flowers, due to its native production, government promotion of herbal products, and thriving nutraceutical exports. The registration of butterfly pea as a functional food by the Thai FDA has promoted its use in teas, beverages, and cosmetics.

Agriculture has been a robust sector in Thailand, which enables mass manufacturing. RTD drinks, natural food dyes, and herbal supplements incorporate the butterfly pea flower into the country's products. Functional beverages are being developed by local small to medium-sized enterprises and utilized in traditional Thai medicine for their antioxidant and cognitive benefits.

India’s Ayush and Organic Movements Catalyze Butterfly Pea Growth

Ayurvedic heritage, growing networks of organic farming, and a robust local appetite for herbal infusions are, however, rapidly making India a landmark supplier in the butterfly pea flower market. However, Clitoria ternatea (Shankhpushpi) has a medicinal profile that is enhanced by the fact that the Ministry of AYUSH commercializes the use of Clitoria ternatea as a component of cognitive tonics and traditional medicine systems.

The requirement for butterfly pea flowers is rising in the nutraceutical, wellness tea, and cosmetic markets of India. Agri-startups are utilizing e-commerce and farm-to-shelf strategies to export dried petals, powders, and extracts. The U.S and EU-based herb product companies rely on India as a major supplier due to organic certification and backward-integrated supply chains.

Complex production and incoherent quality standards are some of the problems that are being overcome by digitized traceability and integrated farming.

Innovation and Sustainability Make the U.S. a Key Import and Branding Hub

The United States is among the leading importers and brand builders in the butterfly pea flower sector, driven by consumer demand for clean-label, functional foods, and color-changing products. Beverage and supplement brands in the U.S.

Although the U.S. does not produce, it leads the market with innovative uses in cocktails and wellness teas, nootropic beverages, and vegan makeup products. Butterfly pea is being crossbred with CBD, nootropics, and probiotics by startups. Transparency of sourcing is highlighted, and third-party certifications are required for the product launch.

Category-Wise Analysis

Dried Whole Flower Form Drives Functional and Aesthetic Appeal in Botanical Markets

Whole, dried butterfly pea flowers have subsequently emerged as a popular form due to the various ways in which the butterfly pea can be utilized, as well as its long shelf life and natural colorfulness. They have an intense blue color due to their high anthocyanin content, which can be spectacular in visual applications, such as teas, lattes, cocktails, and desserts. It does not alter the functional qualities of the flower, as it retains the aroma and properties of the flower in its infusion-type medicines and traditional herbal products. With demand growing for natural formulas and clean labeling of ingredients, the dried whole flowers serve the wellness-marketed and artisanal product markets.

Food & Beverage Applications Lead the Way for Butterfly Pea Flower Utilization

The butterfly pea flower has found many uses in food and drinks, and this has grown exponentially due to its natural coloring ability and the delicate, earthy taste. Functional beverages, such as pH-sensitive color-changing tea, health-oriented smoothies, and blue rice dishes, benefit both nutritionally and aesthetically due to their ingredients.

Its antioxidant and anti-inflammatory properties are appealing to clean-eating consumers and health-conscious individuals. It has also helped it to be integrated into mainstream food and beverage (F&B) formulations in large markets, such as the U.S., the EU, and Southeast Asia, due to its regulatory acceptance in these regions.

Online Retail (B2C) Emerges as the Primary Gateway for Consumer Access

Direct-to-consumer, online-based e-commerce has emerged as the leading distribution model for butterfly pea flowers, enabling niche brands to educate and interact with health-driven consumers. Online projects can offer insight into provenance, quality certifications, and usage concepts that are particularly relevant to botanicals with wellness appeal.

B2C channels provide producers with the opportunity to serve the global market, experiment with new formulas, and sell small batches of artisanal products. As more consumers become digitally literate both nationally and internationally, and exotic botanicals become increasingly desirable, online retailing will continue to be an invaluable growth driver for the category.

Competitive Analysis

The market of butterfly pea flowers is experiencing growing attention towards the coloring agents and its adaptogenic properties. An Increased product innovation is being caused by the rising demand for clean-label and botanical ingredients in food and drink applications.

Southeast Asia is ensuring the purity and authenticity of regional products exported by developing or using indigenous cultivation and traditional knowledge to expand exports. Farm-to-bottle branding and sustainable sourcing are also some of their tactics, which appeal to the ethically conscious shoppers.

In the meantime, the collaboration with companies that produce nutraceuticals, cosmetics, and alcoholic beverages expands the range of products. The R&D oriented players are also treading on strong grounds by developing multi-functional extracts to be used by consumers interested in natural mood enhancers and antioxidants.

Key players in the butterfly pea flower industry include PT Indo Ekspor Nusantara, ANCHA, Medikonda Nutrients, Nutraonly, Angelbiology, Herb Co. / Monterey Bay Herb Co., Shay and Company Inc., Ohio Tea Company, Girmes Wheatgrass, Sacred Ridge Organic, Bushtucker Shop, and other notable companies.

Recent Development

• In May 2025, the FDA approved butterfly pea flower extract as a natural blue food additive for products such as drinks, yogurt, pretzels, ready-to-eat chicken, and candy, marking a shift away from synthetic dyes.
• In November 2024, Nutraonly’s blog highlighted the antioxidant potency, sustainability focus, and versatility of its organic butterfly pea powder in wellness and culinary products.

Fact.MR has provided detailed information about the price points of key manufacturers of the Butterfly Pea Flower Market positioned across regions, sales growth, production capacity, and speculative technological expansion, in the recently published report.

Methodology and Industry Tracking Approach

Fact.MR research on the butterfly pea flower market used inputs of more than 2,400 respondents in 15 countries. A 2025 October survey of 65 stakeholders, including food technologists, herbal product developers, and natural colorant purchasers, revealed increased interest in the global availability of multi-purpose botanical ingredients, the capability of organic suppliers to scale up, and pH-sensitive natural food products.

In the period between June 2024 and May 2025, it experienced a surge in momentum owing to the introduction of freeze-dried concentrates, clean-label beverage infusions, and color-stable formulations.

Due to the fact that 2018 was the year when environmental stewardship and traceability became central. Manufacturers are shifting to organic farming, non-hazardous packaging and sourcing authentication through blockchain.

Segmentation of Butterfly pea flower market

• By Form :

  • Dried Whole Flower
  • Powdered Flower
  • Extract (Liquid)
  • Tea Bags
  • Capsules / Supplements

• By Application :

  • Food & Beverages
  • Natural Colorant
  • Cosmetics & Personal Care
  • Pharmaceuticals
  • Nutraceuticals
  • Herbal/Traditional Medicine

• By Distribution Channel :

  • Online Retail (B2C)
  • Supermarkets/Hypermarkets
  • Specialty Stores
  • Direct B2B Supply
  • Herbal Stores

• By Region :

  • North America
  • Latin America
  • Western Europe
  • Eastern Europe
  • East Asia
  • South Asia & Pacific
  • Middle East & Africa