The global butterfly pea flower market is on a strong growth trajectory, projected to reach USD 350 million by 2035, up from USD 197 million in 2024. During the forecast period of 2025–2035, the industry is expected to expand at a healthy CAGR of 5.5%, driven by increasing consumer preference for natural, multifunctional ingredients in food, beverages, and personal care products. The vibrant blue hue, potent antioxidant properties, and adaptability of butterfly pea flowers are fueling their adoption across wellness-focused and clean-label product segments

Market Drivers and Trends

Rising demand for natural and functional ingredients is a key driver of the butterfly pea flower market. Known for its high anthocyanin content, the flower offers antioxidant, anti-inflammatory, and stress-relieving benefits, making it a popular choice in herbal teas, wellness beverages, and health supplements. Millennials and Gen Z consumers are increasingly gravitating toward adaptogenic drinks, functional foods, and cognitive-support products, providing further momentum to the market. Additionally, the aesthetic appeal of the flower—especially its natural color-changing properties—has been amplified by social media trends, which continue to increase brand visibility and consumer engagement.

The clean-label, vegan, and organic product segments are experiencing steady growth, particularly in North America and Europe. Direct-to-consumer brands are leveraging educational campaigns and digital platforms to raise awareness of butterfly pea flower benefits, thereby strengthening market adoption. Furthermore, advancements in extraction and formulation techniques are making the ingredient more versatile and easier to incorporate in both supplements and personal care formulations.

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Regional Insights

The Asia Pacific region dominates the butterfly pea flower market, with Thailand, Indonesia, and Vietnam serving as major production hubs. Thailand, in particular, benefits from favorable growing conditions, government support for herbal products, and a strong export market. Local enterprises in these countries are developing functional beverages and herbal teas, capitalizing on the flower’s antioxidant and cognitive health benefits.

India has emerged as a significant contributor, driven by its Ayurvedic heritage, organic farming networks, and growing domestic demand for herbal infusions. The Ministry of AYUSH’s promotion of Clitoria ternatea (commonly known as butterfly pea) in cognitive tonics and traditional medicine has further boosted production and export potential. Indian startups are adopting farm-to-shelf strategies, enabling global distribution of dried petals, powders, and extracts to the U.S. and EU markets.

In the United States, butterfly pea flower serves as an import and branding hub. U.S.-based beverage, supplement, and cosmetic brands are innovating with products such as color-changing cocktails, wellness teas, and vegan beauty items. Third-party certifications and supply chain transparency are emphasized to meet regulatory standards and consumer expectations.

Competitive Landscape

The butterfly pea flower market is moderately fragmented with several key players driving growth and innovation. Prominent companies 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, and Bushtucker Shop. These players are focusing on product innovation, sustainability, and expanding direct-to-consumer channels to capture market share.

Recent Developments

In May 2025, the U.S. 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. This regulatory milestone is expected to accelerate adoption in mainstream food and beverage products, replacing synthetic dyes and meeting growing consumer demand for natural ingredients.

Additionally, in November 2024, Nutraonly highlighted the antioxidant potency, sustainability focus, and versatility of its organic butterfly pea powder through its blog, emphasizing its applications in wellness and culinary products. Such developments underscore the increasing recognition of butterfly pea flower as both a functional and aesthetic ingredient across global markets.

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Category and Application Analysis

Dried whole flowers account for a significant share of the market due to their long shelf life, versatility, and high visual appeal. Powdered forms are witnessing faster growth, particularly for integration into beverages, supplements, and skincare formulations. Food and beverage applications remain dominant, driven by functional beverages, health-oriented smoothies, teas, and blue rice dishes. The flower’s natural antioxidant and anti-inflammatory properties continue to attract health-conscious consumers, boosting its penetration in premium wellness products.

Online retail platforms have emerged as the primary gateway for consumer access, enabling niche brands to reach health-driven audiences and educate them on the multifunctional benefits of butterfly pea flower.

Outlook

With increasing global awareness of natural, clean-label ingredients, and a growing focus on wellness and sustainable sourcing, the butterfly pea flower market is poised for sustained growth over the next decade. Its multifunctional benefits, regulatory approvals, and strong consumer appeal position it as a leading ingredient in the natural foods, beverages, and personal care sectors.