{
  "name": "Big Moca Ube Index 2026 (State of Ube 2026)",
  "publisher": "Big Moca (Yogho Yogho B.V.), https://www.bigmoca.nl",
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "datePublished": "2026-11-02",
  "dateModified": "2026-11-02",
  "pages": {
    "nl": "https://www.bigmoca.nl/ube-index",
    "en": "https://www.bigmoca.nl/en/ube-index",
    "de": "https://www.bigmoca.nl/de/ube-index"
  },
  "findings_en": [
    {
      "text": "In the Netherlands, search interest in ube from January to October 2026 was 3.3 times as high as in the same months of 2025.",
      "source": "Google Trends, search term \"ube\", retrieved 2 November 2026."
    },
    {
      "text": "In all six countries we track, people searched for ube more often in 2026 than in 2025. Growth ranged from 1.3 times in France to 4.1 times in Poland.",
      "source": "Google Trends, January–October 2026 vs January–October 2025; Netherlands, Belgium, Germany, France, United Kingdom and Poland."
    },
    {
      "text": "In France and Belgium, people were searching for \"ube latte\" from April 2025. In Germany, the UK and the Netherlands the term only took off in March 2026.",
      "source": "Google Trends, search term \"ube latte\", January 2024 – October 2026."
    },
    {
      "text": "Worldwide, interest peaked in the week of 1 March 2026. Around that time, searches combining ube with Starbucks were the fastest rising in all six countries.",
      "source": "Google Trends, search term \"ube\" worldwide (weekly values) and related queries per country, 2025–2026."
    },
    {
      "text": "Germany is the only country in our series where search interest was still at its highest point in October 2026.",
      "source": "Google Trends, search term \"ube\" and topic \"Purple yam\", Germany, 2022–2026."
    },
    {
      "text": "Most people searching for ube first want to know what it is. \"Wat is ube\", \"what is ube\", \"was ist ube\" and \"ube co to\" top the related queries in four of the six countries.",
      "source": "Google Trends, related queries for \"ube\", January 2025 – October 2026."
    },
    {
      "text": "On 2 November 2026 we found at least 6 venues in London with ube verifiably on the menu, 1 in Paris, and none we could confirm in Amsterdam or Berlin.",
      "source": "Own count using 16 Google Maps and 11 web searches in four cities; a lower bound."
    },
    {
      "text": "From July to October 2026, Big Moca sold 3.1 times as many kilos of ube as from March to June. Almost half of all kilos went out in packs of 1 kilo or more.",
      "source": "Big Moca, own sales data in Shopify (index, no absolute figures), retrieved 2 November 2026."
    },
    {
      "text": "Between January and October 2026, customers in 24 countries ordered ube from Big Moca. The Netherlands, Belgium and Germany together accounted for 87.5 percent of ube revenue.",
      "source": "Big Moca, Shopify, paid orders January–October 2026; excludes bol.com, Amazon and Ankorstore."
    }
  ],
  "search_interest": {
    "source": "Google Trends",
    "note": "0-100, share of searches within one comparison; monthly mean of weekly values",
    "topicMonths": [
      "2022-01",
      "2022-02",
      "2022-03",
      "2022-04",
      "2022-05",
      "2022-06",
      "2022-07",
      "2022-08",
      "2022-09",
      "2022-10",
      "2022-11",
      "2022-12",
      "2023-01",
      "2023-02",
      "2023-03",
      "2023-04",
      "2023-05",
      "2023-06",
      "2023-07",
      "2023-08",
      "2023-09",
      "2023-10",
      "2023-11",
      "2024-01",
      "2024-02",
      "2024-03",
      "2024-04",
      "2024-05",
      "2024-06",
      "2024-07",
      "2024-08",
      "2024-09",
      "2024-10",
      "2024-11",
      "2024-12",
      "2025-01",
      "2025-02",
      "2025-03",
      "2025-04",
      "2025-05",
      "2025-06",
      "2025-07",
      "2025-08",
      "2025-09",
      "2025-10",
      "2025-11",
      "2025-12",
      "2026-01",
      "2026-02",
      "2026-03",
      "2026-04",
      "2026-05",
      "2026-06",
      "2026-07",
      "2026-08",
      "2026-09",
      "2026-10"
    ],
    "topic": {
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        1.5,
        1.3,
        2,
        0,
        0.8,
        4,
        0,
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        1.8,
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        6.3,
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        4.5,
        1.5,
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        6.8,
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        5.8,
        9,
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        6,
        6.8,
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        6,
        5,
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        18,
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        16.5,
        19
      ],
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        2,
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        3,
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        3,
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        2.8,
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        5,
        5,
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        4,
        5,
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        16.3,
        20.3
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        6.8,
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        19
      ],
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      ]
    },
    "latteMonths": [
      "2024-01",
      "2024-02",
      "2024-03",
      "2024-04",
      "2024-05",
      "2024-06",
      "2024-07",
      "2024-08",
      "2024-09",
      "2024-10",
      "2024-11",
      "2024-12",
      "2025-01",
      "2025-02",
      "2025-03",
      "2025-04",
      "2025-05",
      "2025-06",
      "2025-07",
      "2025-08",
      "2025-09",
      "2025-10",
      "2025-11",
      "2025-12",
      "2026-01",
      "2026-02",
      "2026-03",
      "2026-04",
      "2026-05",
      "2026-06",
      "2026-07",
      "2026-08",
      "2026-09",
      "2026-10"
    ],
    "latte": {
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        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
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        9,
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        0,
        16.8,
        0,
        7.8,
        10.8
      ],
      "DE": [
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        2.3,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        2.6,
        0,
        2.3,
        0,
        2.3,
        2.8,
        0,
        17.6,
        28.3,
        35.4,
        23.5,
        20.3,
        18.2,
        22.5,
        24.3
      ],
      "FR": [
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
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        59,
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        65,
        63,
        56,
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        47,
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        63.8,
        53.5,
        44.2,
        37.8,
        39.3,
        48.8,
        48.3,
        47
      ],
      "GB": [
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
        0,
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        3,
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      ],
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        0,
        0,
        0,
        0,
        0,
        0,
        0,
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        0,
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        0,
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      ]
    },
    "latteBE": {
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        0,
        0,
        0,
        0,
        0,
        0,
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        0,
        0,
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        46,
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      ],
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        0,
        0,
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        41,
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        13,
        0,
        0,
        0,
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        34.4,
        17.5,
        21.2,
        13.8,
        0,
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        15.8,
        51.3
      ]
    },
    "worldMonths": [
      "2022-01",
      "2022-02",
      "2022-03",
      "2022-04",
      "2022-05",
      "2022-06",
      "2022-07",
      "2022-08",
      "2022-09",
      "2022-10",
      "2022-11",
      "2022-12",
      "2023-01",
      "2023-02",
      "2023-03",
      "2023-04",
      "2023-05",
      "2023-06",
      "2023-07",
      "2023-08",
      "2023-09",
      "2023-10",
      "2023-11",
      "2024-01",
      "2024-02",
      "2024-03",
      "2024-04",
      "2024-05",
      "2024-06",
      "2024-07",
      "2024-08",
      "2024-09",
      "2024-10",
      "2024-11",
      "2024-12",
      "2025-01",
      "2025-02",
      "2025-03",
      "2025-04",
      "2025-05",
      "2025-06",
      "2025-07",
      "2025-08",
      "2025-09",
      "2025-10",
      "2025-11",
      "2025-12",
      "2026-01",
      "2026-02",
      "2026-03",
      "2026-04",
      "2026-05",
      "2026-06",
      "2026-07",
      "2026-08",
      "2026-09",
      "2026-10"
    ],
    "world": [
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      12,
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      20,
      21,
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      33,
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      35,
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      63,
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      51,
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      59.3,
      58
    ],
    "growth": [
      {
        "geo": "NL",
        "measure": "term",
        "index": 326,
        "avg2025": 20.7,
        "avg2026": 57.9,
        "peak": "2026-03"
      },
      {
        "geo": "BE",
        "measure": "term",
        "index": 143,
        "avg2025": 40.6,
        "avg2026": 58.5,
        "peak": "2026-03"
      },
      {
        "geo": "DE",
        "measure": "term",
        "index": 259,
        "avg2025": 24.7,
        "avg2026": 63.7,
        "peak": "2026-10"
      },
      {
        "geo": "FR",
        "measure": "topic",
        "index": 133,
        "avg2025": 18.2,
        "avg2026": 24.1,
        "peak": "2026-04"
      },
      {
        "geo": "GB",
        "measure": "term",
        "index": 237,
        "avg2025": 11.8,
        "avg2026": 27.8,
        "peak": "2026-03"
      },
      {
        "geo": "PL",
        "measure": "term",
        "index": 410,
        "avg2025": 10.3,
        "avg2026": 42.2,
        "peak": "2026-07"
      },
      {
        "geo": "WW",
        "measure": "topic",
        "index": 172,
        "avg2025": 32.7,
        "avg2026": 55.3,
        "peak": "2026-03"
      }
    ]
  },
  "menus": {
    "checked": "2026-11-02",
    "queries": {
      "maps": 16,
      "web": 11
    },
    "cities": [
      {
        "city": "London",
        "sure": 6,
        "likely": 2,
        "open": 6
      },
      {
        "city": "Paris",
        "sure": 1,
        "likely": 4,
        "open": 3
      },
      {
        "city": "Amsterdam",
        "sure": 0,
        "likely": 1,
        "open": 3
      },
      {
        "city": "Berlin",
        "sure": 0,
        "likely": 0,
        "open": 9
      }
    ],
    "items": {
      "baked": 8,
      "drinks": 7,
      "iceCream": 5
    }
  },
  "big_moca_sales_index": {
    "extracted": "2026-11-02",
    "base": "2026-Q2",
    "months": [
      "2026-01",
      "2026-02",
      "2026-03",
      "2026-04",
      "2026-05",
      "2026-06",
      "2026-07",
      "2026-08",
      "2026-09",
      "2026-10"
    ],
    "sales": [
      4,
      15,
      31,
      64,
      133,
      102,
      211,
      106,
      153,
      151
    ],
    "kg": [
      1,
      9,
      29,
      59,
      134,
      107,
      271,
      156,
      278,
      326
    ],
    "quarter": {
      "salesQ3": 157,
      "kgQ3": 235,
      "sales4m": 188,
      "kg4m": 313
    },
    "bulkShareSalesPct": 27.3,
    "bulkShareKgPct": 49.2,
    "ubeShareStorePct": 90.6,
    "countriesPaid": 24,
    "countriesInclSamples": 28,
    "topCountries": [
      {
        "code": "NL",
        "pct": 64.8
      },
      {
        "code": "BE",
        "pct": 12.6
      },
      {
        "code": "DE",
        "pct": 10.1
      },
      {
        "code": "IT",
        "pct": 1.8
      },
      {
        "code": "ES",
        "pct": 1.8
      },
      {
        "code": "HU",
        "pct": 1.8
      }
    ]
  }
}