Onome Amuge
Hibiscus sabdariffa, commonly known as hibiscus or roselle, is a tropical flowering plant that has captured the attention of both agronomists and market dealers alike as one of the highest-volume speciality botanic products in international commerce.
According to a recent report from IMARC Group, a leading market research firm, the global market for Hibiscus sabdariffa, often traded in dried flower and shifting forms, was valued at $129.7 million by 2024, with projections indicating a compound annual growth rate (CAGR) of 6.05 per cent from 2025 to 2033, ultimately resulting in a market size of $230.1 million by 2033.
Market analysis shows that the hibiscus market has witnessed a steady growth trajectory, buoyed by a variety of factors including a growing emphasis on healthy living, an expanding food and beverage (F&B) industry, and a surge in the demand for skincare products that provide enhanced protection against environmental elements.
Medical experts have confirmed that hibiscus offers a host of health benefits, thanks to its anti-inflammatory, exfoliating properties, and high concentration of cholesterol-lowering agents. This makes it an essential ingredient for organic and natural cosmetics, as it aids in weight loss, protects the liver, and lowers blood pressure.
In addition, the increasing demand for soaps, shampoos, conditioners, face masks, lotions, and creams infused with hibiscus is expected to play a pivotal role in driving growth in the product market.
Nigeria’s rising influence in the global hibiscus trade
Nigeria is ranked amongst the largest producers of hibiscus in the world, with a large portion of the plant’s cultivation taking place in the northern region of the country. Bauchi, Borno, Gombe, Jigawa, Kano, and Katsina States are considered the main centres of cultivation, producing a significant amount of the global supply of the commodity.
Nigeria’s ascent in the international hibiscus market has propelled the country to join the ranks of the leading exporters, alongside India and Spain in the top three, surpassing Sudan as Africa’s foremost exporter of Hibiscus in the global market.
Nigerian farmers cultivating hibiscus typically observe a clear seasonal pattern, with the peak harvest period falling between November and April, and a fall in production during the off-season months from May to October. During the off-season, prices for hibiscus tend to climb higher, as scarcity drives up demand and reduces supply in the market.
According to data released by the National Bureau of Statistics (NBS) for the second quarter of 2024, Hibiscus sabdariffa export value amounted to N38.69 billion, representing 3.97 per cent of the country’s total agricultural exports during this period. The data rated hibiscus as one of Nigeria’s top agricultural exports, occupying the seventh position in the list of highest-valued export commodities.
The momentum of Hibiscus sabdariffa exports from Nigeria was also disclosed by the export-import trade intelligence platform Volza.
Volza’s export data showed that from March 2023 to February 2024, a total of 2,014 shipments of hibiscus were exported from Nigeria, representing a 954 per cent growth rate compared to the preceding twelve months. The exportation, according to the data, was driven by 73 Nigerian exporters, serving a broad network of 86 buyers in international markets.
Challenges threatening Nigeria’s hibiscus trade growth
While Hibiscus boasts viable export potential, Nigeria has yet to harness this lucrative commodity to its fullest, with current levels of trade remaining relatively low in comparison to the plant’s huge potential. Despite its global reputation as a sought-after export, Hibiscus’ most notable application within Nigeria is its role as a vital ingredient in the traditional herbal tea known locally as ‘Zobo.’
Corrupt practices, within the hibiscus supply chain, have been identified as undermining Nigeria’s ability to capitalise on the global demand for its high-quality Hibiscus crops, according to industry insiders.
From farming subsidies that are hijacked by dishonest players to the fraudulent adulteration of hibiscus crops during processing and export, corruption is said to have eroded Nigeria’s potential to compete more favourably in the global market, driving up costs and compromising the quality of the country’s products.
According to Rasheed Bakare, Paul Oluwatimilehin Odusoro, and Ololade Awofala, founders of Ayiras Global Export, a firm specialising in international trade, corruption remains an obstacle to Nigeria’s ability to fully harness its considerable Hibiscus export potential.
“Funds meant for improving farming infrastructure and supporting farmers often end up in the wrong hands. This not only affects productivity but also the quality of the hibiscus we produce,” they stated.
The Ayiras Global Export founders also pointed out the challenge of convincing international markets to trust the credibility and reliability of Nigerian Hibiscus exports. They noted that with the country’s reputation soiled by corruption, the lack of faith in the regulatory authorities and oversight institutions has created obstacles for Nigerian exporters seeking to make inroads into lucrative overseas markets, where concerns about product quality and authenticity remain prevalent.
The exporters asserted that Nigerian Hibiscus is undoubtedly among the finest in the world, attesting to the quality of the crop’s soil and climate conditions, which create an optimal environment for cultivation. They added that, given appropriate farming methods and efficient processing, Nigerian Hibiscus can easily meet the exacting demands of international markets
As the world’s appetite for superfoods continues to flourish, enterprising African business owners are seizing the opportunity to transform locally sourced commodities, such as hibiscus, into prosperous ventures, capitalizing on the international demand while simultaneously fueling economic growth and promoting the success of local farmers.
Timi Oke, the co-founder and CEO of AgroEknor, a company that exports Nigeria’s locally grown Hibiscus to international markets such as the U.S., Mexico, and Europe, highlighted a strategy for success in the export trade.
According to Oke, AgroEknor’s focus is on niche commodities where the market is not yet saturated with major players, allowing the company to seize the opportunity to become a prominent player in those markets.
