Sobolo (hibiscus): Next cocoa revolution

Hibiscus, locally known as sobolo in Ghana, holds immense potential to generate significant revenue for the country due to its versatility and growing local and international demand.

Here’s why:

• The global hibiscus market has been expanding steadily, valued at $113.2 million in 2021, with an expected Compound Annual Growth Rate (CAGR) of 7.2 per cent from 2021 to 2028.

• Countries like Germany, the USA and Mexico are among the largest importers of hibiscus, particularly the dried flowers used for beverages like tea and syrup.

For example, Mexico imports over 15,000 tons annually, while the USA continues to increase its reliance on hibiscus for herbal teas due to its health benefits.

Market growth 2020 to 2025, projections

• 2020: The global hibiscus flower powder market was valued at approximately $113.3 million (Grand View Research).
• 2021: The market size grew to around $119.4 million (Grand View Research).
• 2022: The market reached an estimated value of $144.45 million (Market Research USA).
• 2023: The market size was around $123.7 million (Market.us).
• 2024: Projected growth to $197.0 million (Grand View Research).
• 2025: The hibiscus extract market is expected to reach $193.31 million (Mordor Intelligence).
• Projections for 2028: The hibiscus flower powder market is anticipated to reach $211.7 million by 2028 (Polaris).

Regional

• North America: In 2022, North America led the hibiscus flower powder market, driven by strong demand from the food and beverage sector, along with pharmaceutical and personal care applications (Market Research USA).

• Europe: Germany imported seven shipments of hibiscus flowers between July 2022 and June 2023, marking a 75 per cent growth compared to the previous year (Market Research USA).

• Latin America: Mexico imported 124 shipments of hibiscus between March 2023 and February 2024, showing a 27 per cent growth compared to the previous year (Market Research USA).

Value-Added products

• By processing hibiscus locally, Ghana can shift from exporting raw dried flowers to high-value products like hibiscus tea, powders, syrups and cosmetics.

• For instance, hibiscus tea is a major product in Europe and North America, with retail prices ranging from $10–$30 per kilogramme, compared to raw hibiscus, which sells for around $3–$5 per kilogramme in the international market.

• In the cosmetics industry, hibiscus is known as the "botox plant" for its anti-aging properties. The global natural skincare market, which includes products using hibiscus extracts, was valued at $6.7 billion in 2021 and is projected to grow rapidly.

• Establishing local processing plants can significantly boost revenue and create opportunities for SMEs to market branded products.

 Small-scale farmers

• Hibiscus is an ideal crop for small-scale farmers due to its low production costs. It requires minimal fertiliser and thrives in Ghana’s climate with seasonal rainfall. A farmer can produce an average of two to three tons of dried hibiscus per hectare, earning about $6,000–$9,000 annually from exports.

• In 2020, Nigeria exported over 20,000 tons of hibiscus worth $35 million, most of which was produced by small-scale farmers. Ghana can follow suit by investing in farmer training and input supply programmes.

Agro-processing

• Ghana's agro-processing sector has been identified as a key driver of economic growth. The government’s One District, One Factory (1D1F) initiative can be leveraged to establish hibiscus processing plants.

• Agro-processing can significantly increase the value of hibiscus exports. For example, in Kenya, hibiscus tea companies export processed tea at three to five times the value of raw flowers, creating more foreign exchange earnings.

• Establishing regional hubs for drying, grinding and packaging hibiscus can also reduce post-harvest losses, which are estimated to be 20–40 per cent of crops in Ghana annually.

Health, wellness

Hibiscus is rich in antioxidants, lowers blood pressure and has anti-inflammatory properties. With the global shift toward natural and organic products, the health and wellness market was valued at $4.37 trillion in 2020, and herbal teas such as hibiscus are growing in popularity.

• Studies show that hibiscus tea can reduce systolic blood pressure by 7.5 mmHg on average, making it a preferred alternative for health-conscious consumers. This can be a key selling point in marketing Ghana’s hibiscus products.

• Ghana can capitalise on this trend by branding hibiscus products as organic and promoting them to international health-conscious consumers.

Export opportunities

The African Continental Free Trade Area (AfCFTA) provides a platform for Ghana to export hibiscus and its derivatives to 53 other African countries with reduced tariffs and trade barriers.

• For example, Ghana could export hibiscus tea to Nigeria, which imports large quantities of herbal teas, or to East African countries where hibiscus is used for medicinal purposes. Intra-African trade is projected to increase by 52.3% under AfCFTA, and hibiscus can play a key role in Ghana’s trade strategy.

Policies

• Government investment in hibiscus could mirror successful models like Nigeria, which has positioned hibiscus as one of its leading non-oil export commodities.

• Ghana’s Planting for Food and Jobs programme could include hibiscus as a priority crop, providing subsidies for seeds, fertilisers and irrigation systems.

• Additionally, setting up an export promotion strategy for hibiscus can attract foreign exchange. For instance, the Ghana Export Promotion Authority (GEPA) could add hibiscus to its priority list of non-traditional exports, aiming to increase non-traditional export revenue, which stood at $3.3 billion in 2021.

The writer is a professor of Naturopathy/Gambia trained lawyer/chartered health economist.

E-mail: professor40naturopathy@gmail.com