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Market Survey: Hibiscus sabdariffa

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Introduction

More than 300 species of hibiscus can be found around the world, growing in both tropical and subtropical regions. Most varieties are used as ornamental plants, but the swollen red calyces of the sabdariffa type are dried and brewed into teas, and are also used in the processing of juices, jellies, jams, ice cream and flavors. The product has many common names including Jamaican sorrel, roselle, cabitutu, vinuela, oseille de guinée, and karkade. Because of the rapid withering of the hibiscus sabdariffa flower, it would not be an economical product to export fresh over long distances. Therefore this market survey will focus on the dried calyx and its market potential.


Image 1: Hibiscus sabdariffa flower


Image 2: Hibiscus sabdariffa calyces

Import Markets

The primary import markets for the dried calyx of hibiscus sabdariffa are the United States and Germany. England is not a regular importer of the product as imported herbal tea from Germany satisfies most market demand. There are no statistics for the volume and value of dried hibiscus imported into these markets; information in this survey has been gathered mainly through primary interviews with importers. A list of importers that expressed an interest in receiving samples from producers is provided at the end of this survey. The major clients for hibiscus importers are herbal tea manufacturers as the dried calyx is used as part of the base for most herbal teas along with apple peel, orange peel and lemon twist.

The United States imported over 5 thousand MTs (US$22 million) of plants and plant parts for use in herbal teas in 1998, an increase of 78 percent in volume and 156 percent in value from 1994 levels. Herbal teas have soared in popularity over the past five years in the United States; even the major coffee chains have started selling this product.

Table 1: US Imports of Plants and Plant Parts for Use in Herbal Teas (US$'000s)

HS Code 1211908080

1994

1995

1996

1997

1998

China

2,290

3,527

4,972

4,727

7,330

Chile

670

1,104

1,322

1,087

3,136

Taiwan

446

636

803

1,102

1,263

Mexico

268

337

601

1,046

1,193

Spain

631

982

683

997

1,070

Germany

1,003

1,204

2,204

1,921

983

Canada

178

141

39

33

909

South Korea

482

520

303

305

903

India

211

310

685

815

716

Thailand

330

633

514

537

415

Egypt

73

163

237

304

132

Sudan

48

-

-

-

-

Other

2,114

3,889

3,359

4,821

4,374

TOTAL

8,744

13,446

15,722

17,695

22,424

Source: USA Trade

Table 2: US Imports of Plants and Plant Parts for Use in Herbal Teas (MTs)

HS Code 1211908080

1994

1995

1996

1997

1998

China

1,062

1,341

1,692

1,639

1,760

Mexico

103

116

354

629

669

Chile

271

378

395

333

629

Germany

267

330

433

396

326

India

173

137

203

173

200

Thailand

138

200

223

163

154

Peru

26

255

86

26

148

Spain

93

88

53

93

99

Canada

13

10

3

3

98

South Korea

52

53

24

28

88

Egypt

24

56

79

106

54

Sudan

37

-

-

-

-

Other

659

988

860

1,488

958

TOTAL

2,918

3,952

4,405

5,077

5,183

Source: USA Trade

Germany is an even larger importer of herbal tea ingredients. Imports totaled nearly 43 thousand MTs or ECU 90 million (US$97 million) in 1997 for plants and plant parts for use in herbal teas, medicines and perfumes, an increase of 41 percent in volume and 72 percent in value over 1993 levels. Importers interviewed estimated that product intended exclusively for herbal teas made up one-quarter of total imports or roughly 10 thousand MTs (US$24 million).

Table 3: German Imports of Plants and Plant Parts used in Herbal Teas, Medicines and Perfumes (ECU 000s)

HS Code 12119080/95

1993

1994

1995

1996

1997

Poland

3,024

2,861

3,064

4,910

11,279

Chile

3,692

2,713

4,693

7,715

8,404

Austria

7,522

7,175

10,617

5,052

8,267

Bulgaria

1,410

2,573

4,193

3,843

7,385

US

3,215

3,426

5,304

5,381

7,118

Egypt

2,276

3,187

3,334

4,060

5,697

India

3,039

2,958

4,228

4,809

4,111

Argentina

3,400

2,879

3,809

2,242

3,539

China

2,106

2,291

2,398

3,077

3,483

Hungary

2,542

2,843

4,282

3,634

3,322

Sudan

2,176

3,698

3,244

2,956

3,099

Albania

1,447

1,817

2,134

3,376

2,843

Brazil

1,578

844

1,323

1,621

2,054

Australia

983

958

591

1,959

1,997

Turkey

694

823

851

1,052

1,390

Fiji

518

480

1,023

671

1,335

Thailand

1,011

956

784

710

971

Mexico

325

248

314

588

436

Other

11,331

11,903

12,769

11,743

13,002

TOTAL

52,289

54,633

68,955

69,399

89,732

Source: EUROSTAT

 
Table 4: German Imports of Plants and Plant Parts used in Herbal Teas, Medicines and Perfumes (MTs)

HS Code 12119080/95

1993

1994

1995

1996

1997

Bulgaria

1,360

2,728

3,890

3,641

5,605

Poland

2,168

2,067

1,761

2,879

4,684

India

4,295

4,248

5,993

5,588

4,456

Sudan

2,881

3,561

3,005

2,557

3,157

Chile

2,441

1,711

2,378

3,099

2,902

Egypt

1,352

1,729

1,637

1,881

2,646

US

787

1,173

1,073

1,087

2,138

Hungary

2,040

2,185

3,153

2,574

1,844

China

1,305

1,549

1,661

1,701

1,821

Albania

1,158

1,471

1,373

1,897

1,487

Argentina

1,477

1,129

1,665

932

1,399

Austria

1,186

1,136

1,360

544

952

Turkey

500

609

608

817

820

Brazil

659

278

477

551

600

Australia

419

372

168

560

542

Thailand

651

444

366

358

422

Mexico

205

92

104

354

200

Other

5,508

6,053

7,237

7,311

7,160

TOTAL

30,392

32,535

37,909

38,331

42,835

Source: EUROSTAT

Supply

Hibiscus is available from Thailand, Sudan, China, Mexico, and various other smaller producing nations including Egypt, Senegal, Tanzania, Mali, and Jamaica. China is the dominant supplier to the US according to importers surveyed. Thailand, Mexico and Egypt supply smaller amounts of hibiscus. The preference is for Sudanese product, but the US trade embargo on the Sudan has forced importers to source Sudanese product via Germany and at a considerable mark-up.

Sudan dominates the German import market. German herbal tea manufacturers consider Sudanese hibiscus to have the perfect color blend and taste for herbal tea bases, but also source hibiscus from China and Thailand and much smaller quantities from Egypt and Mexico.

Prices

Hibiscus has very different qualities depending on where it is grown. The most desirable product is from Thailand and Sudan, but hibiscus from these two countries is also very different. The market is very volatile from one crop year to the next, based on the thinking patterns of farmers around the world. One crop year may yield high prices and encourage many farmers to plant hibiscus the following year. Supply then outpaces demand and prices fall. When the prices fall, farmers may switch to other crops, causing a supply shortage and thereby increasing prices again.

As the harvest time for hibiscus is late-December/early-January, most product is purchased in advance by mid-September. Buyers may request either FOB or CIF quotes from suppliers. Most importers interviewed stated a preference for CIF quotes to specific ports of their choosing. The table below gives an indication of CIF price ranges per metric ton over the past year for dried hibiscus, as well as variations in the liquid product from country to country.

Table 5: Price Ranges for Dried Hibiscus (CIF, US$ per Metric Ton), 3/97-4/98

Supplier

Liquid Color

Liquid Taste

US

Germany

China

Dark purple

Tart

$800-$1,000

$900-$1,000

Sudan

Orange-red

Acidic

$1,500-$1,700

$1,200-$1,300

Thailand

Purplish-red

Sweet

$1,000-$1,200

$1,000-$1,100

Mexico

Orange-red

Salty

$600-$700

No quote

Egypt (organic)

Burgundy red

Acidic

$1,200-$1,500

No quote

Source: Interviews with importers

There is a large mark-up for hibiscus depending on the quantity purchased: $4.90 per lb., $4.66 per lb. (20 lbs.), and $4.05 per lb. (50 lbs.) was what was paid to an importer by one tea manufacturer.

Quality Standards / Packaging Specifications

Dried hibiscus sabdariffa is generally regarded as safe by food inspection authorities in both the United States and Germany. The real examination is done by the importers themselves who have a set of quality standards which they apply to each shipment. These standards cover the color, taste, impurity count, moisture content, etc. Although no official code of practice is written down to analyze the raw material, importers revealed most of their guidelines and specifications verbally during interviews. A summary of these guidelines is given below:

Table 6: Common Guidelines and Specifications for Dried Hibiscus sabdariffa
Guidelines Specifications
Description Hibiscus sabdariffa
Packaging Item must be packed in 50 lb. poly (or less) lined boxes or multi-walled sacks (adequately protecting product for shipment) with clear markings indicating the item contained. Shipment must be accompanied by packing list clearly indicating the consignment, weight and country of origin.
Raw ingredient sample:
(a)Visual Purple-red color.
(b)Aroma Floral, berry-like aroma. Free from objectionable off odors.
(c)Texture Lump free, free flowing particles
Prepared sample:
(a)Visual Clear, deep red solution with some background purple hues. Blue hues are undesirable.
(b)Aroma Slight berry aroma.
(c)Flabor A well balanced, tart and astringent flavor. Some cranberry notes as well as a slight drying effect. Not excessively tart, acidic or bitter. Should be free of off-flavors and other undesirable spice/botanical notes.
Testing Parameters:
Test Units: Specifications
(a) Free Flow Density G/CC Minimum 0.45, Maximum 0.60
(b) Moisture 12%
(c) Total Ash 10%
(d) Acid Insoluble Ash 1.5%
(e) Sieve Analysis
5 Min Rotate 		Thru US#20 95.0%
Thru US#60 5.0%
(f) Insect Fragments each 400
(g) Whole Insects (field/storage) each 25/5
(h) Salmonella negative
(i) Coliform 2 of 5 over 10 CFU, 0 of 5 over 100 CFU
(j) E. coli (MPN) 2 of 5 over 3 CFU, 0 of 5 over 20 CFU
(k) E. coli (Film) 0 of 5 over 10 CFU
(l) S. Aureus 1 of 5 over 100 CFU, 0 of 5 over 1000 CFU
(m) Standard Plate Count 0 of 5 over 1,000,000 CFU
(n) Yeast/Mold 0 of 5 over 10,000 CFU
Source: Interviews with importers

Malian Market Potential

A mission was undertaken by the Herb Research Foundation (HRF) in 1997 to introduce hibiscus to Malian growers. A great deal of interest was generated by the product as it has the unique ability to be harvested all year round in the dry Malian climate. While a new hand tool was introduced that greatly increased the efficiency of the Malian harvesting and handling of hibiscus (see production and harvesting manual in Annex 1), there was also an attempt to introduce Chinese hibiscus seeds. According to the HRF, approximately 11 tons of hibiscus were grown from this seed and export contracts were negotiated. Unfortunately most of these contracts were not honored by the Malians and the hibiscus ended up being sold on the local market.

As it turns out from interviews with importers in the US and Germany, they prefer the Sudanese "wild grown" variety of hibiscus as opposed to the cultivated Chinese or Thai varieties. It is also the preferred variety to ensure a perennial harvest as it is hardy and capable of growing in the sandy, dry climate in the sub-Saharan region. The Sudanese variety is known as "El-Rahad".

Importers also complained about Chinese hibiscus gaining a bad reputation for poor quality. Chinese hibiscus produces a liquid that is dark purple in color and has a tart taste. The Sudanese hibiscus produces an orange-red colored liquid with a slightly less tart but more acidic taste that importers say is preferred for the herbal tea base. The only other major supplier to the US is Thailand whose liquid color lies between the product from China and Sudan and is sweet, but exporters there have suffered recently due to the economic crisis in the country. As the US has an embargo on Sudanese products, Egypt has attempted to fill in the past few years. Mali could easily fill this niche now occupied by Egypt as long as they can procure Sudanese seeds, honor their export contracts, and organize proper delivery in accordance with supplier specifications noted above. The importers listed below expressed an interest in receiving samples from Mali.

Importers Interested in Receiving Samples

Hibiscus WWW References

General Information ~ Issues ~ Trends ~ Associations

1. Jamaican Tea Hibiscus

http://www.io.com/~wilsone/teatime.htm

Features instructions for drying and tea preparations. Also features pictures of Jamaican Tea Hibiscus (Hibiscus sabdariffa), and an enlarged image of the calyxes, which are dried and used to make tea.

2. American Hibiscus Society -- General Information & Helpful Tips

http://web.wt.net/~strhibs/tips.htm

General information and useful tips about plant care and insect/pest control with descriptions of various pests and suggestions on how to deal with them.

3. The Australian New Crops Home Page

http://www.uq.oz.au/~gagkrego/index.htm

Designed to improve the communications network among new crop workers in Australia. Includes information on marketing new crops, product selection, production, etc.

Highlights: Australian New Crops Newsletter: http://www.uq.edu.au/~gagkrego/newslett/1-newslt.htm New Crop profiles, current research/projects

4. The Tropical Hibiscus -- Queen of the Tropics

http://www.trop-hibiscus.com/

The American Hibiscus Society's site features information about varieties, pest/disease control, propagation, and other useful information. The site also includes information on the American Hibiscus Society chapters, shows, publications, and links to related sites. Each page includes color images of Hibiscus flowers.

5. Hibiscus Species, Varieties, Cultivars and Trade

http://home.att.net/~sha-IV/index.htm

Extensive list of Hibiscus species, with common names, descriptions and information about cultivation, climate requirements, etc. Includes information about different varieties, based on their usefulness for various purposes - root stock, hybrids, landscaping, etc. - and links to related sites (non-commercial/informative).

Market Information ~ Trade ~ Producers ~ Suppliers

6. African Hibiscus Harvest Success Story [Article]

http://www.herbs.org/current/hibworld.html

News article in the Herb Research Foundation's Herb News Online on the foundations collaborative effort with USAID to develop a test crop of Hibiscus sabdariffa in Mali.

7. Hibiscus Paradise

http://www.big.net.au/~paradise/export.htm

Provides some useful information on import/export considerations/costs for Australian Hibiscus plants and cuttings, including quarantine costs, etc.

Also has links at: http://www.big.net.au/~paradise/links.html.

8. Hibiscus World -- Specialist Growers

http://www.caboolture.starway.net.au/~hibiscus/

Contact: 61 Cockatoo Court Caboolture 4510 Queensland Australia Telephone +61 07 54 951 256 Fax +61 07 5495 7296 Mobile Phone 0412 626 302

9. Agricom Corporation

http://www.agricom.net/

Agricom sources, sells, manufactures and packages commodities and food products worldwide. Products: Hibiscus listed under Spices, Herbs & Dried Leaves/Flowers/Seeds

E-mail Intl Trade Dept.: agricom@agricom.net

10. Ganmor Gardens (Australia)

http://www.fortunecity.com/marina/dockers/108/index.html

Contact: Tel: 07 4121 2059; E-Mail: hibiscus@satcom.net.au

11. Alstonville Tree Farm

http://www.treefarm.com.au/

(Suppliers) Online Catalogue w/ detailed cultivation notes & images- assembled by/for landscapers, horticulturists, wholesale and retail nurseries and gardeners.

Contact: Teven Road, Alstonville, NSW, 2477 Australia Ph/Fax: (02) 6628 1032 --

Email: atf@treefarm.com.au Inquiry Form http://www.treefarm.com.au/atf_inquiry.htm

Web Address: http://www.treefarm.com.au/

Production ~ Technical Information

12. Useful Plants in the Malvaceae Family

http://www.uq.edu.au/~gagkrego/newslett/ncnl8111.htm

The Australian New Crops Newsletter. Issue No.8, July 1997features information about plants in the Malvaceae family, including Hibiscus sabdariffa, and the potential for production in Australia.

13. Center for New Crops & Plant Products -- Purdue University

http://www.hort.purdue.edu/newcrop/Crops/Roselle.html

This page on the New Crop Resource Online Program site includes brief, general information on roselle (Hibiscus sabdariffa) -- characteristics, uses, etc.

Contact: West Lafayette, IN 47907-1165 Tel: 765-494-6968, Fax: 765-494-0391

14. Center for New Crops & Plant Products - Purdue University

http://www.hort.purdue.edu/newcrop/duke_energy/Hibiscus_sabdariffa.html

New Crop Resource Online Program -- more detailed information on Hibiscus sabdariffa, including descriptions, uses, cultivation, harvesting, yield, germplasm, etc.

15. University of Florida -- Coop. Extension Service -- Institute of Food & Agricultural Science

http://edis.ifas.ufl.edu/scripts/htmlgen.exe?body&DOCUMENT_MV126

Brief descriptive information on roselle.

16. Department of Agriculture Malaysia -- Industrial Crops Technology

http://agrolink.moa.my/doa/english/croptech/rsletek.html

This site features general information on Hibiscus sabdariffa (roselle), including botanical descriptions, crop requirements, harvesting, pest management, and cultural practices.

ANNEX A

Roselle Production Manual (Hibiscus sabdariffa)

By
Robert S. McCaleb
Herb Research Foundation
1007 Pearl St., Suite 200
Boulder, CO 80302

BOTANICAL DESCRIPTION

Hibiscus sabdariffa is a member of the Malvaceae family. It is an annual herb that grows to 6 feet or more, stems are glabrous; lower leaves are ovate with the upper leaves being 3-5 palmately lobed. The flowers are axillary or in terminal racemes, the petals are white with a reddish center at the base of the staminal column, the calyx enlargens at maturity and the fruit is fleshy and bright red. It is known as roselle (English), l'oiselle (French), jamaica (Spanish), karkade (Arabic), bissap (Wolof) and dâ (Bambara) among other names.

The calyces are used to make cold and hot beverages in many of the world's tropical and subtropical countries. In China the seeds are used for their oil and the plant is used for medicinal properties. The leaves and powdered seeds are eaten in West Africa.

HIBISCUS PRODUCTION

Environment

Hibiscus is quite hardy and grows well in most soils that are well drained. It tolerates poor soil, and is often grown as a supplemental rather than a primary crop. It requires 4-8 months with nighttime temperatures not below 21oC. In addition, it requires 13 hours of sunlight during the first 4-5 months of growth to prevent premature flowering.

Hibiscus requires a monthly rainfall ranging from 5-10" in the first 3-4 months of growth. Dry periods can be withstood and are desirable in the last months of growth. Rain or high humidity during the harvest time and drying can downgrade the quality of the calyces and reduce the yield.

Planting

Hibiscus sabdariffa is very sensitive to changes in the length of day. This photoperiodic quality of blooming, when the days become shorter, require the planting time to be set according to the day length and not according to the rainfall requirements.

Hibiscus is a deep-rooted crop so deep plowing is recommended in preparing the seedbed. To produce a large calyx 1,000-2,000 pounds of manure are added per acre.

Seeds are planted at a rate of 6-8 pounds or less per acre approximately + inch deep. Seeds are best planted at the beginning of the rainy season, 2-3 feet between rows and 18-24 inches within the rows. The reduced planting rate produces a larger calyx.

Planting can be done with a modern grain drill and then later requires thinning by hand, or by seed can be hand-planted. A good alternative tool would be a corn planter small enough to accommodate the hibiscus seeds.

There are over 100 cultivars or seed varieties of Hibiscus sabdariffa. The major commercial varieties are those grown in China, Thailand, Mexico and Africa, principally Sudan, Senegal and Mali.

Natural Enemies

Major diseases of hibiscus are mostly stem and root rot. Prevention techniques can include monitoring water in an irrigated field as well as avoiding the planting of crops that are also prone to these diseases. Damage done to hibiscus by insects is minor but it does exist. In the order Coleoptera is the stem borer and flea beetles, Podagrica spp. In the order Lepoptera, the abutilon moth, the cotton bollworm, and the cutworm. The order Hemoptera is a minor problem, the mealy bugs and the leafhopper, and finally in the order Hemiptera the cotton strainer.

Plant enemies usually do not compete in a cultivated field. Weeding can increase yield and calyx size, but may also reduce profit for the farmer. Because of differences in available land and labor prices, Chinese hibiscus fields are generally weeded and even hand watered if necessary, for maximum yield, while those in Thailand are given minimal attention. Quality is comparable.

Growth

Flowering of the hibiscus is induced as the days become shorter and light intensity reduces. Flowering begins in September or later depending on the country in question, and continues through October or later when the entire field is in bloom. Flowers begin to drop at the end of October or later. The seed pods begin ripening towards the bottom and proceed to the top. In Sudan, growers will sometimes allow the seed to completely ripen and the leaves drop prior to harvest.

Harvest

The harvest is timed according to the ripeness of the seed. The wet red fleshy calyces are harvested after the flower has dropped but before the seed pod has dried and opened. The more time the capsule remains on the plant after the seeds begin to ripen, the more susceptible the calyx is to sores, sun cracking, and general deterioration in quality. All harvesting is done by hand. Special care must be taken during harvesting operation to avoid contamination by extraneous material. At no time should the calyx come in contact with the ground or other dirt surfaces. Clean bags or containers should be used to transport from the field to the drying location.

In addition to avoiding contamination, the time between harvest and drying should always be kept at a minimum. Different harvesting methods are in use today. In Mexico the entire plant is cut down and taken to a nearby location to be stripped of the calyces. In China only ripe calyces are harvested with clippers leaving the stalks and immature calyces to ripen in the field. The field is harvested approximately every ten days until the end of the growing season. The calyx is separated from the seed pod by hand, or by pushing a sharp edged metal tool through the fleshy tissue of the calyx separating it from the seed pod.

Drying

Drying can be accomplished by different methods. Drying with adequate ventilation, using woven nylon mats for example, prevents sun baking, which can reduce quality. A clean sheet of plastic placed on the ground can also be used with the hibiscus spread thinly on top. This method is still prone to insect infestation and mold. Spreading the calyces on screens or frames would improve ventilation further and reduce drying time. Such frames could also be stacked or hung in a well ventilated building. Drying the calyces in forced air dryers would be costly and is rarely done. If heated drying methods are used, care must be taken so that the temperature does not exceed 43oC.

Yield

Total yield is approximately 500 pounds for each acre under cultivation, or about one metric ton per hectare. The drying ratio is 10:1.1. That is, for every 100 pounds of fresh calyx, 11 pounds of dry calyx is produced.

This page is used by permission of the RAISE program.