Sizing the opportunity from the bottom up, Premium Hibiscus targets roughly USD 18m of a serviceable market of about USD 100m for certified, traceable roselle, a deliberately modest, defensible share of global trade.

Top-down and bottom-up sizing

Top-down: global trade in dried hibiscus calyx is estimated at roughly USD 200m annually across Mexico, the EU, the US and Asia (TAM). The certified, traceable, quality-sensitive segment that Premium Hibiscus serves, EU tea blenders, US herbal and nutraceutical buyers, selected Asian demand and premium domestic sales, excluding near-term Mexican bulk, is estimated at about USD 100m (SAM).

Bottom-up: the Company’s Year-5 serviceable obtainable market (SOM) is 5,900 MT at a blended ~USD 3,080/MT, i.e. ~USD 18.2m of revenue. This equals roughly 9% of the SAM and a mid-single-digit share of global trade, and only around a quarter of Nigeria’s formal hibiscus export volume, leaving substantial headroom.

Demand drivers and segments

• Herbal & functional tea (EU/US): the largest certified-demand pool; values traceability and organic status.
• Natural colour & nutraceuticals: anthocyanin-rich extracts and powders; a growing, higher-margin niche.
• Mexican jamaica beverage: the single largest bulk market, currently constrained for Nigeria, treated as upside optionality.
• Domestic zobo: a large, price-elastic West African market that absorbs off-grade product and smooths cash flow.