Take a walk through your local supermarket and you’ll see pistachio everywhere. The little green nuts have made a big impact on food and drink over the last few years, and the trend shows no signs of slowing down. In this article, we’ll take a look at the drivers behind the pistachio trend, the reasons it became so popular, and the downsides of a global food obsession.
Pistachios are an important part of Middle Eastern cuisine and culture, with around 50% of global pistachio production taking place in Türkiye and Iran. They have been used to add colour and flavour to Middle Eastern dishes for thousands of years. And now, the rest of the world has caught on.
The Rise of Pistachio
Search data and social media mentions show that the pistachio’s popularity has been slowly growing over the last few years. In 2021, Starbucks launched their limited-edition Pistachio Latte, available only for a few weeks. It has reappeared on their winter menu every year since.
Then, in April 2022, Lafayette Grand Café & Bakery in New York launched their range of Supreme croissants, including a pistachio variety which quickly went viral on TikTok.
Dubai Chocolate
That same year, the now iconic Can’t Get Knafeh of It bar was launched in the UAE by FIX Chocolatier. A TikTok video posted in December 2023 by influencer Maria Vehera launched the product into the limelight. Dubbed Dubai Chocolate by fans on social media, the original bar is inspired by the Middle Eastern dessert Knafeh, with a filling of pistachio cream, tahini and filo pastry.
FIX produces around 500 bars a day – each of which retails for £15 – and they regularly sell out in minutes. This exclusivity has only increased consumer demand for the product, giving it cult status among fans. The bar’s popularity has spawned a range of copycats, from small confectioners to household brands, which are available in supermarkets including Waitrose, Lidl and Morrisons.
A Sign of the Times
Pistachio’s popularity wasn’t just down to luck. Several wider trends in the food and drink industry have helped to boost its profile, both on and off social media.
Bold Colour
Eye-catching, “Instagram-friendly” colours perform well, and especially resonate with younger generations who are looking for bolder choices. Pistachio’s bright green colour is a great example of this, leading many brands to incorporate not only the flavour of pistachio, but the colour too. We’ve also seen this happening recently with matcha.
Global Inspiration
Consumers are looking further afield for flavour inspiration, with ingredients like yuzu, tamarind and miso becoming more popular across Western markets. Pistachio’s roots lie heavily in Middle Eastern cuisine, and as consumers become more culturally aware, we are seeing regional ingredients used more widely across the world.
Trending Flavours
Pistachio’s mild, creamy flavour means it pairs well with a range of other popular flavours, such as:
- Blonde chocolate
- Rose
- Raspberry
- Cardamom
- Lemon
Premiumisation
Pistachios are an expensive ingredient to produce, so products containing them need to be worth the increased price tag. At the same time, consumers are looking for more premium versions of their favourite products, so pistachio is an ideal ingredient to meet this need.
Going Green
As a result of all this, consumers are looking for pistachio products, and brands are happy to supply them. We are seeing pistachio-based NPD across many different areas of the food and drink industry.
One of the major growth areas is in pistachio creams, spreads and butters. These are particularly popular with home bakers and those who want to add some pistachio flavour to their favourite treats.
Chocolate confectionery has also seen a plethora of NPD, with big brands like Lindt and Ritter Sport adding pistachio varieties to their range. Marks & Spencer have even created a pistachio version of their viral The Big Daddy chocolate bar.
In coffee, we are still seeing brands attempt to emulate the popularity of Starbucks’ Pistachio Latte. Kenco recently announced the launch of their new, limited-edition Dubai Chocolate Style Latte sachets, which can be enjoyed either iced or hot.
Supply Chain Shortages
Of course, when the whole world wants to get its hands on one ingredient, there will be an impact on the supply chain. A global pistachio shortage has seen prices rise from $7.65 per pound in April 2024 to $10.30 per pound in April 2025.
In the US, the world’s biggest exporter of pistachios, supply fell by 20% in the year to February 2025. In California, some almond farmers have begun producing pistachios instead, but these won’t be harvested until September 2025.
Meanwhile, the world’s second largest producer, Iran, exported 40% more pistachios to the UAE in the 6 months to March 2025 than it did in the previous 12-month period.
What’s next?
After the worldwide success of pistachio and Dubai Chocolate, the food and drink industry is keen to see what the next big phenomenon will be.
One contender is Angel Hair chocolate. Launched in December 2024 by Belgian brand Tucho, Angel Hair chocolate has a white chocolate shell which is dyed pink and filled with pistachio cream and a type of Turkish candy floss known as Pişmaniye, or ‘angel hair’.
Angel Hair chocolate already features in thousands of posts across social media. But while its bold colour and Middle Eastern roots might make it a favourite online, only time will tell if it can take on the mighty pistachio.
