Is Pistachio the New Matcha? Why It’s Becoming 2025’s Fastest-Growing Global Flavour
19 November 2025, Dubai: Pistachio, long regarded as a premium garnish rather than a mainstream flavour, has suddenly become the centre of a global culinary movement. For years, matcha dominated cafés, bakeries, and social media. Yet in an astonishing shift, pistachio has overtaken every major flavour trend and emerged as the fastest-growing and most sought-after taste across continents. From price surges to menu domination, its rise has been swift, dramatic and unlike anything the food industry has seen in recent years.
A Price Surge That Outruns Cocoa and Coffee
In the last year alone, global pistachio prices have jumped by nearly 35 percent. This surge is extraordinary even when compared with historically volatile commodities such as cocoa and coffee. The sharp rise reflects a combination of soaring demand and tightening supply.
By April 2025, almost 90 percent of the entire 2024 pistachio crop in the United States had already been sold. As one of the world’s largest producers, such early sellouts signal a significant supply strain and a market grappling with unprecedented demand from global manufacturers, chocolatiers and café chains.
A Menu Takeover Across the World
The flavour wave is most visible on menus. Restaurants and cafés worldwide have recorded a 70 percent increase in pistachio-based offerings within the past year. The appeal lies in its ability to fit effortlessly into multiple categories. Pistachio croissants are trending from Paris to Seoul, pistachio lattes are becoming a signature drink in specialty cafés, and pistachio ice creams, pastries and spreads are now staples in premium dessert spaces. Its versatility has allowed it to take over both modern and traditional menus at a pace that matcha required nearly a decade to achieve.
How the Craze Began
The turning point in its global popularity can be traced back to a viral pistachio-filled chocolate from Dubai. Luxurious, rich and visually striking, it captured the imagination of consumers online and sparked a global fascination.
Following its overnight success, European chocolatiers, American bakeries, Asian dessert houses and patisseries across the Middle East quickly began showcasing their own pistachio creations. The flavour soon evolved from a niche indulgence to a symbol of modern luxury, creating a cultural and culinary momentum that continues to accelerate.
Why Pistachio Is Outperforming Matcha and Yuzu
Although matcha and yuzu continue to be strong global contenders, pistachio has surged ahead for several reasons. It has experienced the steepest price increase, reflecting intense worldwide demand. It has recorded the fastest rise in menu and retail interest, becoming a preferred choice for innovation among chefs and product developers.
Most importantly, limited production and unpredictable weather patterns are creating tight supply conditions that are reinforcing its exclusivity. This scarcity, coupled with its striking green colour and rich profile, has helped elevate pistachio from a flavour preference to a cultural phenomenon.
A Market Positioned for Long-Term Growth
Industry projections indicate that the momentum is far from temporary. The pistachio market is expected to grow at nearly 11 percent CAGR through 2032. This long-term growth outlook is pushing brands to secure sourcing contracts, develop pistachio-based formulations and invest in flavour innovation. As supply constraints intensify, early adopters may gain significant advantage in maintaining product quality and consistency.
Why the Food and Beverage Industry Cannot Ignore This Shift
Pistachio is no longer a trend; it has become a strategic ingredient influencing product planning and menu design across the food sector.
Whether it is a new café concept, a bakery refresh, a premium chocolate launch or an FMCG innovation pipeline, pistachio is increasingly becoming central to flavour strategy.
Brands that move quickly stand to benefit from rising consumer interest, while those who delay may face higher costs and limited availability in the months ahead.
The bigger question for the industry is no longer whether pistachio is popular. It is whether any modern menu or product line can afford to ignore the flavour that is redefining global taste preferences at record speed.
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