For years, pistachios have quietly held a place in premium confectionery. But today, this once under-the-radar ingredient has become a hot commodity — and it's all thanks to the viral power of TikTok and the unstoppable rise of "Dubai chocolate."
If you’ve been keeping an eye on food trends, you’ll have seen the explosion of luxury, pistachio-laden chocolates coming out of Dubai. These indulgent creations — think chocolate slabs stuffed with pistachio cream, gold leaf, and jewel-like toppings — have captivated millions online. TikTok, Instagram, and other platforms have fuelled the frenzy, turning Dubai’s dessert scene into a global aspiration almost overnight.
The result? Global demand for pistachios has surged, and supply chains are feeling the pressure. Prices for this already premium nut have skyrocketed, creating fresh challenges for UK chocolatiers, artisan bakers, and manufacturers who rely on pistachios to give their products a luxury edge.
Suddenly, what was once a speciality ingredient used sparingly in nougats and gelato has become a mainstream must-have. Producers are scrambling to source enough high-quality pistachios to keep up with the trend, but at a significantly higher cost. And with a tightening supply, many are now questioning whether pistachio-centric products will remain commercially viable in their current form.
This trend isn’t just about ingredient cost; it’s a reminder of how rapidly social media can transform consumer demand. What was niche yesterday can become essential tomorrow, and businesses must be agile enough to pivot, source, and innovate at speed.
From a recruitment standpoint, we’re seeing growing demand for procurement specialists who can negotiate smartly in volatile markets, and for NPD (new product development) managers who can creatively adapt recipes and product ranges without losing consumer appeal. Businesses are also seeking marketing talent who can ride viral trends, but do so in a way that protects margins and supply chains.
At MorePeople, we understand that keeping up with fast-moving trends like the Dubai chocolate craze isn't just about chasing the next big thing — it's about building resilient teams who can predict, adapt, and thrive.
If you need help finding the right talent to navigate the sweet—but—increasingly tricky world of food innovation, get in touch. We’re here to help you stay ahead, whatever trend takes off next.
