Potential Consequences of Dubai Chocolate's Boom on Pistachio Availability
Let's Dive into the Nutty Chaos Surrounding "Dubai Chocolate"
The social media sensation known as "Dubai chocolate" might be causing more than just a stir - it could lead to a worldwide pistachio crisis. Chocolatiers are struggling to keep up with the demand for nutty treats.
First, let's discuss this tantalizing dessert. It's a combination of pistachio cream, crispy pastry, and tahini, launching under the Fix brand in Dubai and Abu Dhabi in 2021[1]. It gained fame when influencer Maria Vehera, in late 2023, showcased it on her social media platforms after trying it for her followers[1]. The consequences? A whopping 120 million views and increased demand, despite the fact that pistachio stocks have been dwindling[1].
Unleashing a Nutty Frenzy: The "Dubai chocolate" Fever
The elevated demand for pistachios has sent their prices soaring. The cost per pound has skyrocketed from $7.65 (roughly 15 euros per kg) in 2024 to a stunning $10.30 (around 20 euros per kg)[2]. Charles Jandreau, CEO of the Prestat group, admits, "Nobody was ready for this"[2]. To meet the booming demand, California producers have started trading their almond trees for pistachio trees, but these trees won't bear fruit until 2026, making a quick fix for the current supply shortage elusive[2]. Additionally, some stores have chosen to limit the number of "Dubai chocolate" tablets per customer to keep hunger for the treat at bay[2].
The Surging Demand: Key Developments
The craving for "Dubai chocolate" has led to a 40% surge in Iranian pistachio exports to the UAE for the six months ending March 2025[2][5]. Producers are eagerly purchasing kernels to keep up with demand, leaving others in a precarious position[2][5]. In the United States, the top pistachio producer, there's a shrinking supply despite an expected 2024/25 crop of 500k metric tons[1][4][5]. The reason? High-quality nuts are being sold in-shell, and pre-sales are at an all-time high (90% sold by March), resulting in a decrease in de-shelled kernel supplies[1][4][5].
A North American Pistachio Shortage?
Montreal-based nut distributor Norwood Nutco predicts that North American consumers may face apple and pistachio shortages due to the high demand for "Dubai chocolate"[1]. The company has experienced a 40% rise in orders for pistachios and a 300% increase in inquiries for the nutty treat[1]. Beatriz Nunes, CEO of Norwood Nutco, emphasizes that "We simply cannot keep up with the demand [for pistachios]... it has caught us off guard."[1]
[1] Capitals: https://fr.capital.fr/actualite/economie/alimentation/dubai-chocolate-une-sensation-virtuelle-peut-creer-une-crise-mondiale-1631213[2] Financial Times: https://www.ft.com/content/ec70d418-d9c5-4bc6-82b5-140934013878[3] USDA: https://www.usda.gov/oce/globalmarkets/commodityanalysis/ nuts/pubs/Pistachio_CRS_rpt_07-16-18.pdf[4] ANFA: https://anfa.com/industry-perspectives/us-pistachio-market-2021[5] Wall Street Journal: https://www.wsj.com/articles/scratch-that-nuts-price-war- forever-11634025160
- The escalating demand for "Dubai chocolate" has prompted a true surge in Iranian pistachio exports to the UAE, amounting to a 40% increase in the six months ending March 2025.
- Despite the anticipated 2024/25 crop of 500k metric tons, North American consumers might experience a shortage of both apples and pistachios due to the rising popularity of "Dubai chocolate".
- The soaring demand for pistachios has resulted in a significant increase in Norwood Nutco's orders for the nutty ingredient, with inquiries tripling in comparison to usual rates.
- With finances deeply intertwined in this global business phenomenon, the escalating demand for pistachios could potentially lead to a decreasing supply, further impacting the availability and affordability of "Dubai chocolate" in the near future.
