Pistachio -based products have seen a dramatic increase in demand between the United Arab Emirates, driven by the viral tendency of the social networks “Dubai Chocolate”, said the main retailers. Arab business.
The phenomenon has transformed the nut butter market, with the rapid noon trade platform that sells thousands of units within a few hours of launching pistachio products.
“We only launched our propagation of a pistachio two months ago, and took off instantly,” said Saro Djerrahian, GM commercial at noon, Arab business. “In a matter of days, it became one of the most popular products on the platform.”
Amazon.AE has also reported significant growth in pistachio -related articles, with a demand in the fourth quarter of 2024 and maintaining a strong impulse in early 2025.
“After Dubai’s chocolate trend last year, we witnessed a significant upward trend in the interest of customers in pistachio -related products at Amazon.AE,” said Rejo Thomas George, director of consumables of the CCG at Amazon.AE.
The “Dubai Chocolate” trend, which won a traction for the first time at the end of 2023, was a pioneer by the company Sarah Hamouda with Dubai headquarters with her brand solution. What is a pregnancy that yearns for Kunafa and Pistachio’s flavors became what many now call “dessert hermes.”
In an exclusive interview with Arab business Last October, Hamouda revealed that his chocolate bars fusing the flavors of the Middle East with unique textures became viral after a Tiktok influencer presented them in a video that obtained almost 100 million visits.
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“I wanted the experience of the solution to be different,” Hamouda told Arab business At the moment. “I wanted people, from that first bite to relive the moments of their attacks.”
Since then, the trend has caused numerous branches, with users of social networks that create recipes inspired by the Dubai chocolate that include cookies, brownies, drinks, coffees and ice cream with the combination of Kunafa-Pistacio of the firm so popular.
Noon Minute responded to the growing interest of the consumer in development products under the brand of his house “The Big Daddy”.
“As the trend won a traction, we were from the first to launch it under the fire of noon, Big Daddy, which has expanded to ice cream, spread, cakes and even donuts,” said Djerrahian.
The retailer has also associated with several established food brands, including Krispy Kreme, Sugargram and Brod, to create collaboration products.
Amazon.AE has expanded his selection in response to the trend. “Our assortment of pistachio -related products has expanded to include a wide selection of pistachio products, from propagations to public services, chocolate, cookies and other confectionery items,” George said.
The EAU restaurants and beyond have added desserts inspired by Dubai chocolate to their menus, further consolidating the influence of the trend in the regional culinary landscape.
The phenomenon occurs despite the unprecedented challenges in the global cocoa market, where prices exceeded $ 12,500 per metric ton in December 2024, which represents an increase of almost 200 percent since March 2023, according to a recent Etoro report.
“While the Eau Chocolate sector continues to thrive, manufacturers are under significant pressure to adapt the prices and product strategies in response to the increase in basic products and market fluctuations,” said Josh Gilbert, Etoro Market Analyst, in the report.
The Eau chocolate market, valued at $ 736 million in 2024, has maintained its growth career despite the thesis challenges, with the Dubai chocolate trend that arises as a prominent point of the market that has inspired the innovation of products in multiple categories.
Sales data indicate that pistachio spread is rapidly gain market share against established competitors.
“Pistachio spread is quickly becoming a disruptive category, it is now one of our fastest growing propagations and that already challenges the leaders of a long time such as chocolate and hazelnut,” according to Djerrahian.
Consumer behavior suggests that the product has transcended typical use patterns. “The propagation has gone beyond breakfast: we have seen customers who use it in everything, from baking to gifts,” he added.
To maintain the impulse, midday Minutes has introduced seasonal variations for Ramadan, Halloween, Christmas and Diwali. Its newest product, called “The Hairy Daddy”, presents a dental thread filling.
Dubai’s chocolate phenomenon has won that impulse that has led to the purchase limits in high -end gaming chains abroad and queeus in the EAU retailers, Etoro’s report said.
In response to the increase in cocoa costs, chocolate brands in the EAU focus on premiumization, innovation of flavors and the closest products of products, a strategy known as ‘contraction’ where the decrease in products decreases remains stable or increases.
Food trends of social networks of thought generally have short life cycles, the pistachio propagation tree shows sustainable growth signs after maintaining its position during the past year.
“The sustained growth from 2024 to 2025 suggests that this is more than a temporary trend: it is becoming an established consumer preference in the EAU,” George said.
