Why are we going nuts for pistachios?

Pistachios are everywhere right now, from viral social posts and on-trend recipes to eye-wateringly expensive chocolate bars. But why are they suddenly so popular?

Pistachios are having something of a moment, with web searches on the shelled nut sharply increasing over the last year.

So what’s the story? Here’s what we know from the experts – as well as some ideas for how you can jump on the bandwagon and get them involved in your food.

Why are pistachios so popular?

In December 2023, a TikTok shared a video of herself eating a chocolate bar she bought in Dubai. It was filled with a vibrant green pistachio cream and shredded pastry. The video quickly took off, and now, a year and a half later, it’s up to 89.9million views.

Nicknamed ‘Dubai chocolate,’ the bars have become 2025’s ‘it’ snack, with hundreds of thousands of social media posts coming with the hashtag #Dubaichocolate. Now, in addition to the many different brands of Dubai-inspired chocolate bars, there’s a desire for pistachio creams, pastes, pastries and ice cream.

Emilie Wolfman, trend innovation manager at Waitrose, says the supermarket has seen a massive increase in consumers wanting pistachio products since the social media trend started.

Compared to this time last year, searches for ‘pistachio’ on Waitrose.com are up a whopping 788%.

“Pistachio offers luxury appeal,” she says. “It’s a versatile ingredient, integrating into a wide range of foods from decadent chocolate to savoury pastries and even sauces, which is driving its popularity.”

James Conder, snacks and nuts buyer for Ocado, agrees, saying searches are “skyrocketing,” up 203% year-on-year.

“Looking deeper into the data,” he says, “the biggest sales increase within the nut category has been for no shell varieties (+129%), which are ideal for use in cooking and baking.

“This is also a trend we’re seeing across categories, with sales of confectionery products featuring pistachio up 93% in the last year and site searches for ‘pistachio butter’ (+82%), ‘pistachio cream’ (+679%), ‘pistachio paste’ (+99%) and ‘pistachio spread’ (+596%) all up considerably versus last year.”

Why are pistachio products expensive?

“It seems that the sales of core shelled natural pistachios have remained flat over the last 12 months. So, the trend seems to sit within the luxury confectionery sector,” explains supermarket Morrisons.

Here, the words ‘indulgent’ and ‘luxury’ could also, somewhat cynically, be swapped to ‘expensive’.

Pistachios are a pricier nut, at least partly because they are often quite costly to produce.

This cost then filters down into pistachio products. One of the most common bars of Dubai chocolate by a large confectionary brand is retailing at £10 for 145g – and there are plenty of others which will set you back even more. Likewise, jars of pistachio cream frequently cost more than £10 a pot.

There are ways to save on pistachios though. Buying in bulk tends to be cheaper per kilogram and you may find Middle-Eastern or South Asian supermarkets have better deals as they are very popular in the regions’ cuisines.

Recipe developer and author Sanjana Modha uses them for making her silky and moreish pistachio cream, but has a few tricks to keep costs down.

“In many cases, you can get away with bulking pistachios out with a less costly nut, such as almonds or cashews. For instance, I often use a combination of almonds and pistachios in my pistachio cream – it’s delicious.

“This works best if you use a nut that has a subtle flavour as pistachios are quite mellow. Peanuts, pecans and hazelnuts have a much stronger flavour.”

How to use pistachios in your cooking

Modha’s a huge fan of adding pistachios to sweet treats. One of her favourite recipes is pistachio and rose shortbread.

But they’re not just for desserts – these versatile nuts can cause a real stir in savoury dishes too.

“For crunch, I add them to biryani, couscous and salads. They also work particularly well alongside pomegranates, dates, tomatoes and white cheeses such as feta, mozzarella, halloumi and paneer.

“Pistachios are also a wonderful base for pesto, salsa and fresh Indian chutneys. One of my signature dinner party dishes is pistachio and paneer korma, which calls for blanched pistachios to be blitzed into the spicy, creamy masala base. The result is a rich and fragrant curry that’s delicious with naan and rice.”

Recipe developer Philippa Davis also has a few practical tips for cooking with pistachios.

“Like most nuts they need to be stored carefully to keep them in the best condition. Cool, dark airtight containers are great but if you have room, I find the fridge or freezer works best if storing for a long time, as it slows down the oxidation of the oils.

“If sprinkling them over dishes, I usually give them a little roast first just to invigorate the oils and flavour. The more you roast them, the more earthy they become so, if it’s a delicate dish, just roast them very lightly. They’re best chopped once roasted, if you’re using them this way.

Davis went all-out with the pistachios in her show-stopping courgette and lime cake – it has three pistachio elements.

“Sometimes more really is more! The pistachios in the cake mix add their slight earthy flavour and richness, they give a crunch and an almost toasty note in the praline and then a lush creaminess in the icing. By treating the same ingredient in different ways, it’s exciting to see how you can yield different results.”

Are pistachios good for you?

It goes without saying that a chocolate bar filled with them isn’t going to be the healthiest of snacks. But, says ed dietitian and BDA spokesperson Bini Suresh, pistachios do come with health benefits.

“Pistachios are an excellent source of protein (about 6g per 30g), fibre (about 3g per 30g) and unsaturated fats, particularly monounsaturated and polyunsaturated fats. These nutrients are essential for heart health and maintaining overall wellbeing.

“Pistachios are also rich in antioxidants such as vitamin E, polyphenols and carotenoids, which protect against oxidative stress and eye health.

“Studies have even shown pistachios can lower LDL cholesterol, improve lipid profiles and reduce blood pressure, all of which are risk factors for cardiovascular disease.

“That said, salted pistachios are often high in sodium, which can counteract some of the health benefits. A high-sodium diet is associated with increased blood pressure and cardiovascular risk.

“For optimal health benefits, it is recommended to consume unsalted pistachios or to roast them with minimal salt. Try blending them into smoothies for a creamy texture and boost of healthy fats and protein.”

Published May 2025

Want more? Visit BBC Food on Instagram, Facebook and Pinterest or watch the latest Food TV programmes on BBC iPlayer.