I’m writing this while whilst digging into some pistachio rolled eggs - yes, Belgian milk chocolate eggs filled with a pistachio and white chocolate filling and rolled in chopped pistachios in case there weren’t enough pistachios already. 

And with every delicious bite, I’m wondering: where has the rise in pistachios come from, and should everyone in hospitality be looking to add this trending flavour to their menus?

Just a few years ago, salted caramel was the in flavour. It was everywhere: coffee shops, restaurants, supermarkets, becoming synonymous with indulgence and that little extra something special. Now, pistachio seems to be following in its footsteps, and it’s raising an important question for your business: is this the flavour your menu needs to stay ahead of the curve?

Why pistachio?

Pistachio is experiencing a global resurgence, moving from a long-beloved ingredient in Mediterranean and Middle Eastern cuisine to a mainstream flavour trend worldwide. The global pistachio market is booming, valued at approximately £3.5 billion in 2023 and projected to reach £4.7 billion by 2031, with a compound annual growth rate of 3.7%. This surge isn’t just about pistachios as snacks - it reflects their growing influence across food and beverage categories.

While pistachio has been cherished in regions like Italy and the Middle East for centuries, its influence is now extending beyond traditional confections into mass-market beverages, pastries, and even cocktails in the West.

From Starbucks' Pistachio Velvet Latte to to Lindt’s new pistachio chocolates and Japan’s rising pistachio-mochi combinations and Turkey’s modern takes on pistachio-based sweets, this flavour is transcending borders and categories. What makes pistachio stand out? It’s more than just a tasty trend, it’s a flavour that tells a story. With roots in Mediterranean and Middle Eastern cuisines, it evokes sophistication, indulgence, and a touch of the exotic.

Does it resonate with today’s consumers?

Absolutely. In an age when consumers seek both indulgence and wellness, pistachio ticks all the boxes. According to research by Tastewise, conversations about pistachio flavours grew by 10% last year, with a 15% increase in interest in pistachio as an ingredient.

Its natural sweetness and nutty earthiness make it feel luxurious yet approachable, while its nutritional profile (rich in protein, fibre, and antioxidants) gives it a health-forward edge. With 70% of Britons agreeing that they "deserve a little treat now and then because life is too short to be frugal," pistachio-based offerings could meet both indulgence and health-conscious desires.

What could pistachio look like on your menu?

• Cafés: Pistachio lattes, pistachio iced drinks, or even a pistachio-infused syrup for an extra layer of flavour.
  
  
• Restaurants: Pistachio desserts like gelato or baklava, or savoury dishes featuring pistachio crusts, pastes, or sauces.
  
  
• Bars: Pistachio martinis, pistachio-infused liqueurs, or pistachio-inspired mocktails for a creative twist.
  
  
• Hotels: Pistachio-themed afternoon teas, pistachio pastries for breakfast buffets, or wellness-focused pistachio snacks for spa menus.

The versatility of pistachio means it can feature across multiple touchpoints of your menu, offering seasonal specials or even becoming a signature item.

Will it stick, or is it just a trend?

This is the big question. Pistachio has already proven it’s more than just a fleeting craze. It’s mirroring the rise of salted caramel, which became a long-standing favourite thanks to its balance of familiarity and uniqueness. Pistachio offers the same potential: an ingredient with timeless roots that feels fresh and exciting.

Its visual appeal shouldn’t be overlooked either. TikTok and Instagram are already brimming with pistachio desserts and vibrant green latte art, making it inherently Instagrammable. For businesses, this is not just a flavour, it’s a built-in marketing opportunity.

The real question is: how will you use it?

If you’re looking to innovate, excite your customers, and align with current food trends, pistachio is worth serious consideration. It’s a flavour that resonates across demographics, whether your guests are seeking indulgent treats, health-forward options, or something visually striking for their social feeds.

Like salted caramel before it, pistachio is evolving from a well-loved ingredient in traditional cuisines to a widely recognised, must-have flavour across global menus. With the pistachio market set to grow by nearly £1.2 billion over the next decade, the opportunity is ripe for the taking.