Confectionery: The summer’s biggest trend is a tariff-proof indulgence

Why it is the topic trending:

• Dubai Chocolate Popularity: The trend started with the viral "Dubai chocolate" on TikTok, an indulgent chocolate bar filled with pistachio cream, tahini, and shredded phyllo dough, which significantly raised the profile of pistachio flavor.

• Mainstream Food Adoption: The Dubai chocolate trend quickly spread to mainstream food outlets, with pistachio appearing in various forms like cookies at Crumbl, shakes at Shake Shack, chocolate bars at Trader Joe’s, donuts at Krispy Kreme, and lattes at Dunkin’.

• Supply Chain Impact: The immense demand for Dubai chocolate led to a significant increase in Iranian pistachio exports to the UAE and caused supply chain disruptions, highlighting the trend's substantial impact.

• Tariff Resilience: For US consumers, pistachio is appealing as it's largely shielded from potential tariffs because the US is the top global producer, making it a "tariff-proof indulgence."

• Beyond Food to Fashion and Design: The popularity of pistachio extends beyond food, with its signature sage-green hue becoming a major trend in fashion, mood boards, and interior design for spring and summer 2025.

• Surging Social Media Interest: Pinterest data shows massive increases in searches related to "pistachio chocolate bar," "pistachio outfit ideas," and "pistachio green weddings," indicating widespread consumer interest.

Overview: Pistachio, in both flavor and color, has emerged as the dominant trend of the summer. Fueled by the viral sensation of "Dubai chocolate," the nutty flavor has rapidly infiltrated the mainstream food industry and simultaneously transcended into the realms of fashion and design. This surge in popularity is so significant that it has impacted global pistachio supply chains. Adding to its appeal for US consumers is the fact that pistachios are largely produced in the US, making them relatively immune to potential tariffs. This "tariff-proof indulgence" is not just a culinary delight but a defining aesthetic of the season, appearing in everything from desserts to clothing and home décor.

Detailed findings:

• Dubai Chocolate Ignited the Trend: The popularity of pistachio surged after various food creators on TikTok showcased the "Dubai chocolate" bar.

• Pistachio Spread Across Food Categories: Mainstream food chains rapidly adopted the pistachio flavor, including cookies, shakes, chocolate bars, donuts, and lattes.

• Iranian Pistachio Exports Skyrocketed: Iran's pistachio exports to the UAE increased by 40% in six months compared to the previous twelve months, driven by Dubai chocolate demand.

• US Dominates Pistachio Production: The US is the world's top pistachio producer, accounting for approximately 75% of the global supply.

• US Harvest Remained Strong: The 2024-2025 US pistachio crop was the third-largest in the industry's history, with 1.1 billion pounds harvested in-shell.

• Tariffs Haven't Impacted US Production (So Far): While the industry is monitoring the situation, the Trump administration’s tariffs have not yet had a direct impact on US pistachio production.

• Growing Interest Beyond Dubai Chocolate: The American Pistachio Growers (APG) has observed a significant rise in interest in pistachios across various food and beverage applications.

• Pistachio Green is the "It" Color: The sage-green hue of pistachio has become a major trend in fashion (featured in shows by top designers), mood boards, and interior design for spring and summer 2025.

• Pinterest Data Confirms Trend: Searches for pistachio-related terms on Pinterest have seen exponential growth, indicating widespread consumer adoption in food, fashion, and even weddings.

• Trend Originates in Food, Spills to Style: Pinterest notes that the trend began in the kitchen but has now significantly influenced fashion and style choices.

Key success factors of product (trend):

• Indulgent Flavor Profile: The unique and appealing taste of pistachio, particularly in sweet applications like the Dubai chocolate, drives consumer interest.

• Visual Appeal: The distinctive sage-green color of pistachio is aesthetically pleasing and translates well to food, fashion, and design.

• Social Media Virality: The "Dubai chocolate" trend on TikTok played a crucial role in generating initial buzz and widespread awareness.

• Versatility: Pistachio's flavor and color can be incorporated into a wide range of food products, as well as fashion and interior design.

• Perceived Exclusivity/Premiumness: Pistachio is often seen as a more sophisticated and premium nut, adding to its appeal as an indulgence.

• Tariff Advantage (for US Consumers): The US's strong position in pistachio production makes it a relatively affordable and accessible "indulgence" despite potential global trade uncertainties.

Key Takeaway: Pistachio, fueled by the viral Dubai chocolate trend and its appealing flavor and color, has become the defining indulgence of the summer, extending its influence from food into fashion and design, and benefiting from the US's strong domestic production.

Main trend: The main trend is the Dominance of Pistachio as the flavor and color of the summer, driven by a confluence of social media trends, culinary adoption, and aesthetic appeal across various consumer categories.

Description of the trend (please name it): The trend, Pistachio Power, signifies the overwhelming popularity and cultural saturation of pistachio flavor and its signature sage-green color during the summer of 2025. Originating from a viral food trend, it has rapidly expanded its influence across the culinary landscape and into the aesthetic realms of fashion and interior design, indicating a significant shift in consumer preferences and cultural zeitgeist.

What is consumer motivation:

• Seeking Indulgence and Novelty: Consumers are drawn to the unique and rich flavor of pistachio, especially in exciting new formats like the Dubai chocolate, offering a sense of treat and discovery.

• Aesthetic Appeal and Trend Following: The distinctive sage-green color is visually appealing and aligns with current fashion and design trends, motivating consumers to incorporate it into their wardrobes and living spaces.

• Social Media Engagement: The viral nature of the Dubai chocolate trend on platforms like TikTok encourages consumers to try and share their experiences, driving further adoption.

• Desire for Sensory Experiences: Consumers are often motivated by food and color trends that offer a pleasant sensory experience, and pistachio delivers on both taste and visual aspects.

What is driving trend:

• Social Media Influence: The rapid spread of the Dubai chocolate trend through platforms like TikTok was a primary catalyst for pistachio's popularity.

• Culinary Innovation and Adoption: Mainstream food brands quickly recognized the trend and launched their own pistachio-flavored products, making it more accessible.

• Fashion and Design Alignment: The embrace of pistachio green by high-fashion designers and interior design experts further solidified its status as a leading trend.

• US Market Dynamics: The tariff-resistant nature of pistachios in the US market may contribute to its appeal as a relatively stable and affordable indulgence.

• Pinterest as a Trend Indicator: The significant surge in pistachio-related searches on Pinterest confirms and amplifies the trend across various lifestyle categories.

What is motivation beyond the trend:

• Nostalgia and Comfort: Pistachio has a familiar yet somewhat elevated flavor profile that can evoke feelings of nostalgia and comfort while still feeling like a special treat.

• Natural and Earthy Connection: The sage-green color connects with a broader trend towards natural and earthy tones in fashion and design, offering a sense of calm and sophistication.

• Seeking Unique Experiences: Consumers often look for trends that allow them to express individuality and stay current with popular culture, and the widespread adoption of pistachio provides that opportunity.

Description of consumers article is referring to: The article refers to a broad range of consumers in the US and globally, including:

• Foodies and Trend Followers: Those active on social media, particularly TikTok, who are eager to try new and viral food trends like Dubai chocolate. They are likely occasional to frequent shoppers in the food category and motivated by novelty and indulgence.

• Mainstream Consumers: Individuals who patronize popular food chains like Crumbl, Shake Shack, Trader Joe’s, Krispy Kreme, and Dunkin’ and are open to trying seasonal or trending flavors. They are likely frequent shoppers in these categories and motivated by convenience and popular choices.

• Fashion Enthusiasts: Those who follow fashion trends and are influenced by runway shows and publications like Harper’s Bazaar. They are likely occasional to frequent shoppers in the fashion category, motivated by style and staying current.

• Home Decorators: Individuals interested in interior design and influenced by publications like Homes & Gardens and Pinterest. They are likely occasional shoppers in the home décor category, motivated by aesthetics and current design trends.

• General Pinterest Users: A wide demographic actively searching for inspiration and ideas related to food, fashion, weddings, and more. They represent a broad spectrum of ages, genders, incomes, and lifestyles and use Pinterest for both occasional and frequent planning and inspiration.

Conclusions: The summer of 2025 is undeniably the season of pistachio, driven by a potent combination of social media virality, rapid adoption by food brands, and its emergence as a must-have color in fashion and design. This "tariff-proof indulgence" has captured the attention and preferences of a wide range of consumers, showcasing the power of digital trends to influence both culinary tastes and broader aesthetic choices.

Implications for brands:

• Embrace Pistachio Flavor: Food and beverage brands should consider incorporating pistachio into new product offerings or seasonal menus to capitalize on its immense popularity.

• Leverage Pistachio Green: Brands in fashion, beauty, and home décor should explore using the sage-green hue in their product lines and marketing materials to align with the current trend.

• Capitalize on Social Media: Brands should monitor and engage with pistachio-related content on platforms like TikTok and Pinterest to connect with consumers and drive product awareness.

• Highlight Indulgence and Novelty: Marketing campaigns should emphasize the indulgent and trendy nature of pistachio to attract consumers seeking new and exciting experiences.

• Consider Cross-Category Collaborations: Opportunities may exist for collaborations between food, fashion, and design brands to create unique pistachio-themed offerings.

Implication for society:

• Cultural Unification Through Trends: The widespread adoption of pistachio demonstrates how a single trend can permeate various aspects of culture, from food to fashion, creating shared experiences and conversations.

• Influence of Social Media on Consumer Culture: The rapid rise of Dubai chocolate highlights the significant power of social media platforms in shaping consumer tastes and preferences.

• Potential for Economic Impact: The increased demand for pistachios could have positive economic effects for producers, particularly in the US, and related industries.

Implications for consumers:

• Access to Trendy Products: Consumers will have a wide array of pistachio-flavored foods, fashion items, and home décor available to them.

• Opportunity for Self-Expression: Embracing the pistachio trend allows consumers to express their awareness of current cultural phenomena and their taste for indulgence and style.

• Potential for Trend Fatigue: As with any rapidly popular trend, there is a possibility of consumers experiencing "pistachio fatigue" if the trend becomes too saturated.

Implication for Future:

• Continued Influence of Social Media: The Dubai chocolate phenomenon underscores the lasting impact of social media on trend adoption and the speed at which trends can spread.

• The Rise of "Flavor-First" Trends: Pistachio's dominance suggests that unique and appealing flavors can be powerful drivers of broader trends that extend beyond just the food category.

• Potential for Niche Flavor Dominance: The success of pistachio could pave the way for other niche or less common flavors to experience similar surges in popularity across different consumer segments.

Consumer Trend (name, detailed description): The Pistachio Phenomenon: This trend describes the widespread and rapid embrace of pistachio flavor and its signature sage-green color across food, fashion, and design, driven by social media virality and a consumer desire for indulgent, aesthetically pleasing, and culturally relevant experiences.

Consumer Sub Trend (name, detailed description): From Viral Bite to Lifestyle Hue: This sub-trend highlights the trajectory of pistachio, starting as a viral food sensation ("Dubai chocolate") and quickly evolving into a dominant color and design element across various lifestyle categories, showcasing how food trends can influence broader aesthetic preferences.

Big Social Trend (name, detailed description): The Power of the Algorithm: This reflects the significant influence of social media algorithms, particularly on platforms like TikTok, in amplifying niche trends and rapidly disseminating them to a global audience, as seen with the Dubai chocolate and subsequent pistachio craze.

Worldwide Social Trend (name, detailed description): Global Culinary Cross-Pollination: The Dubai chocolate's origin in the Middle East and its rapid adoption globally exemplify the increasing cross-cultural exchange of culinary ideas and trends facilitated by the internet and social media.

Social Drive (name, detailed description): Seeking Sensory Delight and Cultural Relevance: The underlying social drive is the human desire for enjoyable sensory experiences (taste and sight in this case) and the need to feel connected to current cultural trends and conversations.

Learnings for brands to use in 2025:

• Monitor Emerging Social Media Trends: Closely track platforms like TikTok and Pinterest to identify potential trends early and understand their trajectory.

• Be Agile in Product Development: Develop the capability to quickly adapt product lines and offerings to capitalize on rapidly emerging consumer trends.

• Embrace Cross-Category Thinking: Recognize that trends can originate in one category (like food) and quickly spread to others (like fashion and design).

• Authentically Engage with Viral Moments: If a trend aligns with your brand, find authentic and creative ways to participate in the conversation.

• Consider the Longevity of Trends: While capitalizing on a hot trend, also think about how to integrate it in a way that has lasting appeal or prepares you for the next emerging trend.

Strategy Recommendations for brands to follow in 2025:

• Introduce Limited-Edition Pistachio Products: Launch seasonal or limited-edition pistachio-flavored items across various food and beverage categories.

• Incorporate Pistachio Green into Collections: Fashion, beauty, and home goods brands should consider featuring the sage-green hue in their spring/summer 2025 collections.

• Create Engaging Social Media Content: Develop visually appealing and interactive content around pistachio-flavored and colored products, encouraging user-generated content.

• Collaborate with Influencers: Partner with food, fashion, and lifestyle influencers to promote pistachio-themed products and content.

• Offer Experiential Pistachio Moments: Consider creating in-store displays, events, or promotions that highlight the pistachio trend in a multisensory way.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The dominant trend of Pistachio Power, originating from a viral food sensation and blossoming into a widespread culinary and aesthetic phenomenon, presents a significant opportunity for brands in 2025 to capture consumer attention and drive sales by strategically incorporating pistachio flavor and its signature sage-green color into their product offerings and marketing efforts, particularly by leveraging social media and aligning with the desire for indulgent and culturally relevant experiences.

Final Note:

• Core Trend: Pistachio Power: The widespread popularity of pistachio flavor and sage-green color across food, fashion, and design in the summer of 2025.

• Core Strategy: Strategic Pistachio Integration: Brands should actively incorporate pistachio flavor and the sage-green hue into their product development and marketing strategies to align with the dominant consumer trend of summer 2025.

• Core Industry Trend: Social Media-Driven Trend Adoption: The rapid and widespread adoption of the pistachio trend underscores the significant and accelerating influence of social media platforms in shaping consumer preferences and driving market trends across various industries.

• Core Consumer Motivation: Indulgence, Aesthetics, and Belonging: Consumers are motivated by the desire for an indulgent and novel taste experience, the aesthetic appeal of the sage-green color, and the desire to participate in a significant and widely recognized cultural trend.

Final Conclusion: The rise of pistachio is a testament to the dynamic and interconnected nature of modern consumer culture, where a viral food trend can rapidly evolve into a broader aesthetic movement. Brands that understand and strategically capitalize on this "Pistachio Power" are poised to resonate strongly with consumers throughout the summer of 2025 and beyond.

Core Trend Detailed: The core trend of Pistachio Power encompasses the remarkable and multifaceted surge in the popularity of pistachio flavor and its distinctive sage-green color. This isn't just a fleeting food fad but a cultural moment that has permeated various consumer categories, indicating a significant shift in both culinary preferences and aesthetic tastes. The trend's journey, from a niche ingredient in desserts to a dominant flavor across mainstream food products and a sought-after color in fashion and interior design, highlights the interconnectedness of contemporary consumer culture and the powerful influence of social media in driving these trends. Pistachio Power represents more than just a preference for a particular nut; it embodies a desire for indulgence, novelty, visual appeal, and a sense of being in tune with current cultural phenomena.

Key Characteristics of the Core trend:

• Multi-Category Presence: The trend spans food and beverage, fashion, beauty, and interior design.

• Social Media Driven: Its initial rise was fueled by viral content on platforms like TikTok.

• Rapid Adoption: Mainstream brands quickly embraced both the flavor and the color.

• Aesthetic Significance: The sage-green hue has become a defining color of the season.

• Consumer Engagement: Evidenced by significant increases in online searches and social media activity.

Market and Cultural Signals Supporting the Trend:

• Viral "Dubai Chocolate" Videos: These created widespread awareness and desire for pistachio flavor.

• Pistachio-Flavored Product Launches: Mainstream food brands responded quickly with new pistachio offerings.

• High-Fashion Adoption of Pistachio Green: Top designers featured the color prominently in their spring/summer collections.

• Interior Design Recognition: Publications highlighted pistachio green as a key color trend for homes.

• Surge in Pinterest Searches: Data indicating massive growth in searches for pistachio-related terms across various categories.

How the Trend Is Changing Consumer Behavior:

• Increased Purchases of Pistachio Products: Consumers are actively buying pistachio-flavored foods and beverages.

• Adoption of Pistachio Green in Wardrobes and Homes: People are incorporating the color into their fashion choices and home décor.

• Seeking Out "Trendy" Experiences: Consumers are motivated to try pistachio-related products and share their experiences on social media.

• Influence on Aesthetic Preferences: The trend is shaping what consumers perceive as stylish and desirable in both food and design.

• Potential for New Flavor Pairings and Applications: The popularity of pistachio may inspire further culinary experimentation and innovation.

Implications Across the Ecosystem:

• For Brands and CPGs: Opportunity to capitalize on a high-demand flavor and color; potential for increased sales and brand relevance.

• For Retailers: Need to stock pistachio-flavored products and potentially merchandise items by color to align with the trend.

• For Consumers: Access to a wide variety of trendy products; opportunity to express their style and stay current with popular culture.

Strategic Forecast:

• The dominance of pistachio is likely to continue throughout the summer of 2025.

• Brands that successfully leverage the trend early will see the greatest benefits.

• Expect to see further innovation in pistachio-flavored products and applications.

• The sage-green color may influence other color palettes and design trends in the near future.

• The trend highlights the increasing importance of social media in driving rapid and widespread consumer adoption of flavors and aesthetics.

Areas of innovation inspired by the Pistachio Power trend:

• Novel Pistachio Flavored Foods & Beverages:

  • Unexpected savory applications of pistachio beyond traditional Middle Eastern cuisine.

  • Hybrid desserts combining pistachio with other trendy flavors.

  • Pistachio-infused alcoholic and non-alcoholic beverages.

  • Gourmet pistachio snacks with unique textures and spice combinations.

• Pistachio Green Across Product Categories:

  • Consumer electronics and accessories in the trendy sage-green shade.

  • Home appliances and kitchenware featuring the color.

  • Automotive interiors and exteriors with pistachio accents.

  • Sporting goods and outdoor equipment in the fashionable hue.

• Creative Marketing & Experiential Campaigns:

  • Immersive pop-up experiences centered around the pistachio flavor and color.

  • Social media challenges and campaigns encouraging user-generated content featuring pistachio.

  • Collaborations between food, fashion, and design brands for co-branded pistachio products or events.

• Sustainable & Ethical Pistachio Sourcing:

  • Developing and promoting pistachios sourced through sustainable farming practices.

  • Highlighting ethical labor practices in pistachio harvesting and production.

  • Exploring alternative pistachio-based ingredients or byproducts to minimize waste.

• Personalized Pistachio Experiences:

  • Customizable pistachio-flavored treats or beverages with varied sweetness or ingredient combinations.

  • Subscription boxes featuring a curated selection of pistachio products across different categories.

  • Interactive digital platforms allowing consumers to design or personalize pistachio-themed items.

• Pistachio in Wellness & Beauty:

  • Pistachio oil or extract in skincare and haircare products, leveraging its potential benefits.

  • Nutritional supplements or protein powders with natural pistachio flavoring.

  • Cosmetics and makeup palettes featuring shades of pistachio green.

Final Thought (summary): The "Pistachio Power" trend exemplifies the dynamic interplay between social media, culinary innovation, and aesthetic preferences, highlighting how a single ingredient can rapidly capture the cultural zeitgeist and influence consumer behavior across diverse categories, presenting a significant opportunity for brands to connect with consumers by embracing this unexpectedly dominant flavor and color of the summer.

Source: https://www.fastcompany.com/91343583/pistachio-summer-biggest-flavor-and-color-trend