A global confectionery crisis has been triggered by the sudden surge in demand for pistachio-chocolate products, with prices skyrocketing and international shortages emerging.
A chocolate bar stuffed with a creamy green pistachio filling has become incredibly popular after a series of video clips shared on TikTok. The first bit of footage praising the taste of the expensive so-called “Dubai chocolate” was posted at the end of 2023 and has now been viewed more than 120m times.
Dubai has emerged as a significant player in the global chocolate market, driven by its strategic location and business-friendly environment.
The city is home to several international chocolatiers, including 'Godiva' and 'Lindt', which have set up operations in Dubai to tap into the growing demand for premium chocolates.
According to a report, the UAE's chocolate market is projected to reach $1.3 billion by 2025, with Dubai accounting for a significant share of this growth.
The city's chocolate industry has also been boosted by the presence of several trade exhibitions and events, which attract visitors from across the region.
The Rise of Dubai Chocolate
The creation of a bar that combined milk chocolate, shredded pastry known as kataifi, and a pistachio cream filling is credited with fueling the trend. Made by the Emirati chocolatier Fix, which only sells in the UAE, it was given the punning name Can’t Get Knafeh of It, in reference to a traditional Arab dessert. Other leading chocolate makers, such as Läderach and Lindt, quickly created their own pistachio-chocolate products, but are now struggling to meet international demand.
Pistachio Shortage Sparks International Concern
The surge in demand for pistachios has led to an international shortage of the vital ingredient. Prices have surged from $7.65 to $10.30 a pound, according to Giles Hacking, a nut trader. The nut was already becoming scarce due to last year’s poor harvest in the US, which produced a smaller crop but one of higher quality.
TikTok is a social media app that allows users to create and share short-form videos.
The platform was launched in China in 2016 under the name Douyin and quickly gained popularity.
In 2018, ByteDance acquired Musical.ly and merged it with TikTok, expanding its user base globally.
As of 2022, TikTok has over a billion active users worldwide.
The app's algorithm uses AI to learn users' preferences and serve them content that is likely to engage them.
The Iranian producers, meanwhile, had exported 40% more nuts to the UAE in the six months to March than they had in the 12 months prior to that. This has created a further shortage of basic kernels used in chocolate bars. Some stores are reportedly rationing the number of bars sold at one time, highlighting the significant impact of TikTok influencers on global confectionery trends.
Industry Surprised by Demand
The demand for pistachio-chocolate products has surprised the industry, with Charles Jandreau, general manager for Prestat Group, stating that it ‘felt like it came out of nowhere.’ Suddenly, the bars were appearing in every corner shop, and the industry is struggling to keep up. The power of social media, particularly TikTok, has proven to be a significant force in shaping global confectionery trends.
