In 2025, the number of occasions on which pistachio-flavoured products were consumed rose by 55 per cent compared with the previous year, but pistachio is not a passing fad; rather, it is a well-documented growth trend that can be used to identify new markets to tap into, according to Worldpanel by Numerator.
The consultancy has identified up to four upcoming categories where this nut can continue to thrive: crisps and savoury snacks, functional drinks, sauces and condiments, and cosmetics and personal care.
Specifically, Worldpanel estimates a 56 per cent probability that pistachios will make an impact within the next 6–12 months in the crisps and savoury snacks category, given that there is already some prior consumer acceptance, they fit very well with occasions where indulgence is sought, and precedents such as almonds reduce the uncertainty surrounding this move.
It also assigns a 41 per cent probability of success over the next 12–18 months in the functional drinks category – that is, pistachio water and plant-based drinks, including plant-based milks. A 34 per cent probability is assigned to sauces and condiments (over 18–24 months), as seen in certain launches of premium Italian products, such as pistachio pesto.
And a 22 per cent probability in cosmetics and personal care (over 24–36 months), already making inroads into the specialist channel with formulations such as pistachio oil, but which has yet to make the leap into the mass market.
Next steps for a product that started out as just that – a nut – but which, since 2023, has been carving out new spaces on the shelves in the form of chocolates, pastries, spreads, ice cream, biscuits and cold meats.
Worldpanel by Numerator thus helps the FMCG sector to anticipate trends based on three key points: identifying which attributes are about to enter a category before competitors launch their products; acting at the right moment with a timeframe of 3 to 24 months based on four years of real-world data; and proven patterns, that is to say, how each prediction is backed by empirical evidence (speed of adoption, origin and which categories adopted it first).
The fact is that new trends leave a trail before they take off, and it is vital that the market spots them in advance. Indeed, beyond pistachios, Worldpanel by Numerator is warning of the upcoming boom in matcha, lentils and zinc.
According to Enrique Rodríguez, Shopper & Catman Director at Worldpanel by Numerator, “the growth of pistachios is not just a question of the product itself, but of how a particular attribute connects with new occasions, moments and needs. The fact is that innovations no longer originate within a category, but from an attribute”.
Photos: Viridi Horizons.
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