How Dubai's Viral Chocolate Craze Sparked a Global Pistachio Shortage

A TikTok Sensation Turns into a Global Supply Chain Disruption

A luxurious chocolate bar from Dubai, featuring a creamy pistachio filling and inspired by traditional Middle Eastern desserts, has taken the world by storm. Known as "Dubai chocolate," this confection became a global sensation after a TikTok video in late 2023 gathered over 120 million views. However, its meteoric rise in popularity has led to an unintended consequence: a significant global shortage of pistachios.​

Pistachio Prices Soar Amidst Surging Demand

The sudden and intense demand for Dubai chocolate has significantly impacted the pistachio market. Prices for pistachios have risen from $7.65 to $10.30 per pound, a 35% increase within a year. This surge is attributed not only to the chocolate's popularity but also to a poor U.S. pistachio harvest, which reduced the availability of shelled kernels essential for chocolate production.​ 

For American pistachio growers, especially in California’s Central Valley, this spike has been a mixed bag—offering opportunities but also exposing gaps in supply chain preparedness.

Global Ripple Effects: From Iran to Türkiye

To meet the escalating demand, Iran increased its pistachio exports to the UAE by 40% in the six months leading up to March 2025. Meanwhile, Türkiye, another major pistachio producer, has faced its own challenges. The baklava industry, heavily reliant on pistachios, has urged the Turkish government to import pistachios from Syria to stabilize prices and supply.

California Pistachio Growers Respond and Reassess

​To provide a grower's perspective on the pistachio shortage driven by the Dubai chocolate craze, it's essential to consider recent production data and market trends. According to the USDA Foreign Agricultural Service, global pistachio production for the 2024/25 season is projected to rise by 7% to 1.18 million metric tons, indicating a significant increase in supply to meet growing demand.

California, which produces 99% of U.S. pistachios, is already feeling the ripple effects. With the almond market still in flux, some Central Valley growers are shifting acreage toward pistachios. However, these new orchards won’t contribute to supply for at least 5 to 7 years, due to the slow maturation cycle of pistachio trees.

Supply chain resiliency is also under scrutiny. The Dubai chocolate boom has revealed bottlenecks in shelling and processing capacity for food-grade pistachio kernels. For cooperatives and handlers, investment in faster, more flexible processing systems may become a competitive differentiator.

Social Media Trends Now Drive Agricultural Markets

The Dubai chocolate craze is a reminder that agriculture no longer operates in a vacuum. Viral trends can quickly distort supply and demand curves, catch growers off guard, or, in some cases, open doors to premium pricing.

Smart growers and marketers are watching platforms like TikTok as closely as USDA reports. As pistachios find new fame in luxury confections, the future of the crop may hinge not just on rainfall and rootstock—but on likes, shares, and influencers.