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Dubai’s chocolate industry has experienced a rapid rise, leading to a global pistachio supply crisis and driving up the nut’s costs. This trend originated from the chocolate bars created by boutique Emirati chocolatier FIX in 2021, consisting of pistachio cream, shredded pastry, and milk chocolate. These bars gained international popularity after a TikTok video went viral in December 2023, garnering over 120 million views and sparking a global demand for pistachio chocolate, which has led to several imitations.
As a result of this surge in demand, the price of pistachio kernels has risen from $7.65 per pound a year ago to approximately $10.30 per pound, according to Giles Hacking from the nut trading company CG Hacking. The demand has nearly depleted global pistachio supplies.
In the UK, these chocolates are sold by Lindt at £10 for 145 grams, significantly higher than its other chocolate bars. Due to high consumer interest, retailers have begun to limit purchases per customer, and Lindt, along with British supermarket Wm Morrison, has introduced pistachio cream Easter eggs.
Pistachio stocks were already low following an underwhelming harvest in the United States, the leading exporter of pistachios. U.S. crops were also more premium quality this year, with a scarcity of the more affordable, shell-less pistachios usually used in confectionery and food products, as noted by Hacking.
Hacking stated that the limited availability of pistachios has been further impacted by the emergence of demand from Dubai, which has monopolized the market supply. Iran, the second-largest producer globally, increased its exports of pistachios to the UAE by 40% in the six months leading up to March 2025, compared to the previous 12-month period, according to Iran’s customs office.
Behrooz Agah, a board member of Iran’s pistachio association, highlighted that the current shortage contrasts sharply with 2023’s market conditions, where supply outstripped demand, and prices dropped. During that time, various pistachio byproducts became available, such as pistachio butter, oil, and paste, coinciding with the launch of Dubai Chocolate which gained global popularity over time.
In California, certain almond farmers have switched to cultivating pistachios due to falling almond prices, but these trees will not yield produce until the next season’s harvest in September.
Meanwhile, chocolatiers are unable to meet the demand for the pistachio cream bars. Charles Jandreau, General Manager for Prestat Group, which owns luxury UK chocolate brands, remarked on the unexpected prevalence of these chocolates, noting the difficulty in sourcing ingredients such as kataifi, a Middle Eastern shredded pastry.
The situation compounds existing challenges faced by chocolate producers due to a cocoa supply crunch that saw prices nearly triple in 2024, driven by extreme weather conditions and diseases affecting cocoa crops. Producers have responded by reducing cocoa content in their bars and modifying recipes.
FIX, which originally named its popular product “Can’t Get Knafeh of It” after an Arab dessert, expressed amazement at its influence on the chocolate industry but also concern over potential brand exploitation. The company continues to sell its bars exclusively within the UAE, with sales constrained to just two hours a day.
Despite these challenges, competitors remain enthusiastic. Johannes Läderach, CEO of Swiss chocolatier Läderach, acknowledged the overwhelming demand for Dubai chocolate, describing its sales as continuously increasing without any signs of slowing down.
