Gen Z loves pistachios—why more brands should embrace this health and wellness trend

When my roommate suggested I should explore the idea of pistachios becoming the new chocolate, it immediately connected with my observations as a Gen Z consumer. As a generation, we are known for prioritizing health-conscious and sustainable eating habits. With that, here is my analysis of the growing popularity of pistachios and how brands are responding to this shift to meet Gen Z’s evolving preferences. Pistachios are gaining ground in the global market. The global pistachio market is projected to reach $4.8 billion by 2027, up from approximately $4 billion in 2021, according to the World Pistachio Market Report 2022. The surge is partly due to effective marketing campaigns, such as Wonderful Pistachios’ “Get Crackin” campaign, which increased brand sales by 233% year over year and positioned pistachios as a leading snack nut in the market. Gen Z prioritizes foods offering essential nutrients, plant-based protein, energy, vitamins and fiber. Studies show that Gen Z values nuts and dried fruits for their health benefits, including digestive health, heart health and immune system support. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here When comparing the nutritional profiles, pistachios offer superior health benefits over traditional chocolates. Pistachios contain 7 grams of protein and 4 grams of fiber per serving, compared to chocolate’s 2 grams of protein and 2 grams of fiber. Additionally, pistachios are a rich source of vitamins and minerals, such as Vitamin E, Thiamin, Phosphorus, Iron and Vitamin B6. They also have 289% more protein than chocolate hazelnut spread. In this context, several brands are recognizing the potential of pistachios to appeal to health-conscious Gen Z consumers: Starbucks Known for innovating its menu to keep up with trends, Starbucks introduced the Pistachio Latte and Pistachio Frappuccino. This move highlights the versatility of pistachios in beverages, aligning with Gen Z’s preference for unique and healthy drink options. Häagen-Dazs As a household name in ice cream, Häagen-Dazs' addition of pistachio ice cream highlights its ability to innovate within its product line. By incorporating pistachios, Häagen-Dazs is tapping into the trend toward healthier options while still maintaining the indulgence that has made it a favorite. This move allows Häagen-Dazs to diversify its offerings and attract consumers looking for new flavors. Táche Pistachio Milk Positioned as a sustainable and health-friendly alternative to traditional dairy and almond milk, Táche Pistachio Milk has captured Gen Z’s attention. This product not only provides the nutritional benefits of pistachios but also appeals to eco-conscious consumers due to its lower water footprint compared to almonds. Beyond traditional uses, pistachios are inspiring culinary innovation. Chefs and food entrepreneurs are incorporating pistachios into a range of recipes, from savory dishes to decadent desserts, appealing to Gen Z’s curiosity for new food experiences and flavors. Even fragrance brand D.S. & Durga has ventured into this trend by creating a pistachio perfume, designed on a whim to evoke the fun and dessert-like appeal of pistachios. 40 under 40 entries are open The final deadline for nominations is Aug. 2 Enter here In the digital age, social media and influencers play a key role in engaging Gen Z consumers. Brands that effectively harness these channels can authentically communicate their values and connect with health-focused consumers. By strategically using user-generated content and interactive campaigns, brands can further enhance engagement and advocacy among Gen Z. Sustainability is also a significant concern for Gen Z, and pistachios align well with this value. Unlike almonds, which have a large water footprint, pistachios require 75% less water to produce. This makes pistachios a more environmentally friendly option. As Gen Z continues to drive demand for healthier and more sustainable food options, pistachios emerge as a symbol of creativity and conscious consumption. Brands that embrace this trend and effectively communicate the nutritional benefits and culinary appeal of pistachios stand to establish strong connections with a generation that values both flavor and wellness. ~ ~ ~ CORRECTION: An earlier version of this article incorrectly included Nutella as a brand with a pistachio-based product. See all of the 2024 Small Agency award winners here

Gen Z loves pistachios—why more brands should embrace this health and wellness trend

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