How Social Media Drove Brazil Nuts for Pistachios
If you’ve ever wanted to try ultra-processed pistachio cream on a pizza, 2024 is your year. In what has been the culinary equivalent of Gucci runway couture trickling down via various diluted reinterpretations by other brands to its inevitable destination on a Target discount rack, this was the year that pistachios went from a premium item to a fast food ingredient.
The pistachio is having a moment in Brazil. Over the past year, pistachios have gone from niche to ubiquitous in Brazil, largely thanks to the influence of social media. This versatile and visually appealing ingredient has captivated audiences on platforms like Instagram and TikTok. With popularity being driven by viral posts featuring pistachio gelatos, cakes, and savory sauces.
The green allure of pistachios makes them a perfect fit for social media’s visual-first approach. Food influencers and chefs have showcased stunning pistachio-based creations that grab attention and encourage shares. This has sparked a domino effect, with everyday users contributing their own content, further amplifying pistachio’s appeal. In just 12 months, pistachios have transformed into a culinary must-have.
Mainstream brands have quickly responded to this rising trend. Fast food chains like Burger King and Habib’s have introduced pistachio-flavored desserts (we’re looking at you Habib’s for giving us the pistachio cream pizza no one asked for), while several Brazilian protein bar companies like Bold, Black Skull and Eat Clean have introduced pistachio flavored option to their product lines.
Local restaurants and bars have jumped on the bandwagon too, with Bar Maravilha in Rio de Janeiro inventing a mortadella and pistachio croquet. Over at Celeste, they've incorporated pistachio into a farofa (ground manioc flour) and are serving it as a cocktail garnish.
The trend is also visible at roadside food stops, where pistachios are now a staple in snacks and treats. This broad adoption highlights how companies are leveraging social media insights to meet consumer demand.
The boom in pistachio popularity underscores the power of digital platforms in shaping consumer behavior. Social media doesn’t just reflect trends—it creates them. By tapping into viral moments, pistachios have become more than a food item; they are now a cultural phenomenon in Brazil. Brands that understood and capitalized on this trend have successfully positioned themselves in an expanding market.
Want to harness the power of social media for your brand? The New Standard is a public relations agency in Brazil that specializes in creating campaigns to capture attention and drive market trends. Whether you’re introducing a new product or reimagining an old favorite, we can help craft a social media strategy that resonates with your audience and keeps your brand ahead of the curve. Contact us today and start your journey to digital success.
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