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MARKET TRENDS
This section provides more detail about specifc trends in the markets for pistachios in Europe – Germany.
ANALYSIS AND INTERPRETATION
SOCIAL FACTORS
■■ There is a high level of cross purchase between nut buyers. 70% of consumers who
buy pistachios also buy almonds.
■■ Unlike almonds and walnuts, the health benefts of pistachios less clearly understood
or marketed. Pistachios are preferred for
their taste and shelling while eating attribute.
However it is expected that further demand
can be generated as their specifc health
benefts as one of the lowest fat nuts become more known.
■■ American pistachio producers have been
spending large sums of money around the
world to promote the health benefts and
consumption of pistachios. In Germany, this
includes websites such as American pistachios and health with pistachios.
■■ Whereas household penetration of pistachios is around 15% on average, this compares with over 40% for almonds and over
20% for walnuts. However, while almond
and walnut consumption is more biased
towards older consumers, consumption of
pistachios tends to be more broadly based,
including in particular households with older
children.
■■ While pistachios have become well recognized as a high-protein snack
option, traditionally pistachios have been a
desired delicacy and a valued
ingredient in high-end pastries and confections. Pistachios are considered more indulgent than other nuts. A recent example of
this in Germany is the introduction by Nestlé
Mövenpick of pistachio flavoured white
chocolate ice cream.
■■ Pistachios are very popular in Turkey and
neighbouring countries and this ethnic
population in Germany is a key target group.
One of the most popular products using pistachios is the Turkish sweet pastry baklava,
along with other related Mediterranean-style
pastries. As well as an ingredient, pistachios
are frequently mixed with other flavourings
such as chilli and honey, both of which are
popular with many of the ethnic populations
from the Middle East and Asia that reside in
Germany