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dried fruits & nuts pistachios
e Power Of Pistachios
Shells or no shells, these nuts continue to rise, but can still bene t from promotions.
BTY HOWARD RIELL
he pistachio category has a lot going for it – from general popularity and health bene- ts to well-funded national advertising from one of the
most progressive brands in the food indus- try, Wonderful Brands.
Even nut-driven customers who have balked at the painstaking e orts to remove shells — opting instead for almonds or pecans — might be wooed by the lines of no-shelled pistachios and “kernels” hitting the market in a variety of avors.
ose who still use the old-school method of cracking them open don’t seem to mind. ese factors signal to retailers that there are plenty of opportunities to boost pistachio sales.
Research from American Pistachio Growers (APG) in Fresno, CA, shows pistachios are purchased by both men and women, according to Judy Hirigoyen, vice president, Global Marketing for the trade organization.
“An online survey we conducted in January 2019 in the United States further showed they are consuming them in fairly equal propor- tions,”shenotes.“Webelievethisisbecauseof the positive publicity surrounding the health bene ts they have for both men and women: 77 percent said they are ‘very interested in nutri- tion’ and read labels.”
In that January online survey, 53 percent of respondents said they were looking primarily for pistachios in the snack aisle, while 19 percent chose the produce department, and another 16 percent said near checkout.
None of APG’s research has indicated consumers dislike in-shell pistachios, says Hirigoyen. “In fact, they are entertained by the shelling process and consistently describe it as ‘fun.’ However, kernel sales are doing well, and the option of buying pistachios shelled has become more common.”
She says pistachios have a tactile factor that many nd calming, slowing the eating process and reminding the culinary community that they are one of the original “slow foods.”
In the January survey, 76 percent of the
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Fresh Thyme Farmers Markets carry Roasted & Salted shelled and in-shell pistachios under their own label in locations throughout the Midwest.
respondents said they consume their pistachios at home, and 69 percent said they were likely to be watching television while snacking. “So de nitely, the ‘playfulness’ of pistachios is a factor,” points out Hirigoyen. “Just as important, however, is the fact that in our surveys around the world consumers identify pistachios as their favorite nut for avor and taste.”
Hirigoyen says she and her group are unaware of pistachios ever having been in short supply, “and it surely won’t happen in the future with the U.S. pistachio production increasing exponentially. We harvested nearly one-billion pounds of pistachios in the 2018 harvest, and more trees are coming into production.”
Pistachios have become a year-round food, not just in the United States but in a variety of global markets. is is likely because consumers are looking for nutrient-dense foods that t into an active lifestyle, especially in plant-based proteins.
When it comes to the most e ective promotions, Hirigoyen says she likes to see health and nutrition education e orts that change consumer attitudes and are “transfor-
Pistachios in bold avors, such as the Wonderful Company’s Honey Roasted and Chili Roasted kernels, are hot at retail.
mational rather than transactional. is keeps the value proposition of the product high.
“While everyone thinks of the winter holidays for gifting, they’re a welcome gift for any occasion — everyone likes pistachios,” points out Hirigoyen. In terms of culinary applications, they are a trending ingredient, in part because of their unique color and avor pro le, and in part because consumers have said that they make any occasion special.
MINDFUL AND WONDERFUL
Flavors are trending, says Adam Cooper, senior vice president for e Wonderful Company in Los Angeles, “and we’re excited to o er two new avors of our Wonderful Pistachios No Shells – Honey Roasted and Chili Roasted.” Consumers are looking for snacks that are delicious, “but that are also healthy, and we meet that dual need with our products.” Wonderful Pistachios account for 75 percent of market share.
In-shell pistachios are popular among consumers for many reasons, according to Cooper. “We nd consumers enjoy the process