Plant-based and high-protein diets are driving market trends and influencing the demand for plant-based products, including fruits, vegetables, and dried fruits. Among these products, pistachios are gaining popularity as a favoured snack in Europe. In an interview with an EMEA Marketing Director from Wonderful, the increasing demand for healthier snacks and plant-based options is attributed to the growing adoption of vegetarian, vegan, and planet-friendly lifestyles. Pistachios, with their protein content of 21g per 100g and vitamins like B1 and B6, are well-positioned to meet this demand.
Wonderful’s communication strategy emphasizes the health benefits of pistachios. Their partnership with the renowned cycling event, Giro d’Italia, is a prime example of their comprehensive marketing campaign. They utilize various channels such as in-store promotions, online platforms, magazines, newspapers, PR, influencers, and an out-of-home digital campaign in Rome, where the final stage of the Giro takes place. Wonderful also engages with the audience reaching up to 25,000 spectators per concert or live event throughout the year to deliver health messages.
The best-selling Wonderful product in Italy is Roasted and Salted Pistachios, accounting for 40% of the sales volumes. However, Wonderful aims to expand its product range to cater to diverse consumer preferences. Innovations include unsalted and lightly salted pistachios, as well as flavoured varieties like sweet chili and salt and pepper pistachios, which have shown significant growth in recent years. The introduction of Shellless Pistachios, available in roasted and salted, barbecue, and salt and pepper options, has also gained popularity as a convenient and healthy snacking choice.
From an agricultural perspective, recent rainfall and snowfall have alleviated concerns of drought in Californian production areas. Wonderful’s efforts to optimize water usage, such as drip irrigation and the use of their proprietary Wonderful Pistachio rootstock, have contributed to the improved situation. This rootstock, developed through extensive research, enables higher pistachio yields without additional water requirements. With over 10,000 acres designated for planting in 2022, Wonderful expects its rootstock to outperform other varieties in terms of pistachio production per acre.
The combination of shifting consumer preferences, effective marketing strategies, and agricultural advancements position pistachios as a popular and promising snack choice in Europe, aligning with the increasing demand for plant-based and healthier options.
Source:italiafruit.net , Photo https://www.pexels.com/photo/nuts-appetizer-natural-crisps-52521/
19 May 2023
