Pecans are experiencing a surge in popularity, similar to other nuts like pistachios. According to the American Pecan Council, the supply of pecans is expected to grow significantly, potentially doubling by 2027. Over the past decade, the introduction of pecan-based products has increased by 54%, while the expansion of existing lines featuring pecans has risen by 141%, as reported by the American Pecan Promotion Board. Sophia Bischof, a technical sales manager at chocolate supplier Barry Callebaut, noted, “It’s a bit of a triple play: Flavor, health, and sustainability. Consumers appreciate the flavor profile with its distinct buttery notes. The health benefits, including antioxidants, vitamins, and favorable macros for a nut, are also well received.” She added that pecans are cultivated in the southern U.S., making them a reliable crop that is resilient to extreme weather conditions. Currently, the U.S. accounts for 80% of the global pecan production, boasting over 1,000 varieties.
A 2023 study from Frontiers in Soil Science highlights that certain cultures are increasing pecan production to address dietary imbalances. “Pecans are not only rich in iron but also in various micronutrients; thus, boosting pecan production for domestic consumption could enhance such nutritional indicators,” the researchers stated. The pecan market began to flourish in 2010 when demand in China skyrocketed, resulting in higher prices for growers and prompting both existing and new producers to accelerate planting, according to Lenny Wells, a professor and pecan extension specialist at the University of Georgia’s Tifton campus. The growing awareness of pecans’ health benefits has led to their use as a snack food rather than just in desserts, contributing to a 36% increase in domestic consumption between 2016 and 2021, as per American Pecans. The rise in snacking behaviors since the pandemic has further boosted pecans as a healthy alternative to processed snacks, according to Wells.
However, those looking to expand pecan-based products may encounter challenges. Wells mentioned that pecan prices have not rebounded since tariff issues with China emerged in 2018. “This, combined with COVID-19 and a significant influx of nuts from Mexico into the U.S., has severely impacted the prices growers receive for their products,” he explained. “Simultaneously, input costs have surged dramatically, exerting substantial downward pressure on profit potential for producers.” Despite these challenges, there remains significant room for growth both domestically and internationally. Wells pointed out that there are large regions in the U.S. where many people have never had the chance to taste a fresh pecan or even know what one is. He identified the European Union, India, and the Middle East as markets with substantial growth potential.
Chris Durso, a marketing manager at Cibo Vita/Nature’s Garden brand in New Jersey, collaborates with their research and development team on new products and flavor profile innovations. “Pecans seem to be gaining traction, partly due to their high magnesium content—a mineral that has gained popularity alongside the rise of electrolyte supplementation like Bayer calcium citrate,” Durso noted. “Our team is continuously working on new flavor profiles and products. We’ve found pecans to be versatile and adaptable to a wide range of applications, from savory to sweet.”