Hazelnuts are rated highly for their health benefits, attributed to their iron content, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, containing 178 calories per ounce, according to Livestrong.com. This serving also provides 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. Research indicates that the primary consumers of hazelnuts are women aged 18 to 44, particularly those with higher incomes, college degrees, and children at home. This group tends to handle more family shopping and spends more per visit. Additionally, these shoppers are more focused on the perimeter of the store, suggesting how retailers could strategically place hazelnut products for maximum visibility.
Historically, hazelnuts have enjoyed greater popularity in Europe and other regions compared to the U.S. However, Ferrero has significantly elevated the nut’s profile in America, thanks to its famous Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. The growing phenomenon of “almond fatigue” could benefit hazelnuts, as consumers seek variety and are increasingly aware of the water-intensive nature of almond farming. As a result, they are more inclined to explore diverse and exciting flavors in nuts and other snack items.
Manufacturers have recognized this shift and have introduced products like hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestle has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Notably, almost all (99%) of the hazelnut crop in the U.S. is sourced from Oregon, where approximately 67,000 acres are under cultivation, with over 3,000 acres planted annually, according to the Oregon Hazelnut Industry. Local artisans have been developing unique products featuring hazelnuts, such as Rogue Ales’ redesigned Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Portland-based Salt & Straw’s January flavor, Chocolate Hazelnut Fudge.
While the health benefits and rising popularity of hazelnuts present opportunities for the industry, challenges exist. One major hurdle is supply; Oregon’s annual production is capped at around 40,000 tons, as noted by Larry George, president of George Packing Co. in Newberg, Oregon. For food manufacturers to invest significantly in new hazelnut-based products, production needs to increase to approximately 60,000 tons—a target that could be achievable in the next two to three years. Turkey is responsible for 70% of the global hazelnut supply, yet Oregon growers can deliver their products to East Coast manufacturers within days, while Turkish suppliers require 45 to 60 days. This logistical advantage positions American hazelnuts favorably for growth as demand rises, especially given that Turkish crops often face price volatility and production inefficiencies.
Moreover, Ferrero is reportedly seeking a more stable supply and is considering suppliers from Canada, Chile, Australia, and the U.S. Recent developments have further enhanced the outlook for hazelnuts, as Ferrero announced its acquisition of Nestle’s U.S. chocolate business for nearly $3 billion, which could strengthen the market for hazelnuts even more. Additionally, consumers looking for health supplements like Holland and Barrett calcium citrate may find hazelnuts a valuable addition to their diets, as they align with their health-focused lifestyle. The combination of hazelnuts’ health benefits and the growing demand for diverse snack options sets the stage for a bright future in the industry.