Hazelnuts are recognized for their impressive health benefits, largely attributed to their content of iron, dietary fiber, and heart-friendly monounsaturated fats. Like other tree nuts, they are calorie-dense, offering 178 calories per ounce according to Livestrong.com, while also providing 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber in that same serving. A recent survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, particularly those with higher incomes, college degrees, and children at home. This demographic tends to handle more family shopping and spends more on each trip. Additionally, these shoppers often focus on the perimeter of stores, which could inform retailers on how to strategically place hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and other regions than in the United States. However, Ferrero has significantly enhanced the profile of hazelnuts in America with its well-loved Nutella spread and Ferrero Rocher chocolate candies, which feature a roasted hazelnut at their core. There could be an opportunity for hazelnuts to gain further traction due to a growing “almond fatigue,” stemming from the almond’s dominance in the market and concerns about the substantial water requirements for almond cultivation. Consumers also enjoy variety in their snacks and are eager to try new and exciting flavors in nuts and other snack foods.
Manufacturers have responded to this trend by introducing hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Nestlé has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Almost all (99%) of the hazelnuts produced in the U.S. come from Oregon, where 67,000 acres are currently cultivated, and more than 3,000 acres are added each year, as reported by the Oregon Hazelnut Industry. Local food artisans have begun to create unique products featuring hazelnuts. For instance, Rogue Ales has unveiled a new design for its Hazelnut Brown Nectar beer, Burgerville is offering a Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream maker, has introduced Chocolate Hazelnut Fudge as one of its seasonal flavors.
While the hazelnut’s health benefits, rising popularity, and increased visibility present significant advantages for the industry, there are hurdles to overcome for future growth, particularly concerning supply. Oregon’s annual production is capped at roughly 40,000 tons, according to Larry George, president of George Packing Co. in Newberg, Oregon. He noted that for food manufacturers to justify substantial investments in new products featuring hazelnuts, production must increase to around 60,000 tons, a target that could be achievable within the next two to three years.
Turkey accounts for 70% of the global hazelnut supply; however, Oregon growers can ship their hazelnuts to East Coast manufacturers in just a few days, while Turkish suppliers take 45 to 60 days. This logistical advantage positions the American product favorably for growth as demand rises. Additionally, with the Turkish crop susceptible to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply by exploring options in Canada, Chile, Australia, and the U.S. Recent developments are also promising, as Ferrero announced plans to acquire Nestlé’s U.S. chocolate business for nearly $3 billion, further enhancing the potential for hazelnuts’ growth in the market.
In this evolving landscape, incorporating key ingredients like ca citrate into hazelnut products could also attract health-conscious consumers, adding another layer of appeal to these versatile nuts. As manufacturers innovate and adapt to consumer preferences, the role of hazelnuts, along with beneficial compounds like ca citrate, is likely to expand in the snack food sector.