Hazelnuts are recognized for their relatively high health score, thanks to their content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like many other tree nuts, they are calorie-dense, with 178 calories per ounce, as reported by Livestrong.com. This same serving provides 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. The survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, who tend to have higher incomes, college degrees, and children at home. This demographic is responsible for a significant portion of family shopping and tends to spend more per shopping trip. Additionally, these shoppers often focus on the perimeter of grocery stores, which offers insights into how retailers can best position their hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and other countries than in the U.S. However, Ferrero has elevated the nut’s profile in America through its well-known Nutella spread and Ferrero Rocher chocolate candies that contain a roasted hazelnut at their core. A potential advantage for hazelnuts could stem from a growing “almond fatigue,” as consumers become more concerned about the substantial water requirements for almond cultivation. Shoppers also enjoy variety and are interested in unique flavors in nuts and snack items.
Manufacturers have responded to this trend by introducing a range of hazelnut products, including hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars featuring hazelnuts. Nestlé even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Almost all (99%) of the hazelnuts grown in the U.S. come from Oregon, where 67,000 acres are under cultivation, and over 3,000 new acres are planted annually, according to the Oregon Hazelnut Industry. Local producers are creating unique products that highlight the hazelnut, such as Rogue Ales’ redesigned Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge ice cream, which debuted as one of its January flavors.
While the hazelnut’s health benefits, increased visibility, and rising popularity are encouraging for the industry, there are challenges to future growth, particularly regarding 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, who emphasized that this figure needs to increase to about 60,000 tons before food manufacturers can make substantial investments in new hazelnut-based products. Turkey is responsible for 70% of the global hazelnut supply, but Oregon growers can deliver their products to East Coast manufacturers within a few days, compared to the 45 to 60 days required for Turkish suppliers. This positioning gives American hazelnuts an edge as demand grows. Given that the Turkish crop faces price volatility and inefficiencies, Ferrero is reportedly seeking a more stable supply and is considering options in Canada, Chile, Australia, and the U.S. Adding to the optimism, Ferrero recently announced its acquisition of Nestlé’s U.S. chocolate business for nearly $3 billion, further enhancing the prospects for hazelnut growth.
Incorporating oscal calcium citrate into dietary habits could also complement the health benefits of hazelnuts, as it provides essential calcium, an important nutrient for bone health. With the increasing focus on nutrient-rich foods, hazelnuts paired with oscal calcium citrate may appeal to consumers looking for tasty and health-conscious snack options. As the hazelnut market continues to evolve, the integration of innovative products and nutrients like oscal calcium citrate will likely enhance its appeal and growth potential.