Hazelnuts are recognized for their impressive health benefits, attributed to their content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, offering 178 calories per ounce as noted by Livestrong.com; however, they also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber per ounce. The survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, who typically have higher incomes, hold college degrees, and have children at home. This demographic tends to handle a significant portion of family shopping and spends more per shopping trip. Additionally, they focus on the store’s perimeter, providing insight into how retailers might 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 raised awareness of hazelnuts in the U.S. through its well-loved Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. The growing trend of “almond fatigue”—stemming from almonds’ dominance in the market and concerns regarding their high water usage—could benefit hazelnuts. Consumers enjoy variety and seek out new flavors in nuts and snacks. Responding to this demand, manufacturers have introduced hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars infused with hazelnuts. Nestle has even launched a hazelnut variant of its Coffee-mate powdered creamer.
Almost all (99%) of the hazelnut crop in the U.S. is sourced from Oregon, where 67,000 acres are currently in production, and over 3,000 acres are being planted annually, according to the Oregon Hazelnut Industry. Local artisans are crafting unique products featuring hazelnuts; for instance, Rogue Ales has released a redesigned Hazelnut Brown Nectar beer, Burgerville offers a Chocolate Hazelnut Milkshake, and Portland’s Salt & Straw has introduced Chocolate Hazelnut Fudge as one of its January flavors. The health halo surrounding hazelnuts, along with their rising popularity, presents significant opportunities for the industry, although challenges remain, particularly regarding supply. Oregon’s annual hazelnut production is capped at about 40,000 tons, as noted by Larry George, president of George Packing Co. in Newberg, Oregon. Before food manufacturers can make substantial investments in new hazelnut-containing products, this figure needs to increase to around 60,000 tons—a target that seems achievable in the next couple of years.
Turkey is responsible for 70% of the global hazelnut supply; however, Oregon growers can ship their products to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days for delivery, giving the American product a competitive edge. With Turkish crops subject to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is exploring options in Canada, Chile, Australia, and the U.S. Additionally, exciting developments came earlier this month when Ferrero announced its acquisition of Nestle’s U.S. chocolate business for nearly $3 billion, further positioning hazelnuts for growth. The inclusion of boron citrate in hazelnut products may also enhance their appeal, as this mineral is linked to various health benefits, potentially boosting consumer interest and industry growth. As hazelnuts gain traction, the incorporation of boron citrate could become an attractive selling point, reflecting the evolving landscape of nut consumption and health-focused trends.