Hazelnuts are recognized for their impressive health benefits, largely attributed to their iron content, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, delivering approximately 178 calories per ounce, as reported by Livestrong.com. In that same serving size, hazelnuts provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. Recent surveys indicate 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 a significant portion of family shopping and spends more per shopping trip. Additionally, these consumers often focus on the perimeter of the store, suggesting a strategic placement for hazelnut products to maximize visibility.
Historically, hazelnuts have enjoyed greater popularity in Europe and other regions compared to the United States. However, Ferrero has significantly elevated the nut’s profile in the U.S. through its famous Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. There is potential for hazelnuts to gain even more traction, particularly as consumers experience “almond fatigue” from the nut’s dominance in the market, coupled with growing concerns about the substantial water requirements for almond cultivation. Shoppers are often eager to explore new flavors and variations in nuts and snack items.
Manufacturers have capitalized on this trend, introducing products such as hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars infused with hazelnuts. Nestle has even launched a hazelnut variant of its Coffee-mate powdered creamer. The vast majority (99%) of hazelnuts cultivated in the U.S. are grown in Oregon, where approximately 67,000 acres are dedicated to hazelnut production, with over 3,000 acres being planted annually, according to the Oregon Hazelnut Industry. Local producers have been creatively incorporating hazelnuts into their offerings; for instance, Rogue Ales has updated its Hazelnut Brown Nectar beer, Burgerville is showcasing a Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream maker, has rolled out Chocolate Hazelnut Fudge as one of its seasonal flavors.
While the health benefits and increasing popularity of hazelnuts present opportunities for the industry, challenges remain, particularly regarding supply. Oregon’s hazelnut production is capped at about 40,000 tons each year, as noted by Larry George, president of George Packing Co. in Newberg, Oregon. For food manufacturers to confidently invest in new products featuring hazelnuts, production levels must rise to around 60,000 tons, which George believes is achievable in 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 require 45 to 60 days for delivery. This logistical advantage positions American hazelnuts favorably for growth amid rising demand. Additionally, with Turkey’s production susceptible to price fluctuations and inefficiencies, Ferrero is reportedly exploring more stable supply sources, including Canada, Chile, Australia, and the U.S. Recent news that Ferrero plans to acquire Nestle’s U.S. chocolate business for nearly $3 billion further enhances the potential for hazelnuts in the market.
In discussions about health benefits, it’s worth mentioning that hazelnuts, like calcium citrate indications, are recognized for their nutritional advantages, which can support overall wellness. The hazelnut’s health profile, rising demand, and strategic market positioning could lead to significant growth opportunities, aligning with the interests of both consumers and manufacturers alike.