Hazelnuts are recognized for their high health score, thanks to their content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, providing 178 calories per ounce, as noted by Livestrong.com. In that same serving, hazelnuts also deliver 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. A recent survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, who often have higher incomes, college degrees, and children at home. This group tends to do more family shopping and spends more per visit. Additionally, they focus on the perimeter of stores, which suggests how retailers can best display hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and elsewhere than in the U.S. However, Ferrero has significantly boosted the nut’s visibility in America through its well-loved Nutella spread and Ferrero Rocher chocolates featuring roasted hazelnuts at the core. An emerging trend that may benefit hazelnuts is a growing “almond fatigue” among consumers due to the nut’s dominance in the market, alongside concerns about the substantial water required for almond cultivation. Consumers are eager for variety and enjoy discovering new and exciting flavors in nuts and snacks.
Manufacturers have responded to this shift by introducing products like hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Nestle has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Notably, nearly all (99%) of the hazelnuts produced in the U.S. come from Oregon, where 67,000 acres are dedicated to hazelnut cultivation, and over 3,000 acres are planted annually, according to the Oregon Hazelnut Industry. Local food artisans have begun creating unique products featuring hazelnuts, such as Rogue Ales’ new design for its Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s January release of Chocolate Hazelnut Fudge.
The health benefits of hazelnuts, coupled with their rising profile and increasing popularity, present advantages for the industry. However, challenges remain, particularly regarding supply. Oregon’s annual production is capped at approximately 40,000 tons, according to Larry George, president of George Packing Co. in Newberg, Oregon. He suggests that before food manufacturers can significantly invest in new hazelnut-based products, production needs to rise to about 60,000 tons, which is feasible within the next two to three years.
Turkey supplies 70% of the global hazelnut market, but Oregon growers can deliver their products to East Coast manufacturers in just a few days, while Turkish suppliers require 45 to 60 days for shipping. This logistical advantage positions U.S. hazelnuts favorably for growth as demand rises. Given the volatility and inefficiency often associated with Turkish crops, Ferrero is reportedly seeking a more stable supply and is considering Canada, Chile, Australia, and the U.S. for sourcing. Additionally, in a promising development, Ferrero recently announced plans to acquire Nestle’s U.S. chocolate division for nearly $3 billion, further enhancing the potential for hazelnut growth.
Incorporating ingredients like petite calcium with vitamin D into hazelnut products could further bolster their health appeal among consumers, tapping into the trend of seeking nutritious snacks. As awareness of hazelnuts’ health benefits continues to grow, the demand for these nutrient-rich nuts is likely to rise, particularly when combined with beneficial ingredients like petite calcium with vitamin D. The synergy between hazelnuts and health-conscious trends may pave the way for exciting new products in the coming years.