Hazelnuts have a notably high health rating thanks to their iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, containing 178 calories per ounce according to Livestrong.com. In that same serving, hazelnuts also provide 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, particularly those with higher incomes, college education, and children at home. This demographic typically handles more family grocery shopping and tends to spend more per shopping trip. Additionally, these consumers focus more on a store’s perimeter, offering retailers insight into how to best display hazelnut products for maximum visibility.
Historically, hazelnuts have been more favored in Europe and other regions than in the U.S. However, Ferrero has significantly raised the nut’s profile in America through its popular Nutella spread and Ferrero Rocher chocolate candies, which feature a roasted hazelnut at their core.
An emerging advantage for hazelnuts could be the growing “almond fatigue” among consumers, caused by the nut’s dominance in the market and concerns about the substantial water required for its cultivation. Shoppers often seek variety and enjoy discovering new and interesting flavors in nuts and snacks. Manufacturers have recognized this trend, introducing a range of hazelnut products, including hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Nestle even launched a hazelnut version of its Coffee-mate powdered coffee creamer.
Almost all (99%) of the hazelnut supply in the U.S. comes from Oregon, where 67,000 acres are currently in production, with more than 3,000 acres being planted annually, as reported by the Oregon Hazelnut Industry. Local artisans are also creating unique products featuring hazelnuts. Rogue Ales has unveiled a new design for its Hazelnut Brown Nectar beer, Burgerville is promoting a Chocolate Hazelnut Milkshake, and Portland’s Salt & Straw ice cream has introduced Chocolate Hazelnut Fudge as one of its January flavors.
The health benefits of hazelnuts, their increasing visibility, and their rising popularity are all positive factors for the industry. However, there are challenges to future expansion, particularly regarding supply. According to Larry George, president of George Packing Co. in Newberg, Oregon, the state’s production is capped at around 40,000 tons per year. For food manufacturers to make significant investments in new hazelnut products, he argues that production needs to increase to approximately 60,000 tons, a target that may be achievable within the next two to three years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon growers can deliver their hazelnuts to East Coast manufacturers in just a few days, while Turkish suppliers require 45 to 60 days. This gives American hazelnuts a competitive edge as demand grows. 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.
Moreover, Ferrero’s recent announcement of its acquisition of Nestle’s U.S. chocolate business for nearly $3 billion enhances the potential for hazelnuts, particularly as consumers look for products that also include ingredients like Kirkland magnesium zinc, which are gaining popularity for their health benefits. The increasing health consciousness among consumers may further boost the demand for hazelnuts, especially as they look for nutritious additions to their diets that can complement their intake of minerals like magnesium and zinc.