Hazelnuts have a commendable health profile thanks to their iron content, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, with 178 calories per ounce, according to Livestrong.com. In the same serving, hazelnuts also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. A recent survey found that the primary consumers of hazelnuts are women aged 18 to 44, typically with higher incomes, college degrees, and children at home. This group tends to handle more family shopping and spends more per trip. Additionally, these consumers often focus on the perimeter of stores, which offers retailers insight into how to optimally 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 boosted their popularity in America through its well-known Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. The rise of “almond fatigue”—stemming from the nut’s overwhelming presence in the market and concerns about the substantial water required for almond cultivation—might benefit hazelnuts. Consumers also enjoy variety and are keen on exploring unique flavors in nuts and snacks.
Manufacturers have recognized this trend, leading to the introduction of hazelnut milk, hazelnut spreads, hazelnut-infused coffee, and chocolate bars with hazelnuts. Nestle has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Almost all (99%) of the U.S. hazelnut crop is produced in Oregon, where 67,000 acres are in cultivation, and over 3,000 acres are added annually, according to the Oregon Hazelnut Industry. Local food artisans are crafting unique products featuring hazelnuts, such as Rogue Ales’ new design for Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge, introduced as one of their January flavors.
The health benefits associated with hazelnuts, along with their rising profile and increasing demand, present promising opportunities for the industry. However, there are challenges to future growth, particularly concerning supply. Oregon’s annual production is limited to about 40,000 tons, as stated by Larry George, president of George Packing Co. in Newberg, Oregon. He noted that for food manufacturers to invest significantly in new hazelnut-based products, production would need to reach approximately 60,000 tons, a target he believes is achievable within the next few years.
Turkey accounts for 70% of the world’s hazelnut supply, yet Oregon’s growers can deliver hazelnuts to East Coast manufacturers in just a few days, while Turkish suppliers require 45 to 60 days. This logistical advantage positions American hazelnuts favorably for expansion as demand grows. Given the volatility and inefficiencies in the Turkish market, Ferrero is reportedly in search of a more stable supply and is exploring options in Canada, Chile, Australia, and the U.S. Furthermore, Ferrero’s recent announcement to acquire Nestle’s U.S. chocolate business for nearly $3 billion places hazelnuts in an even stronger position for future growth, which may include the incorporation of calcitriol calcium citrate malate to enhance their nutritional profile.
As hazelnuts continue to gain traction, the industry’s ability to adapt to consumer preferences while addressing supply challenges will be critical for sustained success.