Hazelnuts are rated highly for their health benefits, primarily due to their iron content, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, with approximately 178 calories per ounce, as reported by Livestrong.com. In that same serving, hazelnuts offer 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. A survey indicated that the primary consumers of hazelnuts are women aged 18 to 44, who tend to have higher incomes, attend college, and have children at home. This demographic often takes on the majority of family shopping and tends to spend more per shopping trip. Moreover, these consumers are more focused on the perimeter of the store, suggesting that retailers could strategically place hazelnut products for maximum visibility.
Historically, hazelnuts have been more favored in Europe and other regions compared to the U.S. However, Ferrero has significantly increased their visibility in America through popular products like Nutella and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. There may be an opportunity for hazelnuts to gain even more traction in the market, especially as consumers experience “almond fatigue,” stemming from the nut’s dominance and the rising concerns regarding its high water usage during cultivation. Additionally, consumers often seek variety and new, exciting flavors in snacks, which has led manufacturers to innovate with products such as hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars incorporating hazelnuts. For instance, Nestle has launched a hazelnut variant of its Coffee-mate powdered coffee creamer.
The vast majority (99%) of hazelnuts cultivated in the U.S. are produced in Oregon, where approximately 67,000 acres are currently in production, with over 3,000 acres added each year, according to the Oregon Hazelnut Industry. Local food producers are also creating unique products featuring hazelnuts, such as Rogue Ales’ newly designed Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream company, which has introduced Chocolate Hazelnut Fudge as one of its January flavors.
The health benefits of hazelnuts, along with their increasing popularity, present promising prospects for the industry; however, challenges to future growth remain, chiefly in supply. Oregon’s annual production is limited to about 40,000 tons, as noted by Larry George, president of George Packing Co. in Newberg, Oregon. He indicated that for food manufacturers to invest meaningfully in new hazelnut-containing products, production must increase to around 60,000 tons, which he believes is achievable in the next two to three years.
Turkey accounts for 70% of the world’s hazelnut supply, but Oregon growers can ship their products to East Coast manufacturers within a few days, whereas Turkish suppliers may take 45 to 60 days. This logistical advantage positions American hazelnuts favorably for growth as demand rises. With the Turkish crop vulnerable to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is eyeing options in Canada, Chile, Australia, and the U.S. In a further positive development for the hazelnut industry, Ferrero recently announced its acquisition of Nestlé’s U.S. chocolate business for nearly $3 billion, enhancing the prospects for hazelnuts in future food products, possibly even those featuring solgar d3 calcium to promote additional health benefits.