Hazelnuts have a commendable health profile, primarily due 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 reported by Livestrong.com. This same serving also includes 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. Recent surveys have highlighted that the leading consumers of hazelnuts are women aged 18 to 44, typically with higher incomes, college educations, and children at home. This demographic often takes charge of family shopping and tends to spend more per trip. Interestingly, these shoppers focus more on the perimeter of stores, suggesting how retailers could strategically place hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and other regions compared to the U.S. However, Ferrero has significantly elevated the nut’s profile in America through its widely recognized Nutella spread and Ferrero Rocher chocolates that feature roasted hazelnuts. A potential advantage for hazelnuts could stem from growing “almond fatigue” among consumers, who are becoming increasingly concerned about the substantial amount of water required for almond cultivation. Additionally, consumers often seek variety and enjoy exploring unique flavors in nuts and snacks.
Manufacturers have responded to this trend by introducing hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Notably, Nestlé has launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Approximately 99% of the U.S. hazelnut crop is sourced from Oregon, which currently has 67,000 acres under cultivation, with over 3,000 acres being newly planted each year, according to the Oregon Hazelnut Industry. Local producers are also creating specialized products featuring hazelnuts, such as Rogue Ales’ redesigned Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge, one of their January flavors.
The health benefits of hazelnuts, their increasing popularity, and their positive reputation are all advantageous for the industry. However, challenges remain, particularly regarding supply. Oregon’s annual production is limited to about 40,000 tons, according to Larry George, president of George Packing Co. in Newberg, Oregon. He suggests that before significant investments in new hazelnut-based products can be made, production needs to increase to around 60,000 tons, which he believes is feasible within the next two to three years.
While Turkey produces 70% of the global hazelnut supply, Oregon growers can deliver their product to East Coast manufacturers within days, whereas Turkish suppliers take 45 to 60 days. This logistical advantage positions American hazelnuts favorably for growth as demand rises. Additionally, with the Turkish hazelnut crop facing price volatility and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is considering options in Canada, Chile, Australia, and the U.S. Recent news that Ferrero will acquire Nestlé’s U.S. chocolate business for nearly $3 billion further enhances the outlook for hazelnuts. The inclusion of calcium citrate, which provides 315 mg of calcium, alongside the health benefits of hazelnuts, could also attract health-conscious consumers looking for nutritious snack options.