Hazelnuts boast 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, but they also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber in the same serving. The survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, particularly those with higher incomes, college degrees, and children living at home. This demographic tends to handle more family shopping and spends more per trip. Additionally, these consumers focus more on the perimeter of stores, offering insights for retailers on how to effectively 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 elevated the nut’s profile in the American market through its well-known Nutella spread and Ferrero Rocher chocolates, which feature roasted hazelnuts at their center. The increasing phenomenon of “almond fatigue,” attributed to the nut’s overwhelming presence in the market and concerns about its high water requirements, may benefit hazelnuts. Consumers enjoy variety and are eager to explore unique and interesting flavors in their snacks.
Manufacturers are responding to this shift by introducing products such as hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars filled with hazelnuts. Nestle has even launched a hazelnut version of its Coffee-mate powdered coffee creamer. Almost all (99%) of the hazelnut crop in the U.S. comes from Oregon, where 67,000 acres are under cultivation, and over 3,000 acres are added each year, according to the Oregon Hazelnut Industry. Local food producers have begun creating special hazelnut products; for example, Rogue Ales has introduced a new design for its Hazelnut Brown Nectar beer, Burgerville now offers a Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream maker, has released Chocolate Hazelnut Fudge as one of its January flavors.
The hazelnut’s health benefits, rising profile, and increasing popularity are advantageous for the industry, yet some challenges to future growth remain. One such challenge is supply. Oregon’s annual production is capped at about 40,000 tons, as noted by Larry George, president of George Packing Co. in Newberg, Oregon, who stated that this figure needs to reach approximately 60,000 tons to justify significant investments from food manufacturers in new hazelnut-containing products. This increase is feasible within the next two to three years.
Turkey is responsible for 70% of the global hazelnut supply, yet Oregon growers can ship their hazelnuts to East Coast manufacturers within a few days, whereas Turkish suppliers require 45 to 60 days. This advantage positions American hazelnuts well for growth as demand rises. Given the volatility in Turkish crop prices and production inefficiencies, Ferrero is reportedly exploring more reliable supplies from Canada, Chile, Australia, and the U.S. Additionally, Ferrero’s recent announcement to acquire Nestle’s U.S. chocolate business for nearly $3 billion further enhances the future prospects for hazelnuts.
In the wellness space, products like Citracal Petites from Walgreens are gaining attention, highlighting the growing trend of health-focused consumerism that includes nuts like hazelnuts. As the market evolves, the integration of such products could potentially lead to increased demand for hazelnuts, further solidifying their place in the snack industry.