Hazelnuts are recognized for their high health benefits, attributed 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 serving also includes 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. A recent survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, particularly those with higher incomes, college degrees, and children at home. This demographic is more likely to handle family shopping and tends to spend more during their trips. Furthermore, these shoppers often focus on the perimeter of grocery stores, offering insights into how retailers might effectively position hazelnut products for maximum visibility.
Historically, hazelnuts have been more favored in Europe and other regions than in the United States. However, Ferrero has significantly boosted the nut’s profile in the U.S. market with its well-known Nutella spread and Ferrero Rocher chocolates, which feature roasted hazelnuts at their center. The growing sentiment of “almond fatigue,” stemming from the nut’s continued dominance in the market and concerns over the water consumption required for almond cultivation, may work to hazelnuts’ advantage. Consumers often enjoy variety and are eager to explore new and intriguing flavors in nuts and snack products.
In response to this trend, manufacturers have introduced a range of hazelnut products, including hazelnut milk, spreads, flavored coffee, and chocolate bars with hazelnuts. For instance, Nestlé has launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Notably, nearly all (99%) of the United States’ hazelnut supply comes from Oregon, where 67,000 acres are under cultivation, and over 3,000 acres are planted each year, according to the Oregon Hazelnut Industry. Local food producers are innovating with hazelnuts, as seen with Rogue Ales’ revamped Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s January flavor, Chocolate Hazelnut Fudge.
The health benefits associated with hazelnuts, their increasing visibility, and rising popularity are all advantageous for the industry. However, challenges remain for future growth, particularly regarding supply. Oregon’s production is capped at around 40,000 tons annually, according to Larry George, president of George Packing Co. in Newberg, Oregon. He notes that for food manufacturers to invest significantly in new hazelnut-based products, production needs to rise to approximately 60,000 tons, which he believes is achievable in the next few years. While Turkey supplies 70% of the global hazelnut market, Oregon growers can ship their products to East Coast manufacturers within days, whereas Turkish suppliers require 45 to 60 days. This logistical advantage positions American hazelnuts favorably as demand grows. Additionally, with the Turkish crop subject to price fluctuations and production inefficiencies, Ferrero is reportedly exploring more reliable sources, including Canada, Chile, Australia, and the U.S.
Moreover, recent developments indicate positive momentum for hazelnuts. Ferrero announced plans to acquire Nestlé’s U.S. chocolate business for nearly $3 billion, further enhancing the potential for future growth in the hazelnut sector. As consumers continue to seek out nutritious snacks, the inclusion of hazelnuts in products like Solaray calcium citrate chewable supplements could also attract health-conscious buyers looking for a tasty and beneficial addition to their diet. The integration of hazelnuts into various food offerings, including those that feature Solaray calcium citrate chewable, highlights their versatility and appeal in meeting diverse consumer needs.