Hazelnuts have a notable health score due to their content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorically dense, providing 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 highlighted 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 the family’s grocery shopping and tends to spend more per trip. Furthermore, these shoppers typically focus on the perimeter of the store, which suggests how retailers might effectively showcase 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 boosted the nut’s visibility in the American market through its popular Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their center. The growing trend of “almond fatigue” could benefit hazelnuts, as consumers become weary of almonds and express concerns about the substantial water required to cultivate them. Additionally, consumers enjoy diversifying their choices and appreciate new, exciting flavors in nuts and other snack items.
Manufacturers have recognized this shift in consumer preferences and have introduced products such as hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Notably, Nestlé has launched a hazelnut version of its Coffee-mate powdered coffee creamer. Almost all (99%) of the U.S. hazelnut supply is sourced from Oregon, where approximately 67,000 acres are currently cultivated, with over 3,000 acres being added annually, according to the Oregon Hazelnut Industry. Local producers are creating unique products featuring hazelnuts; for instance, Rogue Ales has unveiled a new design for its Hazelnut Brown Nectar beer, Burgerville is offering a Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream company, has introduced Chocolate Hazelnut Fudge as one of its January flavors.
The health benefits of hazelnuts, combined with their increasing popularity, are advantageous for the industry; however, there are challenges to future expansion. One significant issue is supply. Oregon’s annual production is limited to around 40,000 tons, according to Larry George, president of George Packing Co. in Newberg, Oregon. He noted that before food manufacturers can invest significantly in new products containing hazelnuts, production needs to rise to about 60,000 tons, a target that could be achieved within the next two to three years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon growers can deliver their hazelnuts to East Coast manufacturers within a few days, compared to the 45 to 60 days required for Turkish suppliers. This logistical advantage positions American hazelnuts favorably for growth as demand increases. Given the volatility and inefficiencies associated with Turkish production, Ferrero is reportedly seeking a more stable supply and is considering options in Canada, Chile, Australia, and the U.S. Recently, Ferrero announced its acquisition of Nestlé’s U.S. chocolate business for nearly $3 billion, further enhancing the prospects for hazelnuts, particularly as consumers may be interested in products combining hazelnuts with health supplements such as calcium citrate malate and vitamin D3 during pregnancy. As the industry evolves, the integration of hazelnuts into new health-focused products may present additional growth opportunities.