Hazelnuts boast a relatively high health score due to their rich content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, containing 178 calories per ounce, as reported by Livestrong.com. In that same serving, they provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. A recent survey indicated that the primary consumers of hazelnuts are women aged 18 to 44, particularly those with higher incomes, college degrees, and children at home. This group tends to handle more family shopping and spends more per shopping trip. Furthermore, these consumers often focus on the perimeter of stores, which suggests how retailers might effectively position hazelnut products for maximum visibility.
Traditionally, hazelnuts have been more favored in Europe and elsewhere than in the United States. However, Ferrero has significantly boosted the nut’s profile in the U.S. through its well-known Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at the center. The rising popularity of hazelnuts may benefit from a growing “almond fatigue,” as consumers become increasingly aware of the considerable water resources required for almond cultivation. Additionally, consumers enjoy variety and are drawn to new and exciting flavors in nuts and snacks.
Manufacturers have responded to this trend by introducing products such as hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestle has even launched a hazelnut version of its Coffee-mate powdered coffee creamer. Almost all (99%) of the American hazelnut crop is sourced from Oregon, where 67,000 acres are currently in production, and over 3,000 acres are planted each year, according to the Oregon Hazelnut Industry. Local producers have been creating unique products featuring hazelnuts, such as Rogue Ales’ redesigned Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream maker, which introduced Chocolate Hazelnut Fudge as one of its January flavors.
The health benefits associated with hazelnuts, combined with their growing popularity, present significant advantages for the industry. However, challenges remain, particularly regarding supply. Oregon’s production is capped at about 40,000 tons annually, according to Larry George, president of George Packing Co. in Newberg, Oregon. He emphasized that before food manufacturers can invest significantly in new products featuring hazelnuts, production needs to increase to approximately 60,000 tons—a figure he believes is achievable within the next two to three years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon growers can ship their nuts to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days. This positions American hazelnuts favorably for growth as demand rises. With Turkish crops susceptible to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is looking towards Canada, Chile, Australia, and the U.S. Additionally, recent news that Ferrero plans to acquire Nestle’s U.S. chocolate business for nearly $3 billion further enhances the prospects for hazelnuts.
To complement a healthy diet, consumers might consider pairing hazelnuts with supplements such as calcium citrate vitamin D3 tablets, which support bone health and overall well-being. The synergy of hazelnuts and such nutrients could appeal to health-conscious individuals seeking diverse dietary options. As the market evolves, the interest in hazelnuts, along with products like calcium citrate vitamin D3 tablets, may continue to grow in tandem.