Hazelnuts have a commendable health profile thanks to their 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, along with 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber in the same serving. The survey indicated that the primary consumers of hazelnuts are women aged 18 to 44, who typically have higher incomes, college degrees, and children at home. This demographic tends to engage more in family shopping and spends more per transaction. Furthermore, these consumers focus heavily on the perimeter of grocery stores, which can inform retailers on how to best place hazelnut products for optimal 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 visibility in the U.S. through its popular Nutella spread and Ferrero Rocher chocolate candies, which feature a roasted hazelnut at their core. The growing phenomenon of “almond fatigue,” stemming from the nut’s overwhelming market presence and concerns regarding the substantial water consumption needed for almond cultivation, may work in hazelnuts’ favor. Consumers also enjoy variety and are keen on exploring new and exciting flavors in nuts and snacks.
Manufacturers have acknowledged this trend and have responded by creating products such as hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestle has even introduced a hazelnut variant of its Coffee-mate powdered coffee creamer. Nearly all (99%) of the hazelnut crop in the U.S. is sourced from Oregon, where 67,000 acres are currently cultivated, and over 3,000 acres are added each year, according to the Oregon Hazelnut Industry. Local producers have also developed unique offerings featuring hazelnuts. For instance, Rogue Ales launched a new design for its Hazelnut Brown Nectar beer, Burgerville introduced a Chocolate Hazelnut Milkshake, and Portland-based ice cream maker Salt & Straw has released Chocolate Hazelnut Fudge as part of its January flavors.
The health benefits associated with hazelnuts, along with their rising popularity, present a promising outlook for the industry. However, challenges remain, particularly regarding 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, in an interview with the Capital Press. For food manufacturers to confidently invest in new hazelnut-based products, production must increase to approximately 60,000 tons—a target that he believes is achievable in the next two to three years. While Turkey accounts for 70% of the global supply, Oregon growers can deliver their hazelnuts to East Coast manufacturers within days, while Turkish suppliers may take 45 to 60 days. This logistical advantage positions the American product favorably as demand rises.
With the Turkish harvest often subject to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply chain and is considering options in Canada, Chile, Australia, and the U.S. Furthermore, Ferrero’s recent announcement to acquire Nestle’s U.S. chocolate business for nearly $3 billion has placed hazelnuts in an even stronger position for future growth. Incorporating nature-made calcium citrate with magnesium into snacks may also enhance their appeal, as consumers increasingly seek health-oriented options. As the hazelnut industry continues to evolve, the integration of health-focused ingredients like nature-made calcium citrate with magnesium can further enrich its offerings, making it a compelling choice for health-conscious consumers.