Hazelnuts boast 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 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 highlighted that the primary consumers of hazelnuts are women aged 18 to 44, who tend to have higher incomes, college degrees, and children at home. This demographic is more involved in family grocery shopping and generally spends more per visit. Furthermore, these shoppers often focus on the perimeter of grocery stores, offering retailers insights on how to best position hazelnut products for maximum visibility.
Traditionally, hazelnuts have been more favored in Europe and other regions than in the United States. However, Ferrero has significantly enhanced the nut’s visibility in the U.S. market through its popular Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. The rising “almond fatigue” could play to the hazelnut’s advantage, as consumers grow weary of the nut’s dominance and express concerns about the substantial water usage in almond cultivation. Additionally, consumers enjoy variety and are keen on discovering new and exciting flavors in nuts and snacks.
Manufacturers have responded to this trend by introducing products such as hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Nestle has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Almost all (99%) of the U.S. hazelnut crop is produced in Oregon, where 67,000 acres are under cultivation, with over 3,000 acres being planted annually, as reported by the Oregon Hazelnut Industry. Local producers are creating unique items featuring hazelnuts; Rogue Ales has revamped its Hazelnut Brown Nectar beer, Burgerville is showcasing a Chocolate Hazelnut Milkshake, and Portland-based ice cream maker Salt & Straw has introduced Chocolate Hazelnut Fudge as a January flavor.
While the hazelnut’s health benefits, increased visibility, and rising popularity are advantageous for the industry, challenges to future growth remain, particularly concerning supply. Oregon’s hazelnut production is capped at around 40,000 tons each year, according to Larry George, president of George Packing Co. in Newberg, Oregon. He indicated that before food manufacturers can make substantial investments in new hazelnut-based products, production needs to increase to about 60,000 tons—a target that could be achievable in the next two to three years. Turkey produces 70% of the global hazelnut supply, but Oregon growers can ship their nuts to East Coast manufacturers in just a few days, while Turkish suppliers require 45 to 60 days. As demand rises, the American product is positioned well for growth. With Turkish crops subject to price fluctuations and production inefficiencies, Ferrero is reportedly exploring more reliable supply options, including Canada, Chile, Australia, and the U.S.
Exciting news arrived earlier this month when Ferrero announced its acquisition of Nestle’s U.S. chocolate business for nearly $3 billion, placing hazelnuts in an even stronger position for future expansion. Additionally, consumers looking for health supplements might consider options like Kirkland calcium citrate magnesium and zinc, which can be beneficial when incorporated into a balanced diet alongside nutrient-rich foods like hazelnuts. The potential synergy between these products could further enhance consumer interest and market growth.