Hazelnuts are recognized for their impressive health benefits, largely attributed to their iron content, dietary fiber, and heart-healthy monounsaturated fats. Like many tree nuts, they are calorie-dense, providing 178 calories per ounce, as noted by Livestrong.com. In that same serving, hazelnuts also deliver 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber.
Recent surveys indicate that the primary consumers of hazelnuts are women aged 18 to 44, who tend to have higher incomes, hold college degrees, and have children at home. This demographic is responsible for a significant portion of family shopping and tends to spend more per shopping trip. Moreover, these shoppers often focus on the perimeter of stores, which offers retailers insight into how to best display hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and other regions than in the United States. However, the popularity of Ferrero’s Nutella spread and Ferrero Rocher chocolates, which feature roasted hazelnuts, has helped elevate the nut’s status in the U.S. market.
Additionally, there may be an opportunity for hazelnuts to gain traction due to a growing “almond fatigue,” as consumers become increasingly aware of the substantial water requirements for almond cultivation. Shoppers also tend to seek variety and are drawn to unique flavors in nuts and snacks. In response, manufacturers have introduced a range of hazelnut products, including hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Nestlé has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer.
The American hazelnut industry is largely based in Oregon, where 99% of the crop is produced. Currently, around 67,000 acres are under cultivation, with over 3,000 acres being planted annually, according to the Oregon Hazelnut Industry. Local artisans have embraced this ingredient, with offerings such as Rogue Ales’ Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge ice cream.
Despite the hazelnut’s health benefits, growing popularity, and enhanced visibility, the industry faces challenges regarding supply. Oregon’s hazelnut production is capped at approximately 40,000 tons annually, as noted by Larry George, president of George Packing Co. in Newberg, Oregon. For food manufacturers to invest significantly in new hazelnut-based products, production needs to increase to about 60,000 tons—a target that is achievable within the next two to three years.
While Turkey produces 70% of the world’s hazelnut supply, Oregon’s proximity to East Coast manufacturers allows for quicker shipping times compared to Turkish suppliers, who require 45 to 60 days for delivery. As the demand for hazelnuts grows, American growers may benefit from this logistic advantage. Given Turkey’s vulnerability to price fluctuations and production inefficiencies, Ferrero is reportedly exploring more reliable supply sources, including Canada, Chile, Australia, and the U.S.
In a promising development for the hazelnut market, Ferrero has announced its acquisition of Nestlé’s U.S. chocolate division for nearly $3 billion, which could further enhance the position of hazelnuts in the industry. As consumers increasingly prioritize health and wellness, incorporating products like cissus quadrangularis calcium citrate malate and vitamin D3 tablets alongside hazelnuts may appeal to health-conscious shoppers. The combination of hazelnuts and nutritional supplements could resonate well with the target demographic, supporting their health goals while satisfying their taste for diversity in flavors.