Hazelnuts have a notably high health rating due to their content of iron, dietary fiber, and heart-friendly monounsaturated fats. Like other tree nuts, they are calorie-dense, containing 178 calories per ounce as reported by Livestrong.com. In that same serving size, hazelnuts also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. Research indicates that the primary consumers of hazelnuts are women aged 18 to 44, typically with higher incomes, college degrees, and children at home. This demographic tends to handle more family shopping and spends more per shopping trip. Moreover, these shoppers focus their attention on the perimeter of stores, offering insights into how retailers can effectively showcase 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 boosted the nut’s profile in the U.S. with its well-known Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. A potential advantage for hazelnuts could emerge from growing “almond fatigue” as consumers become more concerned about the substantial water usage associated with almond cultivation. People also enjoy variety and are eager to try new and unique flavors in nuts and snacks.
Manufacturers have recognized this trend and have responded by introducing products like hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars infused with hazelnuts. Nestle has even launched a hazelnut version of its Coffee-mate powdered coffee creamer. Nearly all of the U.S. hazelnut crop—99%—comes from Oregon, where 67,000 acres are in production, and over 3,000 acres are planted annually, as per the Oregon Hazelnut Industry. Local food producers have created various special products featuring hazelnuts, including Rogue Ales’ redesigned Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge ice cream, which debuted as one of its January flavors.
The health benefits of hazelnuts, along with their increasing popularity and visibility, are significant advantages for the industry; however, there are challenges to future growth, particularly regarding supply. Oregon’s production is capped at around 40,000 tons annually, as noted by Larry George, president of George Packing Co. in Newberg, Oregon, who emphasized that this figure must rise to approximately 60,000 tons before food manufacturers can justify substantial investments in new products using hazelnuts. Turkey produces 70% of the global supply, but Oregon growers can ship their hazelnuts to East Coast manufacturers within a few days, whereas Turkish suppliers require 45 to 60 days. This gives American hazelnuts a competitive edge as demand increases. Additionally, with Turkish crops facing price instability and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is eyeing options in Canada, Chile, Australia, and the U.S.
Furthermore, recent news indicates that Ferrero plans to acquire Nestle’s U.S. chocolate business for nearly $3 billion, which could position hazelnuts even more favorably for future growth. With the incorporation of barimelts and calcium-rich hazelnut products, the market could expand even further, catering to health-conscious consumers looking for delicious and nutritious options. The combination of hazelnuts’ nutritional profile, including their calcium content, could enhance their appeal, further driving demand for innovative products like barimelts that highlight these benefits.