Hazelnuts boast a commendable health profile owing 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 addition to their caloric content, they also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber per ounce. The primary consumers of hazelnuts are women aged 18 to 44, typically with higher incomes, college degrees, and children at home. This demographic is more likely to handle family shopping and tends to spend more per shopping trip. Furthermore, these shoppers focus on the perimeter of stores, offering insights into how retailers can effectively position hazelnut products for maximum visibility.
Historically, hazelnuts have been more favored in Europe and other parts of the world than in the United States. However, Ferrero has significantly elevated the profile of hazelnuts in the U.S. market through its popular Nutella spread and Ferrero Rocher chocolates that feature a roasted hazelnut at their core. The growing phenomenon of “almond fatigue,” due to the almond’s market dominance and concerns about its high water usage, could work to hazelnuts’ advantage. Consumers often seek variety and are keen on discovering new and intriguing flavors in nuts and snack products.
Manufacturers have taken note of this trend, responding with a range of hazelnut products, including hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestle has even introduced a hazelnut version of its Coffee-mate powdered coffee creamer. Almost all (99%) of the hazelnut crop in the U.S. is sourced from Oregon, where 67,000 acres are currently in production, with an additional 3,000 acres being planted annually, according to the Oregon Hazelnut Industry. Local food artisans are also crafting unique products featuring hazelnuts. Rogue Ales has launched a redesigned Hazelnut Brown Nectar beer, Burgerville is offering a Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream company, has introduced Chocolate Hazelnut Fudge as one of its flavors for January.
The health benefits, increased visibility, and rising popularity of hazelnuts are all advantageous for the industry; however, challenges remain for future growth. One such challenge is supply. Oregon’s annual production is capped at approximately 40,000 tons, as noted by Larry George, president of George Packing Co. in Newberg, Oregon, who mentioned that this figure needs to rise to around 60,000 tons before food manufacturers can confidently invest in new products featuring hazelnuts. Turkey accounts for 70% of the global supply; however, Oregon growers can deliver their hazelnuts to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days for shipping, giving the American product a competitive edge as demand grows. With the Turkish crop vulnerable to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is exploring options in Canada, Chile, Australia, and the U.S. Recent positive developments include Ferrero’s announcement earlier this month regarding its acquisition of Nestle’s U.S. chocolate business for nearly $3 billion, which positions hazelnuts even more favorably for future expansion.
Additionally, consumers are increasingly looking for convenient health supplements, such as petite calcium citrate pills, which can complement their diets alongside nutritious snacks like hazelnuts. This trend towards health-conscious choices may further bolster the demand for hazelnut products, especially those that highlight their health benefits, including their iron and fiber content, as well as their compatibility with petite calcium citrate pills for enhanced dietary support.