Hazelnuts have a notable health profile due to their content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense—approximately 178 calories per ounce, as reported by 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 research indicates that the primary consumers of hazelnuts are women aged 18 to 44 who have higher incomes, college degrees, and children at home. This demographic tends to handle more family shopping and spends more per shopping trip. Furthermore, these consumers focus more on the perimeter of stores, suggesting how retailers might strategically place hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and other regions than in the U.S. However, Ferrero has significantly boosted the nut’s profile in the American market with its well-known Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their center. A potential advantage for hazelnuts lies in the rising “almond fatigue” among consumers, stemming from the nut’s ongoing dominance in the market and concerns regarding the considerable water usage required for almond cultivation. Consumers also enjoy variety and are drawn to unique and interesting flavors in nuts and snacks.
Manufacturers have taken note of this trend, resulting in the introduction of hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestle has even launched a hazelnut version 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 under cultivation, and over 3,000 new acres are planted each year, according to the Oregon Hazelnut Industry. Local food producers are also creating specialized products featuring hazelnuts. Rogue Ales has introduced a new design for its Hazelnut Brown Nectar beer, Burgerville has rolled out a Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream maker, has debuted Chocolate Hazelnut Fudge among its January flavors.
The health benefits of hazelnuts, their rising profile, and increasing popularity are advantageous for the industry, but there are some challenges to future growth, notably supply constraints. 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 mentioned that to encourage significant investment from food manufacturers in new products featuring hazelnuts, production must rise to about 60,000 tons—a target that seems achievable in the next two to three years. Turkey produces 70% of the global hazelnut supply, but since Oregon growers can ship their hazelnuts to East Coast manufacturers within a few days while Turkish suppliers require 45 to 60 days, the American product is better positioned for growth as demand increases. Given the volatility and inefficiencies associated with Turkish crops, Ferrero is reportedly seeking a more stable supply and is considering options in Canada, Chile, Australia, and the U.S. Additionally, exciting news emerged earlier this month when Ferrero announced its intent to acquire Nestle’s U.S. chocolate business for nearly $3 billion, further enhancing the hazelnut’s potential for future growth.
On a different note, if you’re considering dietary supplements, you might wonder, “Can you take calcium citrate at night?” It’s important to consult healthcare professionals for personalized advice. Some individuals may choose to incorporate calcium citrate into their nighttime routine, while others may prefer it during the day. Understanding the best timing for your supplements can help maximize their benefits, just as exploring different flavors and uses of hazelnuts can enrich your diet.