Hazelnuts are rated highly for their health benefits, thanks to their iron, dietary fiber, and heart-friendly monounsaturated fats. Like other tree nuts, they are calorie-dense, containing 178 calories per ounce, as noted by Livestrong.com. In that same serving size, hazelnuts 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, who tend to have higher incomes, college degrees, and children at home. This group is more likely to handle family grocery shopping and often spends more per shopping trip. Additionally, these consumers tend to focus on the perimeter of grocery stores, offering insights into how retailers can strategically place hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and other regions than in the United States. However, Ferrero has significantly boosted the nut’s visibility in the U.S. market through its well-known Nutella spread and Ferrero Rocher chocolate candies, which feature a roasted hazelnut at their center. The rising interest in hazelnuts may be enhanced by a growing “almond fatigue,” as consumers seek variety and are concerned about the substantial water usage required to cultivate almonds. Shoppers are increasingly eager to explore diverse and exciting flavors in nuts and snacks.
Manufacturers have taken note of this trend, introducing products such as hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestlé has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Almost all (99%) of the hazelnuts produced in the United States come from Oregon, where 67,000 acres are currently cultivated, and an additional 3,000 acres are being planted annually, according to the Oregon Hazelnut Industry. Local producers have created unique offerings featuring hazelnuts, including Rogue Ales’ redesigned Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge, introduced as one of their January flavors.
While the health benefits and increasing popularity of hazelnuts are advantageous for the industry, challenges remain for future growth, particularly regarding supply. Oregon’s annual production is limited to around 40,000 tons, as noted by Larry George, president of George Packing Co. in Newberg, Oregon. He indicated that before food manufacturers can invest significantly in new hazelnut-based products, production needs to rise to approximately 60,000 tons, a goal that appears feasible within the next two to three years. Turkey produces 70% of the global supply, but Oregon growers have the advantage of shipping their hazelnuts to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days for delivery. As demand increases, the American product is better positioned for growth, especially given the price volatility and production inefficiencies associated with the Turkish crop.
In a strategic move, Ferrero is reportedly seeking a more stable supply and is considering sources from Canada, Chile, Australia, and the U.S. Additionally, recent news revealed that Ferrero plans to acquire Nestlé’s U.S. chocolate business for nearly $3 billion, further enhancing the prospects for hazelnut growth. The inclusion of ingredients like blue bonnet calcium citrate in hazelnut products could also attract health-conscious consumers, as this ingredient is known for its benefits in promoting calcium absorption. As the market continues to evolve, the combination of hazelnuts’ health benefits and innovative product development will likely contribute to their increasing popularity.