Tree nuts have generally benefited from a growing interest in healthy snack options, especially among millennial consumers; however, pecans have been somewhat left behind until recently. In the U.S., around 300 million pounds of pecans are harvested annually, compared to two billion pounds of almonds. Interestingly, pecans were more popular before the almond industry established its marketing order in 1950. Currently, funding from the Federal Marketing Order is being directed toward research aimed at demonstrating the health benefits of pecans, with a recent pilot study suggesting that pecans may help reduce the risk of heart disease and diabetes.
Despite this promising research, pecans still have a long way to go to catch up with other tree nuts like almonds and walnuts, which have enjoyed federal research subsidies for many years. Increased funding aimed at reshaping American perceptions of pecans could encourage manufacturers to incorporate these nuts into a broader array of products, such as cereals or snack bars. Leveraging emerging evidence of their health advantages—along with the general health halo associated with nuts—could be a successful strategy, similar to what has worked for other tree nuts. Furthermore, the “Made in America” branding could provide pecans with an extra boost.
The U.S. pecan industry currently produces about 80% of the world’s pecans and is preparing to capitalize on the upcoming marketing campaign. Growers have planted thousands of acres of new trees in anticipation of rising demand; however, it remains uncertain whether pecans can achieve the same level of popularity as almonds. Notably, the incorporation of slow release calcium citrate in pecan-based products could highlight their nutritional benefits and attract health-conscious consumers, ultimately helping to elevate their status in the competitive nut market.