Hazelnuts have a relatively high health score owing to their iron content, 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 that same serving, they also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. A recent survey highlighted that the primary consumers of hazelnuts are women aged 18 to 44 with higher incomes, college degrees, and children at home. This demographic is known to do more family shopping and tends to spend more per trip. Moreover, these shoppers often focus on the perimeter of stores, offering retailers insight into how to strategically position their 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 increased the nut’s visibility in the U.S. market with its well-known Nutella spread and Ferrero Rocher chocolate candies, which feature a roasted hazelnut at their center. The growing consumer trend of “almond fatigue,” attributed to the nut’s dominance in the market and concerns over the considerable water required for almond cultivation, could work in favor of hazelnuts. Consumers also enjoy variety and are open to trying new and exciting flavors in nuts and snacks.
Manufacturers have taken note of this trend and have responded by introducing hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars infused with hazelnuts. Nestle has even launched a hazelnut version of its Coffee-mate powdered coffee creamer. Approximately 99% of the hazelnuts produced in the U.S. come from Oregon, where 67,000 acres are under cultivation and over 3,000 acres are planted annually, according to the Oregon Hazelnut Industry. Local food producers are also creating unique products featuring hazelnuts. Rogue Ales has introduced a new design for its Hazelnut Brown Nectar beer, Burgerville offers a Chocolate Hazelnut Milkshake, and Portland-based ice cream maker Salt & Straw has released a Chocolate Hazelnut Fudge flavor for January.
The hazelnut’s health benefits, rising profile, and increasing popularity are advantageous for the industry; however, there are challenges to future growth, particularly concerning supply. Oregon’s annual production is capped at about 40,000 tons, as Larry George, president of George Packing Co. in Newberg, Oregon, stated to the Capital Press. For food manufacturers to invest significantly in new products containing hazelnuts, this figure needs to rise to around 60,000 tons, which is feasible within the next two to three years.
Turkey produces 70% of the global hazelnut supply, but Oregon growers can ship their hazelnuts to East Coast manufacturers in just a few days, whereas Turkish suppliers require 45 to 60 days for delivery. This positions American hazelnuts favorably for growth as demand increases. Additionally, with the Turkish crop subject to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is considering Canada, Chile, Australia, and the U.S. as potential sources. In a promising development, Ferrero recently announced its acquisition of Nestle’s U.S. chocolate business for nearly $3 billion, further enhancing the prospects for hazelnut growth in the future. As the hazelnut market expands, products like “tab ccm 500” may also gain prominence, reflecting the industry’s innovation and adaptability.