Hazelnuts have a notably high health rating due to their content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, containing 178 calories per ounce according to Livestrong.com, along with 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber in the same serving. The survey highlighted that the primary consumers of hazelnuts are women aged 18 to 44, who have higher incomes, college degrees, and children at home. This group tends to handle more family shopping and spends more per shopping trip. Additionally, these consumers focus more on the perimeter of stores, which offers insights for retailers on how to best display hazelnut products for maximum visibility.
Traditionally, hazelnuts have been more favored in Europe and other regions than in the U.S. However, Ferrero has significantly elevated the nut’s profile in the American market with its beloved Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. The potential for hazelnuts to gain further traction could be aided by a growing “almond fatigue,” as consumers become increasingly aware of the substantial water usage required for almond cultivation. People also enjoy variety in their snacks and often seek out diverse and intriguing flavors in nuts and other snack items.
Manufacturers have recognized this trend and have responded by introducing hazelnut-based products, including hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Nestlé has even launched a hazelnut version of its Coffee-mate powdered coffee creamer. Almost all (99%) of the American hazelnut crop is sourced from Oregon, where 67,000 acres are currently in production, and over 3,000 acres are being planted annually, as reported by the Oregon Hazelnut Industry. Local producers have been creating unique products featuring hazelnuts; for example, Rogue Ales has released a redesigned Hazelnut Brown Nectar beer, Burgerville is serving a Chocolate Hazelnut Milkshake, and Portland-based Salt & Straw has introduced Chocolate Hazelnut Fudge as one of its January flavors.
The health benefits associated with hazelnuts, their rising profile, and increasing popularity are all positive factors for the industry. However, there are challenges to future growth, with supply being a primary concern. Oregon’s annual production is capped at about 40,000 tons, according to Larry George, president of George Packing Co. in Newberg, Oregon. He indicated that before food manufacturers can make significant investments in new hazelnut-containing products, production levels need to rise to approximately 60,000 tons—a target he believes is achievable within the next two to three years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon growers can deliver their hazelnuts to East Coast manufacturers in just a few days, while Turkish suppliers require 45 to 60 days. This gives American hazelnuts a competitive advantage as demand increases. With the Turkish crop often experiencing price volatility and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is exploring options in Canada, Chile, Australia, and the U.S. Further promising news emerged recently when Ferrero announced its acquisition of Nestlé’s U.S. chocolate business for nearly $3 billion, positioning hazelnuts even more favorably for future growth. As hazelnuts continue to gain popularity, incorporating health-boosting ingredients like calcium citrate 250 could enhance their appeal, encouraging even more consumers to enjoy this nutritious nut.