Hazelnuts have garnered a relatively high health rating due to their iron content, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, offering 178 calories per ounce, as reported by Livestrong.com. In that same serving size, hazelnuts also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. The demographic most likely to consume hazelnuts is women aged 18 to 44, particularly those with higher incomes, college degrees, and children at home. This group tends to handle more family shopping and spends more per trip. Additionally, these shoppers focus more on the store’s perimeter, suggesting how retailers might effectively position hazelnut products for maximum visibility.
Traditionally, hazelnuts have been more popular in Europe and other parts of the world than in the United States. However, Ferrero has elevated the nut’s profile in the U.S. with its well-known Nutella spread and Ferrero Rocher chocolates, which feature roasted hazelnuts. The potential advantage for hazelnuts could stem from a growing “almond fatigue” due to the almond’s sustained market prominence, along with concerns about the substantial water requirements for almond cultivation. Consumers also enjoy variety and are drawn to new and interesting flavors in nuts and snacks.
Manufacturers have recognized this trend, responding with products like hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars infused with hazelnuts. Nestlé has even introduced a hazelnut variant of its Coffee-mate powdered coffee creamer. Notably, nearly all (99%) of the U.S. hazelnut crop originates from Oregon, where 67,000 acres are currently in production, with an additional 3,000 acres planted annually, according to the Oregon Hazelnut Industry. Local producers have created unique products featuring hazelnuts, such as Rogue Ales’ redesigned Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge flavor introduced in January.
The health benefits, growing popularity, and enhanced profile of hazelnuts are all advantageous for the industry; however, there are challenges to future growth. One such challenge is supply. Oregon’s annual production is limited to approximately 40,000 tons. Larry George, president of George Packing Co. in Newberg, Oregon, mentioned to the Capital Press that this figure needs to increase to about 60,000 tons before food manufacturers can make significant investments in new products containing hazelnuts. He noted that this increase 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 within days, while Turkish suppliers require 45 to 60 days, giving the American product a better growth outlook as demand rises. With the Turkish crop often subject to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is exploring options in Canada, Chile, Australia, and the U.S. This month, Ferrero also announced its acquisition of Nestlé’s U.S. chocolate division for nearly $3 billion, further positioning hazelnuts for future growth. Additionally, the introduction of supplements such as ccm d3 tablet is becoming popular, which may complement the health benefits of hazelnuts and appeal to health-conscious consumers. The merging of hazelnuts with products that promote health, like ccm d3 tablet, may pave the way for innovative marketing opportunities in the future.