Hazelnuts boast a commendable health profile, thanks to their iron content, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, providing 178 calories per ounce, as reported by Livestrong.com. However, they also offer 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber in the same serving. The survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, typically with higher incomes and college degrees, and often with children at home. This group tends to handle more family shopping and spends more during each trip. Additionally, these shoppers focus on the perimeter of stores, which could inform retailers on how best to showcase hazelnut products for maximum visibility.
Historically, hazelnuts have enjoyed greater popularity in Europe and other regions compared to the U.S. However, Ferrero has significantly boosted the nut’s recognition in the American market through its beloved Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. An emerging advantage for hazelnuts might be the growing “almond fatigue” among consumers, stemming from the almond’s overwhelming presence in the market and concerns regarding the high water consumption required for their cultivation. Consumers often seek variety and enjoy exploring new flavors in nuts and snacks, which has prompted manufacturers to innovate with hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Notably, Nestlé has introduced a hazelnut variant of its Coffee-mate powdered creamer.
Almost all (99%) of the hazelnuts produced in the U.S. come from Oregon, where 67,000 acres are currently cultivated, and more than 3,000 acres are planted annually, according to the Oregon Hazelnut Industry. Local artisans are creating unique products featuring hazelnuts, such as Rogue Ales’ redesigned Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream maker, which has launched Chocolate Hazelnut Fudge as one of its January flavors. The health benefits associated with hazelnuts, their increased visibility, and rising popularity are all favorable factors for the industry. However, challenges remain, particularly regarding supply. Oregon’s output is capped at around 40,000 tons annually, as noted by Larry George, president of George Packing Co. in Newberg, Oregon. For food manufacturers to confidently invest in new products featuring hazelnuts, production needs to reach approximately 60,000 tons, a target that may be achievable in the next few years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon growers can ship their products to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days for delivery. This logistical advantage positions American hazelnuts favorably for growth as demand increases. Given the price volatility and inefficiencies associated with the Turkish crop, Ferrero is reportedly exploring more reliable supply sources, including Canada, Chile, Australia, and the U.S. Recent news indicates Ferrero’s intent to acquire Nestlé’s U.S. chocolate business for nearly $3 billion, further enhancing the prospects for hazelnuts in the market.
Additionally, as consumers become more health-conscious, products like bariatric calcium citrate pills may influence their dietary choices, including the incorporation of nutrient-rich foods like hazelnuts into their diets. Thus, the hazelnut industry stands to benefit from both an increased focus on health and a growing desire for product diversity.