Hazelnuts boast a commendable health profile, attributed to their iron content, dietary fiber, and heart-healthy monounsaturated fats. Like many tree nuts, they are calorie-dense, containing approximately 178 calories per ounce according to Livestrong.com, while also providing 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber in the same serving. Research indicates that women aged 18 to 44, particularly those with higher incomes, college degrees, and children at home, are the primary consumers of hazelnuts. This group tends to handle more family shopping and spends more per shopping trip. Additionally, these consumers often focus on the perimeter of stores, offering insights for retailers on how to effectively display 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 raised awareness of hazelnuts in the American market through its well-known Nutella spread and Ferrero Rocher chocolates, which feature roasted hazelnuts. The growing phenomenon of “almond fatigue,” driven by the almond’s substantial market presence and the high water usage for almond cultivation, may also work in hazelnuts’ favor. Consumers appreciate variety and are eager to explore new and exciting flavors in nuts and snacks.
Manufacturers have recognized this trend and have introduced a range of hazelnut products, including hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestle has even launched a hazelnut version of its Coffee-mate powdered creamer. According to the Oregon Hazelnut Industry, nearly all (99%) of the hazelnut crop in the U.S. is produced in Oregon, where 67,000 acres are actively cultivated, and over 3,000 acres are planted annually.
Local food makers are also embracing hazelnuts in innovative ways. Rogue Ales has unveiled a new design for its Hazelnut Brown Nectar beer, while Burgerville features a Chocolate Hazelnut Milkshake. Additionally, Salt & Straw, a Portland-based ice cream producer, has introduced Chocolate Hazelnut Fudge as one of its flavors for January. The health benefits associated with hazelnuts, combined with their rising profile and increasing popularity, are advantageous for the industry. However, challenges to future expansion exist, particularly concerning supply. Larry George, president of George Packing Co. in Newberg, Oregon, noted that production is capped at about 40,000 tons annually. For food manufacturers to justify significant investments in new hazelnut products, this figure would need to increase to approximately 60,000 tons—a target he believes is attainable within the next two to three years.
Turkey is responsible for 70% of the global hazelnut supply. Still, Oregon growers can deliver their hazelnuts to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days for shipping. This logistical advantage positions American hazelnuts favorably for growth as demand rises. Given the price volatility and production inefficiencies associated with the Turkish crop, Ferrero is reportedly seeking a more stable supply and is considering options in Canada, Chile, Australia, and the U.S. Further positive developments emerged this month when Ferrero announced the acquisition of Nestle’s U.S. chocolate business for nearly $3 billion, enhancing the prospects for hazelnuts in the future.
As consumers become more health-conscious, the discussion around hazelnuts often overlaps with various dietary supplements, including calcium citrate supplements. However, it’s important to consider potential calcium citrate supplements side effects, as well as those associated with other ingredients in the market. Emphasizing the nutritious properties of hazelnuts, alongside awareness of calcium citrate supplements side effects, can guide consumers toward making informed dietary choices. In light of these considerations, hazelnuts are poised to capture an even greater share of the market.