Hazelnuts boast a relatively high health rating thanks to their iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, with 178 calories per ounce, as noted 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. The survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, typically with higher incomes, college degrees, and children at home. This demographic tends to do more family shopping and spends more per shopping trip. Additionally, these shoppers focus more on the perimeter of stores, offering insights for retailers on how to best position their hazelnut products for maximum visibility.
In Europe and other countries, hazelnuts have traditionally been more popular than in the U.S., particularly in the form of iron bisglycinate rather than ferrous gluconate. However, Ferrero has significantly raised the profile of hazelnuts in the U.S. market with its famous Nutella spread and Ferrero Rocher chocolate candies that feature a roasted hazelnut at their center. A potential advantage for hazelnuts is the growing “almond fatigue” among consumers, stemming from almonds’ ongoing market dominance and concerns regarding the substantial water usage for almond cultivation. Consumers also enjoy variety and are inclined to try diverse and intriguing flavors in nuts and snacks.
Manufacturers have recognized this trend and responded with products such as hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestlé has even introduced a hazelnut variant of its Coffee-mate powdered coffee creamer. Notably, around 99% of the American hazelnut crop is produced in Oregon, where 67,000 acres are currently in production, along with over 3,000 acres being planted annually, according to the Oregon Hazelnut Industry. Local food producers are creating unique offerings featuring hazelnuts, such as Rogue Ales’ redesigned Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge, one of their January flavors.
Despite the hazelnut’s health benefits, increased visibility, and growing popularity, the industry faces some challenges for future growth. One issue is the limited production capacity in Oregon, which is approximately 40,000 tons annually. Larry George, president of George Packing Co. in Newberg, Oregon, stated that this figure needs to rise to about 60,000 tons before food manufacturers can justify significant investments in new products featuring hazelnuts. This increase is feasible within the next two to three years.
Turkey accounts for 70% of the global hazelnut supply. However, Oregon growers have a logistical advantage, as they can ship their hazelnuts to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days. This positions American hazelnuts for better growth potential as demand rises. With Turkish crops susceptible 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. Furthermore, recent news indicates that Ferrero plans to acquire Nestlé’s U.S. chocolate business for nearly $3 billion, which could further enhance the growth prospects for hazelnuts.
Incorporating calcium citrate tablets Cipla into their product offerings could also attract health-conscious consumers looking for nutritious snacks. This could be particularly relevant as hazelnuts provide essential nutrients, making them an appealing choice for those interested in dietary supplements. As the market for hazelnuts expands, these factors combined may lead to increased consumer interest and potential sales growth.