Hazelnuts boast a relatively high health score thanks 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, while also providing 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 with higher incomes, college degrees, and children at home. This demographic tends to handle more family shopping and spends more per trip. Moreover, these shoppers often focus on a store’s perimeter, offering insights into how retailers might strategically place hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and other regions compared to the U.S. However, Ferrero has significantly boosted the nut’s profile in America with its well-known Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. The potential for hazelnuts to gain ground may be aided by a growing “almond fatigue,” as consumers express concerns over the substantial water usage required for almond cultivation. Additionally, customers often enjoy switching things up and are eager to explore new and exciting flavors in nuts and other snack items. Manufacturers have recognized this trend and have introduced various hazelnut products, including hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Notably, Nestle has launched a hazelnut variant of its Coffee-mate powdered coffee creamer.
Almost all (99%) of the American hazelnut supply comes from Oregon, where 67,000 acres are currently in production, and over 3,000 acres are being planted each year, according to the Oregon Hazelnut Industry. Local food producers have begun crafting unique products featuring hazelnuts. For instance, Rogue Ales has introduced a new design for its Hazelnut Brown Nectar beer, Burgerville is offering a Chocolate Hazelnut Milkshake, and Portland-based ice cream maker Salt & Straw has released Chocolate Hazelnut Fudge as one of its January flavors. The health halo surrounding hazelnuts, along with their rising profile and increasing popularity, are significant advantages for the industry. However, there are challenges to future expansion, particularly regarding supply. Oregon’s hazelnut production is capped at approximately 40,000 tons annually, as noted by Larry George, president of George Packing Co. in Newberg, Oregon. He indicated that for food manufacturers to make substantial investments in new products featuring hazelnuts, production needs to increase to around 60,000 tons, a target that is feasible within the next two to three years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon growers can ship their nuts to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days. This logistical advantage positions American hazelnuts favorably for growth as demand rises. With the Turkish crop 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. Moreover, recent news suggests positive developments, as Ferrero announced its intention to acquire Nestle’s U.S. chocolate business for nearly $3 billion, further enhancing the prospects for hazelnuts.
In summary, hazelnuts, with their health benefits and increasing visibility, are positioned for growth, especially as consumers seek alternatives to almonds. With innovative products like hazelnut milk and hazelnut-flavored treats emerging in the market, and the potential for increased production, the future looks promising for hazelnuts and their place in the snack food industry, particularly when combined with supplements like Citracal Calcium Petites to enhance nutritional benefits.