Hazelnuts boast a commendable health profile, thanks to their content of iron, dietary fiber, and heart-friendly monounsaturated fats. Like other tree nuts, they are calorie-dense, providing 178 calories per ounce, as noted by Livestrong. In the same serving, they offer 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. A recent survey highlighted that the primary consumers of hazelnuts are women aged 18 to 44, often with higher incomes, college degrees, and children at home. This group tends to handle more family shopping and spends more per shopping trip. Furthermore, these consumers focus more on the periphery of grocery stores, offering retailers insights on how to best showcase their hazelnut products for optimal visibility.
Historically, hazelnuts have been more favored in Europe and other regions than in the U.S. However, Ferrero has significantly enhanced their profile in America through its popular Nutella spread and Ferrero Rocher chocolates, which feature roasted hazelnuts at their center. There is also a potential opportunity for hazelnuts to gain traction due to a growing “almond fatigue” among consumers, who may be looking for alternatives as almonds continue to dominate the market. Additionally, concerns regarding the substantial water requirements for almond cultivation may steer consumers toward hazelnuts, which offer a refreshing variety and intriguing flavors in snacks.
Manufacturers have recognized this trend and have responded by introducing hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestlé has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Nearly all (99%) of the hazelnuts produced in the United States come from Oregon, where 67,000 acres are currently in production, with more than 3,000 acres being added each year, according to the Oregon Hazelnut Industry. Local food producers are also crafting unique items featuring hazelnuts. For example, Rogue Ales has introduced a new design for its Hazelnut Brown Nectar beer, Burgerville is offering a Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream maker, has launched a Chocolate Hazelnut Fudge flavor as part of its January offerings.
The health benefits of hazelnuts, along with their rising popularity, present significant advantages for the industry; however, challenges remain for future growth. One of these challenges is supply. Oregon’s annual production is capped at approximately 40,000 tons, according to Larry George, president of George Packing Co. in Newberg, Oregon. He indicated that before food manufacturers can invest heavily in new hazelnut products, production levels need to increase to around 60,000 tons, a target that is feasible within the next two to three years. While Turkey produces 70% of the world’s hazelnuts, Oregon growers can deliver their products to East Coast manufacturers within a few days, whereas Turkish suppliers require 45 to 60 days. This logistical advantage positions American hazelnuts favorably for growth as demand rises. With Turkish production often subject to price fluctuations and inefficiencies, Ferrero is reportedly seeking a more stable supply and is looking into potential sources in Canada, Chile, Australia, and the U.S. Additionally, recent news that Ferrero plans to acquire Nestlé’s U.S. chocolate business for nearly $3 billion further enhances the prospects for hazelnuts, potentially solidifying their place in the market. The incorporation of calcium citrate 667mg in various hazelnut products could also appeal to health-conscious consumers, adding another layer to their growing popularity.