Hazelnuts boast a relatively high health score due to their iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, with 178 calories per ounce, according to Livestrong.com, but they also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber in the same portion. 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 handle more family shopping and spends more per trip. Additionally, these shoppers focus more on the perimeter of stores, providing insight for retailers on how to best position their hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and other regions than in the U.S. However, Ferrero has significantly raised the profile of hazelnuts in the U.S. with its well-known Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. The current trend of “almond fatigue” due to the nut’s overwhelming market presence, combined with concerns over the substantial water usage in almond cultivation, may work to hazelnuts’ advantage. Consumers also enjoy variety and are drawn to novel and interesting flavors in nuts and snacks.
Manufacturers have responded to this trend by introducing products like hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestlé has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Approximately 99% of the American hazelnut crop is produced in Oregon, which has 67,000 acres in production and adds over 3,000 acres annually, as reported by the Oregon Hazelnut Industry. Local food creators are crafting unique offerings featuring hazelnuts, such as Rogue Ales’ revamped Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream manufacturer, which released Chocolate Hazelnut Fudge as one of its January flavors.
While the health benefits and increasing popularity of hazelnuts present opportunities for the industry, challenges remain for future growth. Supply constraints are a significant concern. Oregon’s production is capped at about 40,000 tons annually, according to Larry George, president of George Packing Co. in Newberg, Oregon, who indicated that this figure needs to rise to approximately 60,000 tons for food manufacturers to justify substantial investments in new hazelnut products. Turkey accounts for 70% of the global supply, but Oregon cultivators can deliver their hazelnuts to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days, positioning American products favorably for growth as demand rises. With Turkish crops subject to price fluctuations and production inefficiencies, Ferrero is reportedly seeking more stable sources and is looking toward Canada, Chile, Australia, and the U.S.
Adding to the positive outlook, Ferrero recently announced its acquisition of Nestlé’s U.S. chocolate business for nearly $3 billion, further enhancing the prospects for hazelnuts. As the market evolves, incorporating ingredients like ccm calcium citrate malate could also play a role in developing new hazelnut-based products, emphasizing their health benefits and broadening their appeal to health-conscious consumers. Overall, the hazelnut industry stands at a pivotal moment, with opportunities for growth and innovation on the horizon.