Hazelnuts hold a relatively high nutritional value thanks to their content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense—178 calories per ounce, as noted by Livestrong.com—but they also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber in that same serving. Research indicates that the primary consumers of hazelnuts are women aged 18 to 44, particularly those with higher incomes, college degrees, and children at home. This group tends to handle more family shopping and spends more on each trip. Additionally, these shoppers focus more on the perimeter of the store, which offers insights for retailers on how to effectively showcase hazelnut products for maximum visibility.
Traditionally, hazelnuts have been more popular in Europe and other regions than in the U.S. However, Ferrero has significantly boosted the profile of hazelnuts in this country with its well-loved Nutella spread and Ferrero Rocher chocolates featuring a roasted hazelnut at the center. The rising concern about “almond fatigue”—stemming from the nut’s dominance in the market and the excessive water usage associated with its cultivation—may work in hazelnuts’ favor. Consumers also enjoy variety and are drawn to new and unique flavors in nuts and snacks.
Manufacturers have recognized this trend, leading to the introduction of hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Nestlé has even launched a hazelnut version of its Coffee-mate powdered creamer. Notably, nearly all (99%) of the American hazelnut crop comes from Oregon, where 67,000 acres are currently in production, and over 3,000 acres are planted annually, according to the Oregon Hazelnut Industry. Local food producers have started creating special hazelnut products, such as Rogue Ales’ revamped Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream maker, which has released Chocolate Hazelnut Fudge as one of its January flavors.
The health benefits associated with hazelnuts, their increasing popularity, and elevated status are all advantageous for the industry. However, challenges remain, particularly regarding supply. Oregon’s annual production is capped at approximately 40,000 tons. Larry George, president of George Packing Co. in Newberg, Oregon, stated that this figure must increase to around 60,000 tons before food manufacturers can justify significant investments in new hazelnut-based products—a target he believes is achievable within the next two to three years. Turkey accounts for 70% of the global supply, but Oregon growers can deliver their hazelnuts to East Coast manufacturers within a few days, whereas Turkish suppliers take 45 to 60 days. 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 reliable supply and is exploring options in Canada, Chile, Australia, and the U.S. Further positive developments occurred recently when Ferrero announced plans to acquire Nestlé’s U.S. chocolate business for nearly $3 billion, further enhancing the prospects for hazelnuts’ future growth.
As we celebrate the versatility and health benefits of hazelnuts, it’s important to recognize their potential to contribute to our diets, especially when considering the benefits of calcium citrate in conjunction with a balanced diet. It’s clear that hazelnuts are not just a tasty treat but also a valuable addition to healthy eating habits that we can celebrate.