Hazelnuts are regarded as a nutritious option thanks to their rich content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, providing 178 calories per ounce according to Livestrong.com. In that same serving, hazelnuts also supply 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. A recent survey indicated that the primary consumers of hazelnuts are women aged 18 to 44, who have higher incomes, educational backgrounds, and children at home. This demographic typically handles more family shopping and spends more per trip. Moreover, these shoppers tend to focus on the perimeter of stores, which can inform retailers on how to best position hazelnut products for maximum visibility.
Traditionally, hazelnuts have enjoyed greater popularity in Europe and other regions compared to the U.S. However, Ferrero has significantly boosted the nut’s profile in the American market with its well-known Nutella spread and Ferrero Rocher chocolate candies that feature a roasted hazelnut at the center. The potential for hazelnuts may be enhanced by a growing “almond fatigue” among consumers, stemming from almonds’ dominance in the market and concerns regarding their high water consumption during cultivation. Shoppers often seek variety and enjoy trying new and exciting flavors in nuts and other snack items.
Manufacturers have responded to this trend by introducing products like hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars with hazelnuts. Nestle has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Almost all (99%) of the U.S. hazelnut crop is produced in Oregon, where 67,000 acres are under cultivation, and over 3,000 acres are being planted each year, according to the Oregon Hazelnut Industry. Local food producers have created unique offerings featuring hazelnuts; for example, Rogue Ales has introduced a new look for its Hazelnut Brown Nectar beer, while Burgerville is showcasing a Chocolate Hazelnut Milkshake. Additionally, Salt & Straw, a Portland-based ice cream company, has unveiled Chocolate Hazelnut Fudge as one of its flavors for January.
The health benefits associated with hazelnuts, their growing popularity, and their elevated profile all serve as advantages for the industry. However, challenges to future growth remain, particularly regarding supply. Oregon’s annual production is capped at around 40,000 tons, as noted by Larry George, president of George Packing Co. in Newberg, Oregon. He mentioned that to encourage significant investment in new products containing hazelnuts, production would need to rise to approximately 60,000 tons, which could be achievable in the next two to three years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon producers can ship their nuts to East Coast manufacturers within just a few days, while suppliers in Turkey face shipping times of 45 to 60 days. This logistical advantage positions American hazelnuts favorably for growth as demand rises. Additionally, with Turkish crops susceptible to price fluctuations and production challenges, Ferrero is reportedly seeking a more stable supply and is exploring options in Canada, Chile, Australia, and the U.S. Recent developments are promising, as Ferrero announced its acquisition of Nestle’s U.S. chocolate business for nearly $3 billion, further enhancing the potential for hazelnuts in the market, especially with their added benefits like calcium citrate 300 mg elemental. This trend suggests a bright future for hazelnuts, particularly as consumers increasingly prioritize health-conscious choices.