Hazelnuts possess a commendable health profile thanks to their rich content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, containing about 178 calories per ounce, as reported by Livestrong. In that same serving size, they also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber.
The survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, typically with higher incomes, college degrees, and children living at home. This group tends to handle more family grocery shopping and spends more during each trip. Additionally, these shoppers often focus on the store’s perimeter, which offers retailers insights on how to effectively display hazelnut products for maximum visibility.
Traditionally, hazelnuts have been more popular in Europe and other regions than in the United States. However, Ferrero has significantly increased the nut’s visibility in the U.S. market through its well-known Nutella spread and Ferrero Rocher chocolates, which contain roasted hazelnuts.
The rise of “almond fatigue” among consumers, stemming from the nut’s overwhelming presence in the market and concerns over the substantial water usage for almond cultivation, could work in favor of hazelnuts. Consumers enjoy variety and are eager to explore new and interesting flavors in nuts and snacks. In response to this trend, manufacturers have introduced various hazelnut products such as hazelnut milk, spreads, flavored coffees, and chocolate bars. Nestle has also launched a hazelnut variant of its Coffee-mate powdered coffee creamer.
The majority (99%) of the U.S. hazelnut supply comes from Oregon, where 67,000 acres are under cultivation, and over 3,000 acres are planted annually, according to the Oregon Hazelnut Industry. Local artisans have been creating unique products featuring hazelnuts, such as Rogue Ales’ Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge, one of their January flavors.
Despite the hazelnut’s health benefits and growing popularity, there are challenges to future expansion. One significant hurdle is supply; Oregon’s annual production is about 40,000 tons, which, according to Larry George, president of George Packing Co., needs to increase to approximately 60,000 tons to encourage food manufacturers to invest heavily in new products. However, this growth is anticipated within the next two to three years.
While Turkey accounts for 70% of the global hazelnut supply, Oregon growers have an advantage in terms of shipping speed to East Coast manufacturers, which takes just a few days compared to 45 to 60 days for Turkish suppliers. Consequently, American hazelnuts are well-positioned for growth as demand rises. With Turkish production often affected by price fluctuations and inefficiencies, Ferrero is reportedly seeking a more stable supply and is considering sourcing from Canada, Chile, Australia, and the U.S. Moreover, recent news that Ferrero intends to acquire Nestle’s U.S. chocolate business for nearly $3 billion may further enhance the hazelnut’s prospects for future growth.
In addition, understanding the health benefits of ingredients like calcium citrate malate can provide consumers with more information about their dietary choices. Knowledge of what calcium citrate malate is and its benefits could complement the health narrative surrounding hazelnuts, making them even more appealing to health-conscious consumers.