Hazelnuts hold a favorable health rating due to their content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, with 178 calories per ounce as reported by Livestrong.com. Additionally, they provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber in the same serving. The survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, typically with higher incomes, college education, and children at home. This group tends to take on more family shopping responsibilities and often spends more during each shopping trip. Furthermore, these shoppers focus more on the perimeter of stores, offering insights into how retailers could optimally display hazelnut products for maximum visibility.
Historically, hazelnuts have been more popular in Europe and other regions than in the United States. However, Ferrero has significantly raised awareness of the nut in the U.S. through its well-known Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at the center. The potential for hazelnuts could be bolstered by a growing “almond fatigue” among consumers, stemming from the nut’s dominance in the market and concerns regarding the substantial water usage required for almond cultivation. Consumers also enjoy diversifying their snack options and are increasingly drawn to new and interesting flavors in nuts and other snack products.
Manufacturers have recognized this trend and are responding with innovative products such as hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestlé has even introduced a hazelnut variant of its Coffee-mate powdered coffee creamer. Notably, nearly all (99%) of the American hazelnut crop is sourced from Oregon, where 67,000 acres are currently in production, and over 3,000 acres are being planted annually, as reported by the Oregon Hazelnut Industry. Local food producers are creating 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 maker, which has launched Chocolate Hazelnut Fudge as one of its January flavors.
Despite the hazelnut’s health benefits, growing popularity, and enhanced visibility, the industry faces challenges to future growth, particularly regarding supply. Oregon’s production is capped at about 40,000 tons per year, according to Larry George, president of George Packing Co. in Newberg, Oregon. He noted that for food manufacturers to significantly invest in new products containing hazelnuts, production would need to increase to approximately 60,000 tons—a target that could be achievable within the next two to three years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon growers can ship their hazelnuts to East Coast manufacturers in just a few days, while Turkish suppliers require 45 to 60 days for delivery. This logistical advantage positions American hazelnuts favorably for market growth as demand rises. With the Turkish crop prone to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is exploring options in Canada, Chile, Australia, and the U.S. Additionally, Ferrero announced plans to acquire Nestlé’s U.S. chocolate business for nearly $3 billion, further enhancing the prospects for hazelnut growth.
In this evolving market, innovative products like calcium citrate caramel chews could also join the lineup, providing consumers with a tasty option that incorporates the nutritional benefits of hazelnuts. As the demand for diverse and health-oriented snacks continues to rise, the incorporation of hazelnuts into various products, including calcium citrate caramel chews, is likely to thrive, appealing to health-conscious consumers looking for flavorful and nutritious snack alternatives.