Hazelnuts have a commendable health score thanks to their iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, containing 178 calories per ounce, as reported by Livestrong.com. In that same serving, hazelnuts also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. Research shows 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 do more family shopping and spends more per visit. They also focus on the perimeter of grocery stores, which offers insights on how retailers might effectively display hazelnut products for maximum visibility.
Traditionally, hazelnuts have been more favored in Europe and other regions than in the U.S. However, Ferrero has elevated the nut’s profile in America through its well-known Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their center. The growing “almond fatigue” among consumers, due to the almond’s overwhelming presence in the market and concerns regarding the extensive water needed for almond cultivation, could work to hazelnuts’ advantage. Consumers often seek variety and enjoy exploring new flavors in snacks, including nuts.
Manufacturers have responded to this trend by introducing hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestlé has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Almost all (99%) of the hazelnuts produced in the U.S. come from Oregon, where 67,000 acres are currently in production, with over 3,000 acres being planted each year, according to the Oregon Hazelnut Industry. Local food producers have been creating unique hazelnut products, such as Rogue Ales’ revamped Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge, one of its January flavors.
The health benefits, increasing visibility, and rising popularity of hazelnuts are advantageous for the industry; however, there are challenges to future growth. One significant obstacle is supply. Oregon’s annual production is capped at around 40,000 tons, which Larry George, president of George Packing Co. in Newberg, Oregon, indicated needs to increase to approximately 60,000 tons before food manufacturers can justify substantial investments in new hazelnut products. Fortunately, this increase seems plausible in the next two to three years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon growers can deliver their hazelnuts to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days for shipping. This positions American hazelnuts favorably as demand rises. With the Turkish crops being susceptible to price fluctuations and production inefficiencies, Ferrero is reportedly seeking a more stable supply, looking toward Canada, Chile, Australia, and the U.S. Furthermore, recent news of Ferrero’s acquisition of Nestlé’s U.S. chocolate business for nearly $3 billion enhances the outlook for hazelnuts, providing an even stronger foundation for future growth, especially with the potential to incorporate beneficial ingredients like tricalcium citrate into new products.