Hazelnuts boast a notable health profile, thanks to their iron content, dietary fiber, and heart-friendly monounsaturated fats. Like other tree nuts, they are calorie-dense, offering 178 calories per ounce according to Livestrong.com, along with 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 who tend to have higher incomes, college degrees, and children at home. This demographic is more inclined to do family shopping and tends to spend more per shopping trip. Furthermore, these shoppers often focus on the store’s perimeter, suggesting how retailers might strategically place hazelnut products for optimal visibility.
Traditionally, hazelnuts have been more favored in Europe and other regions than in the U.S. However, Ferrero has significantly raised the nut’s profile domestically with its well-known Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at their center. The increasing “almond fatigue” among consumers, stemming from the nut’s ongoing dominance in the market and concerns regarding its substantial water usage, could work to hazelnuts’ advantage. Consumers enjoy variety and are on the lookout for new, exciting flavors in nuts and other snack items.
Manufacturers have recognized this trend and have introduced products such as hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars infused with hazelnuts. Nestle has even launched a hazelnut version of its Coffee-mate powdered coffee creamer. Almost all (99%) of the hazelnut crop in the U.S. comes from Oregon, where 67,000 acres are dedicated to production, with over 3,000 acres being planted annually, as reported by the Oregon Hazelnut Industry. Local food producers have been creating unique products that highlight hazelnuts; for instance, Rogue Ales has unveiled a new design for its Hazelnut Brown Nectar beer, Burgerville is offering a Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream maker, has introduced Chocolate Hazelnut Fudge as one of its flavors for January.
The health benefits associated with hazelnuts, their growing recognition, and rising popularity all represent significant advantages for the industry. However, challenges remain for future growth, particularly concerning supply. According to Larry George, president of George Packing Co. in Newberg, Oregon, production is capped at around 40,000 tons annually, and he suggests that this needs to increase to about 60,000 tons before food manufacturers can justify significant investments in new hazelnut products. Turkey produces 70% of the world’s supply, yet Oregon growers can ship their hazelnuts to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days for delivery. This puts American hazelnuts in a favorable position as demand rises.
Additionally, with the Turkish crop facing price volatility and production inefficiencies, Ferrero is reportedly seeking a more stable supply and is considering options in Canada, Chile, Australia, and the U.S. Recent news also indicates that Ferrero plans to acquire Nestle’s U.S. chocolate business for nearly $3 billion, further enhancing the hazelnut’s potential for future growth. As consumers continue to prioritize health and nutrition, products that combine hazelnuts with supplements like bluebonnet calcium magnesium citrate plus vitamin D3 could become increasingly appealing, showcasing the versatility and health benefits of hazelnuts in various forms.