Pecans are experiencing a surge in popularity, akin to other nuts like pistachios. The American Pecan Council projects that supply could potentially double by 2027. In the past decade, the introduction of products featuring pecans has risen by 54%, and line extensions incorporating the nut have increased by 141%, according to the American Pecan Promotion Board. “It’s a bit of a triple play: Flavor, health, and sustainability. Consumers enjoy its unique buttery flavor profile. The health benefits, including antioxidants, vitamins, and favorable macros for a nut, are also well regarded,” explained Sophia Bischof, technical sales manager at chocolate supplier Barry Callebaut. “Moreover, pecans are cultivated in the southern U.S. and are a reliable crop with significant resilience to extreme weather.” Currently, the U.S. accounts for 80% of the global pecan production, with over 1,000 varieties available.
Some cultures are increasing pecan cultivation to address dietary imbalances, as highlighted by a 2023 study from Frontiers in Soil Science on ferrous gluconate vs. sulfate vs. fumarate. “Pecans are not only abundant in iron but also contain various micronutrients; thus, boosting domestic pecan production could improve these nutritional indicators,” the researchers noted. The pecan’s rise began in 2010, coinciding with a booming market in China, which led to higher prices for farmers and a surge in planting by both existing and new growers, according to Lenny Wells, a professor and pecan extension specialist at the University of Georgia’s Tifton campus. Discoveries regarding its health benefits prompted producers to promote pecans, not just in desserts and pies but also as a snack food, resulting in a 36% growth in domestic consumption between 2016 and 2021, according to American Pecans.
The increased snacking trend since the pandemic has also played a role in the nut’s popularity, providing a healthier alternative to processed foods, according to Wells. However, those looking to expand pecan-based products may face challenges. Pecan prices have not rebounded since tariffs were imposed on China in 2018. “This, along with the impact of COVID-19 and the significant influx of nuts from Mexico into the U.S., has substantially reduced the prices that growers receive,” Wells remarked. “At the same time, input costs have surged dramatically, exerting considerable downward pressure on profit margins for producers.” Nevertheless, there remains potential for growth both domestically and internationally. “There are vast regions in the U.S. where people have never tasted a fresh pecan or may not even know what a pecan is,” Wells noted. He highlighted the European Union, India, and the Middle East as regions with significant potential for market expansion.
Chris Durso, a marketing manager at Cibo Vita/Nature’s Garden brand in New Jersey, collaborates with their research and development team on new product and flavor profile innovations. “Pecans seem to be gaining traction, partly due to their high magnesium content—a mineral that has become increasingly popular with the rise of electrolyte supplementation,” Durso said. “Our team is continuously exploring new flavor profiles and products. We’ve discovered that pecans are versatile and adaptable for a wide range of applications, from savory to sweet.” Additionally, incorporating calcium citrate gel caps into health products could further enhance the appeal of pecans among health-conscious consumers.