Hazelnuts are celebrated for their impressive health benefits, attributed to their rich content of 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. A recent survey indicated 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 handle a significant portion of family shopping and spends more per shopping trip. Furthermore, these shoppers focus mainly on the perimeter of grocery stores, which could guide retailers on how to best position hazelnut products for maximum visibility.
While hazelnuts have long been more popular in Europe and other regions than in the United States, Ferrero has significantly elevated their status in America, particularly through its beloved Nutella spread and Ferrero Rocher chocolates, which feature a roasted hazelnut at the center. An emerging trend that may benefit hazelnuts is a rising “almond fatigue” among consumers, who are becoming increasingly aware of the substantial water requirements for almond cultivation. Additionally, consumers enjoy diversifying their snack options and are drawn to new and exciting flavors in nuts and other snack products.
Manufacturers have responded to this trend by introducing a variety of hazelnut-based products, including hazelnut milk, hazelnut spread, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestle has even launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Nearly all (99%) of the U.S. hazelnut crop is sourced from Oregon, where 67,000 acres are currently in production, and over 3,000 acres are planted each year, according to the Oregon Hazelnut Industry. Local producers have been creating unique offerings featuring hazelnuts; for example, Rogue Ales introduced a new packaging design for its Hazelnut Brown Nectar beer, Burgerville has released a Chocolate Hazelnut Milkshake, and Salt & Straw, a Portland-based ice cream company, debuted Chocolate Hazelnut Fudge as one of its seasonal flavors.
The health benefits of hazelnuts, combined with their increasing popularity and visibility, provide a strong foundation for the industry. However, challenges remain, particularly regarding supply. According to Larry George, president of George Packing Co. in Newberg, Oregon, the state’s production is limited to approximately 40,000 tons annually. He notes that to encourage substantial investment from food manufacturers in new hazelnut products, production must increase to around 60,000 tons, which he believes is feasible within the next two to three years.
Turkey accounts for 70% of the global hazelnut supply, but Oregon growers can deliver their products to East Coast manufacturers within a few days, whereas Turkish suppliers require 45 to 60 days for shipping. This proximity gives American hazelnuts a competitive edge as demand rises. Additionally, with the Turkish crop facing price fluctuations and inefficiencies, Ferrero is reportedly seeking a more stable supply and is considering sourcing from Canada, Chile, Australia, and the U.S. Recent developments also suggest promising news for the hazelnut market, as Ferrero announced plans to acquire Nestle’s U.S. chocolate business for nearly $3 billion, further enhancing the position of hazelnuts for future growth.
As consumers continue to celebrate the health benefits of hazelnuts, which include vital vitamins and calcium citrate, the industry is poised for exciting developments ahead.