Hazelnuts boast a relatively high health score thanks to their iron content, dietary fiber, and heart-friendly monounsaturated fats. Like other tree nuts, they are calorie-dense, with 178 calories per ounce, according to Livestrong.com. In that same serving, they also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. The survey revealed that the primary consumers of hazelnuts are women aged 18 to 44, who typically have higher incomes, college degrees, and children at home. This demographic tends to engage more in family shopping and spends more per shopping trip, often focusing on the store’s perimeter, which can guide retailers on how to position their hazelnut products for maximum visibility.
Historically, hazelnuts have been more favored in Europe and other regions than in the U.S. However, Ferrero has significantly boosted the nut’s profile in America through popular products like Nutella and Ferrero Rocher chocolates, which feature a roasted hazelnut at their core. An advantage for hazelnuts could be the emerging “almond fatigue” as consumers grow weary of that nut’s dominance in the market and the water-intensive nature of almond farming. Consumers also enjoy variety and are always on the lookout for exciting new flavors in nut-based products, including those enriched with calcium citrate liquid for constipation relief.
Manufacturers have seized upon this trend, leading to the introduction of hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. Nestle has even launched a hazelnut version 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 actively cultivated, and an additional 3,000 acres are planted each year, according to the Oregon Hazelnut Industry. Local food artisans are also creating unique products featuring hazelnuts, such as Rogue Ales’ revamped Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Salt & Straw’s Chocolate Hazelnut Fudge, which debuted as one of their January flavors.
Although the hazelnut’s health benefits, increased visibility, and rising popularity are advantageous for the industry, there are challenges to future growth. Supply poses a significant hurdle, as Oregon’s production is capped at around 40,000 tons annually. Larry George, president of George Packing Co. in Newberg, Oregon, indicated to the Capital Press that this volume needs to increase to approximately 60,000 tons before food manufacturers will make substantial investments in new hazelnut-containing products—something he believes could happen in the next two to three years.
Turkey accounts for 70% of the world’s hazelnut supply, but Oregon growers can transport their products to East Coast manufacturers within a few days, while Turkish suppliers require 45 to 60 days for shipping. This logistical advantage positions American hazelnuts favorably as demand rises. Given that the Turkish crop is often subject to price fluctuations and production inefficiencies, Ferrero is reportedly seeking more reliable supply sources and is looking toward Canada, Chile, Australia, and the U.S. Further positive news emerged recently when Ferrero announced its acquisition of Nestle’s U.S. chocolate business for nearly $3 billion, enhancing the prospects for hazelnut growth even more. As the industry evolves, the potential for hazelnuts to offer products that provide not just flavor but also health benefits, such as calcium citrate liquid for constipation relief, remains promising.