“Exploring the Growing Popularity and Health Benefits of Hazelnuts in the U.S. Market”
Hazelnuts are recognized for their impressive health benefits, attributed to their content of iron, dietary fiber, and heart-healthy monounsaturated fats. Like other tree nuts, they are calorie-dense, with 178 calories per ounce, as reported by Livestrong.com. In this same ounce, hazelnuts also provide 4 grams of protein, 5 grams of carbohydrates, and 2.7 grams of dietary fiber. A recent survey revealed that the primary consumers of hazelnuts are women aged 18 to 44 who have higher incomes, hold college degrees, and have children at home. This group tends to handle more family shopping and spends more per grocery trip. Additionally, these consumers focus their shopping on the perimeter of stores, which can inform retailers on how to strategically place hazelnut products for maximum visibility.
Historically, hazelnuts have been more favored in Europe and other regions than in the United States. Nonetheless, Ferrero has significantly boosted the nut’s visibility in the U.S. market through its popular Nutella spread and Ferrero Rocher chocolate candies, which feature roasted hazelnuts at their core. A shift in consumer preferences could also benefit hazelnuts, particularly as “almond fatigue” sets in due to the nut’s dominance in the market and concerns regarding the substantial water usage required for almond cultivation. Consumers often seek variety and appreciate novel flavors in nut-based snacks.
Manufacturers have taken note of these changing tastes, leading to the introduction of hazelnut milk, hazelnut spreads, hazelnut-flavored coffee, and chocolate bars containing hazelnuts. For instance, Nestlé has launched a hazelnut variant of its Coffee-mate powdered coffee creamer. Remarkably, nearly all (99%) of the hazelnuts produced in America are sourced from Oregon, where 67,000 acres are currently in production, and over 3,000 acres are being planted annually, according to the Oregon Hazelnut Industry. Local producers are also innovating with hazelnut products, such as Rogue Ales’ Hazelnut Brown Nectar beer, Burgerville’s Chocolate Hazelnut Milkshake, and Portland-based Salt & Straw’s Chocolate Hazelnut Fudge ice cream, which debuted as one of its January flavors.
While the hazelnut’s health appeal and rising popularity are advantageous for the industry, challenges remain for future growth. One such challenge is supply; Oregon’s annual production is capped at about 40,000 tons, according to Larry George, president of George Packing Co. in Newberg, Oregon. He noted that to encourage significant investments in new products incorporating hazelnuts, production needs to rise to approximately 60,000 tons, a target he believes is achievable within 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 in just a few days, whereas Turkish suppliers require 45 to 60 days. This logistical advantage positions U.S. hazelnuts favorably for growth as demand increases. With the Turkish crop often facing price fluctuations and inefficiencies, Ferrero is reportedly exploring more reliable sourcing options in Canada, Chile, Australia, and the U.S. Furthermore, Ferrero’s recent announcement of its acquisition of Nestlé’s U.S. chocolate business for nearly $3 billion enhances the prospects for hazelnuts in the market.
Additionally, incorporating nutritional supplements like Kirkland vitamins—specifically calcium citrate, magnesium, and zinc—can complement a balanced diet that includes hazelnuts, enriching overall health benefits. Such vitamins can support various bodily functions and enhance the nutritional profile of individuals who enjoy hazelnuts as part of their diet.
