- It packs more heart-healthy monounsaturated fats and iron compared to most other tree nuts.1
- Compared to any tree nut, hazelnuts contain the highest level of folate, which may reduce risk of neural tube birth defects, depression and cardiovascular disease.2
- Consuming just 1.5 ounces of hazelnuts per day may help reduce the risk of cardiovascular disease, according to the U.S. Food & Drug Administration.3
- It serves as a source of dietary fiber.1
Consumers are a Bunch of Health Nuts
Hazelnuts’ health halo may be on the rise.*
When it Comes to Health, Hazelnuts Stand Out
Scientific evidence suggests but does not prove that eating 1.5 ounces per day of most nuts, such as hazelnuts, as part of a diet low in saturated fat and cholesterol may reduce the risk of heart disease. See nutrition information for fat content.
Consumer Curiosity ABOUT Hazelnuts is High
of consumers who have never tried hazelnuts say they are interested in tasting them as-is, as an ingredient in a new product or in one they already enjoy.
The top consumers of hazelnuts?
Women ages 18-44. These consumers are more likely to have a college or postgraduate degree, work full-time, earn a higher than average income and have kids at home.
Devouring More Hazelnuts
Consumers may be eating hazelnuts “as is” – whole, roasted or unroasted – more frequently than in the past.*
Going Beyond Their Nut Norms
Of those who report eating more nuts than last year, 42% say they consume a larger variety of nuts than in the past.
A Strong Preference for U.S.-grown Hazelnuts and Sustainability
Oregon produces the vast majority of U.S.-grown hazelnuts, and approximately 5% of the world crop. U.S.-grown hazelnuts have become the global benchmark for excellence, recognized for their large size and unparalleled flavor. American consumers favor locally grown hazelnuts, citing an interest in supporting U.S. farmers.
The majority of American consumers prefer to buy products with hazelnuts grown in the U.S.
The key motivator for buying products containing Oregon hazelnuts?
Knowing they are grown sustainably by 800 grower families who pass their farms down from generation to generation.
Two consumer groups are most strongly motivated to purchase U.S.-grown: heavy users (eating hazelnuts in any form a few times a week or more) and those who pay close attention to the latest health and nutrition information.
Looking Beyond the Snack
The rich flavor and crisp texture of Oregon hazelnuts is found in the carbohydrate fraction instead of in the kernel fat, making the nut’s flavor more easily extracted and concentrated. Roasting, chopping or grinding the nut intensifies the flavor, so hazelnuts are ideal for mixing with other ingredients – and consumers think so, too.
want to try hazelnuts as an ingredient in a main dish
want to try hazelnuts as an ingredient in salad dressing
want to try hazelnuts in a salad
Consumers expressed interest in a variety of innovative applications for hazelnuts. The items and combinations that stand out most?
or trail mix
Baked goods – cookies, muffins
“As is” – whole, roasted or unroasted
Fruit and nut bar
Yogurt or hot cereal topping or “mix-in”
Desire for sweet and savory flavors in new products
The top hazelnut flavor combinations of interest:
Consumers ranked these flavor combinations near the top of the list as well:
- Pumpkin spice
- Apple pie
- Coffee liqueur
- American (Cajun, BBQ)
- Chipotle honey
Price Perception of Hazelnut Products On Par with Other Everyday Nuts
With a greater supply of Oregon hazelnuts comes more stable prices for food companies. And fortunately for food company decision makers, consumers do not consider products with hazelnuts to be particularly expensive compared to other nuts. Consumers’ perception of the price of hazelnut-containing products is on par with other commonly consumed nuts, such as pecans and almonds. Significantly more consumers describe products containing macadamia nuts, pistachios and cashews as “expensive” compared to hazelnuts.
About the Study
An independent research firm conducted the Hazelnut Consumer Attitude and Usage Study between September 18-25, 2017. The sample, which was consistent with the total U.S. population, included 1,000 adults 18 years and older who personally consume tree nuts other than peanuts in any form. The study’s margin of error is +/- 1.9-3.1%, with a confidence interval of 95%.
- U.S. Department of Agriculture. Nutrient Database. https://ndb.nal.usda.gov/ndb/.
- U.S. Department of Health & Human Services. National Institutes of Health. Office of Dietary Supplements. https://ods.od.nih.gov/factsheets/Folate-HealthProfessional/.
- U.S. Food & Drug Administration. Qualified Health Claims: Letter of Enforcement Discretion – Nuts and Coronary Heart Disease. https://www.fda.gov/Food/LabelingNutrition/default.htm.
Due to changes in methodology, sample, question order and question wording from the 2006 survey to the 2017 survey, users should use caution when comparing data.