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 According to new research from the Hazelnut Council, consumer awareness of the health benefits of nuts is high.* This study focused on premium consumers, inquiring about their consumption of nuts, attitudes about nuts and nutrition, and the types of products they purchase and are likely to purchase in the future.
Key Findings:
- 81 percent have tried hazelnuts. Of this group, 90 percent like them.
- About two-thirds of consumers are likely to try a hazelnut product. Of most interest: mixed nuts (71 percent), a chocolate bar/truffle (68 percent), and a cookie/cookie bar (67 percent).
- 95 percent are aware of the health benefits of nuts in their daily diets.
- 86 percent would try a hazelnut product with the health benefits featured on the package.
- Hazelnuts are considered one of the top two most exotic nuts.
- 76 percent are likely to purchase a new product with hazelnuts and a unique/exotic flavor combination.
- 60 percent of consumers say they keep up on food trends. 80 percent say the most important trend is ‘foods that fulfill nutritional needs and prevent diseases.’
*Methodology
Conducted by an independent research firm, the study surveyed 500 primary shoppers nationwide fitting the nut demographic: female with higher than average household income and education. Respondents must have consumed nuts in the past month. The self-administered online surveys were conducted in January of 2008. The margin of error is +/- 2.2 to 3.7 percent and has a confidence level of 90 percent.
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