The global hazelnut paste market is estimated to account for USD 2.7 billion in 2025. It is anticipated to grow at a CAGR of 8.5% during the assessment period and reach a value of USD 4.9 billion by 2035.
| Attributes | Description |
|---|---|
| Estimated Global Hazelnut Paste Market Size (2025E) | USD 2.7 Billion |
| Projected Global Hazelnut Paste Market Value (2035F) | USD 4.9 Billion |
| Value-based CAGR (2025 to 2035) | 8.5% |
Finely powdered roasted hazelnuts make hazelnut paste, a rich, creamy spread frequently sweetened with sugar, chocolate, or vanilla. Depending on how the nuts are ground, their texture can vary from smooth to somewhat chunky, and when other flavourings are added, they take on a unique nutty flavour that can be either mildly sweet or chocolaty.
Based on its versatility, hazelnut paste is frequently used in baking, as a spread on toast, waffles, and pancakes, and as a filling for pastries and chocolates. It is a well-liked option for health-conscious consumers due to its nutritional value. It includes being an excellent fibre, protein, healthy fats, and vitamin E source.
The growing need for healthier, plant-based substitutes for conventional spreads and components has driven the hazelnut paste market in recent years. It appeals to a broad spectrum of customers due to its rich flavour profile and adaptability in both savoury and sweet recipes.
The rise of premium and organic products has further boosted the market growth, especially in North America and Europe, where hazelnut paste is more common in speciality shops, supermarkets, and gourmet food markets. The market landscape is growing as customer tastes move toward more natural and nutrient-dense food options.
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| Product Type | Price Range (per kg) |
|---|---|
| Basic Hazelnut Paste | USD 5 - USD 10 |
| Premium Hazelnut Paste | USD 10 - USD 20 |
| Organic Hazelnut Paste | USD 15 - USD 30 |
| Flavored Hazelnut Paste | USD 12 - USD 25 |
Hazelnut paste prices vary substantially according to a number of variables, including quality, processing techniques, and other components. Priced between USD 5 and USD 10 per kilogram, basic hazelnut paste is manufactured from roasted hazelnuts and usually contains few other ingredients.
Higher-quality hazelnuts or extra processing may result in smoother or richer-tasting premium hazelnut pastes, which are usually priced between USD 10 and USD 20. Organic hazelnut pastes, which are frequently devoid of chemicals and pesticides, are more expensive, ranging from USD 15 to USD 30 per kilogram. The rising demand for sustainable and clean food items is reflected in this pricing fluctuation.
Also popular are flavoured hazelnut pastes, usually priced between USD 12 and USD 25 per kilogram and often blended with chocolate, vanilla, or other natural preferences. These goods serve specialized customers, such as those seeking gourmet ingredients for baking and cooking or unusual spreads. The general market trend for hazelnut paste indicates that premium and organic products are fetching higher prices because they appeal to health-conscious consumers.
| Year | Export Data (Value in USD) |
|---|---|
| 2021 | USD 2.4 billion (leading exporters: Turkey, Italy, USA) |
| 2022 | USD 1.8 billion (decline of 25.1% from 2021) |
| 2023 | USD 2.2 billion (recovery, led by Turkey and Italy) |
According to export and import data, the hazelnut paste market has shown a fluctuating trend but eventually stabilized in recent years. The USA, Italy, and Turkey were the largest exporters in 2021 when the export value hit USD 2.4 billion.
However, in 2022, the export value fell by 25.1% to USD 1.8 billion, primarily due to changes in the global supply chain and market conditions. On the other hand, the import market increased marginally to USD 1.7 billion in 2022, demonstrating consistent demand from nations like France, Italy, and Germany.
The export market recovered well by 2023, reaching USD 2.2 billion, because of higher output in important exporting nations like Italy and Turkey. With import increasing to USD 1.9 billion, demand continued to be driven mainly through importers in North America and Europe, mainly France, Italy, and Germany.
The robust demand for hazelnut paste in the food industry, especially in the premium goods and confectionery sectors, is reflected in this growth. Because changes influence worldwide pricing and availability in supply and demand, the total export-import dynamics emphasize the significance of important markets.
Rising Demand for Plant-Based and Natural Products
Due to its nutrient-dense, plant-based origin, hazelnut paste is becoming highly popular as people grow more health-conscious and look for natural, plant-based products. It appeals to people looking for better substitutes for conventional spreads like peanut butter or chocolate spreads as it is abundant in proteins, healthy fats, and antioxidants.
Growth in Confectionery and Bakery Industries
One of the main factors driving the usage of hazelnut paste is the growing popularity of baking and confectionery products. Because of its rich flavor and smooth texture, hazelnut paste is frequently used to make chocolates, pastries, and other baked goods, which highlights its importance in these industries worldwide.
Increasing Popularity of Premium and Gourmet Foods
Hazelnut paste is becoming increasingly popular in upscale culinary applications due to the rising demand for gourmet and premium foods, particularly in developed economies. Its popularity as an ingredient in high-end spreads and desserts drives demand in the retail and restaurant.
High Production Costs and Price Volatility
The production of hazelnut paste is highly dependent on such factors as the availability and the cost of hazelnuts, which, as per the statistics, can change based on crop yields, weather patterns, and geopolitical conflicts in the leading countries in hazelnuts; for example, Turkey. Fluctuating prices arising from the factor have made it hard for manufacturers to maintain price constancy, deterring market expansion.
Allergy Concerns and Dietary Restrictions
Since hazelnut paste is a nut-based product, sensitive people may experience allergic reactions. The potential market for hazelnut paste may be restricted because people are steering away from nut-based foods as they get more and more allergic to them and due to the increase in dietary constraints. This threat and the constant increase in demand for nut-free alternatives might act as a speedbump for the market growth of hazelnut paste.
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Rising Demand for Organic and Clean-label Product
Health-conscious people tend to choose products that contain fewer additives and preservatives. It has been a driving force behind the surge in demand for clean-label and organic hazelnut pastes. Besides having fewer ingredients, these products are more transparent and comply with consumers' demand for food free of chemical and artificial additives.
Flavoring and Gourmet Hazelnut Pastes
Flavouring hazelnut pastes are flavoured fully with popular ingredients such as chocolate, vanilla, and coffee. Consumers demand gourmet and foods that contain exotic ingredients that are usually expensive. Moreover, the customers may receive these pastes in different flavours, for example, with some additional natural flavourings. This trend aligns with the retail and catering industry on the lookout for innovation and rich foodstuff.
The tendency to choose healthy, plant-based options instead of traditional goods is a major consumer trend in the hazelnut paste market. With the shift in eating behaviour in consumers towards veganism and the need for plastic-covered products, the popularity of hazelnut paste is growing.
Some have shown interest in hazelnut paste because it provides these advantages, such as being vegetarian, or dairy-free. The rich nutritional profile includes plant protein, antioxidants, and good fats. Brands are adapting to cater to the needs of a rapidly expanding consumer group by developing new, high-nutrient, natural, and minimally processed products.
| Attributes | Details |
|---|---|
| Top Packaging Type | Jars |
| Market Share in 2025 | 55% |
Jars are a practical choice for both producers and customers because they are simple to handle and store. The paste can be easily accessible because of its wide-mouth design, and its consistency is preserved by the tight lid. Jars are also highly recognized for being recyclable and reusable, which satisfies customer demand for greener packaging options. Customers who are looking for products with a low environmental impact and who are also health-conscious will find the sustainability factor appealing.
| Attributes | Details |
|---|---|
| Top Application Type | Food & Beverages |
| Market Share in 2025 | 45% |
Hazelnut paste is a crucial ingredient in high-end chocolates, pralines, and spreads in the confectionery segment. It improves the flavour and gives a creamy and consistency. It is highly popular in the creation of chocolate hazelnut spreads like Nutella because it enhances its flavour and texture. Besides, it is also frequently used in cakes, pastries, and cookies.
Hazelnut paste is preferred in the beverage industry not just for its taste but also for its natural, plant-based makeup. It is frequently added to coffee drinks, protein shakes, and smoothies to give them a creamy texture and nutrients including proteins, antioxidants, and healthy fats.
Hazelnut paste provides a more wholesome, natural substitute for conventional sweeteners and spreads, which customers are increasingly looking for. Since hazelnut paste is easily promoted as a healthy, minimally processed ingredient its attractiveness in the food and beverage industry is further enhanced by the current clean-label and organic products trend.
India
Hazelnut paste is becoming increasingly regarded as a premium product as middle-income consumers desire for fine and gourmet meals. In cities, where people are more willing to experiment with foreign foods and flavors it is becoming increasingly popular. This increasing need for gourmet and superior food products is satisfied by the premium grade of hazelnut paste, which is utilized in chocolates, baked goods, and confections.
The country's developing bakery and confectionery sectors have also influenced the rising demand for hazelnut paste in India. It is extensively utilized in the creation of cakes, pastries, chocolates, and other baked goods. Hazelnut paste is becoming more widely used in regional culinary traditions as there is a growing desire for more varied, decadent, and foreign flavours.
The USA
For many American consumers, food sustainability is pivotal. Companies that prioritize sustainability, ethical sourcing, and eco-friendly packaging are becoming well-known. Hazelnut paste, especially when sourced responsibly with an emphasis on fair trade and organic methods, fits in nicely with consumers' increasing desire for products made ethically and with environmental consideration. This trend towards sustainability further increases the demand for hazelnut paste in the USA.
Canada
Canadian consumers prefer natural, plant-based, and nutrient-dense spread substitutes as they become more health conscious. Hazelnut paste appeals to those seeking nutritious, clean-label food options because of its plant-based proteins, antioxidants, and healthy fat content. Due to its adaptability in a variety of recipes, including smoothies, snacking, and baking, hazelnut paste is becoming a popular choice as more people follow vegetarian, vegan, or gluten-free diets.
UK
The consumer is constantly looking for items characterized by clean labels, a low sugar level, and no artificial additives, hence the ultimate growth of organic and minimally processed hazelnut pastes. Manufacturers have made flavor innovations and variations, such as cocoa hazelnut blends and sugar-free options, to meet the consumption preferences of their customers.
Eco-conscious consumers drive the demand for hazelnuts to be sourced sustainably, which has caused a rising interest in production practices that are ethical and eco-friendly.
Spain
Spanish cuisine is progressively incorporating hazelnuts into both classic and contemporary recipes. The demand for hazelnut paste is being driven by Spain's increasing interest in nuts, particularly hazelnuts. This aligns with more general cuisine trends that features nut-based snacks and smoothies. The Spain hazelnut paste industry has witnessed a positive trajectory in the past few years as hazelnut is becoming a more popular ingredient in both home kitchens and the restaurants.
The competitive landscape of the hazelnut paste market is dominated by major brands such as Nutella (Ferrero Group), Nocciolata (Rigoni di Asiago), and The Hazelnut Company, alongside emerging players like Nature’s Pick and Sicilian Hazelnut (SICILIA NOCI). These brands have implemented a range of growth strategies to capitalize on the increasing demand for premium, healthy, and sustainable food products.
Nutella, for instance, leverages its position by continuously innovating its product line with variations such as reduced sugar and organic options. They also focus on geographic expansion and promoting sustainable sourcing practices, such as sourcing hazelnuts from certified sustainable farms. Similarly, Nocciolata emphasizes organic and clean-label offerings, catering to the growing demand for healthier alternatives. The Hazelnut Company distinguishes itself with its artisanal and premium product range, promoting sustainability and eco-friendly packaging.
In addition to these established players, new entrants like Nature's Pick are focusing on the growing vegan and plant-based trends by offering organic, dairy-free hazelnut paste options. This brand’s strategy centres around appealing to health-conscious consumers and those seeking ethically produced products.
On the other hand, SICILIA NOCI focuses on high-quality, locally sourced products, positioning itself as a premium player in the artisanal food space. The competition in the hazelnut paste market is driven by innovation in product offerings, a strong focus on sustainability, and an emphasis on meeting the demand for healthier, gourmet food options. The rise of clean-label, organic, and ethical products plays a crucial role in shaping the strategies of these key players.
The hazelnut paste market startups are carving out a niche by focusing on premium, organic, and sustainable products. One such startup is Nature’s Pick, which specializes in plant-based, organic hazelnut pastes that cater to health-conscious consumers seeking clean-label, dairy-free alternatives. The company’s growth strategy revolves around leveraging the rising popularity of vegan and gluten-free products.
By positioning itself as a healthier and more ethical option, Nature’s Pick capitalizes on the demand for natural, minimally processed foods. The startup also emphasizes sustainability by using eco-friendly packaging, appealing to environmentally conscious consumers who prefer brands that prioritize ethical sourcing and environmental impact.
Another notable startup is Sicilian Hazelnut (SICILIA NOCI), which focuses on producing artisanal, high-quality hazelnut pastes sourced from local, sustainable farms in Sicily. SICILIA NOCI’s growth strategy includes targeting the growing market for gourmet, premium food products. By offering small-batch, locally sourced hazelnut pastes, the brand distinguishes itself as a luxury option in the market.
Their commitment to quality and traditional production methods helps attract consumers seeking authentic, premium products with a story behind them. SICILIA NOCI also focuses on maintaining environmentally friendly practices throughout its supply chain, which resonates with eco-conscious consumers and contributes to the brand’s appeal in a competitive market.
Product Innovation and Diversification: Brands add organic, reduced sugar, and flavored hazelnut pastes for health-conscious consumers. Such diversification enables businesses to access a broader clientele and deal with increased demand for plant-based products. Furthermore, by emphasizing a variety of flavor profiles and textures in their products, companies can keep up with the competition in the confectionery segment.
Sustainability and Ethical Sourcing: Through their sustainability efforts, companies adopt eco-friendly packaging for sustainable hazelnut sourcing to attract environment-conscious consumers and promote clean-label trends. This strategy guarantees ethical production and assists businesses in achieving global sustainability goals and lives to the consumer's trust.
Further, the newly adopted strategy of eco-friendly packaging has an overall effect on reducing carbon which impresses the customers who value environmental responsibility.
Geographic Expansion: As the product demand for artisan and premium hazelnut paste products is increasing, brands are exploring new markets. The boom of the middle-income groups and the growing appetite for premium and exotic food products in these territories are key driving forces behind this international move. Concurrently, startups are localizing products and adapting to the tastes and preferences of audiences in order to cater to their needs and encourage brand loyalty.
In terms of packaging, the hazelnut paste market is segmented into jars, tubes, pouches, and others.
In terms of application, the hazelnut paste market is segmented into foods and beverages, personal care and cosmetics, pharmaceuticals, and others.
In terms of region, the market is segmented into North America, Europe, Asia Pacific, and Middle-East and Africa.
The projected global hazelnut paste market value by 2035 is USD 4.9 billion.
The hazelnut paste market is expected to grow at a CAGR of 8.5% from 2025 to 2035.
Jars will hold a 55% market share for hazelnut paste packaging in 2025.
India is expected to experience the highest CAGR of 18.2% in the hazelnut paste market.
| Estimated Size, 2024 | USD 86 million |
|---|---|
| Projected Size, 2034 | USD 190 million |
| Value-based CAGR (2024 to 2034) | 8.3% |
| Market Size (2023) | USD 17.69 billion |
|---|---|
| Market Size (2033) | USD 41.12 billion |
| Market CAGR (2023 to 2033) | 8.8% |
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