Nuts have long been a staple of healthy eating, snacking and holiday baking, but today’s retail strategies are taking them far beyond these staples.
From protein-rich snacks to plant-based recipe inspiration, nut suppliers are working with retailers to feature the category’s versatility and drive sales. Wonderful Pistachios, Blue Diamond and Hammons Black Walnuts weigh in on how they’re leaning into trends and consumer engagement to keep nuts top of mind for shoppers.
Trends Driving Growth
Health and wellness, plant-based eating and convenient snacking remain strong forces fueling the nut category.
Growth in the nut category is being fueled by several key consumer trends, particularly the shift of consumer behavior seeking healthier snack options, at the same time as adventurous new flavors and varieties, says Diana Salsa, vice president of marketing for Wonderful Pistachios.
“Consumers are reaching for nutrient-dense snacks, and Wonderful Pistachios stand out as a smart choice with protein, fiber and unsaturated fats that help support balanced eating,” she says. “Wonderful Pistachios stands out as a good source of protein with 6 grams of protein per serving amidst the growing trend towards purchasing protein-forward snacks.”
At the same time, flavor innovation is driving excitement and new consumers to the category, Salsa adds.
“Recently, Wonderful Pistachios tapped into this demand with a wide variety of bold, savory and trend-inspired options that appeal to diverse taste preferences worldwide, including our Dill Pickle flavored pistachios that launched earlier this year and have instantly become a fan favorite,” she says.
“New flavors have led to incremental growth for Wonderful Pistachios, and with the release of chocolate-covered pistachios in two delicious flavors — Chocolate Sea Salt and Chocolate Toffee — we’re excited to bring new customers to the category,” Salsa adds.
Michael Schaefer, sales and category manager for Blue Diamond, says a key trend is the health aspects of nuts for snacking.
“Consumers are drawn to limited-ingredient options, and with Blue Diamond Almonds, they feel like they’re making a healthy choice without giving up on flavor. It’s a trusted, household name that fits naturally in the produce aisle with products that were grown for it, too, so people feel good about picking them up,” Schaefer says.
Jacob Basecke, executive vice president of Hammons Black Walnuts, says the nut category continues to benefit from strong consumer interest in health and wellness, plant-based protein and better-for-you snacking.
“Black walnuts, in particular, align perfectly with these trends,” Basecke says. “They are the highest-protein nut, rich in antioxidants and completely wild-harvested in the U.S. Consumers are also looking for bold, authentic flavors, and black walnuts deliver a uniquely robust taste that stands out from other nuts.”
The California Walnut Board agrees that a few trends are supporting growth in the nut category.
“Health and wellness continue to be at the forefront of purchase decisions, with whole foods top of mind and 65% of consumers choosing fresh produce for health reasons, according to Circana’s Future of Fresh Produce survey,” says Robert Verloop, executive director and CEO of the California Walnut Board and Commission. “Today’s shoppers are more intentional than ever, scrutinizing labels and seeking foods that are high in protein, rich in fiber and low in sugar. California walnuts are uniquely positioned to meet these needs as the only nut significantly high in plant-based omega-3 ALA (2.5 grams per ounce), plus protein and fiber.”
Plant-forward eating continues to resonate with consumers, and walnuts are a perfect fit because of their unique texture and flavor profile, Verloop says.
“By simply blending walnuts with legumes and spices, they take on a meaty texture that’s delicious and satisfying in tacos, meatballs and more,” he says.
Trends toward convenience and snacking also remain strong, he adds. To meet these desires, the industry is focused on innovation in flavor and packaging. Walnuts are also a simple topping that can be used to add crunch and nutrition to hundreds of foods, making them a convenient way for today’s busy consumers to up the nutrient power on a variety of meals and snacks, Verloop says.
And lastly, Verloop says research conducted by the California Walnut Board and Commission shows that younger consumers seek foods with wellness benefits beyond nutrients; rather, they are looking for foods that make them feel good, and walnuts can be a great food to satisfy this desire.
“This is the backbone of our new ‘feel good’ marketing effort,” Verloop says.
Retail Partnerships
Wonderful Pistachios works with retailers to maximize visibility and sales of nuts through a mix of seasonal, cross-merchandising and dedicated in-store strategies, Salsa says.
“Merchandising is important to Wonderful Pistachios, and we invest heavily in our in-store point-of-sales displays, which are distributed nationwide by our incredible in-house merchandising team,” she says. “Their primary goal is to help stores build larger-than-life displays. On average, retailers that utilize these displays see up to two times higher sales velocities.”
Sales says Wonderful Pistachios are versatile and offer strong cross-merchandising opportunities.
“Since snacking is the primary usage occasion, pairing Wonderful Pistachios with fresh and dried fruit in the produce section is a natural fit,” she says. “Strategic secondary placements also drive incremental sales in snack aisles, near beer and beverage sets, and on end caps to encourage impulse purchases at checkouts. These touch points not only boost trial but also reinforce the versatility of Wonderful Pistachios in recipes or as an on-the-go snack.”
Schaefer says Oppy is focused on helping retailers drive sales with creative secondary displays, using things like Blue Diamond’s shipper units to build big seasonal displays that draw shoppers in.
“On top of that, we’ve got strong merchandising partners in each region who make sure displays are full and looking good,” Schaefer says. “We also listen closely to feedback from produce managers and shoppers, which is a key part of the strategy. And when we tie in promotions with household names like Venus Williams or fun seasonal campaigns, it helps keep the category fresh and relevant for driving sales.”
Basecke says Hammons Black Walnuts partners with retailers to make sure black walnuts are positioned for both seasonal and everyday success.
“During fall and holiday baking, black walnuts perform best when merchandised in the center-store baking aisle as well as in secondary displays or shippers that highlight holiday recipes,” Basecke says. “In produce, retailers are finding opportunities to cross-merchandise nuts alongside fresh fruits and vegetables for salads and healthy eating ideas. We also provide retailers with seasonal recipe content and promotional support to help inspire shoppers.”
Innovations in Products and Packaging
Wonderful Pistachios is continuously innovating across flavors, packaging and formats to ensure pistachios remain a top choice among today’s competitive snacking options, Salsa says.
“We recently introduced Wonderful Pistachios No Shells Chocolate Sea Salt and Chocolate Toffee to our portfolio, marking our entry into the confectionery category and bringing a layer of indulgence to our fan-favorite product lineup while staying true to our commitment to premium quality and innovation,” she says.
Packaging plays a critical role in driving differentiation and visibility on shelf, Salsa says.
“Our iconic black bag for the In-Shell line is instantly recognizable, setting us apart from competitors and signaling familiarity and trust with consumers,” she says. “Meanwhile, our No Shells line leverages bold, vibrant colors to emphasize flavor variety and capture shopper attention. This visually striking design strategy encourages trial and exploration, allowing consumers to discover the full breadth of flavors we offer.”
Blue Diamond has some unique mixes that hit all the flavor profiles, Schaefer says; for those seeking something sweet, it has fruit-and-nut blends. For those who lean savory, options like salted or salt-and-pepper deliver big flavor.
“Blue Diamond also recently unveiled their updated logo vibrant new logo and brand identity to resonate with health-conscious consumers,” Schaefer says. “After extensive consumer research, the refreshed design features bold colors and crisp lines while retaining the iconic Blue Diamond shape, emphasizing almonds as a champion superfood.”
Across the category, Basecke says Hammons Black Walnuts has seen continued growth in savory and seasoned nut flavors.
“For Hammons, innovation has meant taking black walnuts beyond their traditional role as an ingredient and introducing them in snackable formats,” Basecke says. “Earlier this year, we launched our Hike Performance Snacks brand, which features black walnuts as a hero ingredient in trail mixes designed for energy, nutrition and flavor. Looking ahead, we plan to expand into additional healthy snack formats beyond trail mix to broaden the ways consumers enjoy black walnuts.”
Industry Challenges
The nut market is increasingly competitive, and as a result, carving out a unique position is critical, Verloop says.
“For walnuts, our challenge is to get consumers to think of walnuts beyond a baking ingredient, which is why our domestic marketing efforts are focused on positioning walnuts as a versatile, everyday option for snacks, meals and plant-forward dishes,” Verloop says.
Tariffs continue to be a challenge, according to Verloop.
”India, one of the most important growth opportunities, currently imposes a 100% tariff on all walnuts, issued in 2018. Even with that barrier, India is expected to import about 16,000 tons of California walnuts this season, but the opportunity could be far greater if tariffs were reduced,” Verloop says. “In the European Union, it was announced that the first 500,000 MT of the tree nuts (which include walnuts) will be at a zero percent tariff rate, and for additional quantities, tariffs remain at 4% for in-shell and 5.1% for shelled walnuts.”
To stay competitive, Verloop says the California Walnut Board leverages USDA’s Regional Agricultural Promotion Program and Market Access Program to expand opportunities in Asia, Europe and the Middle East.
“Our focus is building both domestic and international demand by showing walnuts are not just a baking ingredient, but a premium, health-forward food that fits today’s lifestyle,” Verloop says.
