Sell More Walnuts: Shift Focus From Holidays to Every Day

Walnuts sell faster, look fresher in the produce department.

Nuts in general, and walnuts in particular, were named one of the Top 10 Superfoods of 2025, according to the What’s Trending in Nutrition survey of nearly 900 registered dietitian nutritionists by Pollock Communications, in New York, NY, and Today’s Dietitian.

“Consumers are increasingly seeking foods that energize and nourish both body and mind,” says Christine Lott, director of integrated communications for the California Walnut Board, Folsom, CA. “Walnuts fit this trend, offering a versatile ingredient that fuels vibrant lifestyles with health and indulgence.”

As a result, “retailers are increasingly interested in featuring walnuts year-round in the produce department.”

Raw walnuts, a mix of walnuts and raisins, and walnuts in trail mixes are some of the over 100 selections featured in a several-foot-long bulk, buy-by-the-pound display at Morton Williams Supermarkets’ 2015 Broadway and 68th Street location, which opened in January 2024.

These fixtures stand ready daily to satisfy shoppers’ daily snacking, meal-making, and baking needs, according to Marc Goldman, produce director for the 17-store retailer headquartered in the Bronx, NY. “Customers know we carry a big variety of dried fruits and nuts, and it brings them in.”

SUPPLY & DEMAND

California grows nearly all (99%) of all English walnuts grown in the U.S. After a record high crop of 824,000 tons in 2023, walnut harvests in 2024 dropped 19% to 670,000 tons. A warm winter followed by extreme summer heat was among the causes.

“Demand for walnuts is through the roof, so we’ll see higher prices until the next crop harvest in September,” says Chris Large, sales manager at Torn & Glasser Inc., in Los Angeles, CA.

A May 1, 2025, update from the California Walnut Board reports outstanding early-season conditions and a positive outlook for the 2025 season’s crop.

While there’s interest in commercial production of black walnuts, most of this variety is harvested from trees in the wild in the Midwest.

“We’re seeing more interest in wild, foraged, and locally grown foods,” says Jacob Basecke, executive vice president of Hammons Black Walnuts, in Stockton, MO, the largest processor and distributor of black walnuts in the U.S. “Consumers are discovering black walnuts as a high-protein, uniquely American nut in the produce department.”

WHAT’S HOT, WHAT’S NEW

Shelled walnuts are the best-sellers in the produce department for Diamond Walnut Growers, says Lenzi Leonard, marketing manager, Stockton, CA, “because they are versatile and pair well with many fruits and vegetables. They can also be used whole in DIY trail mixes, charcuterie boards, snack plates and homemade sauces like pesto. They are also great chopped up as a topping on oatmeal, salads, or baked in your favorite banana bread recipe.”

However, Lott at the California Walnut Board notes unshelled walnuts remain an important seasonal and specialty offering, “particularly during the fall and winter holidays when shoppers seek more traditional formats.”

New walnut products focus on flavors, packaging and out-of-the-box uses, such as salad toppers.

“Our latest walnut products come from our sister company, Crazy Go Nuts,” says Mariana Guillen, sales representative at the Poindexter Nut Company, in Selma, CA. “We offer a range of flavored coated walnuts, including banana, coconut, buffalo, chocolate espresso, garlic parmesan, Hawaiian BBQ, maple, oatmeal cookie, orange, rosemary, pink salt and regular sea salt. Plus, we have matching walnut butters for each flavor, making it easy to pair them together.”

Unbound Snacks, in Yuba City, CA, sells roasted and seasoned walnuts and recently launched a new line featuring walnuts blended with functional mushrooms, tapping into trends around functional foods and wellness. Go a Little Nuts, in Los Molinos, CA, has launched yogurt-covered walnuts, which bring a fun, snackable twist to the category, says Lott.

“These innovations show the versatility of walnuts beyond traditional snacking and baking, positioning them as a dynamic, on-trend produce item.”

Innovations show the versatility of walnuts beyond traditional snacking and baking, positioning them as a dynamic, on-trend produce item.

– Christine Lott, California Walnut Board, Folsom, CA

Hammons Black Walnuts is testing grab-and-go packs and black walnut trail mixes.

“Our newest brand is HIKE Performance Snacks,” says Basecke. “Packaged in 5-ounce resealable bags, they meet the demand for smaller, convenient formats and provide consumers with a natural, clean snack with no artificial flavors or preservatives.”

The line includes three trail mixes: Hunter Gatherer (black walnuts, almonds, whole dried cherries and organic pepitas), Maple Mountain (black walnuts, organic maple, whole dried cherries, pecans and cashews), and Trail Magic (black walnuts, dried blueberries, organic dark chocolate and cashews).

Diamond Walnut Growers’ newest product for the produce department is Crunchy Nut Toppers, launched in February 2024. These are plant-based, ready-to-use salad toppers made with bite-sized walnut pieces seasoned with simple ingredients. They come in four distinct flavors: Bacon-free Smoky Bacon Walnuts, Dairy-free Garden Ranch Walnuts, Glazed Walnuts and Glazed Pecans.

“What makes Crunchy Nut Toppers on-trend with consumer demand is their alignment with current eating habits,” says Leonard. According to a 2022 Study Finds survey, the average American eats salad four times per week, “and about 70% of salad eaters state that no salad is complete without toppings. We developed these Crunchy Nut Toppers as a better-for-you alternative to popular options like croutons and bacon bits.”

GO NUTS WITH CREATIVITY

Walnuts sell faster in the produce department, according to Stephanie Blackwell, founder and chief executive officer for Aurora Products, in Orange, CT. “They (walnuts) get lost in the grocery and don’t look as fresh.”

Research shows that over three-fourths (76%) of shoppers are more likely to purchase walnuts when displayed with fresh fruits and vegetables, according to the 2021 Attitudes & Usage Study Wave II Quantitative Report results, which the California Walnut Board shared. “This makes cross-merchandising a proven strategy,” says Lott.

Pairing walnuts with complementary produce creates a one-stop department for shoppers to get all their fresh ingredients, says Diamond Walnut Growers’ Leonard.

“For example, our Crunchy Nut Toppers are often merchandised near fresh or packaged lettuce. Seasonal pairings, like nuts with ingredients for banana bread, apple crisp, and green bean casserole, during Q4, the holiday baking season, are effective.”

According to Torn & Glasser’s Large, walnut sales have become less seasonal and more of a staple. “We do business 365 days a year; however, there is still a bump for the holidays.”

The fall and winter holidays are a prime sales time, agrees Hammons Black Walnuts’ Basecke. “Price promos work, but storytelling sells — shoppers love that black walnuts are wild, U.S.-grown, and protein-packed. We’ve seen a lot of success with co-branded campaigns and recipe content to support in-store promotions.”

Year-round, there are plenty of register ringing ways retailers can promote walnuts.

“In-store, there are ‘buy and get’ promotions, such as buy a pre-packaged salad mix and get a small bag of chopped walnuts for free, and product demonstrations that show shoppers how to easily serve and incorporate the product into their meals and snacks,” says Leonard.