Nuttin’ but luxury: Why premium nuts are the new Diwali favourite

Amid the familiar almonds cashews and raisins that have long adorned Diwali gifts a new kind of indulgence is making its way into hampers and tables with macadamias hazelnuts pecans and pine nuts Rich buttery and subtly luxurious these premium nuts are quietly redefining celebrations offering a thoughtful modern twist on traditionCoffeeflavoured chocolatelaced pecans from Le PureMansi Ahuja Principal at Ampro Marketing tells Sunday midday Indian gifting is evolving with consumers moving from sugarheavy sweets to healthier indulgences Premium nuts like macadamias and hazelnuts are becoming festive essentials prized for luxury wellness and presentation Favoured by urban millennials highincome households and corporate buyers they are redefining gifting and entertaining with sophistication and healthconscious appealChef Rakhi Vaswani feels macadamias hazelnuts and pecans arenrsquot just delicious theyrsquore rich in hearthealthy fats and vitamin E making them perfect for giving traditional mithais a modern wholesome twist without losing their classic appeal mdash think macadamia date rolls Mathura peda with a nutty touch chikkis or hazelnut katli ldquoFusion dishes that weave in these premium nuts alongside beloved classics resonate most with consumers during festivals offering both familiarity and indulgencerdquo she tells us adding ldquoTheir health benefits make them ideal for elevating recipes and with a solid understanding of basics itrsquos convenient to transform a traditional sweet into something luxurious nutty and nutritious Recipes can be personalised mdash using healthy substitutes like nuts cooked without sugar with date syrup or jaggery powder still yielding indulgent flavourful creationsrdquoChirag Kenia Founder and CEO of Urban Platter says ldquoOver the past two and a half to three years wersquove seen a steady rise in the popularity of premium nuts such as macadamias pecans and hazelnuts as Indian consumers have become increasingly curious and open to experimenting with global ingredients allowing these nuts to naturally find their way into modern pantries growing at an encouraging pace of around 25ndash30 per cent yearonyear with prices starting from 1800 per kg and above depending on quality and sourcing reflecting their importdriven premium positioningrdquoMansi Ahuja and Chirag KeniaSanta Cruz based gourmet store Food Square has also observed a notable spike in customer interest in premium nuts as they increasingly choose options like Bento Gift Boxes featuring pecan macadamia hazelnut and pine nuts mdash making them a popular choice for premium Diwali gifting Customers have received the pricing of these boxes at Rs 6000 each Food Square has seen an impressive 14037 increase over the last few years When looking specifically at products incorporating these premium nuts the growth has been even more remarkable exceeding 400 per cent The average pricing for these nuts at Food Square is macadamia Rs 4000 per kg pecan Rs 4500 per kg and hazelnut Rs 2750 per kg Within the Indian sweets segment premium nuts are featured in creative varieties such as Hazel Surprise Macadamia Magic Pecan Spice Mix Pecan and Nuts Chikki Brittle and Hazelnut Chikki Brittle delighting customers with a fusion of traditional flavours and premium ingredientsWhile Urban Platter prefers to keep them in their pure unroasted and unflavoured form so customers can enjoy their authentic taste and use them creatively in recipes the consumers driving this demand are primarily healthconscious ingredientaware end users who purchase these nuts for personal or family consumption ldquothough we also see interest from bakers chefs and gifting audiences but the core appeal remains the everyday consumer exploring premiumquality ingredients in their own kitchensrdquo says KeniaYearround indulgenceInterestingly premium nutsare no longer just seasonal treats mdash theyrsquore yearround essentials appearing in artisanal chocolates pralines cookies tarts and even nut butters Roasted honeyed spiced or chocolatecoated they combine wellness with luxury appealing to urban millennials highincome households and corporate buyers alike Ahuja says ldquoElegant gift boxes reusable jars and provenancedriven packaging have quietly turned premium nuts into the new language of gifting while singleserve packs and limitededition festive jars spark delight and discovery Digital platforms and luxury retailers are bringing these onceniche treasures to every urban pantry celebrating their story quality and healthy charm and making them cherished companions for yearround enjoymentrdquoMacadamia date roll right Macadamia thecha paneerGetting on boardAhuja believes ldquoIndustry boards can play a pivotal role in supporting importers and distributors by providing timely market insights demand forecasts and seasonal trend data to enable better inventory planning They can offer guidance on storage handling and quality assurance to maintain product integrity while training programmes on premium positioning gifting and usage mdash combined with instore marketing sampling and coordinated logistics mdash help strengthen both festive and yearround salesrdquoRakhi VaswaniFood Square has hosted regular promotional events in collaboration with international embassies for Australian Macadamia and American Pecan Nuts which have resonated strongly with its customers ldquoThese activations highlight the everyday use and health benefits of these premium nuts along with creative pairing applications mdash such as combining them with chocolates cheese ice cream cream cheese healthy pacirctisserie items premium Indian sweets and in sauces and dipsRugved VartakAhuja feels that the World Macadamia Organisation can further drive awareness and adoption in India through education partnerships and storytelling highlighting the origin purity sustainability and health benefits such as hearthealthy fats and antioxidants Collaborations with chefs nutritionists premium brands and influencers can demonstrate versatility in Indian dishes desserts and gifting while cobranded promotions festive campaigns and digital storytelling position macadamias and hazelnuts as aspirational healthconscious indulgencesDespite growing popularity gaps remain in understanding consumer behaviour in Tier2 and Tier3 markets including willingness to pay preferred flavours packaging choices and everyday consumption beyond gifting These can be addressed through surveys social listening ecommerce analytics pilot launches and collaborations with chefs influencers and retailers generating actionable insights to refine campaigns enhance festive offerings and expand consumption across Indiardquo she addsVaswani adds ldquoConsumers today want more than just ingredients they seek inspiration and application insights that spark creativity helping them craft healthier more refined dishes with confidence Regular awareness programmes or Masterclasses can educate audiences showcase versatility and reinforce the premium aspirational positioning of these nuts in Indian festive cuisinerdquoPricing it rightWhile price sensitivity exists most premium consumers are willing to pay more for authenticity consistent quality and premium packaging that conveys exclusivity Festive demand shows moderate price sensitivity with consumers ready to invest in highquality macadamias when presentation storytelling and product integrity justify the cost A tiered pricing strategy works best mdash entrylevel trial packs midrange assortments and highend luxury hampers mdash while limitededition festive discounts can encourage trial without undermining exclusivity Regional pricing flexibility can make macadamias more accessible in emerging urban markets Still the focus should remain on reinforcing the luxury and wellness narrative positioning the product as a premium yet attainable indulgence rather than competing on priceVartak says ldquoChefs hosting premium events and highend restaurants are incorporating these nuts into their tasting menus There has also been a noticeable rise in home chefs private cooks for HNIs and culinary enthusiasts experimenting with them in food trials and gourmet preparations Additionally pairing cheese platters with premium nuts has become a consistent favourite among customers who indulge in cheese and charcuterie experiences and so premium nuts are here to stayrdquo14037increase in sales over the last years at Mumbairsquos premium grocery store253037yearonyear growth observed at an online gourmet store