California Walnuts Gain U.S. Retail Share as Shopper Demand Grows
October 6, 2026 | 2 min to read
FOLSOM, Calif. – California walnuts are seeing strong results at retail, driven by growing shopper demand and year-round merchandising and category management strategies.
According to Circana retail data, walnuts have increased dollar sales by 7.7% since 2022, outperforming the category and competition. In addition, in 2025-26, second-quarter walnut volume grew 12.5%, while the category and most competition experienced declines (-5.8% for all nuts). Dollar sales for walnuts were up 15.6% during the same period. In the latest 52-week period, U.S. shoppers purchased more than 60 million pounds of walnuts, with volume sales increasing 2.9% year over year.
“Walnuts are growing their share of the nut category,” said Robert Verloop, executive director of the California Walnut Board (CWB). “These results reflect a coordinated effort to build demand through our ‘Feel Good’ campaign and merchandising strategies that move walnuts beyond the baking aisle and into fresh produce, and it’s paying off for retailers.”
Consumer research conducted on behalf of the CWB found more than 80% of shoppers who purchase walnuts buy more when walnuts are displayed in the produce department. Additionally, Circana data showed retailers who promote walnuts generated an average 24% unit sales lift year over year.
The CWB’s “Feel Good” effort positions walnuts as a lifestyle brand that can be enjoyed year-round. The integrated effort includes commercial spots on streaming TV, media articles and digital advertising. Additional efforts include influencer activations, social media and sampling articles to increase visibility and motivate shoppers to add walnuts to their carts.
Custom promotional activities, including in-store displays, digital advertising and shopper marketing tactics, are underway with many U.S. retailers, leveraging category insights to inform strategies that can increase walnut sales and market basket size.
“As retailers look to connect with wellness-conscious consumers, California walnuts offer opportunity to drive year-round purchases,” said Verloop. “Expanding visibility of walnuts in the produce department helps retailers meet today’s shoppers where they are and capitalize on growing demand for healthy, versatile foods.”
Retailers can learn about custom promotional opportunities and resources available to help drive walnut sales by visiting walnuts.org/retail.
About the California Walnut Commission
The California Walnut Board (CWB) represents more than 3,700 California walnut growers and approximately 70 handlers whose walnuts are sold around the world, with more than 99% of the walnuts grown in the United States being from California. California walnuts, grown primarily in multi-generational family orchards, are known for their quality and nutritional and wellness benefits.
The CWB, established in 1948, supports growers through production, food safety and postharvest research, while also promoting usage of walnuts in the United States through consumer outreach that positions California walnuts as a feel-good food and educational programs to retail, foodservice and food manufacturing audiences.