Now, the country is nuts about, well, nuts

Next to her, the kiosk of Australian macadamia offers a free nut opener for every can of nuts bought. And next to it, the promoter of Canadian walnuts says, "Buy one packet, get another one at half price".

As several happy consumers enjoy multiple helpings of various nuts, and avail discounts and gifts, it becomes clear producers' hardsell and sustained multi-media campaigns are paying off.

Yang Jiangang, 58, said he has been noticing ads about almonds being good for health as dietary supplements in magazines and on billboards for some time now, and wanted to buy some for his visiting grandson. But, after going around the nuts-and-seeds shelves, he ended up buying five packets of different nuts, which set him back by more than 400 yuan.

"You know, just by tasting these nuts (here in the supermarket), you can get really full, leaving no space in your tummy for lunch. I'm not exaggerating, mind you. I hadn't realized so many nuts are easily available these days. When I was a kid, I had just peanuts during holidays. Then I bought pine nuts for guests on my wedding day. Now, you see, we can afford more varieties as snacks. So, I wish to buy whatever I find are good," said Yang.

Besides discounts and offers, producers of nuts share recipes on their websites and gourmet magazines, and host cooking workshops to teach consumers how to use nuts in desserts, main dishes, and even as staples.

Ready-to-eat food industry analysts said China's demand for nuts has grown to a significant size, and promises potential for tremendous sales growth.

According to Qu Fengying, deputy chair of the Chinese Nutrition Society, per capita consumption of nuts in China is still lower than that of many developed countries.

But things will change sooner than later, she said. "On average, the Chinese residents' daily consumption of nuts and seeds is about five grams per capita while the figure is about 100 grams in many developed countries. The demand for nuts may grow significantly in China."