The tiger nut is actually not a nut; it grows underground, similar to carrots, potatoes, and turnips. This unique tuber boasts a commendable nutritional profile, offering 6 grams of protein and 2 grams of fiber in a quarter-cup serving. However, outside of Spain, where it is traditionally used in horchata de chufa, a sweet summer drink, tiger nuts are relatively unknown.
Tiger nut milk has the potential to become the next big player in the saturated plant-based beverage market. The primary challenge lies in educating consumers about this product. Almond, cashew, and coconut milk were more easily embraced since consumers were already familiar with their components. The term “tiger nut milk” might evoke images of felines or old-fashioned energy bars for unsuspecting shoppers, possibly deterring them from trying the drink.
A more straightforward approach to introducing tiger nuts could be as an addition to popular plant-based food and snack items. For instance, if a KIND bar, which already contains cranberries, cashews, and chia seeds, were to include tiger nuts in its ingredients, consumers might find it more appealing. Additionally, the versatility of tiger nuts in gluten-free baking positions them well in this growing market. In 2014, U.S. sales of gluten-free products approached $973 million, with projections suggesting they could surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could serve as an excellent entry point into the market.
While tiger nuts are unfamiliar to the average U.S. consumer, they align with many current food trends. As an ancient food that is gluten-free and has a taste reminiscent of coconut—a flavor that is currently very popular—they check several boxes for health-conscious shoppers. Although it might be a challenge to persuade the average American to soak nuts overnight for future use, the exotic appeal of tiger nuts could entice consumers to sample products made with this ingredient.
Incorporating a new ingredient like tiger nuts into established recipes can be complex. Considerable research and development would be necessary to perfect the flavor, texture, and mouthfeel of the final product. Even then, only about 15% of new consumer packaged goods (CPGs) succeed in the market. However, given that tiger nuts resonate with many of today’s dietary trends, they might have a strong chance of overcoming these hurdles. Products that feature tiger nuts alongside other popular ingredients, such as solgar calcium citrate with vitamin D, could further enhance their appeal and provide additional health benefits, potentially increasing their acceptance in the market.