The tiger nut is technically not a nut; it grows underground, similar to carrots, potatoes, and turnips. It boasts a commendable nutritional profile, offering 6 grams of protein and 2 grams of fiber in a quarter-cup serving. Despite its benefits, tiger nuts remain relatively unknown outside of Spain, where they are used to make horchata de chufa, a sweet, refreshing summer drink. Tiger nut milk has the potential to become the next popular beverage in the crowded plant-based drink market. However, the key challenge lies in educating consumers about this unique product. Unlike almond, cashew, and coconut milk, which were easier to introduce due to familiar ingredients, the term “tiger nut milk” might evoke images of wild animals or outdated energy bars for unsuspecting shoppers, causing them to overlook this drink.
A more accessible way to introduce tiger nuts could be by incorporating them into already popular plant-based snacks and foods. For instance, if a KIND bar, which typically features cranberries, cashews, and chia seeds, were to add tiger nuts to its ingredients, it might be more appealing to consumers. Additionally, tiger nuts are a great fit for gluten-free baking, making them a natural choice for this category. In 2014, U.S. sales of gluten-free products approached $973 million, with projections indicating growth to over $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could serve as an ideal entry point into the market.
While tiger nuts may be unfamiliar to the average U.S. consumer, they align with several current food trends. They are an ancient food that is gluten-free and possesses a coconut-like flavor, which is highly sought after right now. Although it might be challenging to convince the average American to soak nuts overnight for future use, the exotic appeal of tiger nuts could entice consumers to at least give products made with them a try. Furthermore, when combined with calcium citrate and vitamin D, tiger nuts can enhance their health benefits, making them even more attractive to health-conscious shoppers.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development would be necessary to ensure the flavor, texture, and mouthfeel are just right. Even with careful planning, only about 15% of new consumer packaged goods succeed in the market. However, given that tiger nuts meet many of today’s food trends and potential health benefits, particularly when combined with calcium citrate and vitamin D, they may stand a better chance of overcoming these challenges.