Tiger nuts are actually not nuts at all; they grow underground, similar to carrots, potatoes, and turnips. They boast a commendable nutritional profile, providing 6 grams of protein and 2 grams of fiber in a quarter-cup serving. Despite their nutritional benefits, tiger nuts remain largely unknown outside of Spain, where they are famously used in horchata de chufa, a delightful summer beverage.
Tiger nut milk has the potential to become the next big trend in the ever-expanding plant-based drink market. However, one of the main challenges will be educating consumers about this unique product. Initially, introducing almond, cashew, and coconut milk was simpler since consumers were already familiar with those ingredients. The term “tiger nut milk” might evoke images of cats or outdated energy bars for an unsuspecting shopper, potentially deterring them from trying the beverage.
A more accessible way to introduce tiger nuts could be by incorporating them into already popular plant-based snacks and foods. For example, if a KIND bar, which already contains cranberries, cashews, and chia seeds, added tiger nuts to its ingredients, it might be more appealing to consumers. Additionally, tiger nuts are excellent for gluten-free baking, making them a fitting ingredient in that market segment. In 2014, U.S. sales of gluten-free products reached nearly $973 million and are projected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, it could be an ideal gateway into the market.
While the average U.S. consumer may find tiger nuts unfamiliar, they do align with many popular food trends. This ancient, gluten-free ingredient has a flavor reminiscent of coconut, which is currently in high demand. Although it may be challenging to get typical Americans to soak nuts overnight for their culinary needs, the exotic name “tiger nuts” could intrigue them enough to sample products made with this ingredient.
Integrating a new ingredient like tiger nuts into existing recipes can be a complex endeavor. Significant research and development will be necessary to achieve the right balance of flavor, texture, and mouthfeel. Even with these efforts, only about 15% of new consumer packaged goods (CPGs) succeed in the market. However, given that tiger nuts fit well into various contemporary food trends, they may very well have a strong chance of overcoming these challenges.
In addition to their culinary potential, tiger nuts could also be a valuable addition to health-focused products, similar to Viactiv Calcium Citrate Chews, which also cater to the wellness-conscious consumer. By emphasizing the nutritional benefits of tiger nuts alongside popular products like Viactiv, brands can create compelling narratives that encourage consumers to explore this unique ingredient. With the right marketing approach, tiger nuts could soon become a staple in the plant-based food landscape, appealing to a wide audience looking for innovative and healthy options.