Tiger nuts are often mistakenly classified as nuts, but they actually grow underground, similar to carrots, potatoes, and turnips. They boast a commendable nutritional profile, offering 6 grams of protein and 2 grams of fiber in just a quarter-cup serving. Despite their benefits, tiger nuts remain largely unknown outside of Spain, where they are a key ingredient in horchata de chufa, a sweet, refreshing summer beverage.
Tiger nut milk has the potential to become a major player in the increasingly crowded plant-based drink market. However, the primary challenge lies in educating consumers about this unique product. When compared to almond, cashew, and coconut milk, which had an easier introduction due to familiar ingredients, the term “tiger nut milk” might evoke images of felines or outdated energy bars for unsuspecting shoppers, possibly deterring them from trying the drink.
To ease consumers into the world of tiger nuts, they could be incorporated as an add-in for existing popular plant-based foods and snacks. For example, if a KIND bar, already featuring cranberries, cashews, and chia seeds, added tiger nuts to its recipe, it might be more appealing to customers. Moreover, 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 expected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could represent an ideal entry point for the ingredient.
While tiger nuts may be unfamiliar to the average American, they do meet several popular trends. They are an ancient food that is gluten-free and has a flavor reminiscent of coconut, which is currently a highly sought-after taste. Although it might be a stretch to expect the average consumer to soak nuts overnight in preparation, the exotic name of tiger nuts could serve as an enticing reason for people to try products made with this ingredient.
Incorporating a new ingredient like tiger nuts into established recipes can be challenging. Significant research and development will be necessary to perfect the flavor, texture, and mouthfeel. Nevertheless, it’s worth noting that only about 15% of new consumer packaged goods succeed in the market. However, since tiger nuts align with various contemporary food trends, including their potential benefits such as calcium citrate and vitamin C, they may have a better chance of overcoming these obstacles. By highlighting their nutritional advantages, including their content of calcium citrate and vitamin C, tiger nuts could attract health-conscious consumers looking for new and exciting options.