Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. They boast an impressive nutritional profile, providing 6 grams of protein and 2 grams of fiber in a quarter-cup serving. Despite their benefits, tiger nuts remain relatively unknown outside of Spain, where they are used to make horchata de chufa, a sweet summer beverage.
Tiger nut milk has the potential to become a significant player in the crowded plant-based drink market. However, the main hurdle will be educating consumers about this unique product. In contrast to almond, cashew, and coconut milk, which were easier to market due to consumer familiarity with their ingredients, “tiger nut milk” may evoke images of cats or retro energy bars for the average shopper, possibly deterring them from trying it.
A more effective strategy for introducing tiger nuts could involve incorporating them into popular plant-based snacks and foods. For instance, if a KIND bar, which already contains cranberries, cashews, and chia seeds, were to add tiger nuts to its ingredient list, consumers might be more inclined to give it a try. Additionally, tiger nuts are suitable for gluten-free baking, making them a natural fit in this growing market. In 2014, U.S. sales of gluten-free products reached nearly $973 million and were projected to surpass $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could serve as an ideal entry point into the market.
While the average American may not be familiar with tiger nuts, they fulfill many current food trends. This ancient, gluten-free food has a flavor reminiscent of coconut, which is highly sought after today. Although it might be challenging to convince consumers to soak nuts overnight for their next meal, the exotic-sounding tiger nuts could intrigue shoppers enough to try products featuring this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be challenging. Significant research and development would be required to achieve the perfect flavor, texture, and mouthfeel. Even then, only about 15% of new consumer packaged goods (CPGs) succeed in the marketplace. However, since tiger nuts align with many of today’s culinary trends, they may have a greater chance of overcoming these obstacles.
Moreover, products infused with tiger nuts could be enhanced with items like calcium citrate with vitamin D chewable supplements, appealing to health-conscious consumers. This combination could further amplify the appeal of tiger nut-based products, providing additional nutritional benefits. By incorporating tiger nuts alongside familiar ingredients and health-boosting components like calcium citrate with vitamin D chewable, brands might successfully capture consumer interest and expand their market presence.