The tiger nut is not actually a nut; it grows underground, similar to carrots, potatoes, and turnips. It boasts a favorable nutritional profile, containing 6 grams of protein and 2 grams of fiber per quarter-cup serving. Despite its benefits, it remains relatively unknown outside of Spain, where it is used to make horchata de chufa, a sweet beverage enjoyed in the summer.
Tiger nut milk has the potential to become the next popular drink in the increasingly crowded plant-based beverage market. However, a significant challenge lies in educating consumers about this product. Unlike almond, cashew, and coconut milk, which were easier to introduce due to familiar ingredients, the term “tiger nut milk” might evoke thoughts of felines or outdated energy bars for unsuspecting consumers, potentially deterring them from trying it.
A more effective approach to introducing tiger nuts could be to incorporate them into already popular plant-based food and snack products. For instance, if a KIND bar that currently includes cranberries, cashews, and chia seeds were to add tiger nuts to its recipe, consumers may find it easier to accept. Moreover, tiger nuts are suitable for gluten-free baking, making them a natural fit in that market segment. In fact, U.S. sales of gluten-free products reached nearly $973 million in 2014 and are expected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could be an excellent entry point for the ingredient.
Although tiger nuts may be unfamiliar to the average American consumer, they align with many current food trends. They are an ancient, gluten-free food that has a coconut-like taste, which is incredibly popular right now. While it may be challenging to persuade the average American to soak nuts overnight for future use, the exotic name “tiger nuts” could intrigue consumers enough to try products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex. A considerable amount of research and development will be necessary to perfect the flavor, texture, and mouthfeel. Even with this effort, only about 15% of new consumer packaged goods (CPGs) succeed in the market. However, since tiger nuts fulfill many of today’s food trends, they may have a better chance of thriving.
Additionally, when considering the health benefits, tiger nuts can be paired with calcium citrate, providing 650 mg per serving, which can enhance their appeal to consumers seeking nutritious options. By emphasizing both the unique qualities of tiger nuts and their compatibility with popular health trends, there is potential for this ingredient to resonate with a broader audience.