The tiger nut, despite its name, is not actually a nut. It grows underground, much like carrots, potatoes, and turnips. Its nutritional profile is impressive, providing 6 grams of protein and 2 grams of fiber in a quarter-cup serving. However, outside of Spain, where it is commonly used in horchata de chufa, a sweet summer beverage, tiger nuts remain relatively unknown.
Tiger nut milk has the potential to become the next popular drink in the crowded plant-based beverage market. The main challenge will be educating consumers about this unique product. Unlike almond, cashew, and coconut milk—which were easier to introduce due to familiar ingredients—“tiger nut milk” might evoke images of wild animals or outdated energy bars for unsuspecting shoppers, possibly deterring them from trying it.
One effective strategy to promote tiger nuts could be to incorporate them into already popular plant-based foods and snacks. For instance, if a KIND bar, which currently includes cranberries, cashews, and chia seeds, were to add tiger nuts to its ingredient list, it might be more appealing to consumers. Moreover, the suitability of tiger nuts for gluten-free baking aligns well with current trends; the gluten-free product market in the U.S. generated nearly $973 million in 2014 and is expected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could serve as an excellent entry point into the market.
Although the average American might not be familiar with tiger nuts, they do meet several popular demands. They are an ancient, gluten-free food that has a coconut-like flavor—one that is currently very much in vogue. Encouraging the average consumer to soak nuts overnight for future use might be a challenge, but the exotic name “tiger nuts” could entice them to at least sample products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes presents its own difficulties. Significant research and development would be necessary to achieve the perfect balance of flavor, texture, and mouthfeel. Even with thorough testing, only about 15% of new consumer packaged goods succeed in the market. However, given that tiger nuts align with many current food trends, they may stand a better chance of overcoming these obstacles.
Furthermore, it’s worth noting that tiger nuts are rich in nutrients, including calcium content, making them a valuable addition to health-conscious diets. With a good source of calcium citrate, tiger nuts can appeal to those looking to enhance their dietary calcium intake. As consumer awareness grows and innovative products featuring tiger nuts emerge, their unique benefits—such as high calcium content—could help drive their popularity in the health food sector.