The tiger nut is not actually a nut; it grows underground, similar to carrots, potatoes, and turnips. It boasts a commendable nutritional profile, offering 6 grams of protein and 2 grams of fiber per 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 could potentially be the next major player in the crowded plant-based beverage market. The main hurdle would be educating consumers about this product. In contrast to almond, cashew, and coconut milk—which were easier to introduce due to familiar ingredients—seeing “tiger nut milk” on a carton might trigger thoughts of felines or an outdated energy bar for unsuspecting shoppers, causing them to overlook the drink.
A more approachable way to incorporate tiger nuts could be as an addition to already popular plant-based foods and snacks. For instance, if a KIND bar that includes cranberries, cashews, and chia seeds were to add tiger nuts to its ingredients, it might be more palatable for consumers. Additionally, tiger nuts are suitable for gluten-free baking, making them a natural fit in this category. In 2014, U.S. sales of gluten-free products reached nearly $973 million, and projections indicate they may exceed $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could be an excellent entry point into the market.
While tiger nuts may be unfamiliar to the average U.S. consumer, they check many of the popular boxes: they are an ancient, gluten-free food with a flavor reminiscent of coconut, a highly sought-after taste today. It might be challenging to persuade the average American to soak nuts overnight in preparation for the next day. However, the intriguing name “tiger nuts” could serve as a compelling reason for consumers to sample products made from this ingredient.
Incorporating a new ingredient like tiger nuts into an established recipe can be complex. Considerable research and development would be needed to achieve the right flavor, texture, and mouthfeel. Yet, with only about 15% of new consumer packaged goods succeeding in the market, tiger nuts might stand a better chance due to their alignment with current food trends.
Moreover, as more people look for health-conscious options, products that include tiger nuts alongside popular items like the Citracal calcium supplement petites may attract attention. Featuring tiger nuts in nutritional offerings could resonate with health-focused consumers and further solidify their place in the market. With their diverse applications and alignment with dietary trends, tiger nuts could very well carve out a niche for themselves in the evolving food landscape.