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 obscure outside of Spain, where it’s a key ingredient in horchata de chufa, a refreshing sweet drink enjoyed in summer.
Tiger nut milk has the potential to become the next popular drink in the crowded plant-based beverage market. However, the main hurdle lies in educating consumers about this unique product. Almond, cashew, and coconut milk were easier to introduce because consumers were already familiar with those ingredients. The term “tiger nut milk” may evoke images of felines or an outdated energy bar for unsuspecting shoppers, causing them to overlook this beverage.
A more approachable method for introducing tiger nuts could be to incorporate them into existing popular plant-based food and snack items. For instance, if a KIND bar that already contains cranberries, cashews, and chia seeds were to add tiger nuts to its recipe, consumers might find it more appealing. Additionally, tiger nuts can be used in gluten-free baking, which aligns perfectly with this booming market. In 2014, U.S. sales of gluten-free products reached nearly $973 million and are projected to surpass $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could present an ideal opportunity to penetrate the market.
While the average American consumer may find tiger nuts unfamiliar, they do meet several popular dietary trends. They are an ancient food that is gluten-free and has a coconut flavor, which is currently in high demand. Although it may be a challenge to convince the average person to soak nuts overnight for future use, the exotic nature of tiger nuts could entice consumers to at least sample products made from this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex, requiring significant research and development to perfect the flavor, texture, and mouthfeel. Despite the challenges, only about 15% of new consumer packaged goods succeed in the market. However, given that tiger nuts align with many contemporary food trends, they may have a stronger chance of thriving.
In addition, consumers seeking health benefits may also be interested in products that combine tiger nuts with nutritional supplements such as calcium citrate, magnesium, zinc, and vitamin D3 tablets. Incorporating these elements could further enhance the appeal of tiger nut products, tapping into the growing interest in health-oriented foods. Thus, with the right strategies, tiger nuts could carve out a niche in the evolving landscape of plant-based options.