Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. They boast a nutritious profile, offering 6 grams of protein and 2 grams of fiber in a quarter-cup serving. However, outside of Spain, where they are commonly used in horchata de chufa, a sweet summer beverage, they remain relatively unknown. Tiger nut milk could potentially become a trending drink in the competitive plant-based beverage market. The primary hurdle would be to educate consumers about this product. Almond, cashew, and coconut milk were easier to introduce since consumers were already familiar with these ingredients. The term “tiger nut milk” might evoke images of felines or an outdated energy bar, which could discourage consumers from trying it.
A more straightforward approach to incorporating tiger nuts could be through popular plant-based food and snack products. For instance, if a KIND bar, which already includes cranberries, cashews, and chia seeds, added tiger nuts to its ingredient list, consumers might be more inclined to try it. Additionally, tiger nuts are suitable for gluten-free baking, making them a natural choice in that market segment. In 2014, U.S. sales of gluten-free products reached nearly $973 million and are projected to exceed $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, it could serve as an excellent entry point into the market.
While the ingredient may be unfamiliar to the average U.S. consumer, it aligns with many current food trends. Tiger nuts are an ancient food that is gluten-free and has a coconut-like flavor, which is highly popular right now. Although getting the average American to soak nuts overnight for use the next day might be challenging, the exotic appeal of tiger nuts could entice consumers to try products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development would be necessary to perfect the flavor, texture, and mouthfeel. Even with rigorous testing, only about 15% of new consumer packaged goods (CPGs) succeed in the market. However, since tiger nuts meet several of today’s food trends, they may have a solid chance of thriving in this environment. Moreover, incorporating tiger nuts alongside popular health supplements, such as calcium citrate oral tablet 950, could enhance their appeal to health-conscious consumers. With the right marketing and product development strategies, tiger nuts could emerge as a noteworthy ingredient in the plant-based landscape.