Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. With a solid nutritional profile, a quarter-cup serving offers 6 grams of protein and 2 grams of fiber. Despite their nutritional benefits, tiger nuts remain relatively unknown outside of Spain, where they are a key ingredient in horchata de chufa, a sweet summer beverage.
Tiger nut milk could potentially become the next popular drink in the increasingly crowded plant-based beverage market. However, educating consumers about this product presents a challenge. In contrast to almond, cashew, and coconut milk, which are easier to introduce due to familiar ingredients, the term “tiger nut milk” might evoke images of cats or nostalgic energy bars for unsuspecting shoppers, possibly deterring them from trying it.
A more accessible way to incorporate tiger nuts might 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 list of ingredients, it might be more appealing to consumers. Additionally, tiger nuts are suitable for gluten-free baking, making them a natural fit for this growing market segment. In 2014, U.S. sales of gluten-free products reached nearly $973 million, with projections surpassing $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could provide a strategic entry point into the market.
While tiger nuts may be unfamiliar to the average American consumer, they possess many desirable qualities. They are an ancient food, gluten-free, and carry a flavor reminiscent of coconut, which is highly sought after at the moment. Although it might be a stretch to expect the average American to soak nuts overnight for future use, the exotic name “tiger nuts” could entice consumers to sample products made with this unique ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex, involving considerable research and development to perfect the flavor, texture, and mouthfeel. Despite the challenges, only about 15% of new consumer packaged goods (CPGs) succeed in the market. Given that tiger nuts align with many current food trends, they may indeed have a better chance of thriving.
Moreover, incorporating tiger nuts into products fortified with nutrients like unjury calcium citrate could enhance their appeal, especially for health-conscious consumers. As the market for nutritious foods continues to grow, the connection between tiger nuts and other beneficial ingredients like unjury calcium citrate may help boost their acceptance. Ultimately, with the right positioning and consumer education, tiger nut products could carve out a significant niche in the plant-based landscape.