The tiger nut is actually not a nut at all; it grows underground, similar to carrots, potatoes, and turnips. It boasts a commendable nutritional profile, containing 6 grams of protein and 2 grams of fiber per quarter-cup serving. Despite its benefits, tiger nuts remain largely unknown outside Spain, where they are used to make horchata de chufa, a refreshing sweet drink for summer.
Tiger nut milk has the potential to become the next trendy beverage in the increasingly competitive plant-based drink market. However, a significant challenge lies in educating consumers about this product. Almond, cashew, and coconut milks had an easier introduction because consumers were already familiar with their primary ingredients. Seeing “tiger nut milk” on a carton might evoke images of felines or a vintage energy bar for an unsuspecting shopper, possibly discouraging them from trying the drink.
A more effective strategy for incorporating tiger nuts could be to add them to already popular plant-based food and snack items. For instance, if a KIND bar, which already features cranberries, cashews, and chia seeds, included tiger nuts in the mix, it might be more appealing to consumers. Additionally, tiger nuts are excellent for gluten-free baking, making them a fitting ingredient in that segment. 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 flavor of tiger nut bread, this could serve as a prime opportunity for market entry.
Although the ingredient is unfamiliar to most U.S. consumers, it aligns well with current trends: it’s an ancient food that is gluten-free and has a taste reminiscent of coconut, which is currently a highly sought-after flavor. While it may be challenging to persuade the average American to soak nuts overnight in preparation for the next day, the exotic name “tiger nuts” could be intriguing enough to encourage consumers to give a product featuring this ingredient a chance.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development (R&D) will be necessary to perfect the flavor, texture, and mouthfeel. Even then, only about 15% of new consumer packaged goods (CPGs) succeed in the market. However, given that tiger nuts meet many contemporary food trends, they may have a better chance of overcoming these hurdles. Plus, with each serving potentially offering 950 mg of calcium citrate, the health benefits could further entice health-conscious consumers. The unique qualities of tiger nuts, including their nutritional advantages, make them a contender that could successfully resonate with today’s market.