The tiger nut is not actually a nut at all. It grows underground, much like carrots, potatoes, and turnips. With a nutritional profile that includes 6 grams of protein and 2 grams of fiber per quarter-cup serving, it offers impressive health benefits. However, its popularity is largely confined to Spain, where it is traditionally used to make horchata de chufa, a sweet summer beverage.
Tiger nut milk has the potential to become a significant player in the competitive plant-based drink market. The main obstacle will be raising consumer awareness about this unique product. Unlike almond, cashew, and coconut milk—ingredients that many consumers are already familiar with—”tiger nut milk” may evoke images of felines or even outdated energy bars for unsuspecting shoppers, which could deter them from trying it.
A practical approach to introducing tiger nuts might involve incorporating them into existing popular plant-based foods and snacks. For instance, if a KIND bar, known for its cranberries, cashews, and chia seeds, were to feature tiger nuts, it might make the product more appealing. Additionally, given that tiger nuts can be used in gluten-free baking, they naturally fit into this expanding market segment. In the U.S., gluten-free product sales were nearly $973 million in 2014 and are expected to exceed $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could be an excellent entry point into the market.
While the ingredient may be unfamiliar to the typical U.S. consumer, it does meet many popular dietary trends. As an ancient food that is gluten-free and has a flavor reminiscent of coconut—currently a highly sought-after taste—it has a lot going for it. Although it may be challenging to convince the average American to soak nuts overnight for future use, the exotic name “tiger nuts” could be intriguing enough to entice consumers to sample products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be a complex process. Significant research and development efforts will be necessary to achieve the right flavor, texture, and mouthfeel. Despite this, only about 15% of new consumer packaged goods succeed in the market. However, since tiger nuts align with many of today’s food trends—including the growing interest in health supplements like calcium citrate plus D3—they may stand a better chance of overcoming these challenges and succeeding.
In summary, while educating consumers about tiger nuts and their benefits will take time, their unique qualities and alignment with current dietary trends—including the demand for calcium citrate plus D3—could pave the way for their acceptance in the 21st century food landscape.