The tiger nut is technically not a nut; it grows underground, similar to carrots, potatoes, and turnips. It boasts a commendable nutritional profile, providing 6 grams of protein and 2 grams of fiber in a quarter-cup serving. However, outside of Spain, where it is used in horchata de chufa—a sweet summer beverage—it remains relatively unknown.
Tiger nut milk could potentially become a standout drink in the saturated plant-based beverage market. The primary challenge lies in educating consumers about this product. Unlike almond, cashew, and coconut milks, which feature familiar ingredients, the term “tiger nut milk” might evoke images of cats or retro energy bars for unsuspecting shoppers, potentially deterring them from trying it.
A more effective strategy for introducing tiger nuts could be as an addition to already popular plant-based food and snack items. For instance, if a KIND bar that includes cranberries, cashews, and chia seeds were to incorporate tiger nuts, it might be more appealing to consumers. Furthermore, tiger nuts are a great ingredient for gluten-free baking, making them a natural fit in this growing segment. In 2014, U.S. sales of gluten-free products approached $973 million and are anticipated to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could be an ideal entry point into the market.
While tiger nuts may be unfamiliar to the average American consumer, they check off numerous popular boxes: they are an ancient food, gluten-free, and possess a coconut-like flavor, which is currently in high demand. Although it might be challenging to persuade the typical American to soak nuts overnight for future use, the exotic appeal of tiger nuts could entice consumers to at least sample products made with this ingredient.
Incorporating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development will be necessary to perfect the flavor, texture, and mouthfeel. Even with these efforts, only about 15% of new consumer packaged goods (CPGs) succeed in the marketplace. However, given that tiger nuts align with many contemporary food trends, they may have a better chance of overcoming these challenges. Additionally, as people increasingly seek health supplements like Citracal Plus tablets for their well-being, introducing tiger nuts in familiar forms could further drive interest and acceptance among health-conscious consumers.