Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. They offer a nutritious profile, containing 6 grams of protein and 2 grams of fiber per quarter-cup serving. Despite their benefits, tiger nuts remain relatively unknown outside of Spain, where they are a key ingredient in horchata de chufa, a sweet beverage enjoyed in the summer.
Tiger nut milk has the potential to become a significant player in the crowded plant-based drink market. However, a major challenge lies in educating consumers about this unique product. In contrast to almond, cashew, and coconut milk, which were easier to introduce due to familiar ingredients, the term “tiger nut milk” may evoke images of felines or outdated energy bars for unsuspecting shoppers, which could deter them from trying it.
A more effective approach to introducing tiger nuts might be to incorporate them into already popular plant-based snacks and food items. For instance, if a KIND bar, which typically includes cranberries, cashews, and chia seeds, were to add tiger nuts to its ingredients, it could be more appealing to consumers. Additionally, tiger nuts are suitable for gluten-free baking, making them a natural fit for that market segment. In 2014, U.S. gluten-free product sales reached nearly $973 million, with projections to surpass $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could be an excellent opportunity for market entry.
While tiger nuts may be unfamiliar to the average U.S. consumer, they check many boxes for current food trends. As an ancient, gluten-free food that has a coconut-like flavor—very popular at the moment—they could attract attention. However, getting the average American to soak nuts overnight in preparation for recipes may prove difficult. Nevertheless, the exotic name “tiger nuts” could intrigue consumers enough to try products made with this ingredient.
Incorporating a new ingredient like tiger nuts into established recipes can be challenging. Significant research and development (R&D) will be necessary to perfect the flavor, texture, and mouthfeel. Even with such efforts, only about 15% of new consumer packaged goods (CPGs) succeed in the market. Given that tiger nuts align with several contemporary food trends, they may stand a better chance against these odds. Moreover, the incorporation of bariatric vitamins and calcium citrate into recipes featuring tiger nuts could further enhance their appeal, particularly among health-conscious consumers. By highlighting these benefits, the marketing of tiger nut products can be bolstered, potentially leading to greater acceptance in the marketplace.