The tiger nut is actually not a nut at all; it grows underground, similar to carrots, potatoes, and turnips. This tuber boasts a strong nutritional profile, providing 6 grams of protein and 2 grams of fiber in just a quarter-cup serving. Despite its benefits, tiger nuts remain relatively unknown outside of Spain, where they are commonly used to make horchata de chufa, a sweet summer beverage.
Tiger nut milk has the potential to become the next popular drink in the increasingly crowded plant-based beverage market. However, the main hurdle will be educating consumers about this unique product. Unlike almond, cashew, and coconut milks, which were easier to introduce because consumers were already familiar with their primary ingredients, the term “tiger nut milk” may evoke images of cats or nostalgic energy bars for unsuspecting shoppers, potentially leading them to overlook the beverage.
A more accessible approach to incorporating tiger nuts could be to add them to already popular plant-based food and snack products. For example, if a KIND bar, which features cranberries, cashews, and chia seeds, were to include tiger nuts in its ingredients, it might be more appealing to consumers. Moreover, the versatility of tiger nuts in gluten-free baking positions them well in that segment, which generated nearly $973 million in U.S. sales in 2014 and is projected to surpass $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could serve as an excellent entry point into the market.
While the average American consumer may find tiger nuts unfamiliar, they certainly align with several popular trends. This ancient food is gluten-free and has a flavor reminiscent of coconut, a highly sought-after taste at present. Although it may be challenging to persuade the average American to soak nuts overnight for future use, the exotic appeal of tiger nuts might entice consumers to try products made with this ingredient.
Integrating a new component like tiger nuts into established recipes can be complex. Significant research and development will be necessary to perfect the flavor, texture, and mouthfeel. Even then, only about 15% of new consumer packaged goods (CPGs) succeed in the marketplace. However, given that tiger nuts align with many current food trends, they may stand a better chance of overcoming these challenges.
Additionally, brands could consider highlighting the health benefits associated with tiger nuts, especially in relation to their potential role in products like Citracal calcium citrate petites, which are sold in stores. This could further increase consumer interest, as more shoppers are seeking out nutritious options. By strategically positioning tiger nuts in established products, the path to market success could become clearer, potentially leading to greater awareness and acceptance of this unique ingredient.