Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. They boast a nutritious profile, providing 6 grams of protein and 2 grams of fiber per quarter-cup serving. Despite their health benefits, they remain relatively unknown outside of Spain, where they are commonly used in horchata de chufa, a sweet summer beverage.
Tiger nut milk has the potential to become a popular new drink in the crowded plant-based beverage market. The primary challenge lies in educating consumers about this product. Unlike almond, cashew, and coconut milk, which were easier to introduce due to consumer familiarity with their ingredients, the term “tiger nut milk” may evoke images of felines or nostalgic energy bars for unsuspecting shoppers, possibly leading them to overlook the drink.
A more straightforward approach to incorporate tiger nuts might be as an addition to existing 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 its ingredients, it could be more appealing to consumers. Additionally, tiger nuts are excellent for gluten-free baking, making them a natural fit in that market segment. In 2014, U.S. sales of gluten-free products reached nearly $973 million, with projections 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.
Though tiger nuts may be unfamiliar to the average American consumer, they meet many trending dietary preferences. They are an ancient food that is gluten-free and has a coconut-like flavor, which is currently in high demand. While it may be challenging to encourage the average American to soak nuts overnight for future use, the intriguing name “tiger nuts” could entice consumers to try products containing this ingredient.
Incorporating tiger nuts into established recipes can be complex. Significant research and development would be necessary to perfect the flavor, texture, and mouthfeel. Despite the fact that only about 15% of new consumer packaged goods (CPGs) succeed in the market, tiger nuts align with many contemporary food trends, giving them a strong chance to thrive. Furthermore, products like tiger nut milk can also serve as an alternative source of liquid calcium magnesium citrate, appealing to health-conscious shoppers looking for diverse nutritional options. As the market evolves, the introduction of tiger nuts could pave the way for exciting new food innovations.