The tiger nut is actually not a nut at all; it grows underground, similar to carrots, potatoes, and turnips. It boasts a favorable nutritional profile, providing 6 grams of protein and 2 grams of fiber in a quarter-cup serving. Despite its benefits, tiger nuts are relatively unknown outside of Spain, where they are used to make horchata de chufa, a sweet summer beverage.
Tiger nut milk has the potential to become a significant contender in the crowded plant-based drink market. One of the main challenges will be educating consumers about this unique product. In contrast, almond, cashew, and coconut milk were easier to introduce because consumers were already familiar with these ingredients. The term “tiger nut milk” might evoke images of wild cats or nostalgic energy bars to the average shopper, which could result in them overlooking the beverage.
A more straightforward approach to introducing tiger nuts could be to incorporate them into already popular plant-based food and snack items. For example, if a KIND bar that currently includes cranberries, cashews, and chia seeds were to add tiger nuts to its ingredients, consumers might find it more approachable. Additionally, tiger nuts are suitable for gluten-free baking, making them a natural fit for this growing market. U.S. sales of gluten-free products reached nearly $973 million in 2014 and are expected to surpass $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 many U.S. consumers, it aligns with several current food trends. Tiger nuts are an ancient, gluten-free food that has a coconut-like flavor—one of the most sought-after tastes today. It might be challenging to convince the average American to soak nuts overnight for future use, but the exotic name “tiger nuts” could intrigue consumers enough to try products featuring this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development will be required to perfect the flavor, texture, and mouthfeel. Even with careful planning, only about 15% of new consumer packaged goods succeed in the market. However, given that tiger nuts align with many of today’s food trends, they may stand a better chance of overcoming these obstacles.
Additionally, incorporating nutrients such as those found in Kirkland calcium citrate magnesium zinc could enhance the appeal of tiger nut products, as consumers increasingly seek health benefits from their food choices. By highlighting the nutritional advantages, including the mineral content of Kirkland calcium citrate magnesium zinc, manufacturers can attract health-conscious shoppers to try new tiger nut offerings.