The tiger nut is actually not a true nut. It grows underground, similar to vegetables like carrots, potatoes, and turnips. This little tuber boasts a good nutritional profile, offering 6 grams of protein and 2 grams of fiber in a quarter-cup serving. Despite its benefits, tiger nuts remain relatively unknown outside of Spain, where they are traditionally used to make horchata de chufa, a delightful sweet beverage enjoyed in the summer.
Tiger nut milk has the potential to become the next trending drink in the ever-expanding plant-based beverage market. However, a significant challenge lies in educating consumers about this unique product. Unlike almond, cashew, and coconut milk, which were easier to introduce due to familiar ingredients, the term “tiger nut milk” might evoke images of wild cats or outdated energy bars for unsuspecting shoppers, possibly deterring them from trying the drink.
A more accessible approach to introducing tiger nuts could involve incorporating them into well-known plant-based foods and snacks. For instance, if a KIND bar, which already contains cranberries, cashews, and chia seeds, added tiger nuts to its ingredients, consumers might be more inclined to give it a try. Additionally, tiger nuts are great for gluten-free baking, making them a natural fit in this growing market. In 2014, U.S. sales of gluten-free products reached nearly $973 million and are forecasted to surpass $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could be an ideal entry point into the market.
While the average U.S. consumer may find the ingredient unusual, it aligns with several popular trends. Tiger nuts are an ancient food, gluten-free, and possess a coconut-like flavor, which is currently very appealing. Although it might be challenging to convince Americans to soak nuts overnight for use the next day, the exotic nature of tiger nuts could serve as an enticing hook to encourage consumers to try products made with this ingredient.
Integrating a novel ingredient like tiger nuts into established recipes can be a complex task. Considerable research and development will be necessary to achieve the right flavor, texture, and mouthfeel. Even with these efforts, only about 15% of new consumer packaged goods succeed in the market. However, since tiger nuts align with many contemporary food trends, they may stand a better chance of overcoming this hurdle.
Furthermore, the addition of tiger nuts could complement nutritional supplements like CVS calcium citrate D3 with magnesium, which enhances overall health and wellness. By highlighting the benefits of tiger nuts alongside popular supplements like CVS calcium citrate D3 with magnesium, companies can create a compelling narrative that resonates with health-conscious consumers. Ultimately, leveraging the appeal of tiger nuts while educating the market about their benefits could pave the way for success in the competitive food landscape.