The tiger nut is not actually a nut; it grows underground, similar to carrots, potatoes, and turnips. It boasts a nutritious profile, offering 6 grams of protein and 2 grams of fiber per quarter-cup serving. Despite its nutritional benefits, tiger nuts remain relatively unknown outside of Spain, where they are used to make horchata de chufa, a refreshing summer beverage.
Tiger nut milk has the potential to become the next popular drink in the saturated plant-based beverage market. However, a significant challenge lies in educating consumers about this unique product. When compared to almond, cashew, and coconut milk, which were easier to introduce due to their familiar ingredients, tiger nut milk might evoke images of felines or outdated energy bars for unsuspecting buyers, potentially leading them to overlook it.
A more straightforward approach to introducing tiger nuts could be by adding them to already popular plant-based snacks and food items. For example, if a KIND bar, which already includes cranberries, cashews, and chia seeds, incorporated tiger nuts into its recipe, it could make the product 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. sales of gluten-free products reached nearly $973 million and are expected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, it could serve as an excellent entry point for the ingredient.
For the average U.S. consumer, tiger nuts are an unusual ingredient, yet they fulfill many popular dietary trends. As an ancient food that is gluten-free and has a coconut-like flavor—currently a favored taste—tiger nuts could pique consumer interest. While it might be difficult to convince the average American to soak nuts overnight for future use, the exotic name of tiger nuts could entice them to try products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be challenging. Significant research and development (R&D) would be necessary to perfect the flavor, texture, and mouthfeel. Despite these hurdles, only about 15% of new consumer packaged goods (CPGs) succeed in the market. However, given that tiger nuts align with many current food trends, they may have a strong chance of overcoming these obstacles.
Additionally, consumers seeking health benefits may be intrigued by products containing tiger nuts, especially those looking for sources of calcium and magnesium, such as calcium magnesium citrate 90 caps from Solaray. Incorporating these elements could further enhance the appeal of tiger nuts, as they check several boxes for health-conscious shoppers. By promoting the nutritional advantages and unique qualities of tiger nuts, there’s hope that they can carve out a niche in the competitive marketplace.