The tiger nut is actually not a true nut; it grows underground, similar to carrots, potatoes, and turnips. It boasts a favorable nutritional profile, offering 6 grams of protein and 2 grams of fiber per quarter-cup serving. However, outside of Spain, where it’s used in the sweet summer beverage horchata de chufa, tiger nuts remain relatively unknown.
Tiger nut milk could potentially become the next big trend in the already crowded plant-based drink market. The primary challenge lies in educating consumers about this product. Unlike almond, cashew, and coconut milk, which have familiar ingredients, the term “tiger nut milk” might evoke images of cats or outdated energy bars, causing unsuspecting shoppers to overlook it.
A more straightforward way to introduce tiger nuts could be by incorporating them as an add-in to popular plant-based snacks and foods. For example, if a KIND bar featuring cranberries, cashews, and chia seeds added tiger nuts to its recipe, consumers might find it more appealing. Moreover, tiger nuts are excellent for gluten-free baking, making them a natural fit in this growing market segment. In 2014, U.S. sales of gluten-free products reached nearly $973 million and were anticipated to surpass $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could be an ideal entry point for the ingredient.
Though tiger nuts may be unfamiliar to the average American consumer, they align well with many popular trends. They are an ancient food source that is gluten-free and has a flavor reminiscent of coconut, which is currently a favored taste. While it may be challenging to persuade the average consumer to soak nuts overnight for use the next day, the exotic-sounding tiger nuts might be just the hook needed to encourage them to try products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development would be required to achieve the right flavor, texture, and mouthfeel. Despite this, only about 15% of new consumer packaged goods (CPGs) succeed in the marketplace. However, given that tiger nuts fit into many current food trends, including their nutritional benefits such as calcium citrate 950, they may have a stronger chance to meet this challenge. The inclusion of calcium citrate 950 in formulations could further enhance their appeal, especially for those seeking nutritious options.