The tiger nut is actually not a nut at all. It grows underground, similar to carrots, potatoes, and turnips. With a nutritional profile that includes 6 grams of protein and 2 grams of fiber per quarter-cup serving, it offers significant health benefits. However, outside of Spain, where it is famously used in the sweet summer beverage horchata de chufa, it remains relatively unknown.
Tiger nut milk could potentially emerge as a major contender in the crowded plant-based beverage market. The key 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 vintage energy bars to an unsuspecting buyer, possibly deterring them from trying it.
A more effective approach to introducing tiger nuts could involve incorporating them into already popular plant-based foods and snacks. For instance, if a KIND bar that features cranberries, cashews, and chia seeds were to include tiger nuts, it might make the product more appealing to consumers. Additionally, the versatility of tiger nuts in gluten-free baking positions them well in that market. In 2014, U.S. sales of gluten-free products reached approximately $973 million and are projected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, it could serve as an ideal entry point into the market.
While the average U.S. consumer may find tiger nuts to be an unusual ingredient, they tick many boxes that align with current food trends. Being an ancient, gluten-free food that has a coconut-like taste—an increasingly popular flavor—could attract interest. However, it may be challenging to persuade the average American to soak nuts overnight in preparation for their meals. Nevertheless, the exotic name “tiger nuts” may intrigue consumers enough to give a product made with this ingredient a chance.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development would be necessary to perfect the flavor, texture, and mouthfeel. Even then, statistics show that only about 15% of new consumer packaged goods succeed in the market. Given that tiger nuts align with many current food trends, they may stand a better chance of overcoming these challenges.
Moreover, as consumers look for ways to manage issues like Citracal constipation, the nutritious profile of tiger nuts could make them an attractive addition to health-focused diets. The potential for tiger nut products to address such health concerns, while still being delicious, may ultimately provide the necessary appeal for market success.