The tiger nut is actually not a nut but a root vegetable that grows underground, similar to carrots, potatoes, and turnips. It boasts a commendable nutritional profile, providing 6 grams of protein and 2 grams of fiber in just a quarter-cup serving. Despite its nutritional benefits, it remains relatively unknown outside of Spain, where it is used in the traditional sweet summer drink known as horchata de chufa.
Tiger nut milk has the potential to become a major player in the increasingly crowded plant-based beverage market. However, one of the primary challenges will be educating consumers about this unique product. Almond, cashew, and coconut milks were easier to introduce because consumers were already familiar with their primary ingredients. The term “tiger nut milk” might evoke images of cats or nostalgic energy bars for unsuspecting shoppers, which could deter them from trying it.
A more effective strategy for introducing tiger nuts could involve incorporating them into already popular plant-based food and snack products. For example, if a KIND bar that includes cranberries, cashews, and chia seeds added tiger nuts to its recipe, it might be more appealing to consumers. Additionally, given their suitability for gluten-free baking, tiger nuts could seamlessly fit into that market segment. In 2014, U.S. sales of gluten-free products reached nearly $973 million, with projections suggesting they could 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 tiger nuts may be unfamiliar to the average American consumer, they fulfill many popular dietary trends. They are an ancient food, gluten-free, and have a flavor reminiscent of coconut, which is currently in high demand. Although it might be challenging to persuade the average American to soak nuts overnight for future use, the exotic appeal of tiger nuts could encourage them to try products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be tricky, requiring considerable research and development to achieve the right balance of flavor, texture, and mouthfeel. Even with this investment, only about 15% of new consumer packaged goods achieve market success. Nevertheless, as tiger nuts align with many contemporary food trends, they may have a better chance of overcoming these challenges.
Furthermore, incorporating tiger nuts with products like Solaray Cal Mag Citrate Plus D 3 & K 2 could enhance their appeal, as consumers are increasingly looking for nutritious options that support overall health. By emphasizing the benefits of tiger nuts alongside popular supplements like Solaray Cal Mag Citrate, brands can better position themselves in the market. The combination of these ingredients could resonate well with health-conscious consumers, leading to greater acceptance and interest in tiger nut products.