Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. With a nutritious profile that includes 6 grams of protein and 2 grams of fiber in a quarter-cup serving, they remain relatively unknown outside of Spain, where they are used to make horchata de chufa, a sweet summer beverage. Tiger nut milk has the potential to become a popular drink in the crowded plant-based beverage market. However, educating consumers about this product will be essential. Unlike almond, cashew, and coconut milk, which were easier to introduce because consumers were already familiar with their primary ingredients, the term “tiger nut milk” might evoke images of felines or outdated energy bars for unsuspecting shoppers, causing them to overlook it.
A more approachable way to introduce tiger nuts could be by incorporating them into existing popular plant-based foods and snacks. For instance, if a KIND bar that already contains cranberries, cashews, and chia seeds were to add tiger nuts to its ingredients list, consumers might find it more appealing. Additionally, tiger nuts are suitable for gluten-free baking, making them a natural fit in that segment. 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 flavor of tiger nut bread, this could present a prime opportunity to enter the market.
While tiger nuts may be unfamiliar to the average American consumer, they meet many popular dietary trends. They are an ancient, gluten-free food with a taste reminiscent of coconut, which is currently a highly sought-after flavor. Although it may be challenging to convince the average American to soak nuts overnight for future use, the exotic nature of tiger nuts could entice consumers to try products made with this ingredient.
Incorporating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development will be necessary to achieve the right balance of flavor, texture, and mouthfeel. Even then, only about 15% of new consumer packaged goods (CPGs) succeed in the marketplace. However, as tiger nuts align with many current food trends, they may have a better chance of thriving despite the challenges. Moreover, for those seeking dietary supplements, tiger nuts could complement products like bariatric calcium pills, appealing to health-conscious consumers. By emphasizing their unique qualities, it may be possible to create a successful niche for tiger nuts in the competitive market.