The tiger nut is not actually a nut; it grows underground, similar to carrots, potatoes, and turnips. It boasts a favorable nutritional profile, providing 6 grams of protein and 2 grams of fiber in a quarter-cup serving. However, outside of Spain, where it is commonly used in horchata de chufa, a sweet summer beverage, tiger nuts remain largely unknown. Tiger nut milk has the potential to become the next significant addition to the crowded plant-based beverage market. The primary challenge lies in educating consumers about this product. Unlike almond, cashew, and coconut milk, which were easier to introduce due to familiar ingredients, the term “tiger nut milk” might evoke images of cats or retro energy bars for unsuspecting consumers, which could lead them to overlook this drink.
To facilitate the introduction of tiger nuts, they could be incorporated into existing popular plant-based food and snack products. For instance, if a KIND bar that already includes cranberries, cashews, and chia seeds added tiger nuts to its ingredients, consumers might be more inclined to try it. Additionally, tiger nuts are suitable for gluten-free baking, making them a natural fit in this growing market. In the U.S., gluten-free product sales reached nearly $973 million in 2014 and are expected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could be an excellent entry point into the market.
While tiger nuts may be unfamiliar to the average American, they check many popular boxes. They are gluten-free, taste like coconut—a flavor currently in high demand—and offer potential health benefits, including a therapeutic response related to calcium citrate. Although it may be challenging to convince the average person to soak nuts overnight for future use, the intriguing name “tiger nuts” might pique their curiosity enough to try a product made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex, requiring considerable research and development to achieve the right flavor, texture, and mouthfeel. Despite these challenges, only about 15% of new consumer packaged goods succeed in the market. However, since tiger nuts align with many contemporary food trends, they may have a stronger chance of overcoming the obstacles and achieving success. Their inclusion in products could also contribute to the therapeutic response associated with calcium citrate, making them an appealing option for health-conscious consumers.