Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. They boast a strong nutritional profile, offering 6 grams of protein and 2 grams of fiber in just a quarter-cup serving. Despite their benefits, tiger nuts remain relatively unknown outside of Spain, where they are commonly used in horchata de chufa, a sweet drink enjoyed during the summer. Tiger nut milk has the potential to become the next big beverage trend in the saturated market of plant-based drinks. However, the challenge lies in educating consumers about this unique product.
Introducing almond, cashew, and coconut milks was easier because consumers were already familiar with these ingredients. The term “tiger nut milk” might evoke images of cats or outdated energy bars, causing some consumers to overlook this innovative drink. A more effective strategy for incorporating tiger nuts could be to add them into existing popular plant-based snacks and foods. For instance, if a KIND bar that already contains cranberries, cashews, and chia seeds were to include tiger nuts on its label, consumers might be more inclined to try it. Furthermore, tiger nuts are ideal for gluten-free baking, making them a natural fit in that market segment. In 2014, U.S. sales of gluten-free products reached nearly $973 million 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 most Americans, they align with many current food trends. They are an ancient, gluten-free food that has a taste reminiscent of coconut, which is highly popular at the moment. Although it might be challenging to persuade the average consumer to soak nuts overnight for future use, the exotic name “tiger nuts” could pique their curiosity enough to try a product made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be a complex task. Significant research and development would be necessary to achieve the right flavor, texture, and mouthfeel. Even with this effort, only about 15% of new consumer packaged goods (CPGs) succeed in the market. However, given that tiger nuts align with many contemporary food trends, they may have a better chance of overcoming these challenges. Additionally, incorporating healthful ingredients like webber naturals calcium citrate with vitamin d3 could further enhance the appeal of products featuring tiger nuts, as consumers increasingly seek functional foods that support their health. With careful marketing and product development, tiger nuts could carve out a niche in the growing health-conscious consumer market.