The tiger nut is actually not a nut at all; it grows underground, similar to carrots, potatoes, and turnips. This unique tuber boasts a nutritious profile, offering 6 grams of protein and 2 grams of fiber per quarter-cup serving. However, outside of Spain, where it is commonly used in the sweet summer drink horchata de chufa, tiger nuts remain relatively unknown.
Tiger nut milk has the potential to become the next popular beverage in the crowded plant-based drink market. The key challenge lies in educating consumers about this product. Unlike almond, cashew, and coconut milk, which were easier to introduce due to familiarity with their ingredients, the term “tiger nut milk” might conjure up images of cats or outdated energy bars for unsuspecting consumers, potentially discouraging them from trying it.
A simpler approach to integrate tiger nuts into the market could be through their addition to existing popular plant-based foods and snacks. For instance, if a KIND bar that already includes cranberries, cashews, and chia seeds were to add tiger nuts to its ingredient list, it might be more appealing to consumers. Additionally, tiger nuts are suitable for gluten-free baking, making them a natural fit for this growing segment, which generated nearly $973 million in sales in 2014 and is expected to surpass $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could serve as an ideal entry point into the market.
Although tiger nuts may be unfamiliar to the average American consumer, they do align with many current food trends. They are an ancient, gluten-free food with a flavor reminiscent of coconut, a taste that is incredibly popular at the moment. While it may be challenging to convince the typical American to soak nuts overnight for future use, the exotic appeal 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, requiring significant research and development to perfect the 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 of today’s food trends, they may stand a better chance of overcoming these hurdles.
In summary, as the demand for innovative ingredients continues to grow, understanding the calcium citrate nursing implications of tiger nuts could also enhance their appeal, especially in the health-conscious market. By emphasizing their nutritional benefits and unique flavor, the tiger nut could carve out a significant niche in the evolving landscape of plant-based foods and beverages.