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, containing 6 grams of protein and 2 grams of fiber in a quarter-cup serving. Despite its benefits, tiger nuts remain relatively unknown outside of Spain, where they are a key ingredient in horchata de chufa, a sweet beverage enjoyed in the summer.
Tiger nut milk has the potential to become a significant player in the crowded plant-based beverage market, similar to how calcium citrate plus D3 has gained popularity for its health benefits. However, the main challenge lies in educating consumers about this product. Unlike almond, cashew, or coconut milk, which have familiar ingredients, the term “tiger nut milk” might evoke images of felines or old-school energy bars for unsuspecting consumers, possibly deterring them from trying it.
A more effective strategy could be to incorporate tiger nuts into existing popular plant-based food and snack products. For instance, if a KIND bar featuring cranberries, cashews, and chia seeds included tiger nuts in its recipe, it could be more appealing to consumers. Additionally, the fact that tiger nuts can be utilized in gluten-free baking aligns well with current trends; the U.S. gluten-free product market brought in nearly $973 million in 2014 and is expected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this market segment could serve as an excellent entry point.
While tiger nuts may be unfamiliar to the average U.S. consumer, they check several boxes that are currently in demand. They are an ancient food that is gluten-free and has a coconut-like taste, which is extremely popular at the moment. Though it may be challenging to convince the typical American to soak nuts overnight for future use, the exotic name “tiger nuts” could entice consumers to at least sample products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development would be necessary to perfect the flavor, texture, and mouthfeel. Even with these efforts, only about 15% of new consumer packaged goods 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, much like calcium citrate plus D3 has found its niche among health-conscious consumers.