Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. They boast a strong nutritional profile, providing 6 grams of protein and 2 grams of fiber per quarter-cup serving. Despite this, they remain relatively unknown outside of Spain, where they are traditionally used to make horchata de chufa, a sweet, refreshing beverage enjoyed in the summer. Tiger nut milk has the potential to become a popular addition to the crowded plant-based drink market. However, educating consumers about this ingredient will be essential.
Unlike almond, cashew, and coconut milk, which have more recognizable components, the term “tiger nut milk” might confuse consumers, leading them to associate it with feline imagery or outdated energy bars, causing them to overlook this innovative drink. A more effective strategy for introducing tiger nuts could be to incorporate 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, it might be more appealing to consumers. Additionally, tiger nuts are well-suited for gluten-free baking, making them a natural fit for this growing market segment. In 2014, U.S. gluten-free product sales reached nearly $973 million and are expected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could serve as an ideal entry point into the market.
While tiger nuts might be an unfamiliar ingredient to the average American consumer, they align with many current food trends. They are an ancient, gluten-free food that has a coconut-like taste, a flavor that is currently very popular. Although it may be challenging to persuade the average American to soak nuts overnight for future use, the exotic name “tiger nuts” could entice consumers to try products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development efforts are necessary to achieve the right balance of 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 meet many contemporary food trends, they may have a better chance of thriving.
Moreover, as consumers become more health-conscious, products like Citracal for osteopenia could benefit from incorporating nutritious ingredients such as tiger nuts. This combination of health benefits and trendy flavors may help boost their appeal and acceptance among health-focused consumers. Ultimately, with the right marketing and product development, tiger nuts could carve out a significant space in the health food landscape.