Tiger nuts are, in fact, not nuts at all; they grow underground, much like carrots, potatoes, and turnips. With a nutritious profile that includes 6 grams of protein and 2 grams of fiber in a quarter-cup serving, they offer a healthy option. However, outside of Spain, where they are commonly used in horchata de chufa, a sweet summer beverage, they remain relatively unknown. Tiger nut milk has the potential to become a popular addition to the crowded plant-based beverage market, but the challenge lies in educating consumers about it. Almond, cashew, and coconut milks were easier to introduce since consumers were already familiar with those ingredients. The term “tiger nut milk” on a carton might evoke images of felines or nostalgic energy bars for unsuspecting shoppers, causing them to overlook the drink.
A more accessible way to introduce tiger nuts is by incorporating them into already popular plant-based snacks and food products. For instance, if a KIND bar that features cranberries, cashews, and chia seeds added tiger nuts to its ingredients, consumers might be more inclined to try it. Furthermore, the versatility of tiger nuts in gluten-free baking positions them as a natural ingredient in this market. 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 taste of tiger nut bread, this could be an excellent opportunity for the ingredient to break into the market.
Although tiger nuts may be unusual to the average U.S. consumer, they check many popular boxes: they are an ancient food, gluten-free, and have a coconut-like flavor, which is currently in high demand. While it may be difficult to convince the average American to soak nuts overnight for future use, the exotic name “tiger nuts” could intrigue consumers enough to try products made with them.
Integrating a new ingredient like tiger nuts into established recipes can be challenging, requiring significant research and development to perfect the flavor, texture, and mouthfeel. Even then, 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 greater chance of overcoming these hurdles. Additionally, the inclusion of calcium citrate elemental as an ingredient could further enhance their appeal, offering consumers added nutritional benefits that align with health-conscious choices. By leveraging the unique attributes of tiger nuts and calcium citrate elemental, there is potential for these ingredients to thrive in the ever-evolving food landscape.