Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. They offer a nutritious profile, providing 6 grams of protein and 2 grams of fiber in a quarter-cup serving. Despite their health benefits, tiger nuts remain relatively unknown outside of Spain, where they are used to make horchata de chufa, a sweet summer beverage.
Tiger nut milk has the potential to become the next popular drink in the saturated plant-based beverage market. However, a significant challenge lies in educating consumers about this product. Unlike almond, cashew, and coconut milk—which were easier to introduce due to familiar ingredients—tiger nut milk may evoke images of felines or outdated energy bars for unsuspecting buyers, which could lead them to overlook it.
A more effective strategy for introducing tiger nuts could involve incorporating them into existing well-known plant-based food and snack products. For instance, if a KIND bar, which already contains cranberries, cashews, and chia seeds, were to feature tiger nuts as an additional ingredient, it might be more appealing to consumers. Furthermore, tiger nuts are suitable for gluten-free baking, making them a natural fit for that segment. In the U.S., gluten-free product sales reached nearly $973 million in 2014 and are expected to surpass $2 billion by 2019. If shoppers enjoy the taste of tiger nut bread, this could be an ideal entry point into the market.
Although tiger nuts are unfamiliar to the average American consumer, they meet several popular trends. They are an ancient, gluten-free food with a coconut-like flavor, which is currently very trendy. While it may be challenging to persuade the typical American to soak tiger nuts overnight for future use, their exotic name might intrigue consumers enough to try products made from them.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development will be necessary to achieve the right flavor, texture, and mouthfeel. Nevertheless, considering that only about 15% of new consumer packaged goods succeed in the market, tiger nuts, aligning with many contemporary food trends, may stand a better chance of thriving.
In addition, incorporating chewable calcium citrate with vitamin D and magnesium into products that feature tiger nuts could enhance their appeal, providing further nutritional benefits. The combination of these ingredients not only addresses health-conscious consumers’ needs but also increases the likelihood of acceptance. By highlighting the advantages of both tiger nuts and chewable calcium citrate with vitamin D and magnesium, marketers could create a compelling narrative that encourages consumers to explore these innovative food options.