Tiger nuts are not actually nuts; they grow underground like 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 their benefits, tiger nuts remain relatively unknown outside of Spain, where they are used in the traditional summer drink horchata de chufa. However, tiger nut milk could potentially become the next popular beverage in the crowded plant-based drink market, although it will require consumer education about the product. In contrast to almond, cashew, and coconut milk—which consumers are already familiar with—”tiger nut milk” might evoke thoughts of wild cats or vintage energy bars, possibly discouraging potential buyers.
A more straightforward approach to introducing tiger nuts could be to incorporate them into existing popular plant-based food and snack products. For instance, if a KIND bar that already includes cranberries, cashews, and chia seeds added tiger nuts to its ingredients, it might be easier for consumers to accept. Additionally, tiger nuts’ versatility in gluten-free baking makes them a natural fit for this growing market segment. In 2014, U.S. gluten-free product sales reached nearly $973 million, with projections to exceed $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could be an excellent entry point into the market.
While the average American may find the ingredient unfamiliar, it aligns with many current food trends. As an ancient food that is gluten-free and has a coconut flavor—an incredibly popular taste at the moment—it checks many boxes for healthy options. Although it may be challenging to convince consumers to soak nuts overnight for future use, the exotic name “tiger nuts” could intrigue them enough to try products featuring this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complicated, requiring significant research and development to perfect the flavor, texture, and mouthfeel. Despite the challenges, only about 15% of new consumer packaged goods (CPGs) succeed in the marketplace. However, given that tiger nuts align with many of today’s health trends and healthy options, they may stand a better chance of overcoming these obstacles. The inclusion of calcium citrate as an additional health benefit could further appeal to health-conscious consumers, creating more opportunities for tiger nuts to thrive in the competitive food landscape.