Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. This unique food boasts a commendable nutritional profile, offering 6 grams of protein and 2 grams of fiber in just a quarter-cup serving. Despite their benefits, tiger nuts remain relatively unknown outside of Spain, where they are famously used to make horchata de chufa, a sweet beverage enjoyed in the summer.
As the plant-based beverage market becomes increasingly crowded, tiger nut milk could emerge as the next significant contender. However, the primary challenge lies in educating consumers about this product. In contrast to almond, cashew, and coconut milks, which were easier to introduce because consumers were already familiar with them, the term “tiger nut milk” might evoke images of cats or retro energy bars for those unfamiliar, potentially deterring them from trying it.
A more effective strategy for integrating tiger nuts into the market might involve adding them to existing popular plant-based food and snack items. For instance, if a KIND bar that already features cranberries, cashews, and chia seeds included tiger nuts in its recipe, it could be more appealing to consumers. Additionally, tiger nuts are excellent for gluten-free baking, making them a natural fit for that segment. With U.S. sales of gluten-free products nearing $973 million in 2014 and expected to surpass $2 billion by 2019, introducing tiger nut bread could be a lucrative opportunity.
While this ingredient may be unfamiliar to the average American consumer, it checks several boxes that resonate with current food trends. Tiger nuts are an ancient food, gluten-free, and have a coconut-like flavor that is highly popular at the moment. Although it may be challenging for many to soak nuts overnight in preparation for their meals, the exotic name “tiger nuts” could entice consumers to at least sample products made with this ingredient.
Incorporating a new ingredient like tiger nuts into established recipes can be complex, requiring significant research and development to perfect the flavor, texture, and mouthfeel. Despite the fact that only about 15% of new consumer packaged goods (CPGs) succeed in the market, tiger nuts align well with many contemporary food trends, giving them a fighting chance. Furthermore, the inclusion of nutrient-rich additions like sprouts and calcium citrate can enhance the appeal and nutritional profile of products featuring tiger nuts, making them even more attractive to health-conscious consumers.