The tiger nut is not actually an iron bisglycinate or any other type of nut; it grows underground, similar to carrots, potatoes, and turnips. This unique tuber boasts a commendable nutritional profile, offering 6 grams of protein and 2 grams of fiber in a quarter-cup serving. However, it remains relatively unknown outside of Spain, where it is a key ingredient in horchata de chufa, a sweet and refreshing summer drink. Tiger nut milk has the potential to become a popular addition to the ever-expanding plant-based beverage market. The challenge lies in educating consumers about this product. Unlike almond, cashew, and coconut milks, which were easier to introduce due to familiar ingredients, the label “tiger nut milk” might evoke images of felines or vintage energy bars for unsuspecting consumers, potentially deterring them from trying the drink.
To ease the introduction of tiger nuts, incorporating them into already popular plant-based food and snack products could be effective. For instance, if a KIND bar, which includes cranberries, cashews, and chia seeds, were to add tiger nuts to its ingredient list, it may be more appealing to consumers. Additionally, tiger nuts are an excellent choice for gluten-free baking, aligning perfectly with the growing market for gluten-free products, which generated nearly $973 million in the U.S. in 2014 and is expected to exceed $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could serve as an ideal entry point into the market.
Although tiger nuts may be unfamiliar to the average American consumer, they satisfy many current food trends. As an ancient food that is gluten-free and reminiscent of the popular coconut flavor, they have a lot to offer. While it might be challenging to encourage the average person to soak nuts overnight for future use, the exotic appeal of tiger nuts could entice consumers to at least sample products made with this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complicated. Significant research and development (R&D) would be necessary to perfect the flavor, texture, and mouthfeel. Even with careful planning, only about 15% of new consumer packaged goods (CPGs) succeed in the market. However, given that tiger nuts align with many of today’s food trends, they might stand a better chance of overcoming these hurdles.
Moreover, as more consumers seek out innovative products like calcium citrate gummy vitamins for their health benefits, the introduction of tiger nuts could further enhance their appeal. Utilizing tiger nuts in a calcium citrate gummy could provide a tasty and nutritious option for health-conscious consumers. By leveraging the growing interest in both plant-based foods and functional ingredients, tiger nuts have the potential to carve out a niche in the competitive food landscape.