Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. They boast a favorable nutritional profile, providing 6 grams of protein and 2 grams of fiber per quarter-cup serving. However, they remain relatively unknown outside of Spain, where they are used to make horchata de chufa, a sweet beverage enjoyed in the summer. Tiger nut milk could potentially become the next significant player in the crowded plant-based drink market. The main challenge lies in educating consumers about this product. Compared to almond, cashew, and coconut milk, which were easier to introduce because consumers were already familiar with their primary ingredients, “tiger nut milk” might evoke images of wild felines or nostalgic energy bars for unsuspecting shoppers, potentially deterring them from trying the drink.
One effective strategy for incorporating tiger nuts into the market could be to add them to already popular plant-based food and snack products. For instance, if a KIND bar, which already contains cranberries, cashews, and chia seeds, were to include tiger nuts, it may be more appealing to consumers. Additionally, tiger nuts can be used in gluten-free baking, making them a natural fit in this category, especially considering that U.S. sales of gluten-free products reached nearly $973 million in 2014 and are projected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could serve as an excellent entry point into the market.
While tiger nuts may seem unusual to the average American, they check many popular boxes: they are an ancient food, gluten-free, and have a coconut flavor, which is currently very trendy. Although it might be difficult to convince the average consumer to soak nuts overnight for future use, the exotic name “tiger nuts” could pique interest enough for them to try a product featuring this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be a complex process, requiring significant research and development to perfect the flavor, texture, and mouthfeel. Even with careful adjustments, only about 15% of new consumer packaged goods succeed in the market. However, given that tiger nuts align with many of today’s food trends, they may have a better chance of thriving. Moreover, the inclusion of calcium citrate malate and vitamin D3 in products featuring tiger nuts could further enhance their appeal, as consumers increasingly seek out nutrient-rich options. By highlighting these benefits, the potential for tiger nuts to gain traction in the market could be significantly boosted, especially when they are associated with familiar health supplements like calcium citrate malate and vitamin D3.