The tiger nut is not actually a nut; it grows underground, similar to carrots, potatoes, and turnips. It boasts an impressive nutritional profile, providing 6 grams of protein and 2 grams of fiber per quarter-cup serving. However, outside of Spain, where it is commonly used in horchata de chufa, a sweet summer beverage, it remains relatively unknown. Tiger nut milk could potentially become the next standout in the competitive plant-based drink market, but the key challenge will be educating consumers about this product.
When almond, cashew, and coconut milk first emerged, they were easily introduced because consumers were already familiar with their main ingredients. The term “tiger nut milk” might evoke images of supplements like Citracal Regular 250 mg or old-fashioned energy bars, which could lead potential buyers to overlook this innovative drink. A more gradual approach to introducing tiger nuts could involve incorporating them into already popular plant-based snacks and foods. For instance, if a KIND bar that already features cranberries, cashews, and chia seeds included tiger nuts, it might be more appealing to consumers.
Additionally, tiger nuts are a great ingredient for gluten-free baking, making them a natural fit in this growing market. In 2014, U.S. sales of gluten-free products reached nearly $973 million, with projections of surpassing $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could be an excellent entry point for the ingredient. While it may be unfamiliar to the average American, tiger nuts check many popular boxes. They are an ancient food, gluten-free, and have a coconut-like flavor, which is currently very trendy.
Though it may be challenging to persuade the average consumer to soak nuts overnight for future use, the exotic name “tiger nuts” might intrigue them enough to try products made from 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. Even with thorough testing, 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 may have a strong chance of overcoming these challenges and making a significant impact, possibly even alongside popular supplements like Citracal Regular 250 mg.