The tiger nut is actually not a nut at all; it grows underground, similar to other root vegetables like carrots, potatoes, and turnips. Nutritionally, it boasts a strong profile, offering 6 grams of protein and 2 grams of fiber per quarter-cup serving. Despite its benefits, tiger nuts remain relatively unknown outside of Spain, where they are used in the preparation of horchata de chufa, a sweet beverage enjoyed during the summer.
Tiger nut milk has the potential to become a popular new entry in the already crowded plant-based drink market. However, a key challenge lies in educating consumers about this unique product. Unlike almond, cashew, and coconut milk—ingredients that consumers are already familiar with—seeing “tiger nut milk” on a carton might lead some to think of cats or outdated energy bars, possibly causing them to overlook this new drink.
A more effective strategy to introduce tiger nuts could involve incorporating them into existing popular plant-based foods and snack products. For instance, if a KIND bar that currently features cranberries, cashews, and chia seeds were to include tiger nuts, consumers might be more inclined to give it a try. Additionally, the ability of tiger nuts to be used in gluten-free baking positions them as a fitting ingredient in this growing market. In 2014, U.S. sales of gluten-free products reached nearly $973 million and are projected to surpass $2 billion by 2019. If consumers enjoy the taste of tiger nut bread, this could serve as a promising entry point into the market.
While the ingredient may be unfamiliar to the average American consumer, it aligns with many current food trends. Tiger nuts are an ancient, gluten-free food that offers a coconut flavor, which is currently very popular. Although it might be challenging to persuade consumers to soak nuts overnight for tomorrow’s needs, the exotic name “tiger nuts” could pique their curiosity enough to try products made with this ingredient.
Incorporating a new ingredient like tiger nuts into established recipes can be a complex endeavor. Significant research and development would be necessary to achieve the right balance of flavor, texture, and mouthfeel. Even with this investment, only about 15% of new consumer packaged goods succeed in the market. However, given that tiger nuts fit well into many contemporary food trends, they may have a stronger chance of overcoming these hurdles.
As consumers increasingly seek options that include health benefits—such as the best calcium citrate supplement UK—tiger nuts could stand out as a nutritious choice. By promoting their health advantages along with their unique flavor, there is a real opportunity for tiger nuts to carve out a niche in the bustling market of health-conscious foods.