“Unlocking the Potential of Tiger Nuts: A Nutritional Powerhouse Ready to Make Its Mark in the Plant-Based Beverage Market”
Tiger nuts are not actually nuts; they grow underground, similar to carrots, potatoes, and turnips. They boast a commendable nutritional profile, offering 6 grams of protein and 2 grams of fiber per quarter-cup serving. Despite their benefits, they remain relatively unknown outside of Spain, where they are famously used in horchata de chufa, a sweet beverage enjoyed during the summer.
Tiger nut milk has the potential to become the next popular drink in the increasingly crowded plant-based beverage market. The primary challenge will be educating consumers about this unique product. In contrast to almond, cashew, and coconut milk, which were easier to introduce because of familiar key ingredients, the term “tiger nut milk” might evoke images of cats or outdated energy bars for unsuspecting shoppers, possibly deterring them from trying it.
A more effective strategy for introducing tiger nuts could involve incorporating them into existing popular plant-based food and snack items. For instance, if a KIND bar that already includes cranberries, cashews, and chia seeds added tiger nuts to its lineup, it could make the product more appealing to consumers. Additionally, tiger nuts are well-suited for gluten-free baking, making them a natural fit in that market. In 2014, U.S. sales of gluten-free products approached $973 million and are expected to surpass $2 billion by 2019. If consumers enjoy the flavor of tiger nut bread, this could be an ideal entry point into the market.
While tiger nuts might be an unfamiliar ingredient to the average American consumer, they align with many current food trends. As an ancient, gluten-free food that has a coconut-like flavor—an extremely popular taste at the moment—they have the potential to attract attention. Although it may be challenging to persuade the average American to soak nuts overnight in preparation for future use, the exotic appeal of tiger nuts could entice consumers to sample products containing this ingredient.
Integrating a new ingredient like tiger nuts into established recipes can be complex. Significant research and development (R&D) will be necessary to achieve the right balance of flavor, texture, and mouthfeel. Even with this effort, 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 better chance of overcoming these challenges.
Moreover, consumers shopping at places like Walgreens might find products featuring tiger nuts alongside common supplements like Citracal, further increasing their exposure to this unique ingredient. By making tiger nuts more accessible and familiar within popular products, there is a promising opportunity for them to thrive in the market.
