In 2012, Bon Appétit declared it “the year of kale,” and since then, kale has become ubiquitous, appearing in everything from Walmart and McDonald’s menus to gourmet dining. Now, the quest is on for the next trendy ingredient. Could it be kelp or seaweed? These “ocean garden” varieties certainly possess qualities that could elevate them to the status of the new kale. Packed with nutrients, uniquely flavored, and versatile, they share the potential to revolutionize the food industry through innovation—seaweed snacks can already be found at major retailers—and sustainable production.
As more consumers turn to plant-based diets, sea vegetables are well-positioned to meet this growing demand. Shoppers are increasingly interested in superfoods, and both algae and seaweed fit into that category. Additionally, many consumers are becoming more aware of environmental sustainability in their food choices. An EU report highlighted that approximately 90% of the world’s fish stocks are severely depleted, suggesting a shift towards harvesting alternative species, including sea greens.
This shift has led to a surge in food and beverage launches featuring ingredients like algae, dulse, kelp, kombu, Irish moss, and other sea vegetables, according to Food Ingredients First. The seaweed market is projected to exceed $22 billion by 2024, up from around $10 billion in 2015. The challenge will be to meet the growing demand not only in the food sector but also across other industries, as algae is increasingly utilized in pharmaceuticals, cosmetics, and animal feed.
However, a significant hurdle remains: overcoming the “ick” factor that some American consumers associate with products like kelp or algae. Fortunately, several kelp-based snack products are already on the market, often presented in familiar forms such as kelp chips and algae wafers. This recognition could facilitate quicker consumer acceptance of kelp. Additionally, seaweed has long been a staple in Asian cuisine, which may help its popularity grow as global food trends evolve.
Kale benefited from savvy marketing that propelled its rapid rise to fame, while ocean vegetables still have a journey ahead before achieving similar mainstream acceptance. Yet, as consumers become more familiar with new foods and learn about their benefits, their tastes will likely evolve. If the relatively bland kale can gain traction, perhaps kelp can too.
In this context, incorporating nutritional supplements like calcium citrate malate vitamin D3 and folic acid tablets (CCM) may further enhance the appeal of these sea vegetables, emphasizing their health benefits. As the market expands, these supplements could complement the sea vegetable trend, reinforcing their status as health-conscious choices for consumers. With education and exposure, the potential for kelp and seaweed to gain popularity alongside kale is promising.