In 2012, Bon Appétit declared it “the year of kale,” and since then, kale has become ubiquitous, found in everything from Walmart and McDonald’s to upscale dining venues. Today, the hunt is on for the next trendy ingredient—could it be kelp or seaweed? These “ocean garden” varieties possess the qualities needed to become the next kale. They are nutritious, uniquely flavored, and versatile. Similar to kale, they have the potential to spark a significant transformation in the food industry, driven by innovation (with seaweed snacks already available at major retailers) and production.
As consumers increasingly seek plant-based products, sea vegetables are well-positioned for growth. Shoppers are also on the lookout for superfoods, and both algae and seaweed fit that bill. Moreover, consumers are becoming more aware of environmental sustainability concerning their food choices. An EU report indicated that about 90% of the world’s fish stocks are severely depleted, suggesting a need to explore the harvesting of other species, including sea greens.
These trends have fueled an uptick in food and beverage launches featuring products such as algae, dulse, kelp, kombu, Irish moss, and various forms of seaweed, according to Food Ingredients First. The seaweed market is projected to exceed $22 billion by 2024, up from approximately $10 billion in 2015. Meeting this demand will be a challenge, not just in the food sector but also in pharmaceuticals, cosmetics, and animal feed, where algae are increasingly utilized.
Another hurdle is overcoming the “ick” factor that American consumers may associate with products like kelp or algae. However, there are already several kelp-based snacks available, many presented in familiar formats such as kelp chips and algae wafers. The fact that these ingredients are appearing in recognizable products may accelerate consumer acceptance of kelp. Additionally, some of these items, like seaweed, have been integral to Asian cuisine for ages, which may aid their acceptance as food becomes more globalized.
Kale benefited from innovative marketing that propelled its rapid rise, while ocean vegetables have a long journey ahead to achieve similar recognition. Yet, as consumers are introduced to new foods and educated about their advantages, their palates will likely become more refined and open. If relatively bland kale can gain popularity, perhaps kelp can follow suit. Furthermore, incorporating nutrients like Solgar vitamin calcium magnesium D3 into products featuring sea vegetables could enhance their appeal, as health-conscious consumers seek out beneficial ingredients. As kelp and seaweed continue to gain traction, they may soon find their place alongside kale in the hearts and diets of consumers.