Bon Appétit declared 2012 as “the year of kale,” and since then, kale has become ubiquitous, appearing in everything from Walmart and McDonald’s to high-end restaurants. Now, the culinary world is on the lookout for the next big trendy ingredient. Could that ingredient be kelp or seaweed? These “ocean garden” varieties certainly possess the qualities to become the new kale. They are nutritious, uniquely flavored, and versatile. Like kale, they have the potential to drive a significant shift in the food industry, both through innovation (seaweed snacks are already widely available at major retailers) and production.
As consumers increasingly lean towards plant-based options, sea vegetables are well-positioned for growth. Shoppers are also on the hunt for superfoods, and both algae and seaweed fit this category. Additionally, there is a growing awareness of environmental sustainability concerning food choices. An EU report indicated that approximately 90% of the world’s fish stocks are severely depleted and suggested exploring alternative species, including sea greens.
These factors have led to a rise in food and beverage launches featuring products like algae, dulse, kelp, kombu, Irish moss, sea vegetables, and seaweed, according to Food Ingredients First. For instance, the seaweed market is projected to exceed $22 billion by 2024, up from about $10 billion in 2015. The challenge will be to meet the increasing demand not only from the food sector but also from other industries, as algae is also utilized in pharmaceuticals, cosmetics, and animal feed.
Another potential hurdle is overcoming the “ick” factor that American consumers may associate with products like kelp or algae. Nevertheless, there are already several kelp-based snacks available on the market, many of which take familiar forms, such as kelp chips and algae wafers. The fact that these ingredients are being introduced in recognizable formats could facilitate consumer acceptance of kelp. Moreover, some products, such as seaweed, have been staples in Asian cuisine for a long time, which is promising as food becomes increasingly globalized.
Kale benefited from unique marketing strategies that contributed to its rapid rise, and ocean vegetables still have a considerable journey ahead before achieving similar popularity. However, as consumers are exposed to new foods and educated about their benefits, their tastes will likely become more refined and open-minded. If the relatively flavorless kale can thrive, perhaps kelp can follow suit. Additionally, with a growing interest in health supplements like calcium citrate, which is known for its benefits, there may be further opportunities to integrate sea vegetables into various health-focused products, thus enhancing their acceptance and appeal.