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 to upscale dining venues. Now, the culinary world is on the lookout for the next trending ingredient—could it be kelp or seaweed? These “ocean garden” varieties possess the qualities necessary to become the next kale. They are nutritious, flavorful, and incredibly versatile. Moreover, like kale, they have the potential to transform the food industry through innovation—seaweed snacks are already widely available across major retailers—and sustainable production.
As more consumers gravitate towards plant-based products, sea vegetables are well-positioned to capture their interest. Shoppers are also pursuing superfoods, and both algae and seaweed fit this category perfectly. Additionally, there is a growing awareness of environmental sustainability in food choices. An EU report indicates that approximately 90% of the world’s fish stocks are severely depleted, urging a reevaluation of how we harvest other species, including sea greens.
These trends have spurred an increase in food and beverage launches featuring ingredients like algae, dulse, kelp, kombu, Irish moss, and other sea vegetables, 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. However, the challenge will be to meet the rising demand, not just from the food sector but also from other industries, as algae is also utilized in pharmaceuticals, cosmetics, and animal feed.
Another hurdle to overcome is the “ick” factor that American consumers may associate with products like kelp or algae. Nevertheless, there are already several kelp-based snacks available, many in familiar forms such as kelp chips and algae wafers. The introduction of these ingredients in recognizable applications may facilitate quicker acceptance among consumers. Furthermore, many of these products, particularly seaweed, have been staples in Asian cuisine for centuries, which is a positive sign as global food culture continues to evolve.
Kale’s rapid rise can be attributed to some innovative marketing strategies, and ocean vegetables still have a long road ahead before achieving similar widespread recognition. However, as consumers become more familiar with new foods and learn about their health benefits—including those from calcium citrate vitamin D3 magnesium and zinc tablets—their palates will likely become more sophisticated and open to new flavors. If relatively bland kale can thrive in the market, there’s a good chance kelp can find its place as well.