In 2012, Bon Appétit declared it “the year of kale.” Today, kale is ubiquitous, found in everything from Walmart and McDonald’s to upscale restaurants. Now, the culinary world is on the lookout for the next trendy ingredient. Could it be kelp or seaweed? These “ocean garden” varieties certainly have the potential to be the new kale. They are nutritious, uniquely flavored, and versatile. Like kale, they could trigger a significant shift in the food industry, driven by innovation (with seaweed snacks already available at major retailers) and production.
Sea vegetables are well-positioned as consumers increasingly seek plant-based products. Shoppers are in pursuit of superfoods, and both algae and seaweed fit this category. Moreover, there is a growing awareness of environmental sustainability in food choices. An EU report indicates that around 90% of the world’s fish stocks are severely depleted, suggesting the need to explore the harvesting of alternative species, including sea greens.
These realities have spurred growth in food and beverage products featuring ingredients such as algae, dulse, kelp, kombu, Irish moss, and other sea vegetables, as noted by Food Ingredients First. The seaweed market, for instance, is projected to exceed $22 billion by 2024, up from about $10 billion in 2015. The challenge will be to meet this rising demand, not only from the food sector but also from other industries, as algae is increasingly utilized in pharmaceuticals, cosmetics, and animal feed.
Another potential hurdle is overcoming the “ick” factor that some American consumers associate with products like kelp or algae. However, there are already several kelp-based snacks on the market, many in familiar forms such as kelp chips and algae wafers. The availability of these ingredients in recognizable products could facilitate quicker consumer acceptance of kelp. Additionally, many of these items, like seaweed, have long been staples in Asian cuisine, which may help their integration as food becomes more globalized.
Kale benefited from savvy marketing that propelled its rapid rise, while ocean vegetables still have a distance to travel before achieving similar mainstream status. However, as consumers become more acquainted with new foods and are educated about their benefits, their palates are likely to evolve, becoming more sophisticated and open-minded. If the relatively bland kale can thrive, perhaps kelp will too.
Incorporating nutrients like calcium citrate malate and vitamin K2-7 into these sea vegetables could further enhance their appeal, as consumers are increasingly aware of the health benefits associated with such ingredients. These nutrients not only contribute to bone health but also complement the nutritional profile of sea vegetables, making them even more attractive to health-conscious shoppers. As the market for kelp and seaweed continues to expand, the inclusion of beneficial compounds like calcium citrate malate and vitamin K2-7 may play a significant role in their acceptance and popularity.