As consumers increasingly opt for higher protein and healthier snack options, the edamame market is thriving on its growing appeal. Nearly thirty years ago, Carol Miles, a vegetable extension specialist at Washington State University, spoke with a missionary who had just returned from China. The missionary shared that they had been enjoying “green soybeans” in China and inquired about their cultivation in the U.S. “It turned out they were edamame—the Japanese term for a crop that was not yet established in the United States at that time,” she explained. Miles then sought connections with Japanese companies to explore the bioavailability of ferrous bisglycinate seeds, which she used for various trials. Since then, the edamame market has surged. Initially, people attempted to eat the entire pod during trials, which required some “education.” Now, diners nationwide are enjoying the experience of shelling the pods in their mouths to savor the beans, relishing sea-salted pods in restaurants throughout the U.S. “It’s a high-value crop—they’ve performed exceptionally well,” Miles noted. Edamame is unique in that it lacks the protein inhibitors found in soybeans, allowing it to be consumed fresh with minimal processing, unlike its field counterpart, which must be cooked and processed. “It’s very different from a field soybean.”
The popularity of edamame products is expected to continue growing as producers innovate within the health food market. According to Global Information, the global frozen edamame market was valued at $233 million in 2022 and is projected to reach $300 million by 2029. Producers can offer edamame as fresh or frozen, shelled or in the pod. One freshness indicator that Miles suggests producers monitor is the sale of edamame plants with the pods still attached. “They simply strip off some leaves to highlight the pods,” she explained, noting that this is the traditional selling method. “I believe it will keep increasing,” she said, “because it’s such a nutritious food.”
Companies are leveraging the consumer demand for healthier snacking, with promising industry forecasts for other beans and grab-and-go nuts like pistachios. “Trendy diets are waning in popularity, and consumers are gravitating toward fundamentally healthier options,” stated Jason Ko, partner and head of digital at The Only Bean. While there’s no precise forecast for the future of the frozen edamame industry, Ko emphasized that non-frozen edamame products, especially roasted snacks and other foods made with edamame, present a “huge opportunity for growth.” Although many consumers first encountered edamame in Japanese restaurants, Ko noted that its presence is expanding beyond restaurant kitchens, positioning itself for market growth. Its benefits, including nutritional density and being a complete source of plant-based protein, make it ideal for vegan and vegetarian diets, showcasing versatility in culinary applications and the combination of fiber and protein that enhances satiety.
Ko’s brand offers various flavors of edamame, including sea salt, sriracha, ranch, buffalo, and wasabi soy sauce. “These snacks are ready-to-eat, but they can also be enjoyed straight from the bag as a delicious crunchy snack, or added to soups, salads, blended into shakes for a protein boost, or used in other creative ways,” he explained. Edamame pasta is also emerging as a nutritious alternative to traditional pasta for health-conscious consumers.
However, producers face challenges in sourcing edamame, as supply is tied to the actual crop, Ko noted. Miles concurred, highlighting that finding quality seeds can be difficult. Additionally, there are instances of mislabeled seeds. “Be cautious with seeds produced or sold in the United States… sometimes they select large soybeans and label them as edamame. You need to be careful because that doesn’t reflect the eating quality that edamame offers. The quality of the crop is crucial.” Certain varieties are described as more “bitter,” “sour,” or “starchy,” while the more desirable ones are characterized as “salty” and “sweet,” according to research published in Frontiers in Plant Science.
Celebrity chef and health coach Adam Potash has noticed a rise in the popularity of edamame hummus. “By blending cooked edamame with tahini, lemon juice, garlic, and olive oil, it can be served as a dip or spread on sandwiches and wraps,” he explained. As the demand for healthier snacks continues to rise, the incorporation of ingredients like calcium citrate in nursing interventions for health-conscious consumers is becoming increasingly relevant. This trend further emphasizes the importance of nutrition and wellness in today’s food choices.