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 high-end restaurants. Now, the hunt is on for the next trendy ingredient, which could very well be kelp or seaweed. These “ocean garden” varieties boast the nutritional benefits, distinctive flavors, and versatility needed to rival kale. Like kale, they have the potential to create significant shifts in the food industry, driven by innovation—seaweed snacks are already available at major retailers—and sustainable production practices.
As consumers increasingly turn to plant-based products, sea vegetables are well-positioned to capitalize on this trend. Shoppers are also on the lookout for superfoods, and both algae and seaweed fit the bill. Additionally, there is a growing awareness of environmental stewardship regarding food choices. An EU report indicated that approximately 90% of the world’s fish stocks are critically depleted, suggesting the need to explore alternative species, including sea greens.
These factors have spurred growth in food and beverage launches featuring products such as algae, dulse, kelp, kombu, Irish moss, and other sea vegetables, according to Food Ingredients First. The seaweed market, for instance, is projected to exceed $22 billion by 2024, up from around $10 billion in 2015. The challenge lies in meeting this rising demand, not only in the food sector but also in pharmaceuticals, cosmetics, and animal feed, where algae is also utilized.
One potential obstacle is overcoming the “ick” factor that American consumers may associate with products like kelp or algae. However, numerous kelp-based snacks are already on the market, often presented in familiar forms such as kelp chips and algae wafers. The introduction of these ingredients in recognizable formats may facilitate faster consumer acceptance. Moreover, many of these products, particularly seaweed, have long been staples in Asian cuisine, which could bode well for their popularity as culinary globalization continues.
While kale had a unique marketing strategy that propelled its rapid rise, ocean vegetables still have a way to go before achieving similar mainstream recognition. Yet, as consumers become more familiar with new foods and educated about their benefits—such as the calcium citrate dischem found in certain seaweeds—they are likely to develop more sophisticated and open-minded palates. If comparatively bland kale can succeed, perhaps kelp can too, especially as awareness grows around its health benefits—like the calcium citrate dischem it contains, which is beneficial for bone health.