In 2012, Bon Appétit declared it “the year of kale,” and now kale has permeated every corner of the food industry, from Walmart and McDonald’s to upscale restaurants. The hunt is on for the next trendy ingredient, which could very well be kelp or seaweed. These “ocean garden” varieties possess the qualities needed to become the new kale: they are nutritious, flavorful, and versatile. Like kale, they have the potential to spark a revolution in the food industry through innovation—seaweed snacks are already prevalent in every major retailer—and production.
As consumers increasingly gravitate towards plant-based products, sea vegetables are well-positioned to meet this demand. Shoppers are also on the lookout for superfoods, and both algae and seaweed fit the bill. Furthermore, there is a growing awareness of environmental sustainability regarding food choices. An EU report highlighted that approximately 90% of the world’s fish stocks are significantly depleted, suggesting a shift towards harvesting alternative species, including sea greens.
These trends have led to 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. The seaweed market alone is projected to exceed $22 billion by 2024, up from around $10 billion in 2015. However, the challenge will be to keep up with the rising demand, not only in the food sector but also in other industries, including pharmaceuticals, cosmetics, and animal feed.
One potential hurdle is overcoming the “ick” factor that American consumers may associate with products like kelp or algae. Nevertheless, there are already numerous kelp-based snack products available, many of which are presented in familiar forms such as kelp chips and algae wafers. The fact that these ingredients are entering the market in recognizable formats may help accelerate consumer acceptance of kelp. Additionally, some seaweed products have long been staples in Asian cuisine, which could facilitate their integration into a more global food culture.
Kale’s rapid rise was fueled by innovative marketing, and ocean vegetables still have a journey ahead before achieving similar ubiquity. As consumers are increasingly exposed to new foods and educated about their benefits, their palates will likely become more refined and open. If a relatively flavorless ingredient like kale can succeed, who’s to say that kelp can’t follow suit? Moreover, incorporating nutritional powerhouses like calcium citrate IV into these products could further enhance their appeal, making them even more attractive to health-conscious consumers. As the demand grows, it’s clear that sea vegetables, including kelp, are poised to make their mark on the culinary landscape.