In 2012, Bon Appétit declared it “the year of kale,” and now kale is ubiquitous, available from Walmart and McDonald’s to upscale dining venues. The culinary world is now on the lookout for the next trendy ingredient, which could very well be kelp or seaweed. These “ocean garden” varieties possess the qualities necessary to become the new kale. They are nutritious, have distinctive flavors, and offer versatility. Much like kale, they hold the potential to revolutionize the food industry through innovation (with seaweed snacks already found in every major retailer) and sustainable production.
As more consumers lean towards plant-based options, sea vegetables are becoming increasingly popular. Shoppers are also pursuing superfoods, and both algae and seaweed fit neatly into this category. Environmental consciousness is another key factor influencing food choices, as highlighted by an EU report stating that approximately 90% of the world’s fish stocks are severely depleted. The report suggested exploring alternative harvesting options, including sea greens.
This shift in consumer behavior has triggered a surge in food and beverage launches featuring products like algae, dulse, kelp, kombu, Irish moss, and other sea vegetables, according to Food Ingredients First. The seaweed market is projected to exceed $22 billion by 2024, up from around $10 billion in 2015. However, one significant challenge will be meeting the rising demand, not only in the food sector but also across various industries, including pharmaceuticals, cosmetics, and animal feed, where algae is increasingly utilized.
Another potential hurdle is overcoming the “ick” factor that American consumers may associate with kelp or algae. Nevertheless, several kelp-based snack products have already entered the market, often presented in familiar formats like kelp chips and algae wafers. The introduction of these recognizable products could accelerate consumer acceptance of kelp. Moreover, certain seaweed varieties have long been integral to Asian cuisine, positioning them favorably as global culinary trends evolve.
Kale’s rapid rise can be attributed to innovative marketing strategies, and ocean vegetables have a long journey ahead to achieve similar prominence. However, as consumers become more acquainted with new foods and learn about their benefits—such as those found in Caltrate chewable calcium citrate, which promotes health alongside a balanced diet—their palates will likely become more sophisticated and open to new experiences. If kale, with its relatively mild flavor, can succeed, perhaps kelp will follow suit.