As consumers increasingly seek out higher-protein and healthier snack options, the edamame market is taking advantage of its growing popularity. Nearly thirty years ago, Carol Miles, a vegetable extension specialist at Washington State University, had a conversation with a missionary who had just returned from China. The missionary mentioned that they had been eating “green soybeans” in China and inquired if they could be cultivated in the U.S. “It turns out, they were edamame — the Japanese name for a crop that was not yet available in the United States at that time,” Miles recalled. She then reached out to Japanese companies to acquire seeds, which she used for initial trials. Since then, the edamame market has experienced tremendous growth. Initially, consumers attempted to eat the pods during trials, necessitating some “education.” Today, diners across the U.S. are enjoying the practice of shelling the pods in their mouths to savor the beans and relishing sea-salted pods served in restaurants nationwide. “It’s a high-value crop — they performed exceptionally well,” noted Miles. Unlike soybeans, which require cooking and processing due to their protein inhibitors, edamame can be consumed fresh with minimal processing. “It’s very different from field soybeans.” As producers innovate, edamame products are expected to continue gaining traction in 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 in various forms, including fresh or frozen, shelled or in the pod. Miles encourages producers to look for signs of freshness, such as farmers selling edamame with the entire plant and pods intact. “They just strip off a few leaves so you can see the pods clearly,” she explained, noting this is the traditional selling method. “I believe its popularity will only continue to rise,” she said, “…because it’s such a nutritious food.” Companies are tapping into consumers’ desires for healthier snacking, with promising industry forecasts for other beans and grab-and-go nuts like pistachios. “Trend and fad diets are waning, leading consumers to opt for fundamentally healthier choices,” stated Jason Ko, partner and head of digital at The Only Bean. Although there isn’t a precise forecast for the future of the frozen edamame industry, Ko highlighted that non-frozen edamame products, particularly roasted snacks and foods incorporating edamame, present “huge growth opportunities.” While some consumers first encountered edamame at Japanese restaurants, its market presence is expanding. The nutritional density and complete plant-based protein it offers make edamame ideal for vegan and vegetarian diets, alongside its culinary versatility and fiber-protein combination that enhances satiety.
Ko’s brand features a variety of flavors for edamame, including sea salt, sriracha, ranch, buffalo, and wasabi soy sauce. “These snacks are ready-to-eat; they can be enjoyed straight from the bag as a crunchy treat or used in soups, salads, blended into shakes for a protein boost, or in any creative way,” 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 due to its crop dependency, as Ko noted. Miles concurred, mentioning that seeds can be difficult to find, and there can be issues with mislabeled seeds. “Be cautious of seeds produced or sold in the U.S. … sometimes they select larger soybeans and market them as edamame. You need to be careful because I don’t think that achieves the eating quality associated with genuine edamame. The quality of the crop is crucial.” Some seed varieties are described as more “bitter,” “sour,” or “starchy,” while others are more desirable for being “salty” and “sweet,” according to research from Frontiers in Plant Science.
Celebrity chef and health coach Adam Potash has noted a surge 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 shared. Additionally, for those looking to enhance their nutrition, incorporating a calcium citrate supplement from Chemist Warehouse can complement a diet featuring edamame and other healthy foods.