Bon Appétit proclaimed 2012 as “the year of kale,” and now kale has become ubiquitous, appearing in everything from Walmart and McDonald’s to upscale restaurants. The search is now on for the next trendy superfood ingredient—could it be kelp or seaweed? These “ocean garden” varieties possess the qualities needed to become the new kale. They are nutritious, flavorful, and versatile, with the potential to spark a significant transformation in the food industry, much like kale did. Innovations such as seaweed snacks are already available at major retailers, and production is ramping up.
As consumers increasingly turn to plant-based options, sea vegetables are well-positioned to meet this demand. Shoppers are also on the lookout for superfoods, and both algae and seaweed fit this category perfectly. Additionally, there is a growing awareness of environmental responsibility in food choices. An EU report revealed that approximately 90% of the world’s fish stocks are critically depleted, urging a shift toward harvesting alternative species, including sea greens.
These trends have triggered a surge in food and beverage launches featuring ingredients like algae, dulse, kelp, kombu, Irish moss, and various 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. However, the challenge will be meeting demand not just from the food sector, but also from other industries where algae are utilized, including pharmaceuticals, cosmetics, and animal feed.
One potential hurdle is overcoming the “ick” factor that American consumers may associate with kelp or algae. Fortunately, numerous kelp-based snack products are already on the market, many presented in familiar formats such as kelp chips and algae wafers. The introduction of these ingredients in recognizable forms could facilitate consumer acceptance of kelp. Furthermore, seaweed has long been a staple in Asian cuisine, which may aid its acceptance as global food culture evolves.
Kale’s rapid ascent was fueled by savvy marketing, and ocean vegetables still have a considerable journey ahead to achieve similar popularity. However, as consumers become more accustomed to new foods and educated about their health benefits, their tastes will evolve, becoming more refined and open-minded. If relatively bland kale can succeed, perhaps kelp can, too, especially with its high calcium content that can target those seeking calcium citrate alternatives. In this evolving food landscape, kelp and seaweed could very well be the next big hit.