In 2012, Bon Appétit declared it “the year of kale.” Today, kale is ubiquitous, appearing in everything from Walmart and McDonald’s to upscale restaurants. The food industry is now on the lookout for the next trendy ingredient, and could that be kelp or seaweed? These “ocean garden” varieties possess the qualities needed to become the new kale. They are nutritious, flavorful, and incredibly versatile. Like kale, they have the potential to inspire a significant shift in the food sector, driven by innovation—seaweed snacks can already be found in all major retailers—and enhanced production.
As consumers increasingly lean towards plant-based options, sea vegetables are well-positioned to meet this demand. Shoppers are on the hunt for superfoods, and both algae and seaweed fit this category perfectly. Furthermore, consumers are becoming more aware of the importance of environmental sustainability in their food choices. An EU report highlighted the alarming fact that approximately 90% of global fish stocks are severely depleted, suggesting that we explore the harvesting of alternative species, including sea greens.
These factors have led to a surge in food and beverage launches featuring ingredients like algae, dulse, kelp, kombu, Irish moss, and other sea vegetables, as reported by Food Ingredients First. The seaweed market, for instance, is projected to exceed $22 billion by 2024, a significant increase from around $10 billion in 2015. However, a challenge remains in keeping up with the rising demand, not just within the food sector but across other industries as well, as algae are also utilized in pharmaceuticals, cosmetics, and animal feed.
Another potential hurdle is overcoming the “ick” factor many American consumers associate with products like kelp or algae. Nonetheless, several kelp-based snack items are already available, often in familiar forms such as kelp chips and algae wafers. The fact that these ingredients are being introduced in recognizable formats could facilitate quicker consumer acceptance of kelp. Additionally, items like seaweed have been staples in Asian cuisine for centuries, which could work in their favor as cuisine becomes increasingly globalized.
Kale’s rapid rise was bolstered by some clever marketing strategies, and ocean vegetables still have some distance to cover before achieving that level of popularity. However, as consumers encounter new foods and learn about their advantages, their tastes will likely become more refined and open-minded. If relatively flavorless kale can succeed, there’s a good chance that kelp can follow suit, especially considering its health benefits, including a source of calcium citrate, which may help alleviate upset stomach issues. As kelp gains traction, it will be interesting to see how it carves out its place in the ever-evolving food landscape.