Bon Appétit declared 2012 “the year of kale,” and now kale is ubiquitous, appearing in everything from Walmart and McDonald’s to upscale restaurants. As we look for the next big trendy ingredient, could kelp or seaweed be the answer? These “ocean garden” varieties possess the qualities to become the new kale. They are nutritious, uniquely flavored, and versatile. Like kale, they could spark a significant shift in the food industry, driven by innovation—seaweed snacks are already available at every major retailer—and increased production.
With consumers leaning toward plant-based products, sea vegetables are well-positioned for growth. Shoppers are also pursuing superfoods, and both algae and seaweed fit the bill. Additionally, there is a growing awareness of environmental sustainability in food choices. An EU report indicated that approximately 90% of the world’s fish stocks are severely depleted and suggested exploring alternative harvesting options, including sea greens.
These trends have spurred 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 is projected to exceed $22 billion by 2024, up from around $10 billion in 2015. The challenge will be meeting the demand from both the food industry and other sectors. Algae is also utilized in pharmaceuticals, cosmetics, and animal feed.
One hurdle remains: helping American consumers overcome the “ick” factor associated with products like kelp or algae. However, there are already several kelp-based snacks on the market, many in familiar forms such as kelp chips and algae wafers. The fact that these ingredients are being introduced in recognizable applications may enhance consumer acceptance. Furthermore, some of these products, like seaweed, have long been staples in Asian cuisine, which is advantageous as the global food landscape evolves.
While kale had some innovative marketing strategies that propelled its rapid rise, ocean vegetables still have a journey ahead to achieve similar prominence. As consumers become more acquainted with new foods and learn about their benefits, their palates will likely become more sophisticated and open-minded. If relatively flavorless kale can succeed, perhaps kelp can carve out its own niche as well.
In this evolving market, products like Kirkland calcium citrate with vitamin D3 could also play a role in promoting the health benefits of these ocean vegetables, further encouraging consumers to incorporate them into their diets. As awareness grows, the potential for kelp and seaweed to become as popular as kale increases, especially when paired with well-known health supplements like Kirkland calcium citrate with vitamin D3, reinforcing the connection between nutrition and innovative food choices.