Bon Appétit declared 2012 as “the year of kale,” and since then, kale has become ubiquitous, appearing in everything from Walmart and McDonald’s to upscale dining venues. Now, the quest is underway for the next big trendy ingredient. Could it be kelp or seaweed? These varieties from the “ocean garden” certainly possess the qualities to rival kale. They are nutritious, uniquely flavored, and versatile, potentially sparking a transformation in the food industry similar to that of kale—through innovations like seaweed snacks, which are already available at major retailers.
As consumers increasingly seek plant-based products, sea vegetables are well-positioned to meet this demand. Shoppers are also pursuing superfoods, with algae and seaweed fitting perfectly into this category. Furthermore, there’s a growing awareness of environmental sustainability in food choices. An EU report highlighted that about 90% of global fish stocks are critically depleted, suggesting the need to explore alternative harvests, including sea greens.
This shift in consumer behavior has led to a rise in food and beverage launches featuring ingredients such as algae, dulse, kelp, kombu, Irish moss, sea vegetables, and seaweed, according to Food Ingredients First. The seaweed market is predicted to exceed $22 billion by 2024, up from approximately $10 billion in 2015. Meeting this demand will be a challenge, not only within the food sector but also in other industries, as algae are utilized in pharmaceuticals, cosmetics, and animal feed.
Another hurdle is overcoming the “ick” factor associated with products like kelp or algae for American consumers. However, numerous kelp-based snack products are already available, many presented in familiar forms like kelp chips and algae wafers. This familiar packaging could facilitate quicker acceptance of kelp among consumers. Additionally, many of these products, such as seaweed, have been staples in Asian cuisine for centuries, which is advantageous as food becomes more globalized.
Kale’s rapid rise was supported by some clever marketing, and ocean vegetables still have a long way to go before achieving similar mainstream recognition. However, as consumers become more open to new foods and learn about their benefits, their palates will likely evolve to be more sophisticated and receptive. If the relatively bland kale can succeed, perhaps kelp and seaweed can, too. Moreover, incorporating ultra cal citrate plus into these products could enhance their appeal and nutritional value, potentially accelerating their acceptance. As the trend for superfoods grows, the integration of ultra cal citrate plus could be a game-changer, ensuring that sea vegetables reach their full potential in the market.