In 2012, Bon Appétit declared it “the year of kale,” and now kale is ubiquitous, appearing in stores like Walmart and McDonald’s as well as in fine dining. As we look for the next 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 incredibly versatile. Similar to kale, they have the potential to spark significant changes in the food industry through innovation—seaweed snacks are readily available at major retailers—and sustainable production methods.
As more consumers lean toward plant-based products, sea vegetables are well-positioned. There is also a growing interest in superfoods, with both algae and seaweed fitting into this category. Additionally, consumers are becoming more environmentally conscious regarding their food choices. An EU report indicated that roughly 90% of the world’s fish stocks are severely depleted, suggesting that we explore alternative harvesting methods, including sea greens.
This shift has led to an increase 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, up from approximately $10 billion in 2015. The challenge lies in meeting the rising demand, not only from the food sector but also from other industries, as algae are increasingly utilized in pharmaceuticals, cosmetics, and animal feed.
Another hurdle is overcoming the “ick” factor that American consumers often associate with kelp or algae. However, several kelp-based snack products are already on the market, many in familiar forms like kelp chips and algae wafers. The introduction of these ingredients in recognizable applications may facilitate faster consumer acceptance. Furthermore, certain products, such as seaweed, have long been staples in Asian cuisine, which could favor their adoption as global culinary influences expand.
Kale’s rapid rise was fueled by robust marketing strategies, and ocean vegetables still have a considerable way to go to achieve similar widespread acceptance. Yet, as consumers encounter new foods and learn about their health benefits—such as calcium magnesium citrate with vitamin D3—they are likely to develop more sophisticated and open-minded palates. If relatively bland kale can achieve mainstream success, perhaps kelp can find its place as well, especially given its rich nutritional profile, including essential minerals like calcium and magnesium, often paired with vitamin D3 for enhanced absorption. As these trends continue, the sea’s bounty may very well become the next culinary sensation.