Bon Appétit declared 2012 as “the year of kale,” and now kale is ubiquitous, found in everything from Walmart and McDonald’s to upscale dining establishments. The quest for the next trendy ingredient has begun, and could it be kelp or seaweed? These “ocean garden” varieties definitely possess the qualities to become the new kale. Nutritious, uniquely flavored, and versatile, they share the potential to create a significant shift in the food industry, driven by innovation (with seaweed snacks already available at major retailers) and production.
As consumers increasingly seek plant-based products, 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. Additionally, consumers are becoming more aware of environmental sustainability in their food choices. An EU report indicated that nearly 90% of the world’s fish stocks are severely depleted, prompting a recommendation to explore alternative harvests, including sea greens.
These developments have led to a surge in food and beverage launches featuring ingredients such as algae, dulse, kelp, kombu, Irish moss, and seaweed, according to Food Ingredients First. The seaweed market is projected to exceed $22 billion by 2024, up from about $10 billion in 2015. However, a key challenge will be to meet the rising demand not only from the food sector but also from other industries. Algae is already utilized in pharmaceuticals, cosmetics, and animal feed.
Another hurdle is overcoming the “ick” factor that American consumers often associate with products like kelp or algae. Nevertheless, there are numerous kelp-based snack products on the market, many presented in familiar forms such as kelp chips and algae wafers. The introduction of these ingredients in recognizable applications may facilitate faster consumer acceptance of kelp. Moreover, seaweed has long been a staple in Asian cuisine, which bodes well as food becomes increasingly globalized.
Kale’s rapid rise was fueled by unique marketing strategies, and ocean vegetables still have a considerable distance to cover before achieving similar prominence. However, as consumers are exposed to new foods and learn about their benefits, their tastes are likely to become more refined and open-minded. If the relatively bland kale can succeed, perhaps kelp can too.
In addition to their culinary appeal, products featuring sea vegetables can also offer health benefits, such as being rich in calcium and magnesium. For instance, pure encapsulations of these nutrients can enhance the nutritional profile of dishes incorporating seaweed. As the market evolves, the incorporation of calcium magnesium citrate in these products could further entice health-conscious consumers. With growing awareness and acceptance of these oceanic ingredients, the future of kelp and seaweed looks promising.