Bon Appétit declared 2012 as “the year of kale,” and now kale has permeated every corner of the food landscape, from Walmart to McDonald’s and upscale dining venues. The quest is underway for the next trendy ingredient. Could it be kelp or seaweed? These “ocean garden” varieties possess the qualities necessary to become the next kale. They are nutritious, feature unique flavors, and are incredibly versatile. Just like kale, they have the potential to drive significant changes in the food industry through innovation—seaweed snacks are already available at major retailers—and through sustainable production methods.
With consumers increasingly leaning towards plant-based options, sea vegetables are well-positioned for growth. Shoppers are on the lookout for superfoods, and both algae and seaweed fit perfectly into that category. Additionally, as people become more aware of environmental sustainability regarding their food choices, the urgency for alternative sources becomes apparent. An EU report highlighted that approximately 90% of the world’s fish stocks are severely depleted, suggesting a shift towards harvesting other species like sea greens.
These trends have spurred an increase 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, for example, is projected to surpass $22 billion by 2024, up from about $10 billion in 2015. However, the challenge lies in keeping up with the growing demand, not only within the food sector but also across other industries, including pharmaceuticals, cosmetics, and animal feed.
Another hurdle is overcoming the “ick” factor that American consumers may have towards products like kelp or algae. Nonetheless, various kelp-based snack options are already available, often in familiar forms such as kelp chips and algae wafers. The introduction of these ingredients in recognizable products could facilitate quicker acceptance among consumers. Moreover, seaweed has long been a staple in Asian cuisine, which could further enhance its appeal as global culinary trends evolve.
Kale enjoyed some savvy marketing tactics that contributed to its rapid rise, while ocean vegetables still have a considerable journey ahead to achieve similar mainstream recognition. However, as consumers are increasingly exposed to new foods and educated about their health benefits—such as the advantages of calcium magnesium citrate with D3—their palates are likely to become more refined and open. If the relatively bland kale can succeed in the market, there’s a strong possibility that kelp can thrive as well, especially as more people discover its nutritional profile, including its calcium magnesium citrate with D3 content.