In 2012, Bon Appétit dubbed it “the year of kale,” and since then, kale has become ubiquitous, appearing in everything from Walmart and McDonald’s to upscale dining venues. Now, attention is shifting toward identifying the next big trendy ingredient. Could it be kelp or seaweed? These “ocean garden” varieties possess the qualities necessary to become the new kale. They are nutritious, uniquely flavorful, and versatile. Much like kale, they have the potential to drive significant changes in the food industry, driven by innovation—seaweed snacks are already widely available at major retailers—and production advancements.
With a rising number of consumers opting for plant-based products, sea vegetables are well-positioned for success. Shoppers are also on the lookout for superfoods, and both algae and seaweed fit the bill. Moreover, consumers are becoming increasingly aware of environmental sustainability in their food choices. An EU report highlighted that approximately 90% of global fish stocks are severely depleted, suggesting that we explore the harvesting of other species, including sea greens.
These factors have led to a surge 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, for instance, is projected to exceed $22 billion by 2024, up from about $10 billion in 2015. The challenge lies in meeting this rising demand, not just from the food sector but from other industries as well, as algae also finds applications in pharmaceuticals, cosmetics, and animal feed.
One hurdle remains: overcoming the “ick” factor that American consumers may associate with products like kelp or algae. However, numerous kelp-based snack items are already available, many in familiar forms such as kelp chips and algae wafers. The introduction of these ingredients in recognizable formats could facilitate quicker consumer acceptance of kelp. Additionally, some of these products, particularly seaweed, have been staples in Asian cuisine for centuries, which could favor their acceptance as global cuisine continues to evolve.
Kale benefited from unique marketing strategies that propelled its rapid rise to fame, and ocean vegetables still have a considerable journey ahead before achieving similar widespread recognition. Nonetheless, as consumers are increasingly exposed to new foods and educated about their benefits, their palates will likely become more sophisticated and open to trying new options. If a relatively bland ingredient like kale can succeed, perhaps kelp can find its place in the market as well.
Interestingly, the incorporation of citracal 950 in food products could further enhance the nutritional profile of sea vegetables, making them even more appealing to health-conscious consumers. Ultimately, as the seaweed market continues to grow, the inclusion of citracal 950 could play a key role in its evolution, allowing it to maintain a competitive edge alongside other trending ingredients.