In 2012, Bon Appétit declared it “the year of kale,” and since then, kale has become ubiquitous, appearing in everything from Walmart to McDonald’s and upscale restaurants. Now, the quest begins for the next trending ingredient—could it be kelp or seaweed? These oceanic plants definitely possess the qualities to become the next kale. They are nutritious, have unique flavors, and are incredibly versatile. Like kale, they hold the potential to create a significant shift in the food industry, driven by innovation—seaweed snacks are already found in major retail outlets—and sustainable production.
As consumers increasingly gravitate toward plant-based options, sea vegetables are well-positioned to meet this demand. Shoppers are on the lookout for superfoods, and both algae and seaweed fit this bill. Moreover, consumers are becoming more mindful of environmental sustainability in their food choices. A report from the EU indicated that approximately 90% of the world’s fish stocks are severely depleted, prompting a need to explore alternative harvesting methods, including sea greens.
These factors have spurred a rise in food and beverage launches featuring ingredients like algae, dulse, kelp, kombu, Irish moss, and various seaweeds, as noted by Food Ingredients First. The seaweed market, for instance, is predicted to grow from around $10 billion in 2015 to over $22 billion by 2024. However, a challenge remains in keeping up with this demand, not just in the food sector but also in other industries such as pharmaceuticals and cosmetics, where algae is also utilized.
Another hurdle is overcoming the “ick” factor that American consumers may associate with products like kelp or algae. Fortunately, several kelp-based snacks are already available on the market, presented in familiar forms like kelp chips and algae wafers. This familiarity could accelerate consumer acceptance of kelp. Additionally, many of these products, particularly seaweed, have been staples in Asian cuisine for a long time, which is favorable as global food culture continues to evolve.
Kale benefited from unique marketing strategies during its rapid rise to popularity, and ocean vegetables still have a considerable journey ahead before achieving similar recognition. However, as consumers become more exposed to novel foods and educated about their health benefits—such as the calcium citrate nursing interventions that promote bone health—their palates are likely to evolve and become more open-minded. If the relatively bland kale can achieve success, perhaps kelp can follow suit as well.