Spotlight on Seaweed and Kelp

What’s the deal with seaweed and kelp? These ingredients have been trending lately, popping up in a wide variety of products and menu items seemingly overnight. While at first glance, this may seem like an unexpected development, there are actually several trends driving this trend that make it make sense. Keep reading for our experts’ insights into why seaweed and kelp are popular now – and why they’ll continue to be popular in the future. Plus, we provide our takes on how you can start innovating with these trendy ingredients.

Sustainability First

According to Mintel, almost half of consumers report making changes to their behavior in an effort to help combat climate change. Gen Z consumers, in particular, are passionate about reducing their impact on the environment. In educating themselves about the climate crisis, many consumers have been learning about the food industry’s massive carbon footprint and all of the negative impacts that food production has on the environment.

For many consumers, one of the easiest – and most meaningful – ways of doing their part to combat climate change is by modifying their diets to include more sustainable products. Enter seaweed and kelp. While other forms of agriculture require an abundance of fresh water, pesticides, fertilizer, and land, seaweed and kelp are much more low maintenance, requiring none of that, positioning these ingredients as a sustainable food source. As consumers continue to be more environmentally conscious, they’ll be on the lookout for more products that feature these sustainable ingredients.

Prioritizing Plant-Based

Health and wellness continue to be top priorities for consumers, and as they’ve sought to eat more nutritiously, they’ve been upping their consumption of plants. From eating more fresh fruits and vegetables to seeking out plant-based twists on familiar products, like cauliflower pizza crust, consumers have been eager to find new and different ways of incorporating more plants into their diets.

Seaweed and kelp are ideal for consumers who are prioritizing adding plant-based foods to their diets. Not only are they plants, but they’re also packed with vitamins and nutrients, making them even more appealing to health-conscious consumers.

Some brands have already jumped on the chance to feature seaweed and kelp in “better-for-you” alternatives, including using it as a new snack base, featuring it in smoothies and other wellness beverages, and adding it to menu items and frozen foods. As consumers continue to look for plant-based options to support their health and wellbeing, they’ll expect to see seaweed and kelp in a wider range of products.

Getting Global

Although seaweed and kelp are just becoming popular in North America, they’ve long been a staple in many Asian cuisines. Thanks to the global cuisine trend, consumers have been growing more familiar with Asian dishes and ingredients. For many consumers, their first time trying seaweed and kelp has been through trying Asian dishes.

Asian cuisines continue to dominate the global food and flavor trends, positioning seaweed and kelp to become even more familiar – and likely more in demand – with a broader consumer base. From sushi and seaweed salad to furikake and seaweed soup, there are numerous dishes that feature these ingredients that consumers will be totally obsessed with.

Innovate with Seaweed and Kelp

Fortunately for brands, seaweed and kelp are exceptionally versatile, with numerous potential applications. Brands should consider adding seaweed and kelp to familiar products to give them the much-coveted health halo, appealing to consumers who are looking for healthier takes on their favorite food items. Another option? Consider using seasonings that feature seaweed and/or kelp to give consumers an opportunity to try these trendy ingredients in a way that doesn’t take them too far outside of their comfort zones.

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