Kelp seaweed is poised to become one of the next big sustainable ingredients in Europe’s food and beverage industry, according to recent research by marketing intelligence agency Mintel.
The latest data from Mintel revealed that kelp was featured in less than 1% of food, drink, and supplement launches in Europe between 2019 and 2023. However, Mintel says it stands out as a novel ingredient compared to other herbal ingredients commonly used in product launches, such as herbs, spices, plant concentrates and algae.
Mintel’s Ingredientscape AI tool, designed to predict ingredient trends, indicates a steady increase in the presence of kelp in new food and drink product launches across Europe from 2005 to 2023. This upward trajectory suggests a growing interest among manufacturers and consumers alike.
Emma Schofield, associate director of global food science at Mintel, commented on the findings: “Interest in algae, such as kelp seaweed, is growing in Europe due to its health and sustainability benefits”.
Seaweed has already gained traction in Western cuisine, with chefs and food manufacturers exploring its unique flavours and nutritional value. Schofield suggests that there is untapped potential for food and beverage brands to incorporate kelp into a variety of products.
She added: “Manufacturers can make seaweed more approachable for consumers and enhance its adoption by presenting it in familiar formats”. For example, seaweed-infused crispy chips or incorporating it into popular snacks like crackers or popcorn could enhance consumer appeal.
“Incorporating environmentally friendly seaweed into food and drink products can also enhance the nutrition profile of foods, such as by increasing its fibre content,” Schofield explained.
While the majority of seaweed is currently sourced from Asian countries like China and South Korea, the European Union is showing interest in developing its market for locally grown seaweed. Mintel suggests that European producers should consider tapping into this demand, aligning with consumers’ preferences for locally sourced, sustainable ingredients.
What does this mean for the plant-based sector?
The emergence of kelp seaweed as a sustainable ingredient holds significant implications for the plant-based industry. As consumers increasingly seek out plant-based alternatives for health and environmental reasons, the inclusion of kelp in plant-based products presents new opportunities for innovation and market growth.
Expanding product offerings: For the plant-based industry, incorporating kelp into products can diversify offerings beyond traditional plant sources like legumes and grains. Kelp provides a unique flavour profile and nutritional benefits, potentially appealing to consumers seeking variety in their plant-based diets.
Enhanced nutritional profile: Kelp is rich in essential nutrients such as vitamins, minerals and antioxidants, making it a valuable addition to plant-based foods. Its high fibre content can also contribute to the nutritional value of products, meeting consumer demands for healthier alternatives.
Sustainability: Kelp cultivation is environmentally sustainable, requiring minimal resources compared to land-based agriculture. By sourcing kelp as an ingredient, plant-based companies can align with sustainability goals and appeal to eco-conscious consumers.
Innovation: The versatility of kelp allows for innovation in product development within the plant-based sector. From plant-based seafood alternatives to snacks and condiments, there are numerous possibilities for incorporating kelp into various food categories, catering to diverse consumer preferences.
Market differentiation: As kelp remains relatively underused in the plant-based industry, early adopters have the opportunity to differentiate their products and establish themselves as leaders in the market. By leveraging the sustainability and health benefits of kelp, companies can attract a growing segment of environmentally conscious consumers.
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