Most of us think of seaweed as a nuisance on the beach, which gets in the way when you’re going for a swim. But seaweed is going through something of a renaissance at the moment and could become a more familiar sight on our supermarket shelves.
Many European consumers might only encounter it when they go out for sushi, but edible seaweed is a growing area, and a range of new snacks and products have been slowly making their way to market over the past few years.
The perception of this slimy sea vegetable is changing in Europe due to its potential as a ‘superfood’ or as an alternative meat-free protein source, and we are now starting to see the likes dried seaweed crisps, kelp noodles and seaweed salads.
Market Potential
The global commercial seaweed market is anticipated to more than double to $22 billion by 2024, according to a report by Grand View Research, driven by rising demand for seaweed food products.
In 2016, Mintel predicted that seaweed would be the 'next big superfood trend' in Europe after the number of products launched increased by 147% between 2011 and 2015.
The research firm also noted that seaweed’s nutritional profile would make it 'uniquely suited to meet the demands of consumers who are exploring more plant-centric diets'.
This means that there could potentially be a huge market for seaweed, with nearly a quarter of European consumers seeking to reduce their meat intake, according to Euromonitor.
Growth Agenda
Pete Zorgenlos, senior brand manager at Scottish seaweed snack company Shore, says that this is a market his company are trying to tap into with its range of seaweed puffs and salads.
“Seaweed is a natural superfood that contains a wide variety of minerals and nutrients,” he tells ESM.
“Plant-based diets are becoming more and more common and with veganism now becoming mainstream, it made sense for us to use this wonderful natural resource to produce a new and innovative healthy snacking alternative.”
Several Variants
There are thousands of species of red, brown and green seaweed around the world, with nori, carrageen, dulse and kelp being some of the familiar names.
Although many of these are already a major part of Asian cuisine, particularly in Japan, Korea and China, seaweed is also abundant in several parts of Europe, meaning it could easily become a more common food source here.
It is being cultivated on the coast of countries such as Norway, France, the Netherlands, UK and Ireland, with companies making seaweed-based products starting to pop up in these regions.
Furthermore, a 2018 European Commission report noted that the “increased inclusion of algae in Western diets could help fill some of the food production needs associated with expected human population growth”, so it could be a sustainable option for producers and consumers.
“Seaweed has been eaten for thousands of years and is a regular part of a daily diet in many Asian countries,” Zorgenlos adds.
“Western consumers are slowly becoming more educated about the natural benefits of seaweed - they understand that it is an abundant and natural resource, and that we need to find alternative food sources to support our ever-growing population.”
Supermarket Seaweed
As seaweed becomes more a more mainstream option outside of Asia, it’s breaking into the area of snacking and convenience foods, as a grab-and-go option with a healthier twist.
A number of new European brands have already launched products in supermarkets and specialist shops here, including Kulau’s seaweed crisps, Seamore’s seaweed pasta, bacon and bread, Clearspring’s seaveg crispies, This Is Seaweed’s risotto mixes, as well as Shore’s seaweed puffs.
Although they may still not be common in all European supermarkets, Zorgenlos says that shoppers are becoming more familiar with the idea of seaweed snacks and ingredients, and Shore is currently working on two new seaweed products that will hit shelves in the UK later this summer.
“I was really surprised at the amount of consumers in the UK who use seaweed in their diet - the popularity of products such as nori sheets is growing,” he says.
“You could say that this is still a niche market, but at Shore we want to make this superfood more accessible to the mainstream market. Many people are not keen on the taste of seaweed, so we set out to deliver a product that is healthy and tasty.”
Private Label Opportunity
So what’s next? As specialised brands continue to experiment with seaweed snacks, retailers could also be bringing more of this unique ingredient into their own private label ranges.
In the relatively untapped European market, there are plenty of opportunities for both brands and retailers alike. The key to success will be in product development and marketing - creating something novel that tastes great and will convince shoppers to try something new.
“I truly believe that the popularity of seaweed will continue to grow and that we will see more products coming to the market,” Zorgenlos adds.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Helen Galgey. Click subscribe to sign up to ESM: The European Supermarket Magazine.
