Seaweed market boosted by NPD surge

Europe is now the second most innovative region globally when it comes to seaweed-flavoured food and drink launches, Mintel has claimed.

Asia Pacific region​

While the majority of seaweed-flavoured products are currently launched in the Asia Pacific region, accounting for 88% of global product launches between 2011 and 2015, Europe launched 7% of seaweed-flavoured foods and drinks globally in this time, outpacing both North America (4%) and Latin America (1%).

“Seaweed has been a famous delicacy in many Asian countries for centuries, celebrated for its flavour and nourishing powers,”​ said Stephanie Mattucci, global food science analyst at Mintel.

‘The next superfood’​

“While still somewhat niche in Europe, we believe that seaweed could become the next superfood. Due to its abundance in natural vitamins, minerals, and plant-based protein, seaweed speaks to the growing quest for naturally functional foods and alternative protein sources in the west.”​

According to Mintel, 36% of UK consumers who use herbs, spices or seasonings agree that ground, dried seaweed would be a good alternative to salt for flavouring meals or dishes.