Seaweed offers growth prospects in snacking segment

THERE is a growing demand for seaweed in the snack food sector, and this is a good time seize the opportunity, according to New Nutrition Business, which released a new report on the product. Sales of seaweed snacks in the United States are already overtaking those of kale.

“Launches of seaweed snack products are proliferating and sales outstrip those of kale, the trendy green vegetable that has benefited from a huge degree of hype since 2010 and has been embraced by young health-conscious urban consumers,” says Julian Mellentin, director of New Nutrition Business, which outlines five steps to creating a successful seaweed snack in a new report^*. “Seaweed’s transition from the food fringes to mainstream will be propelled by snack products.”

In the US, retail sales of seaweed snacks were valued at over $250 million in 2014, a year
when market growth was around 30%, and the last two years has seen a surge in launches of snack products with seaweed.

Consumption of seaweed as part of a snack is nothing new in some markets. But it has become a popular food for health-conscious consumers on the food fringes, owing to the “naturally functional” advantages – a low-calorie source of protein and fiber, and is richer in trace minerals and vitamins than kale.

“Seaweed is a naturally-healthy plant-based ingredient, with a range of natural nutritional advantages and impeccable sustainability credentials,” says Mellentin. “These features are gaining it growing media coverage, and the attention of health-conscious consumers who are looking for an interesting new snack.”

In response to this growing consumer interest, snack brands have started to include seaweed in existing products, such as seaweed-flavored rice chips. There are new brands that use a variety of seaweed types in inventive formats.

The new report sets out five steps to best position, market, price and distribute seaweed snacks in the US and Europe. The report provides practical insights for companies large or small aiming to create a successful seaweed snack brand. Snapshots of key brands provide real-world examples of products, marketing and communications for seaweed snacks.

^*The next big opportunity in snacking: Five steps to creating a success with seaweed is available from www.new-nutrition.com