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Mainers are harvesting more edible seaweed, but still asking how consumers might buy it

People pull seaweed into a boat. Photo / Courtesy Trixie Betz, Maine Aquaculture Association  Fishermen in Spruce Head harvest kelp in May 2024.
By Laurie Schreiber

Seaweed teriyaki sauce? Potato chips dusted with seaweed?

A new survey shows that seaweed added to foods that consumers already like — teriyaki, potato chips — draws the strongest willingness to try it.

The Maine Aquaculture Association’s first national report analyzed U.S. consumer preferences for edible seaweed products, offering new insights to help America’s growing seaweed sector strengthen its foothold in the domestic market.

The study found that health benefits play a supporting role in consumer decisions, but aren’t a driving factor. 

Instead, consumers are willing to try seaweed-infused ready-to-eat and in snack products. Consumers under the age of 45 show the strongest willingness to buy seaweed products.

The report responds to a question raised across the U.S. seaweed sector: who wants to eat seaweed, how do they want to eat it and why? 

“This research helps answer the questions we hear from seaweed producers every day,” said Christian Brayden, the association’s project manager and lead author of the study. 

Seaweed farming in Maine has expanded rapidly over the past decade, but barriers remain in introducing sea vegetables to the average U.S. plate. 

Brayden conducted a national survey of 2,035 respondents, gauging their willingness to buy 10 different seaweed-infused products. Participants were asked why they would or wouldn’t purchase each product, along with questions about their seafood preferences, demographics and more. 

The results indicated some consumer ambivalence.

On a scale of one to 10, with one representing "would not purchase" and 10 "would purchase," respondents ranked five products — seaweed teriyaki sauce, potato chips dusted with seaweed, ready-made soup with seaweed, seaweed tortilla/wrap and seaweed puffs — in the middle.

Seaweed ranch dressing, seaweed lasagna, seaweed burger and seaweed greens powder were fours, while kelp kombucha was a high three.

Respondents identified taste and lack of familiarity as the biggest barriers to purchasing seaweed products.

But Brayden said there were lessons to be gleaned from the survey.

“Despite barriers and limited previous consumption from respondents, the data collected from this survey show that those interested in creating new products with seaweed should keep top of mind the familiarity and draw of the base product, followed by the form of the product, and then its health benefits,” Brayden concluded.

He added, “With the right strategies, seaweed can go from niche to mainstream.”

For the full report, click here.

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