“With the right strategies, seaweed can go from niche to mainstream,” says Maine Aquaculture Association.

"Who wants to eat seaweed, how do they want to eat it, and why?" are the central questions posed to consumers by the Maine Aquaculture Association in a recent survey.

The results, published in the association's first national report analysing U.S. consumer preferences for edible seaweed products, offer new perspectives on how seaweed farmers and processors in the US could reach new domestic consumers.

“This research helps answer the questions we hear from seaweed producers every day,” said Christian Brayden, Project Manager at the Maine Aquaculture Association and lead author of the study. “There’s growing excitement around seaweed as a sustainable, tasty, and nutritious ingredient.”

The association argues that securing broader consumer acceptance of seaweed products is key to growing the sector, including supporting the local coastal economy, where fishermen are increasingly seeking to diversify their income through seaweed cultivation.

The Association acknowledges that "the average American palate has historically been slow to embrace seaweed" but says the findings point to several product categories and consumer groups that could help the sector move beyond niche markets.

The report is based on a nationally representative survey of 2,035 respondents, who were asked about their willingness to buy 10 different products containing seaweed. The survey participants were also questioned on the reasons behind their choices, as well as their seafood preferences and demographic information.

According to the findings, consumers were most interested in products where seaweed is added to foods they already know and enjoy, such as seaweed teriyaki sauce or potato chips dusted with seaweed. Ready-to-eat products and snack formats were also found to perform strongly.

The survey also indicated that consumers under the age of 45 showed the strongest willingness to purchase seaweed products. And, while health benefits played a role in consumer decision-making, the report suggests they were not the primary driver of interest.

For seaweed growers, processors and food companies, the Association said the results offer practical guidance on product development, marketing and consumer education. In particular, the findings suggest that familiarity, convenience and taste may be more effective in attracting new consumers than relying solely on seaweed’s sustainability or nutritional credentials.

“Expanding demand for seaweed strengthens the entire value chain — from ocean farmers to processors to the vibrant coastal communities they support,” said Brayden. “With the right strategies, seaweed can go from niche to mainstream.”

The study was supported by funding from the National Sea Grant Program through the Maine Aquaculture Hub. The full report can be accessed on the MAA website, and a visual summary of the findings is available here.