Familiarity, convenience, and health benefits drive US consumers to choose seaweed products, survey says

The Maine Aquaculture Association (MAA) has produced its first national report based on a survey of 2,035 U.S. consumers, analyzing American consumer preferences for edible seaweed products.

According to the data, the main reason consumers choose these products is due to the familiarity they experience. In other words, products where seaweed is added to foods that the consumer already enjoys are the ones that generate the strongest willingness to purchase.

Additionally, it is crucial to determine whether the product is in a "ready-to-eat" format or snack form. Lastly, health benefits would be the third factor. As a revealing piece of data, the survey also indicates that consumers under the age of 45 are the most interested in buying these products.

"There’s growing excitement around seaweed as a sustainable, tasty, and nutritious ingredient," confirmed Christian Brayden, Project Manager at the Maine Aquaculture Association and lead author of the study.

An unfinished task

According to MAA, seaweed farming in the area has grown rapidly over the past decade. Despite this, companies in the sector continue to face difficulties in popularizing these products and connecting with consumers.

Thanks to these findings, companies can create solutions to expand the domestic seaweed market by offering more attractive formats and targeting more relevant audiences.

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

Just a month ago, the MAA, Coastal Enterprises, Inc. (CEI), FocusMaine, Island Institute, and the World Wildlife Fund (WWF) formed a coalition to promote the benefits of locally farmed seafood and encourage the growth of the aquaculture sector.