It’s true what Samuel E. Wright said in The Little Mermaid’s theme song, “Under the Sea:” “the seaweed is always greener in somebody’s else lake.”

According to leading data and analytics company, GlobalData, the large algae that grows in the sea is carving out a niche in consumer-packaged goods (CPG) propelled by health and sustainability.

Seaweed is being incorporated into a variety of products beyond food and beverage and extending into the star ingredient in health supplements, personal care and as a biodegradable component in sustainable packaging.

Seaweed has emerged as a versatile and glistening ingredient in the CPG market, driven by the positive health perceptions, widespread familiarity and strong sustainability credentials of the marine algae, analysts say.

Seaweed Capabilities

Leveraging the world’s largest consumer data lake, GlobalData’s Ai Palette innovation and consumer insights platform has identified seaweed as an emerging ingredient in the snacks, bakery, and skin care markets, based on having “high growth” and “high engagement” from consumers’ interactions with the ingredient across social media, retail and restaurant industry sites over the last two years, as measured in May 2025.

These findings have been compiled in GlobalData’s latest report: “Foresights: Seaweed Capabilities.” The report reveals the latest consumer sentiment and growth markets for seaweed, highlights how companies are innovating with the ingredient, and discusses the industry mergers and acquisitions and investment collaborations that are driving growth in the seaweed market.

Functional food and beverages are a significant market for seaweed, as the ingredients nutritional and health benefits allow it to be incorporated into many functional and nutrient dense food and drink products. And consumers singing its praises.

Over half (56%) of global consumers perceive seaweed as having a beneficial effect on their health, a sentiment that is particularly pronounced among older demographics and in regions such as Asia and Australasia, per GlobalData’s 2025 Q1 consumer survey and the Ai Palette innovation platform. The rising consumer interest in seaweed is attributable to the marine algae’s rich content of vitamins, minerals, antioxidants and sustainability credentials.

Sensory Appeal

Companies are aiming to revolutionize the consumer goods market with sustainable seaweed innovation investments and collaborations. Jorda Food Group and The Seaweed Company have partnered to develop sustainable, seaweed-based products that enhance nutrition and flavor, while promoting the benefits of seaweed in everyday food items.

Seaweed has also emerged as a significant functional ingredient in the personal care industry, revered for its sensory appeal, and anti-inflammatory and hydrating properties, making it an excellent choice for nourishing and soothing the skin. Seaweed’s natural antioxidants help protect the skin from environmental stressors, which can potentially slow down the signs of aging.

Consumer interest in seaweed-infused beauty and grooming products is significant. According to GlobalData’s 2025 Q1 consumer survey, approximately 22% of consumers globally perceive seaweed as very appealing, while 25% regard it as quite appealing. Notably, these figures experience a slight increase among individuals aged 35-54, indicating a demographic with a particular affinity for seaweed-based products.

“By incorporating seaweed into their products, CPG companies can meet the increasing demand for functional ingredients that promote health and wellness while appealing to environmentally conscious consumers,” said Alice Popple-Connelly, consumer analyst, GlobalData. “This approach allows brands to reshape the narrative around seaweed, positioning it not just as a health ingredient but also as a versatile and sustainable solution for a wide range of consumer goods products and their packaging.”