16 September 2024 Effective marketing strategies for encouraging seaweed consumption

Little is known about seaweed consumption in New Zealand, despite being culturally significant to both Māori and Pacific Islanders.

Te Whare Wānaka o Aoraki Lincoln University researchers explored Kiwi consumers' behaviours towards eating seaweed with their results offering insights into building targeted marketing campaigns.

Seaweed, including red, brown or green, is a sustainable plant-based protein source that is becoming increasingly popular for its health benefits. Cultural influences have also introduced them into mainstream diets.

Researchers Dr Meike Rombach and Associate Professor David Dean published a study in Foods examining consumers' perceived trust towards the countries of origin of seaweed products, the importance of its health benefits and food safety concerns. A first for studies of this type, food fussiness was evaluated, offering marketing strategies designed to reach consumers who can both reject familiar and unfamiliar foods.

An outcome of the research was also to understand if the preferences shown by consumers indicated a possible demand for commercial seaweed production if it was established in New Zealand.

“Results show there is enough consumer interest to support commercially producing seaweed if it was economically viable,” says Dr Rombach. “With seaweed’s cultural significance to Māori, any commercial production must be done in consultation with iwi and in consideration of the Treaty of Waitangi, in particular, claims concerned with the protection of native flora and fauna as native seaweed species are taonga.

Seaweed is important to Māori and Pasifika communities with seagrapes, for example, a traditional side dish in Samoa. Here in New Zealand, Karengo and bladder kelp are traditionally enjoyed by Māori. During the Second World War, seaweed was preserved and stored so it could be sent to soldiers in the 28^th Māori Battalion fighting in the Middle East.

In New Zealand, seaweed products mostly come from Indonesia, China, India and Korea. Four hundred and thirty-seven people were surveyed online and asked about their willingness to eat seaweed and their level of trust towards the product’s country of origin, whether the Pacific Islands or Indonesia. The Pacific Islands were chosen as approximately 9% of New Zealand’s population identifies as Pasifika while Indonesia is a major seaweed producer.  

“We believed respondents would be more trustful of seaweed products from the Pacific Islands than from Indonesia,” says Dr Rombach. “Surprisingly, this wasn’t the case from a food safety perspective, with respondents not showing a strong preference for either country. This may be because Indonesia is a major seaweed producer, and coupled with New Zealand’s reasonably high food safety standards, consumers may not be overly concerned about where products are from. This differs from Australian, the United States of America and European studies where food safety is highlighted strongly.” 

Marketing strategies promoting seaweed Dr Rombach suggests should be focused on its health benefits, versatility and sustainability.

“It is vital to show that seaweed is grown sustainably with environmentally conscious consumers on the rise. As Kiwis, we have a deep connection to the land and the ocean, so resource-conscious consumption is important. As marketers, note seaweed products are already at a high price point so promoting them as sustainable would not lead to a price increase.”

Marketers, says Dr Rombach, could consider reaching consumers through their cultural connection to seaweed with 41% of the population either Asian, Pacific Islanders or Māori. For New Zealanders not accustomed to eating seaweed products, Dr Rombach recommends aligning seaweed products with Kiwis’ love of the outdoors and its health benefits - being low in fat, high in protein and rich in fibre and Omega 3 fatty acids.  

“Millennials are an interesting group as consuming sustainably grown food matches their social and environmental values. Now as parents, they are making consumption choices for their children.” 

A unique aspect of this research was investigating food fussiness. To help mitigate a lack of willingness to eat seaweed as results showed in the research, Dr Rombach suggests presenting products appealingly through a brand slogan or colourful packaging. This reluctance is unsurprising given seaweed is a relatively new food to many Kiwis and may not be presented in ways that fussy eaters are accustomed to.

“If you are marketing a new seaweed product, introduce it through the supermarkets in a form where the seaweed is not directly visible. This offers a higher chance of acceptance as consumers can try seaweed and learn it tastes good. This applies to fussy eaters too,” shares Dr Rombach.

For media enquiries, email media@lincoln.ac.nz or phone 03 325 3827.