Trending Seaweed: Future Opportunities in Retail?

In this chapter, we analyze a number of challenges concerning the possibilities of seaweed reaching a larger Swedish retail market. Consumers seem to be quite open and flexible regarding the positioning of seaweed products in stores. As previous research has shown, certain consumer groups feel like taking responsibility when it comes to consuming more sustainably. These consumer groups could function as early adopters for new seaweed products and be targeted accordingly. Retailers and practitioners could help consumers to understand these new products by educating them about sustainability and providing sustainability services. Vegetarian or vegan alternatives for already-established products could be placed next to these familiar foods in order to make it easy for the consumer to understand how the new product is intended to be used, and how it fits into current cooking and eating practices. The results reveal a disparity and ambivalence in consumers’ attitudes and approaches to seaweed, paving the way for new consumer insights, retail guiding, and in-store services. We emphasize the responsibility of the retail sector in being one of the main actors introducing alternative and new food products. We also raise issues relating to communication, organization, and to how to facilitate sustainable food.