Unlocking the market potential of macroalgae in alternative protein supply chains: Enablers and inhibitors

As conventional land-based protein sources become increasingly costly, additional solutions are needed to help meet future global food requirements. We examine the potential of macroalgae (seaweed) as an alternative protein source, providing insights into key market enablers and inhibitors. The global seaweed market has grown significantly in recent years, with Asia dominating both production and consumption. However, despite its long-standing dietary significance in Asia, macroalgae applications are underdeveloped in European markets. In this research, we investigate why macroalgae applications are underdeveloped in the food industry in Europe. Value chain mapping allowed us to capture the involved stakeholders, operations, and outcomes, while a PESTEL analysis enabled us to identify contextual enablers and inhibitors. Key findings highlight the industry’s strengths, including the high nutritional value of products and the rapid growth rate of macroalgae businesses, alongside weaknesses such as industry fragmentation and regulatory gaps. Two workshops with food supply chain experts confirmed the findings, resulting in six strategic recommendations to speed up macroalgae adoption: (i) harmonising regulations across EU Member States, (ii) educating consumers to increase awareness and reduce food neophobia, (iii) targeted research and development investment in macroalgae cultivation and processing, (iv) improving supply chain integration, (v) establishing multi-stakeholder collaboration platforms, and (vi) providing sustainability incentives aligned with the EU Blue Economy Strategy. This research is among the first to identify key enablers, inhibitors, and practical policy directions for the macroalgae sector, highlighting the importance of coordinated innovation and cross-sector collaboration to unlock its potential as a sustainable protein source. • Land-based protein sources alone cannot meet future demand; alternatives are essential. • Macroalgae are fast-growing, nutritious, abundant and scalable. • In the EU, macroalgae foods currently have low visibility and weak profitability. • Value chain mapping and PESTEL analysis reveal EU macroalgae market enablers. • Six recommended policy and market pathways can accelerate macroalgae adoption.