Understanding Western Skepticism Toward Seaweed Consumption: Social and Psychological Factors

Seaweed is renowned for its numerous health benefits and environmental advantages, claiming to be a superfood that supports both personal well-being and planetary health. Rich in vitamins, minerals, omega-3 fatty acids, and dietary fiber, seaweed also grows sustainably without the need for fertilizers, pesticides, or fresh water, and plays a role in capturing atmospheric carbon, thereby helping to mitigate ocean acidification. Despite these compelling benefits, seaweed remains a niche ingredient in Western countries, mostly seen in sushi rolls rather than on everyday family plates.

Our recent research aims to explore why seaweed has not gained mainstream acceptance in the West compared to countries like Japan, where it is a dietary staple. To do this, we conducted surveys in the UK and Japan, analyzing not only consumption patterns but also the social and psychological factors influencing dietary choices. The study examined frequency of consumption, perceived ease of purchase, future willingness to eat seaweed, and beliefs about its health benefits. Factors such as education level, gender, age, political orientation, risk appetite, ethnic background, and trust in institutions were also analyzed because they are interconnected with openness to trying new foods.

Results confirmed expected cultural differences. Japanese respondents consumed seaweed more frequently, found it easier to buy, and were more receptive to eating it in the future. In both countries, individuals with a higher willingness to take risks were more likely to incorporate seaweed into their diets. However, the most striking differences were related to demographic and cultural factors: in the UK, higher consumption was seen among ethnic minorities and university graduates, and among those with more left-leaning political views. Conversely, in Japan, seaweed's consumption was higher among women and those on the political right, reflecting its cultural roots as a traditional food.

Interestingly, trust in government, scientists, or social media appeared less influential, with Japanese trust in government correlating with perceptions of seaweed’s healthiness. These variations underscore how media narratives and cultural perceptions shape dietary behaviors.

Looking ahead, increasing seaweed consumption in Western countries requires more than simply promoting its nutritional and environmental benefits. Our findings suggest that familiarity plays a crucial role; in the UK, many avoid seaweed due to it feeling culturally foreign, despite product availability. In Japan, where seaweed is commonplace, efforts should focus on engaging younger generations to sustain consumption amid Westernized diets.

For countries unfamiliar with seaweed, effective strategies include incorporating it into familiar dishes, providing clear labeling, and offering attractive recipes. Influential figures like Samuel L. Jackson have helped normalize seaweed snacks in some contexts, demonstrating the power of celebrity endorsement. In cultures with a long tradition of eating seaweed, innovation is key to maintaining its relevance in evolving diets.

Ultimately, improving global acceptance of seaweed involves understanding cultural values, social perceptions, and individual motivations. Addressing these factors is essential to shifting it from a novelty to a regular dietary component, benefiting both health and the environment.

Source: https://medicalxpress.com/news/2025-08-westerners-reluctant-seaweed-reveals-social.html