Consumer Knowledge and Attitudes Toward Seaweed as Food – a Swedish Perspective

• While more than 95% of the consumers expressed interest in seaweed, only 41% consumed it regularly. • The taste of seaweed is associated with saltiness, umami, and marine freshness. • Main motivators for eating seaweed include appealing taste, flavor, and texture, availability and accessibility, sustainability, nutrition, and high quality • Consumers are aware that seaweed is high in minerals, fiber, and has a good protein quality. • Consumers’ concerns include contamination by heavy metals and excessive iodine in seaweed. Expanding seaweed production and consumption in Western societies may offer considerable socioeconomic benefits, addressing pressing health and sustainability challenges. To enhance understanding of attitudes, behaviors, and motivations related to seaweed consumption, this Nstudy employed an observational cross-sectional online survey of 199 Swedish adults, focusing on knowledge and attitudes concerning health, environmental sustainability, and sensory aspects. The 31-item questionnaire included closed-ended, open-ended, and open-response-option questions, using check-all-that-apply and Likert-scales. Responses were analyzed through descriptive and inferential statistics, thematic analysis, and were discussed in relation to Theory of Planned Behavior and food-choice frameworks to identify key consumption determinants. Results showed that while over 95% of respondents expressed interest in seaweed, only 41% reported regular consumption, indicating an intention–behavior gap explained by perceived concerns and motivators. Concerns included potential contamination with heavy metals and iodine. Motivators for increased consumption encompassed appealing sensory attributes, availability, sustainability, nutrition, and quality. Participants requested increased visibility through media, in-store-promotion, and other awareness-building strategies. Seaweeds were recognized as sources of minerals, fiber, and high-quality protein, associated with saltiness, umami, and marine freshness. Some consumers preferred incorporating seaweed subtly into familiar foods(hiding), others valued showcasing its unique sensory qualities(highlighting). Although participants were mostly familiar with seaweeds through sushi and other elements of Southeast-Asian cuisines, many expressed positive attitudes toward integration into wider ranges of dishes, e.g., meat/fish substitutes or natural flavor-enhancers. Overall, this study explored seaweed acceptance across multiple levels of food choice, offering insights to guide product development, marketing, and sustainable production practices in Sweden and beyond.