Rising Tide: Why Sea-Based Ingredients Are Making Waves

The tides are changing in the beverage world. What was once confined to sushi rolls and niche ocean-themed wellness products is now flooding the shelves in the form of juices, smoothies, functional waters, and wellness shots. Ingredients from the sea—like spirulina, sea moss, and algae—are transforming the drinkscape, offering more than just novelty. These ocean-grown powerhouses deliver on three major demands: function, flavor, and sustainability. 

Let’s dive into how this marine movement is reshaping beverage innovation and why forward-thinking CPG brands are riding the wave. 

Superfoods Below Sea Level  

Meet the new beverage MVPs: sea moss, spirulina, and algae. 

• Spirulina: Just one tablespoon of spirulina powder delivers about 4 grams of complete protein, plus antioxidants, iron, and B vitamins. Known for supporting immunity, energy, and detox, it’s become a star in cold-pressed juices and green smoothies.

• Sea Moss (also called Irish Moss): Valued for aiding digestion and promoting skin health, it contains minerals like magnesium, iron and iodine. Its gel-like texture makes it perfect for wellness shots and tropical juice blends. 

• Algae and seaweed: Often used in combo with spirulina, they’re rich in vitamins and support metabolic and immune function—all while being incredibly sustainable to grow. 

Whole Foods Market’s Trends Council has already spotlighted plant-based aquatic ingredients as one of its Top 10 Food Trends for 2025. Why? Because they hit all the right notes: plant-based, functional, gluten-free, and eco-conscious. 

Who’s Buying In? 

Consumers driving this trend are as health-conscious as they are diverse. 

• Spirulina and Irish Moss drinks are especially popular with Millennials and Gen Z, who are prioritizing wellness, label transparency, and sustainable sourcing. 

• Middle-income shoppers make up a large portion of buyers, suggesting these ingredients are now accessible, not elite. 

• Gender-wise, interest is evenly split—an inclusive trend that spans across lifestyle segments. 

Sea-Based, Social-Backed 

Social platforms are helping these ingredients ride the wellness wave. 

Sea moss saw strong momentum on social media in 2024, especially on platforms like TikTok and Instagram. Influencers blended it into everything from pineapple smoothies to detox shots, highlighting its gut health and immunity benefits. The impact? Significant growth in purchasing throughout the year.  

Spirulina, though quieter in social chatter, is holding steady with health-savvy consumers. Its role in weight management, blood sugar control, and immune health is now well-recognized by Gen X and wellness-forward Millennials. While less flashy than sea moss, it has staying power. 

Buying Trends: What’s Actually Moving on the Shelf?  

Not all sea-based ingredients follow the same path: 

• Algae and seaweed purchasing held steady throughout 2024, even as online conversation leveled off—a sign of consistent demand despite the hype curve. 

• Sea moss saw a steady growth in purchase incidence, especially in drinkable formats like RTDs and shots. 

• Krill oil spiked and dropped in early 2025, while chlorophyll purchases remained stable despite waning conversation. 
  

The Flavor Factor: How Brands Are Pairing for Success 

Plant-based aquatic ingredients don’t usually work alone. Formulators are mixing them with familiar favorites to boost health and flavor: 

• Spirulina + Turmeric or Ginger: Anti-inflammatory blends for energy and recovery 

• Sea Moss + Mango or Pineapple: Immune-boosting tropical wellness shots 

• Algae + Coconut Water or Moringa: Hydrating, plant-based detox options 

Pairings like these create craveable, clean-label experiences that resonate with consumers looking for both wellness and indulgence—without artificial additives or allergens.

Planet-Friendly by Design 

Here’s where ocean ingredients truly shine: they’re inherently sustainable. 

Sea moss and algae grow without fresh water, fertilizer, or arable land. They can even improve ocean ecosystems. For consumers concerned about climate and food systems, that’s a major plus. 

Marine-sourced ingredients let brands tell an authentic sustainability story —one that resonates deeply with younger consumers.

Partner with Brightfield Group to turn sustainability into your competitive edge. Contact us to learn more!

What This Means for CPG Innovators 

For innovation teams and brand strategists, sea-based ingredients represent a sweet spot of consumer desire and brand opportunity: 

• They support real, recognizable health claims (immunity, digestion, detox). 

• They align with values-driven shopping: plant-based, sustainable, and clean. 

• They offer flexibility across formats—shots, RTDs, powder blends, and more. 

This is a ripe space for small-batch experimentation, co-branded wellness launches, or functional line extensions. Start with a single SKU and test performance. Consumers are curious, and the barrier to trial is low. 

Closing Thought: Ocean Grown, Consumer Approved 

In a sea of sameness, marine-sourced ingredients help brands stand out. They offer story, science, and sustainability in a format that feels both fresh and familiar. 

Whether it’s a green spirulina shot or a sea moss smoothie, these oceanic superfoods are no longer fringe—they’re front and center. The tide is already rising. The question is: will your brand be riding it? 

 Updated: 04/28/2025