How to Increase Consumer Trust in CPGs Using Seaweed and Micro-Algae

Strategies for brands to leverage algae's potential in meeting consumer demands of health and transparency.

In today's CPG landscape, gaining consumer trust is more challenging than ever. Brands face audiences that are: overwhelmed by endless product choices, skeptical of marketing claims, and looking for products they can trust. Although taste and convenience are still the most important factors, consumers are now starting to look beyond the product. They want to know the ingredients in their foods, the origins of those ingredients, and the ethical and environmental impacts of their choices.

They want transparency.

Simultaneously, the demand for healthy foods with functional benefits continues to trend upward. This potent mix of high expectations and skepticism makes building a loyal customer base more challenging than ever.

Algae, including both seaweeds and micro-algae, offers a compelling solution.? Algae provides a path for CPG brands to stand out on crowded shelves and win consumers by offering products that taste great, deliver genuine benefits, and align with core consumer values. More specifically, the marine plants offer:?

• Flavor Enhancement: Algae is the original source of the umami flavor. It can enhance the flavor profiles in many foods by providing an all-natural, ocean flavor.?
• Clean Labels: Algae can replace synthetic ingredients used as flavor enhancers, emulsifiers, texturizers, and colorants. This allows brands to ditch questionable additives, shorten ingredient lists, and appeal to the growing consumer base seeking clean-label foods.
• Nutrition: Algae is a rich source of vitamins, minerals, fiber, and multiple bioactive compounds. Adding it to products can deliver a nutritional boost that genuinely supports health and wellness.
• Functionality: Algae can improve the texture, color, and taste in various product categories, while contributing to health benefits around gut health and immune support.
• Transparency: Algae carries a light environmental footprint when compared to other crops and ingredients. The case can be made that algae is one of the few ingredients that can be regenerative to the environment. This coupled with traceable supply chains offers a compelling story for brands to showcase their commitment to sustainability and fair trade practices.

Strategies for Incorporating Algae into CPGs

Selling an individual type of seaweed or micro-algae flake or powder as a topping or smoothie add-on is not very compelling. Algae's true potential is unlocked when product developers start to look at combining different species into novel blends. This approach allows brands to develop differentiated products with specific nutritional and functional benefits. Below are a few strategies on how to incorporate algae into products and leverage its diverse benefits:

1. Understanding Algae's Versatility: Before integrating algae into CPG formulations, it's crucial for product developers to understand the full spectrum of algae's applications. This involves recognizing algae's role not just as a supplement but as a multifunctional ingredient capable of enhancing flavor, texture, and nutritional content. By grasping the versatility of algae, developers can identify how it can replace or enhance existing ingredients in a product line.
2. Custom Formulation Development: Instead of a one-size-fits-all approach, brands should consider custom formulation development that leverages the unique properties of different algae species. This might involve creating novel blends of different types of seaweed and micro-algae that target specific health concerns or taste profiles. This strategy ensures that the incorporation of algae aligns with the brand's specific product goals and consumer expectations.
3. Partner with Chefs and Culinary Experts: Collaborate with chefs and culinary experts to develop gourmet recipes and applications using algae as a key ingredient. This not only showcases the versatility and culinary potential of algae, but also educates consumers and professionals about its uses beyond traditional health food contexts. These partnerships can lead to innovative product lines, restaurant collaborations, and interactive cooking demonstrations that drive consumer interest and acceptance.
4. Iterative Testing and Consumer Feedback: Developing algae-based products should be an iterative process. Incorporating consumer feedback and sensory testing to refine flavors and textures is very important. This approach allows brands to adjust formulations based on real-world feedback and increase the likelihood that the final product stands out in the market.
5. Consumer Education and Transparency: Incorporating algae into products is only part of the equation. Educating consumers about the health and environmental benefits is equally important. Brands should focus on transparent communication that explains how algae can reduce sodium levels, enhance nutritional profiles, and result in a cleaner label. Storytelling around its positive impact on product quality and environmental health is important.

Formulating with algae can be complex. For brands to successfully integrate algae into product formulations, they can benefit from a dedicated algae product development specialist. If you are a brand looking to explore the potential of algae in your product lines, our team can provide the expertise and product development services to make the transition seamless and successful.

Interested in learning more? Reach out to [email protected] or visit https://algae.culturedsupply.com/product-development to start your journey toward cleaner, more trusted CPG products.