New green – Style – Kommersant

Algae is called green gold: medicines, vitamins, sweets, cosmetics, etc. are made from them. Kommersant Style figured out how things are in this market in Russia.

Analysts predict that the “marine” trend will only gain momentum every year: by 2028, global sales of algae products will grow by 10% annually and amount to $36 billion. and other “underwater herbs” must have of the year. Many stars confess their love for algae: Gwyneth Paltrow and Victoria Beckham eat a serving of wakame every day, Kourtney Kardashian takes daily spirulina pills, and Chrissy Teigen says that sea grape body oil helps her fight cellulite.

That seaweed has become the new superstar in the wellness segment is no surprise. They contain 20 times more nutrients than land plants: the entire group of minerals, as well as vitamins, antioxidants and essential amino acids. In addition, algae is the best plant-based source of protein: it contains seven times more protein than soy. Finally, algae fits perfectly into the trend for organic, vegan and environmentally friendly ingredients. They absorb carbon dioxide and release oxygen, so that even a whole plantation of “sea grass” does not harm the environment. In addition, algae are very unpretentious: they can be grown with little or no fresh water. This is critically important, because 70% of the world’s reserves go to serve the nutritional needs of mankind.

In Russia, algae and products made from them have never been popular – in our DNA, unlike Asians, there is no trust in “sea grass”, and everyone remembers the specific taste of the Far East salad. But in vain, because it is very useful for us. “Most of the Russian population lives in conditions of low iodine intake and can potentially suffer from iodine deficiency,” explains Mikhail Ginzburg, MD, dietitian, endocrinologist, professor at the Academy of Health Specialists. dose of iodine for an adult. Including algae in the diet or taking dietary supplements based on them can completely solve the problem.”

In recent years, the love for algae has increased, primarily due to foreign products: spirulina and chlorella supplements, Thalion and Thalgo wraps, and miso soup with nori for lunch. But now the situation has naturally changed. After IHerb left, it became difficult and expensive to order American “marine” dietary supplements, and many popular brands left the Russian market (such as La Mer) or reduced supplies (such as Thalion).

And here Russian manufacturers come to the fore. Thus, sales of AB1918 products of the Arkhangelsk Algae Plant’s own brand grew by 100% this year compared to 2021. This is the only full-cycle enterprise in Russia engaged in the processing of algae “from sea to shelf”. Initially, during the First World War, the plant was built for the production of iodine, and now it produces pharmaceutical substances, as well as dietary supplements, functional nutrition and cosmetics under the AB1918 brand, which brings half of its turnover.

“We set ourselves the task of equaling the quality of the Thalgo and Guam brands, but remaining affordable for the Russian consumer,” explains Svetlana Vorobyeva, Marketing Director of the Arkhangelsk Seaweed Plant. “As far as dietary supplements are concerned, we would like to occupy the niche of American manufacturers , the supply of which is now complicated. Now the brand’s portfolio contains about 170 items of dietary supplements, superfoods and cosmetics, and the same number are being prepared for release.

The Russian algae market is generally very promising: according to the calculations of the Pacific Research Fisheries Center, up to 1 million tons can be harvested annually in the Far Eastern seas alone, and now only about 5 thousand tons are harvested. This year, the Arkhangelsk algae plant harvested 3,000 tons of algae for the first time since the collapse of the USSR, and plans to double production in 2023 — there is obviously demand on the market. And scientists from Moscow State University have learned how to grow bioavailable spirulina in pools, which is in no way inferior to the American one, and plan to increase its supply.

Now the main competitors of Russian algae brands are Asian ones. According to Yana Maleeva, marketing director of the Golden Apple chain, sales of algal masks of the Korean brand Yadah grew by 313% over the year, and RED algal masks from Orjena (another Korean brand) – by 437%. Asia remains the world’s largest supplier of “sea grasses”.

But that doesn’t mean it’s the best. “All Chinese algae on the market are aquaculture, which is allowed to grow only a year, they do not have time to gain enough minerals and vitamins,” explains Svetlana Vorobyova. Thirdly, northern algae – in the harsh Arctic conditions, kelp and fucus accumulate a maximum of valuable substances. We collect them by hand and dry them in the sun, like 100 years ago, in order to preserve all the beneficial properties. This processing technology is more expensive than that of Chinese and Scandinavian counterparts, but we decided to keep it.”

Another “marine” direction that will obviously develop is unusual products. Torras chocolate with algae, beloved by many, has disappeared from the market, but excellent Russian analogues are appearing, for example, Far Eastern chocolate with seaweed “Primorsky konditer” and chocolate with fucus from AB1918. And in the restaurants of the White Rabbit chain, masterpieces are successfully prepared from the good old kelp. So the future of algae in our country, including gastronomic, is quite bright.

Natalya Inshakova