The $39 Jar That's Taking Over Wellness (And Why Sea Moss is My New Obsession)
I first encountered Irish Sea Moss at Erewhon in Santa Monica. It was shelved in several areas throughout the store, and one of the stockists told me it was one of the most popular products they carry. At $39 a jar, I wanted to learn more.
It also appeared in my New York Magazine feed that same week—apparently, this slimy flavored seaweed has officially crossed over from niche wellness circles to mainstream obsession. And judging by the numbers, this isn't just another health fad that'll disappear by next year.
The Numbers Don't Lie
The global sea moss market was valued at $2.58 billion in 2023 and is projected to reach between $2.9-3.4B by 2030, depending on whose research you trust. That's a compound annual growth rate of 2.1% to 4.1% —not explosive growth, but steady, sustainable expansion that suggests this isn't just hype.
What's really interesting is where the demand is coming from. North America accounts for about 35% of the market share, but Asia Pacific is the fastest-growing region. Translation: this trend is going global fast.
The Players Making Bank
The sea moss space is surprisingly crowded with both established players and scrappy newcomers fighting for shelf space:
The Premium Set: Erewhon has gone all-in with their own line of sea moss gels, offering flavors like Golden Sol (gut health), Neptune Blue (energy), and Cosmic Berry (immunity). Each jar retails for $39, and they're flying off the shelves.
The Direct-to-Consumer Crowd: Major players include Irish Sea Moss Co., The Sea Moss Company, Atlantic Gold Sea Moss, Red's Kitchen Sink, and Holistic Organic Wellness. Other significant brands include Veganlifemoss, Glasswing Organics, Transformation Factory, Nature's Vision, and TrueSeaMoss. In fact, I met the True Sea Moss team at Expo West.
The Innovation Leaders: Companies like Australia-based Mos x Daily are launching flavored sea moss gels in acai, coconut, lychee & apple varieties while U.S.-based Everboost introduced sea moss gel specifically marketed for immune function and skin health.
Why Sea Moss Actually Makes Sense
Here's what's driving this boom beyond just wellness trends:
Plant-Based Momentum: The rising consumption of plant-based diets and superfoods is creating demand for ingredients that can replace nutrients typically found in animal products. Sea moss contains 92 of the 102 essential minerals the human body needs, including iodine, which is notoriously hard to get from plant sources.
Format Innovation: The market includes raw dried sea moss, sea moss gel, powder, capsules, infused beverages, and skincare products. This isn't just about health anymore—it's about convenience and versatility.
Sustainability Story: Several sustainable brands are sourcing sea moss safely and ethically, working directly with aquaculture farms. In a world obsessed with clean sourcing, sea moss ticks all the boxes.
The Distribution Game
Distribution channels include online stores, supermarkets, specialty health stores, and direct-to-consumer sales. But what's really interesting is how premium retailers like Erewhon are positioning sea moss as a lifestyle product rather than just a supplement.
Erewhon's sea moss gels are featured in many of their smoothies - Sea Moss Gel - Erewhon Smoothies, Full Spectrum, 92 Essential Minerals, creating multiple touchpoints with customers and normalizing sea moss consumption beyond just taking it straight from the jar.
The Reality Check
Despite the growth, this market isn't without challenges. Supply chain constraints and regulatory compliance issues could impact availability and pricing. Plus, there's limited awareness in certain regions, which means brands are still in education mode rather than pure growth mode.
But here's what's compelling: consumer awareness of the importance of overall well-being, combined with a preference for natural and nutrient-dense options, places sea moss in a favorable position.
The Bottom Line
That $39 jar at Erewhon isn't just expensive seaweed—it's a bet on the future of functional foods. Sea moss represents everything modern consumers want: plant-based nutrition, sustainability, versatility, and genuine health benefits.
Whether it's worth $39 depends on your perspective, but the market numbers suggest enough people think it is. And with innovation happening in formats, flavors, and applications, sea moss is positioning itself as more than just a trend—it's becoming a legitimate category.
