The rise of edamame: The bean that’s seeing green with consumers

As consumers continue to reach for higher protein and healthier snacks, the edamame market is capitalizing on its rising popularity.

Nearly three decades ago, Carol Miles, a vegetable extension specialist at Washington State University, spoke to a missionary who had just returned from China. The missionary told Miles they’d been eating some “green soybeans” in China, and wanted to know if they could be grown here.

“Turns out, they were edamame — the Japanese name, that was not yet a crop in the United States at that point in time,” she said. She sought out to connect with Japanese companies to find some seeds, which she used to run some trials.

Growing and packaging edamame

Since then, the edamame market has exploded. At first, people tried to eat the pod in trials, so that took some “education.” Now, diners across the country are shelling the pods in their mouths to release the beans, and enjoying sea-salted pods in restaurants across the U.S.

“It’s a high-value crop — they did really well,” Miles said. Edamame lacks the protein inhibitor that enables you to eat it harvested fresh, with minimal processing. Soybeans, on the other hand, have to be cooked and processed. “It’s very different from a field soybean.”

Edamame products will continue to gain popularity as producers create more innovative products for the health food market. In 2022, the global frozen edamame market size was $233 million, according to Global Information. It will reach $300 million in 2029.

Producers can choose to present edamame as fresh or frozen, and shelled or in the pod.

One indicator of freshness Miles encourages producers to watch for is farmers who sell edamame with the whole plant and the pods attached. “They just strip off the weeds a bit so you can see the pods stand out,” she said, explaining this is the traditional way it’s sold.

Pursuit of the healthiest snack

“I would think it’s just going to keep going up,” she said, “…because it’s such a healthy food.”

Companies are capitalizing on the consumer’s desire for healthier snacking, with profitable industry projections for other beans and grabbable nuts such as pistachios.

“Trend and fad diets are decreasing in popularity and consumers are reaching towards options that are fundamentally healthier,” according to Jason Ko, partner and head of digital at The Only Bean.

He said there isn’t an exact projection of where the frozen edamame industry is headed next. Still, Ko said non-frozen edamame products, specifically roasted snacks and other foods made with it as an ingredient, have a “huge opportunity for growth.”

Though some consumers got their first taste in a Japanese restaurant, he said the bean has expanded beyond restaurants’ kitchens, positioning itself in the market to grow. Its benefits include nutrition density and as a complete source of plant-based protein. This makes them ideal for vegan and vegetarian diets, versatility for culinary uses and a combination of fiber and protein that promotes satiety.

Ko’s brand has flavor options for edamame, which include sea salt, sriracha, ranch, buffalo and wasabi soy sauce.

“While these snacks are ready-to-eat, they can be eaten straight out of the bag as a crunchy delicious snack, or added to soups, salads, blended into shakes as a protein boost, or any other creative uses,” he said.

Edamame pasta also is emerging as an alternative to traditional pasta for consumers looking for better nutrition.

Supply issues 

Producers face a challenge in accessing edamame as the supply is linked to the actual crop, Ko said.

Miles agreed, noting the seeds can be hard to find. In addition, there can be some mislabeled seeds, she adds. “Be cautious of a seed that is produced or sold in the United States…[sometimes] they select large size soybeans and call it edamame. You have to be careful because I don’t think that brings in the eating quality that edamame has. The quality of the crop matters.”

Some breeds are described as more “bitter,” “sour,” or “starchy,” while more desirable ones are “salty,” and “sweet,” according to research from Frontiers in Plant Science.

Celebrity chef and health coach Adam Potash has seen a rising popularity in edamame hummus.

“By blending cooked edamame with tahini, lemon juice, garlic, and olive oil, it can be served as a dip or spread on sandwiches and wraps,” he said.