The demand for vegetarian food is increasing and seaweeds are promising raw materials with interesting nutritional and sensory profiles. The aim of this study was to investigate the attitudes and preferences of Swedish consumers regarding seaweed as food and study differences and similarities between different consumer groups. Data from 120 adult consumers showed an overall positive attitude. More young men than women preferred seaweeds in snack products and fast food. Products containing seaweed should preferably be bought in a food store and eaten at home or in a restaurant. The most popular serving alternatives were in snacks, bread and dishes.