Within-plant variation in the concentration of secondary metabolites, nutritive value, toughness, and susceptibility to herbivory was assessed for the brown alga Dictyota ciliolata. When young apices and older tissue from the same plant were offered in equal abundance to the herbivorous amphipod Ampithoe longimana and the sea urchin Arbacia punctulata, young apices were consumed about 2 times more than older tissue. Compared to young apices, the less preferred older tissue had a less palatable lipophilic extract, significantly higher concentrations of two secondary metabolites (another secondary metabolite did not differ significantly), 33% more soluble protein, and was 233% tougher. Higher levels of chemical defenses in older tissues, and not tissue toughness or nutritive value, appear to be responsible for the preference of Ampithoe longimana for young apices. The pattern of lower levels of chemical defenses in young than older tissues of D. ciliolata is the opposite of the pattern observed in coenocytic seaweeds and most vascular terrestrial and marine plants, all of which have translocation systems for moving materials among plant portions. Unlike these other plants, which preferentially allocate chemical defenses to young tissues, D. ciliolata cannot readily translocate secondary metabolites. The growth-differentiation balance hypothesis suggests that actively dividing and expanding cells are less able to produce secondary metabolites. This hypothesis may help explain why older tissues are better defended than young, rapidly growing apices.