Report finds growth prospects for omega-3 products

Awareness of omega-3 fatty acids as among the most important nutrients for physical and mental health has reached critical mass, according to a new Packaged Facts report Omega-3: Global Product Trends and Opportunities.

Correspondingly, the number of consumers who are seeking out high-omega products has increased dramatically over the past few years.

In the US for example, 9% of grocery shoppers buy high omega-3 food or beverage products in a typical grocery shopping trip, and the percentage of adults who take fish oil supplements has jumped from 8% in 2006 to 17% in 2011.

In addition, consumers increasingly regard health and beauty care products as extensions of the foods they eat.

What has emerged, according to publisher David Sprinkle, is a new continuum of nutrient-positioned products extending from whole foods and fortified/functional foods through to nutritional supplements and personal care products.

Packaged Facts estimates that global consumer spending on omega-3 food and beverage products (excluding fish), health and beauty care products (including supplements), and pet products will reach $13 billion in 2011.

Consumer demand for omega-3 products will continue growing briskly over the 2011-2015 forecast period, and will influence the activities of marketers worldwide across various categories of consumer packaged goods, including the private label arena.

Several factors combine to create a very positive growth environment for omega-3 products, which include expanding medical, governmental, and public awareness of omega-3 and its wide range of health benefits; continued consumer receptiveness to functional food and supplement products; positive mainstream and trade media reporting; and increased market participation by major marketers.

New sources of omega-3s such as krill, calamari, cranberry, chia seed and hemp are also making it easier for manufacturers to market high-omega products.

These sources have led to a dramatic expansion of the range of retail products available, including options for vegetarian consumers.

Hurdles do remain for the omega-3 products market.

The medical and regulatory communities have not yet fully arrived at a consensus on the optimal intake of omega-3 fatty acids, or the relative benefits of increased consumption of marine- versus plant-based omega-3 fatty acids, although scientific research has generally focused on the health benefits of DHA and EPA omega-3 from marine sources such as salmon or algae.

Correspondingly, there is confusion among consumers who associate "omega-3" with fish and fish oil rather than flax or other plant-based sources that are used in omega-3 fortification of foods.

Nonetheless, favorable European regulatory changes for omega-3 health claims are expected in 2011, and should ultimately further boost the omega-3 product marketing environment globally.