Consumer, Market & Industry Trends

Global Omega-3 Market Trends

  • Globally, the Omega-3 category is growing at approximately 30% annually with the number of Omega-3 global food launches increasing exponentially
  • Packaged Facts forecasts US Omega-3 food market growth from USD $2 billion in 2007 to USD $7 billion in 2011
  • The leading source of Omega-3 is fish oil (Omega-3 EPA/DHA), representing approximately 83% of the market for human consumption by volume
  • Fish oil is overtaking Omega-3 ALA (mainly flax) - an inefficient Omega-3 source
  • Omega-3 EPA/DHA efficacy is well established clinically, lending itself to both overall wellness and targeted health positioning
  • More than 14,000 scientific studies and reports support the health benefits of Omega-3 EPA and DHA from fish oil

Key Consumer Awareness Trends

  • Omega-3 tops the list of the 77% of US consumers who feel they are deficient in some type of nutrient (2008): (1) Omega-3, (2) calcium, (3) fiber
  • 95% of North American consumers are aware of Omega-3
  • Fish oil capsules (Omega-3 EPA/DHA) are one of the top 5 dietary supplements
  • 89% of North American consumers associate Omega-3 with fish oil
  • Awareness = demand for Omega-3 enriched products: 4 in 10 US adults want more Omega-3 in their diets (HealthFocus USA Trend Survey)
  • Omega-3 EPA/DHA from fish oil is regarded as a key player in consumer wellness - including supporting healthy lifestyles with nutritionally dense food choices

Omega-3 Industry Trends

  • Consumer wellness includes six major trends that influence product choice and brand preference
  • Research indicates that consumers would take Omega-3 if it was in the foods they already enjoy, from the brands they trust
  • 45% of 2,405 UK consumers surveyed were more likely to buy a product high in Omega-3 than the same food without such a claim
  • Consumers read on-pack health guidelines - they want manufacturers to be information resources, empowering them to make healthier choices
  • More knowledge = higher demand for convenience and quality - including efficacy, purity and palatability
  • Transparency around product and package labeling (nutrition, sourcing, manufacturing) is an increasingly necessary way of attracting consumers

 

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