Consumers want back-to-basics omega-3s

By Mike Stones

- Last updated on GMT

Related tags Omega-3 fatty acid

Hard to swallow? Early evidence reveals a trend towards liquid forms of omega-3s.
Hard to swallow? Early evidence reveals a trend towards liquid forms of omega-3s.
Omega-3 consumers are showing a back-to-basics preference, which is favouring natural products, according to research conducted by Finnish market research firm Invenire Market Intelligence.

The firm’s executive consultant Virpi Varjonen told “We were surprised by the strength of the back-to-basics feeling among consumers.”

“For many people omega-3s are still all about fish – being a substitute for regular fish-eating. Omega-3s are valuable nutrients for them, and they want to have their product fresh, natural and minimally processed.”

Nothing bad

According to the report: “ Nothing ‘bad’ will be accepted in the product, be it a bad smell or taste or toxic substances.”

Varjonen said evidence of this trend could be seen in the new interest in liquid forms of omega-3s, where consumers can easily detect the sensory quality.

Omega-3 product are often supplied in a softgel capsule format. But some consumers dislike or report difficulties in swallowing them. New formats on the market include chews, gummies and enhanced liquid products.

Fortified foods with omega-3 may become more popular.

Consumers are also showing more interest in the sources of omega-3s, said Varjonen. People want to know exactly where their omega-3 comes from and how it is produced. It is not only about environmental issues, but also other issues related to corporate social responsibility.

“In this area, algae omega-3 oils will be the winners as the ultimate sustainable source,”​ according to the report. “The most important issues, also for omega-3s from other sources, are true traceability and visibility in the value chain.”

Mintel’s Global New Products Database reveals more than 3100 reported new product launches in omega-3 fatty acids.

Dietary supplements are the most prominent category. Fish oil DHA/EPA product launches rose to 40% of all dietary supplements during the past 12 months. The average for all reported omega-3 supplement launches was 25%.

Infant formulas

The second biggest category for omega-3s consists of infant formulas, children’s milks and baby food.

Algal omega-3 products appear in various product categories. Krill oil, on the other hand, is not yet detected much by Mintel’s new products database.

Asia was the dominant market for new omega-3 launches accounting for 58% of total launches.

The research results are presented in the report Case Study Summary DHA/EPA Omega-3 Consumer product trends and sourcing strategies.

Privately-owned and independent research group Invenire specialises in nutrition. It operates offices in Finland and Denmark.

Related news

Show more

Related products

Harness the power of algae for omega-3 innovation

Harness the power of algae for omega-3 innovation

Content provided by dsm-firmenich | 08-May-2024 | Insight Guide

Algal-sourced omega-3s have limitless potential, able to scale to meet the needs of our planet’s population with twice the potency – naturally – and all...

Nutritional Solutions for Women's Health

Nutritional Solutions for Women's Health

Content provided by INNOBIO Corporation Limited | 04-Oct-2023 | White Paper

INNOBIO provides innovative solutions for women to overcome a variety of health challenges throughout the life cycle, from emotional health, PMS management,...

Omega-3:Nutrition and Application Insight

Omega-3:Nutrition and Application Insight

Content provided by Cabio Biotech (Wuhan) Co., Ltd | 31-Jul-2023 | White Paper

Omega-3 long-chain polyunsaturated fatty acids (PUFAs) have numerous positive health benefits and are among the most extensively studied micronutrients....

Related suppliers

Follow us


View more