Consumers want back-to-basics omega-3s

01-Dec-2011 - Last updated on 01-Dec-2011 at 13:28 GMT

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 NutraIngredients.com: “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 omega-3.omega-3s 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.