The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2013
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Omega-3 is vital to heart, vision and brain health, yet at present there is a large gap in many countries between recommended daily intake of omega-3 and actual consumption. This report compares the market for food and drink to that of supplements, and highlights the opportunities for manufacturers looking to become global players. The correct use of regulation, in particular, has the potential to boost retail value, but it is important to maintain scientific and environmental developments.
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Omega-3 is a key ingredient used to fortify products. Sales of omega-3 in the packaged format (inclusive of supplements, food and drink) were estimated at US$30 billion in 2012. However, significant opportunities to develop fortified food and drink still exist.
Scientific research has helped boost omega-3 awareness, particularly in milk formula. A lack of omega-3 is detrimental to the functioning of the brain, eyes and heart. As such, intake is vital to leading a healthy life for all ages, and it is important to raise consumer awareness of the gap between actual intake and recommended daily intake levels.
Fish oil/omega fatty acid supplements saw absolute value growth of US$1.4 billion over 2007-2012, as products aligned themselves with specific health benefits targeted at different age groups of the population, and innovated using different formats. For food and drink to see innovation-led growth, manufacturers should utilise the rising consumer awareness in those regions accepting of functional products.
Milk formula fortified with omega-3 had estimated sales of US$24 billion in 2012, with growth predominantly from emerging markets. Successful research and development by leading players has led to demand for dense nutritional content as they develop a greater awareness of health benefits such as brain health.
Fortified/functional products saw the strongest growth over 2007-2012, as tough economic times led consumers to look to gain added value from products. Awareness of ingredients which offer added functionality is increasing and, as such, milk formula, dairy and bakery products have seen significant development. Claims allowed by the EC’s Article 13.1 general health claims regulations should help boost knowledge of omega-3 functionality related to cardiovascular, brain, memory and vision health.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.