Success of Omega Fatty Acids: From Supplements to Food

Omega-3 a leading functional ingredient

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.

Omega-3 essential to eye, heart and brain health

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.

Omega fatty acids: The third fastest growing supplement

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.

Omega-3 fortified milk formula grew by US$11 billion over 2007-2012

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.

Utilise secured claims on food and drink products

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.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
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• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
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