Omega-3: Global Product Trends and Opportunities

Sep 1, 2011
190 Pages - Pub ID: LA6385341
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Omega-3 fatty acids are some of the most important nutrients to human health. The number of consumers globally who are aware of omega-3 fatty acids and their role in health is high, and the number of people who are specifically consuming omega-3 for health has increased dramatically over the past few years. Consumer demand for omega-3 products will continue to grow briskly over the 2011-2015 period, and will influence the activities of manufacturers and marketers worldwide in supplying omega-3 products across various categories and segments of consumer packaged goods (CPGs), including private label products.

In Omega-3: Global Product Trends and Opportunities, Packaged Facts analyzes the future of the global omega-3 market, and pinpoints opportunities in a $13 billion industry that is far from reaching its saturation point. The link between “dietary supplements” (the traditional method for boosting omega-3 intake) and consumer diets and grocery store food products is becoming ever stronger. Moreover, consumers increasingly regard the health and beauty products they use as extensions of the foods they eat and the nutritional supplements they take. What has emerged, therefore, is a continuum of nutrient-positioned products extending from whole foods (including natural and organic products) and fortified/functional foods through to nutritional supplements and personal care products. In the case of pet owners, this continuum also extends to pet foods (which are inherently functional), treats, supplements, and grooming products—essentially replicating the range of human products available.

Moreover, a significant amount of nutrient-based new product development is driven by the concept of “superfoods.” Although the concept of foods with pharmaceutical-grade benefits flies in the face of a strong medical and regulatory community distinction between food and drugs, “superfoods” has emerged as a powerful marketing concept—in part because it builds on age-old conventional wisdom and nutritional adages such as “an apple a day helps keep the doctor away.” Omega-3’s widely accepted status as a “superfood,” in combination with a globally expanding range of nutrient-based new product development across CPG markets, means that the market for omega-3 products will remain lively and opportunity-rich for years to come.

Scope of Report

This report focuses on packaged retail products that are marketed as high in omega-3 fatty acids, whether these products are inherently high in omega-3 or purposefully enhanced or fortified with this nutritional content, and whether the omega-3 content is docosahexaenoic acid (DHA), eicosapentaenoic acid (EPA), or alpha linolenic acid (ALA).

A number of marine and non-marine food sources inherently contain these omega-3 fatty acids, such as fish and fish oil, algal oil, canola oil, soybean oil, flaxseed, and walnuts. Therefore, packaged food products such as fish, breads (particularly those with seeds and nuts), and nut or hemp milks may naturally contain high levels of omega-3. In addition, high omega-3 ingredients are commonly added to a range of packaged products to enhance their omega content.

The geographic scope of this report is global, and the packaged consumer product categories covered are: foods and beverages, which account for the bulk of the market; health and beauty care (HBC) products, primarily consisting of supplements; and pet products, primarily dog or cat food.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research entailed participation in GOED Exchange 2011, the first international conference held by Global Organization for EPA and DHA Omega-3 (GOED Omega-3); Packaged Facts surveys of U.S. consumers; consultations with manufacturers and industry insiders; and an on-site examination of retail products. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company information including annual reports, press releases, and conference calls; company profiles in trade and consumer publications; government reports; and other food and nutrition market reports by Packaged Facts. Sales estimates are based on analysis of data from the above sources.

Chapter 1: Executive Summary
Scope of Report
Report Methodology
Market Overview
Knowledge About Omega-3 Fatty Acids Advances Quickly
Opportunity-Rich Nutritional Product Continuum
Figure 1-1: The Continuum of Nutritional Product Development
Over Last Decade, 27% Global CAGR in New Product Introductions
After Fish, Dog Food and Nutritional Supplements Are Most Active Omega-3 Segments
U.S. Accounts for 41% of New Product Activity
Latin America Jumps to 16% Share of New Product Activity
Table 1-1: Global Product Introductions with High-Omega Claims: By Geographic Region, 52 Weeks Ending July 31, 2006 vs. 52 Weeks Ending July 31, 2011 (number and percent of global total)
Product Market Distribution of High-Omega Claims
Global Omega-3 Consumer Packaged Products Market at $13 Billion
Figure 1-2: Market Share for Global Omega-3 Products: Foods vs. Non-Foods, 2011
$8 Billion in Global Retail Sales for Omega-3-Enhanced Food and Beverage Products
Table 1-2: Global Retail Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2011 (in millions of dollars and percent change)
U.S. Retail Sales of High Omega-3 Food and Beverage Products Reach $4 Billion
U.S. Sales of Omega-3 Supplements at $1.3 Billion
Market Saturation Point for Omega-3 Is Far From Reached
Ingredients, Recommended Intakes, & Regulation
Three types of Omega-3s
Alpha Linolenic Acid
DHA and EPA
Table 1-3: Omega-3 Fatty Acids: Nomenclature, Structure and Food Source
Fish versus Algae versus Flax
Is Food Better than Supplements as a Delivery System for Omega-3?
Omega-3 for Personal Care Products
Dietary Recommendations for Consuming Omega-3s
Regulatory Developments in Europe Are Positives for Market
Supplier & Marketer Profiles
Supplier Profiles
Marketer Profiles
Looking Ahead: Market Opportunities
Krill Shakes Up Supplement Segment
Omega-3 as Skincare


Chapter 2: Market Overview
Key Points
Introduction to Market
Scope of Report
Report Methodology
Omega-3 Fatty Acids—A Key to Human Health
Studies Support a Growing List of Health Benefits
The Roles of DHA and EPA in Human Health
Table 2-1: Health Benefits Reported from Adequate Consumption of Omega-3 Fatty Acids
Inflammation and Omega-3
Table 2-2: Selected Conditions and Diseases Associated With an Inflammatory Component
From Supplements to Foods and Beverages
Knowledge About Omega-3 Fatty Acids Advances Quickly
Increasing Use of Omega-3 in Foods and Beverages
Opportunity-Rich Nutritional Product Continuum
Figure 2-1: The Continuum of Nutritional Product Development
Global Product Introduction Trends
Over Last Decade, 27% Global CAGR in New Product Introductions
Table 2-3: Global Product Introductions: High-Omega vs. Other High-Nutrient Claims, 2001-2010 (number and percentage change)
After Fish, Dog Food and Nutritional Supplements Are Most Active Omega-3 Segments
U.S. Accounts for 41% of New Product Activity
Table 2-4: Global Product Introductions with High-Omega Claims by Product Category and Selected Segments: 52 Weeks Ending July 31, 2006 vs. 52 Weeks Ending July 31, 2011 (number and percent)
Table 2-5: Global Product Introductions with High-Omega Claims: Overall and Food/Beverage by Top National Markets, 52 Weeks Ending July 31, 2011 (number and percent of global total)
Latin America Jumps to 16% Share of New Product Activity
Table 2-6: Global Product Introductions with High-Omega Claims: By Geographic Region, 52 Weeks Ending July 31, 2006 vs. 52 Weeks Ending July 31, 2011 (number and percent of global total)
Product Market Distribution of High-Omega Claims
Table 2-7: Product Introductions with High-Omega Claims by Product Category: By Global Region and Selected Countries, 52 Weeks Ending July 31, 2006 vs. 52 Weeks Ending July 31, 2011 (percent)
Market Size and Growth
Global Omega-3 Consumer Packaged Products Market at $13 Billion
Figure 2-2: Market Share for Global Omega-3 Products: Foods vs. Non-Foods, 2011
$8 Billion in Global Retail Sales for Omega-3-Enhanced Food and Beverage Products
Table 2-8: Global Retail Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2011 (in millions of dollars and percent change)
U.S. Retail Sales of High Omega-3 Food and Beverage Products Reach $4 Billion
Table 2-9: U.S. Retail Sales of Food and Beverage Products (Excluding Fish) With “High Omega-3” or “High DHA” Claims, 2006-2010 (in millions of dollars)
Table 2-10: Projected U.S. Retail Sales of Food and Beverage Products (Excluding Fish) With “High Omega-3” or “High DHA” Claims, 2011-2015 (in millions of dollars)
Figure 2-3: Projected U.S. Retail Sales of Food and Beverage Products (Excluding Fish) With “High Omega-3” or “High DHA” Claims, 2011-2015 (in millions of dollars)
U.S. Sales of Omega-3 Supplements at $1.3 Billion
U.S. Market for DHA/EPA Ingredients at $1.6 Billion
Market Saturation Point for Omega-3 Is Far From Reached


Chapter 3: Ingredients, Recommended Intakes, and Regulation
Key Points
Ingredients
Three types of Omega-3s
Alpha Linolenic Acid
DHA and EPA
Table 3-1: Omega-3 Fatty Acids: Nomenclature, Structure and Food Source
Formulations of Omega-3 Used in Foods and Beverages
Techniques Used to Prevent Oxidation
Use of Preservatives
Fish Are the Leading Source of Omega-3 Oils
Growing Concerns About Depletion of Sources for Fish Oil
Algal Oil Is a Sustainable Source of DHA
Plant Oils
Choosing the Best Oil
Fish versus Algae versus Flax
The Basics on Flaxseed
Walnuts a Good Source of ALA
New Seed Oil and Plant Sources of ALA
Omega-3 Fortification Capabilities and Formulation Strategies
Omega-3 Oils for Supplements
Is Food Better than Supplements as a Delivery System for Omega-3?
Omega-3 for Personal Care Products
Organic Omega-3
Recommended Intakes
Dietary Recommendations for Consuming Omega-3s
Efforts to Establish Recommended Daily Allowances for EPA/DHA
Standardizing the Percentage of DHA and EPA in Fish Oil
Is it Possible to Consume Too Much Omega-3?
Regulatory Environment for Foods & Beverages
Regulatory Developments in Europe Are Positives for Market
EFSA Opinion on Labeling Reference Intake Values
European Food Safety Authority Dietary Reference Values Adopted
Nutrition Claims Set by the EFSA
EU Labeling Regulations Increase Confidence in Market
But EU Regulation Fails to Distinguish Between EPA/DHA and ALA
Codex Committee Adopts Swiss Proposal to Develop Fish Oil Standard
U.S. Regulatory Environment for Foods and Beverages
Table 3-2: Omega-3 Nutrient Content Claims Permitted in the United States
U.S. Lags European Union in Regulations Relating to Omega-3
The FDA Issues Qualified Health Claim for Omega-3s
Structure/Function Claims
Table 3-3: Omega-3 Structure/Function Claims on Selected U.S. Food and Beverage Products
Nutrient Content Claims
Table 3-4: Omega-3 Nutrient Content Claims on Selected U.S. Food and Beverage Products
NCCAM Supports Benefits of Omega-3


Chapter 4: Supplier Profiles
Key Points
Companies Profiled
AHD International
Competitive Overview
Table 4-1: Company Information for AHD International
Omega-3 Products
Financial Performance
Aker BioMarine
Competitive Overview
Table 4-2: Company Information for Aker BioMarine
Omega-3 Products
Omega-3 Partnerships
Sustainability Initiatives
Financial Performance
Aurora Algae
Competitive Overview
Table 4-3: Company Information for Aurora Algae
Omega-3 Products
Company Strategy
Borregaard Industries / Denomega Nutritional Oils
Competitive Overview
Table 4-4: Company Information for Borregaard Industries
Omega-3 Products
Financial Performance
Cargill
Competitive Overview
Table 4-5: Company Information for Cargill
Omega-3 Products
Financial Performance
DSM Nutritional Products
Competitive Overview
Table 4-6: Company Information for DSM Nutritional Products
Omega-3 Products
Acquisition of Martek
Exclusivity Arrangements with Major Marketers
Financial Performance
EPAX
Competitive Overview
Table 4-7: Company Information for EPAX
Omega-3 Products
Sustainability Initiatives
Financial Performance
Glanbia
Competitive Overview
Table 4-8: Company Information for Glanbia
Omega-3 Products
Financial Performance
Jedwards International
Competitive Overview
Table 4-9: Company Information for Jedwards International
Omega-3 Products
Competitive Strategy
Nordic Naturals
Competitive Overview
Table 4-10: Company Information for Nordic Naturals
Omega-3 Products
Sustainability Initiatives
Ocean Nutrition Canada
Competitive Overview
Table 4-11: Company Information for Ocean Nutrition Canada
Omega-3 Products
Omega-3 Partnerships
Sustainability Initiatives
Financial Performance
Omega Protein
Competitive Overview
Table 4-12: Company Information for Omega Protein
Omega-3 Products
Financial Performance
Zymes
Competitive Overview
Table 4-13: Company Information for Zymes
Omega-3 Products and Technology Advancements


Chapter 5: Marketer Profiles
Key Points
Companies Profiled
Aurora Products
Competitive Overview
Table 5-1: Company Information for Aurora Products
Omega-3 Products
Financial Performance
Drs. Foster & Smith
Competitive Overview
Table 5-2: Company Information for Drs. Foster & Smith
Omega-3 Products
Financial Performance
George Weston Foods
Competitive Overview
Table 5-3: Company Information for George Weston Foods
Omega-3 Products
GFA Brands
Competitive Overview
Table 5-4: Company Information for GFA Brands
Omega-3 Products
GOOD Hemp Products
Competitive Overview
Table 5-5: Company Information for GOOD Hemp Products
Omega-3 Products
Hain Celestial Group
Competitive Overview
Table 5-6: Company Information for Hain Celestial Group
Omega-3 Products
Omega-3 Partnerships
Financial Performance
HappyBaby
Competitive Overview
Table 5-7: Company Information for Happy Baby
Omega-3 Products
L'Oreal
Competitive Overview
Table 5-8: Company Information for L’Oreal
Omega-3 Products
Sustainability and Ethics
Financial Performance
Mars
Competitive Overview
Table 5-9: Company Information for Mars
Omega-3 Products
Sustainability Initiatives
Financial Performance
NBTY
Competitive Overview
Table 5-10: Company Information for NBTY
Omega-3 Products
Omega-3 Product Label and Claims Controversy
Financial Performance
Nestlé
Competitive Overview
Table 5-11: Company Information for Nestlé
Omega-3 Products
Financial Performance
Prairie Orchard Farms
Competitive Overview
Table 5-12: Company Information for Prairie Orchard Farms
Omega-3 Products
Competitive Strategy
Stonyfield Farm
Competitive Overview
Table 5-13: Company Information for Stonyfield Farm
Omega-3 Products
Competitive Strategy
Financial Performance
Unilever
Competitive Overview
Table 5-14: Company Information for Unilever
Omega-3 Products
Financial Performance


Chapter 6: Looking Ahead: Market Opportunities
Key Points
The Urgency of Wellness
New Findings on EPA/DHA and Health
Fatty Oils Potentially Aid With Bipolar Disorder and Alcoholism
Omega-3s Linked to Lower Risk of Diabetes
Omega-3s and Depression
EU Regulatory Developments Set the Pace
The U.S. Lags the European Union in Regulation
More Options for Omega-3 on the Plate
Looking Beyond Fish and Fish Oil
DHA/EPA Versus ALA: New Opportunities
A Wider Sea of Sources: Krill and Calamari
Omega-3s in the Meat Case
Chia and Hemp Propel ALA Market Segment
Opportunities in Fortified Beverages to Reach Wider Consumer Market
Latin America as Growth Market for Omega-3 Beverages
Making Omega-3s Fun: Reaching Children
Private Label Opportunities Outside of North America
Expanding Middle Class in BRIC Countries Opens Up Opportunities
Africa and Middle East Have Lowest Levels of Fish Consumption
Consumer Education Important for Nutritional Supplements
Krill Shakes Up Supplement Segment
Omega-3 as Skincare
Sea Buckthorn Berry for Anti-Aging
Demand for Omega-3 Spills Over Into Pet Market
The Internet and Untapped Consumer Segments
Caveat: Too Much Science Can Scare Off Mainstream Consumers


Appendix: Addresses of Selected Marketers and Organizations

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