• The Regulatory Environment
• Labeling Overview
• Labeling Nomenclature
• Provide the Facts: Nutritional Information Musts
• Trans Fats Joined That List; Omega-3s Not Part of the Nutrition Facts
• Products that Are Exempt
• Adding Beneficial Nutrients to Conventional Foods
• Table 2-2 Permitted Nutrient Content Claims for Omega-3s in the United States
• A Variety of Possible Claims
• Types of Health Claims
• Health Claims that Meet Significant Scientific Agreement
• Qualified Health Claims
• Qualified Health Claim for Foods and Beverages Containing DHA and EPA
• Structure/Function Claims
• Table 2-3 Structure/Functions Claims on Omega-3-Fortified Foods and Beverages, 2006
• Figure 2-1 Stonyfield YoBaby Plus Fruit & Cereal Yogurt with DHA
• Figure 2-2 Uncle Sam Toasted Whole-Wheat Flakes & Flaxseed with Real Mixed Berries
• Nutrient Content Claims
• Table 2-4 Nutrient Content Claims on Omega-3-Fortified Foods and Beverages, 2006
• Figure 2-3 Farmland Dairies Special Request 1% Plus with Omega-3 Milk
• Figure 2-4 Promise Buttery Spread
• Allergen Issues
• Dietary Recommendations for Consuming Omega-3s

• An Overview of ALA, DHA, and EPA
• The Basics on Flaxseed
• Walnuts Have ALA, Too
• Seed Oils Enters the Scene
• Fish Oil-Based DHA and EPA
• Skip the Fish and Go to the Source
• Do Marine and Plant Sources Vary in Functionality?
• ALA vs. DHA and EPA
• Group’s Focus to Differentiate and Educate
• ALA Fortification Continues to Boom
• This Report Breaks Up ALA and DHA/EPA Foods
• Omega-3 Suppliers

Chapter 3 The Market

• Key Points
• Market Definition
• Omega-3-Enhanced Foods Off to a Slow Start
• 2006 Finishes Off with $2 Billion in Sales
• Table 3-1 U.S. Retail Sales of Omega-3-Enhanced Products, 2002-2006 (in millions of dollars)
• Figure 3-1 U.S. Retail Sales of Omega-3-Enhanced Products, 2002-2006 (in millions of dollars)
• ALA-Enhanced Foods Kick Off the Omega-3-Enhanced Category
• Table 3-2 U.S. Retail Sales of Omega-3-Enhanced Products, by ALA and DHA/EPA, 2002-2006 (in millions of dollars)
• Figure 3-2 U.S. Retail Sales of Omega-3-Enhanced Products, Percent Share of ALA vs. DHA/EPA, 2002-2006

• Grain-Based Foods Dominate Share of Sales
• Figure 3-3 Omega-3-Enhanced Foods and Beverages: Share of Dollar Sales by Product Category, 2006
• The Dynamics Change When ALA and DHA/EPA Are Broken Out
• Figure 3-4 ALA Omega-3-Enhanced Foods and Beverages: Share of Dollar Sales by Product Category, 2006
• Figure 3-5 DHA/EPA Omega-3-Enhanced Foods and Beverages: Share of Dollar Sales by Product Category, 2006
• Where Consumers Are Buying Omega-3-Enhanced Foods
• Figure 3-6 Omega-3 Foods and Beverages: Share of Dollar Sales by Outlet, 2006

• There’s a Dietary Need for Omega-3s
• ALA vs. DHA/EPA; The Latter Goes Full Speed Ahead
• Ingredient Suppliers Offer High-Quality DHA and EPA
• Functional Foods Are the Trend, and Omega-3 Is a Leader in the Biz
• Group’s Focus to Differentiate and Educate

• Sales Are Projected to Reach $7 Billion by 2011
• Table 3-3 Projected U.S. Retail Sales of Omega-3-Enhanced Products, 2006-2011 (in millions of dollars)
• Figure 3-7 Projected U.S. Retail Sales of Omega-3-Enhanced Products, 2006-2011 (in millions of dollars)
• DHA/EPA-Enhanced Foods Dominate Category Quickly
• Table 3-4 Projected U.S. Retail Sales of Omega-3-Enhanced Products, by ALA, DHA, and EPA, 2006-2011 (in millions of dollars)
• Figure 3-8 Projected U.S. Retail Sales of Omega-3-Enhanced Products, Percent Share of ALA vs. DHA/EPA, 2006-2011

Chapter 4 The Suppliers

• Key Points
• Omega-3 Ingredient Options
• Before You Seek Out a Supplier
• A Sample of Sources of ALA
• A Sample of Sources of DHA/EPA

• Company Overview
• Back in Business
• Educating Educators and Curious Consumers

• Company Overview
• Beyond Infant Formula
• Selected for NIH Study
• Cutting Exclusivity Deals with Major Marketers

• Company Overview
• Unique Double Shell Protection Debuts in 2006
• Teaming Up with Danone to Educate the Public on EPA/DHA
• Tipping Point?

• Company Overview
• Current and Potential Applications
• Table 4-1 Application Chart for OmegaPure Menhaden-Derived Fish Oil

• Company Overview
• Picking and Choosing Seeds

Chapter 5 The Marketers

• Key Points
• All Types of Marketers
• The Five Leading Marketers
• Table 5-1 U.S. Omega-3 Foods and Beverages: Five Leading Marketers and Brands, 2006
• Competitive Situation
  • IRI Data Is Not Available for Most Marketers
  • Consumers Must Recognize the Benefits of Barilla Pasta PLUS
  • Flax Cereal Must Be Nature’s Deal
  • Spread on the Good Stuff
  • Table 5-2 U.S. Omega-3 Foods and Beverages: Select Brands, Dollar Sales, 2002-2006 (in thousand of dollars)
  
  
• Competitive Profile: Barilla America, Inc., Deerfield, Illinois
  • Company Overview
  • Adding ALA to Pasta
  • Barilla Is a Brand Growth All Star
  • Event Sponsorship and Advertising Is Key to Building Brand
  • Figure 5-1 Barilla PLUS Spaghetti
  
  
• Competitive Profile: Clif Bar Inc., Berkeley, California
  • Company Overview
  • Serving the Earth
  • Luna Now Comes with Omega-3s
  
  
• Competitive Profile: Eggland’s Best, Inc., King of Prussia, Pennsylvania
  • Company Overview
  • What Makes the Eggs so Special?
  • Look for the “EB” Stamp on Each Eggshell
  
  
• Competitor Profile: Enjoy Life Natural Brands, LLC, Schiller Park, Illinois
  • Company Overview
  • Perky’s Acquisition Grows Product Line
  
  
• Competitive Profile: GFA Brands, Inc., Cresskill, New Jersey
• Company Overview
  • Smart’s Source of Omega-3s
  
  
• Competitive Profile: General Mills, Inc., Minneapolis, Minnesota
  • Company Overview
  • More Omega-3 Innovating in the Future
  
  
• Competitor Profile: The Hain Celestial Group, Inc., Melville, New York
  • Company Overview
  • First with Omega-3 Teas
  • The Goji and Acai Berries
  • Spectrum Acquisition Puts Flax Oil in Company’s Product Mix
  
  
• Competitive Profile: Kellogg Co., Battle Creek, Michigan
  • Company Overview
  • Entering Into DHA Agreement
  • The Kashi Story
  • Innovative R&D Department Does Its Homework
  
  
• Competitor Profile: Nature’s Path Foods, Inc., Delta, British Colombia, Canada
  • Company Overview
  • Back to the Drawing Board
  • Organic Granola Gets Hipper at Nature’s Path
  
  
• Competitive Profile: Omega Farms, Hayward, California
  • Company Overview
  • Complete Product Line
  • Proprietary Marine Source of Omega-3s
  
  
• Competitive Profile: Stonyfield Farm, Londonderry, New Hampshire
  • Company Overview
  • Strong Beliefs in Yogurt’s Benefits and the Environment

Chapter 6 The Retail Market

• Key Points
• Shopping Options Are Plentiful; It’s a Slow Start for Omega-3s
• So Where Are Consumers Shopping?
• Different Types of Retail Outlets
• Club Stores:
• Convenience Stores (C-stores):
• Dollar Stores:
• Drug Stores:
• Health/Natural Foods Stores:
• Mass Merchandisers:
• Other:
• Supermarket:
• Traditional Supermarkets Account for 50.0% of Retail Sales
• Table 6-1 Omega-3 Foods and Beverages: Share of Dollar Sales by Outlet, 2006
• Different Formats Attract Consumers for Their Varied Needs
• Channel Blurring Continues to Grow
• Traditional Supermarkets Down in Number
• Just How Much Can a Store Carry?
• Who Are the Leading Retailers?
• Table 6-2 Top-Five U.S. Discount-Style Food Store Chains, by Dollar Sales and Store Count, 2005
• Table 6-3 Top-Three U.S. Niche-Style Food Store Chains, by Dollar Sales and Store Count, 2005
• Warehouse Clubs
• Table 6-4 Comparative Price of Select Omega-3 Foods and Beverages: Supermarket vs. Club Store, 2007
• Never Under Price
• Table 6-5 Retail Price of Select Omega-3 Foods and Beverages, 2007
• Table 6-5 [cont.] Retail Price of Select Omega-3 Foods and Beverages, 2007
• Never Seeing the Inside of a Store
• How to Get Your Products in Retail Distribution
• Direct Delivery Advantages
• The Cost of Face-To-Face Business
• Advantages of Warehouse Delivery
• Smaller Marketers Work Through Brokers
• Introducing Better-for-You Products to the Marketplace

Chapter 7 The Consumer

• Key Points
• Consumer Research on Omega-3s Is Slim
• How Functional Foods Complement Today’s Consumer
• Consumers Report Making Better-for-You Choices
• Which Consumers Care the Most About Nutrition, Specifically Fat?
• Consumers Want to Learn More; Educate Them
• Two Different Consumers Are Primary Targeted
• Table 7-1 Awareness and Consumption of Omega-3s for Certain
• Health Benefits
• Consumers Aware About Fat Types and Forms
• Consumers Aware About Fat Types and Forms
  • Consumers’ Perceptions of Fats
  • Figure 7-1 Consumers’ Perceptions of Omega-3 Fatty Acids and Fish Oils
  • Consumption Trends
  • Figure 7-2 Consumption Trends for Omega-3 Fatty Acids and Fish Oils
  • Another Consumer Survey on Dietary Fat Knowledge
  • What Consumers Want
  • Table 7-2 Nutrients and Substances Americans Want More of in Their Diets, 2006
  • How to Give It to Them

Chapter 8 New Products and Trends

• Key Points
• Flagging Omega-3 Content Slow but Growing
• Most Claims Are on Fish, Where Omega-3s Are Inherently Present
• Top-Five Non-Fish Items to be Enhanced with Omega-3s
• Table 8-1: Total SKUs Introduced to the U.S. Marketplace with an Omega-3 Tag/Claim, 2002-2006
• When Fish Is Out, Grain-Based Foods Rule; Followed by Dairy
• Table 8-2 Top-Five New SKUs Introduced Carrying an Omega-3 Content Reference, Less Fish SKUs, 2002-2006
• Figure 8-1 Top-Five New SKUs Introduced Carrying an Omega-3 Content Reference, Less Fish SKUs, 2002-2006
• Development Trends
  • Consumers Want Omega-3s
  • Marketers Embrace Omega-3s in Product Formulations
  • Not All Marketers Acknowledge Research on ALA vs. DHA and EPA
  • The Trend Toward DHA and EPA
  • Omega-3s—In Any Way, Shape, and Form—Is the Trend
  
  
• New Products in 2005 and 2006
  • Initial New Products Are Grain-Based and Contain ALA
  • Figure 8-2 Zoe’s O’s Whole Grain Flax & Soy Cereal
  • As Noted, Bars Are Big Business
  • Figure 8-3 Zoe’s Whole Grain Energy Bars
  • Figure 8-4 Luna Sunrise Bars
  • Figure 8-5 Luna Tea Cakes
  • This Bar Is for Moms-to-Be
  • Some Whole Grain Pasta Includes ALA
  • Figure 8-6 Barilla Plus
  • Figure 8-7 Ronzoni Healthy Harvest
  • Bread Rolls Out with DHA and EPA
  • Figure 8-8 Arnold Smart & Healthy 100% Whole Wheat Bread with Omega-3
  • Cookies Get Enriched, Too
  • Figure 8-9 Kashi TLC Oatmeal Raisin Flax Chewy Cookies
  • Frozen Pizza Delivers DHA and EPA via the Crust
  • Figure 8-10 A.C. LaRocco Greek Sesame Pizza
  • Fats and Oils Formulated with Both Groups of Omega-3s
  • Figure 8-11 I Can’t Believe It’s Not Butter Mediterranean Blend
  • Figure 8-12 Spectrum Organic Omega-3 Salad Dressings
  • All Types of Omega-3 Eggs in the Marketplace
  • Figure 8-13 Organic Valley Omega-3 Eggs
  • ALA from Walnuts and Cranberry Seed Oil
  • Figure 8-14 Trader Joe’s Roasted & Salted Walnuts with Omega Cranberries
  • Dairy Foods Are Seeing Lots of DHA and EPA Activity
  • First Full Line of Dairy Comes Out During Spring 2006
  • Figure 8-15 Omega Farms Dairy Products Line
  • Omega-3, Plus More Good Stuff
  • Figure 8-16 Farmland Dairies Special Request 1% Plus with Omega-3
  • What Works in Cows Milk Works in Buffalo Milk and Soymilk, Too
  • Figure 8-17 Odwalla Soymilk
  • Additional New Products
  • Table 8-3 New Products with Omega-3 Claims/Tags, 2006
  
  
• International New Product Highlights
  • Canada Is at the Forefront of Omega-3 Enrichment
  • Nutri-Kids Makes Mom and Kids Happy with Nutrition-2-Go
  • Figure 8-18 Nutri-Kids Nutrition-2-Go
  • Figure 8-19 Danone Cardivia Yogurt
  • Figure 8-20 Danone Danino Yogurt
  • European Countries Are Beginning to Embrace Omega-3s, Too
  • Figure 8-21 St Ivel Gold Omega 3 Spread
  • Figure 8-22 Ganaderia Priegola Simbi
  • Figure 8-23 Latteria Sociale Merano Societa Agricola Cooperativa Agricol’s Mente Viva
  • Omega-3s Boom in Other Countries Around the World

Appendix I: Omega-3 Suppliers
Appendix II Marketers