Omega-3, -6 and -9 Fatty Acids: Trends in the Worldwide Food and Beverage Markets, 2nd Edition

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Published Jan 1, 2009 | 210 Pages | Pub ID: LA1903782

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Omega-enriched foods and beverages have entered an explosive growth phase in the global retail market. Since 2003, thousands of foods and beverages enriched with omega fatty acids have been introduced worldwide. Marketers really did not start touting the omega content of enhanced foods until late 2004, after the Food and Drug Administration (FDA) moved to allow a number of nutrient content claims for these powerhouse fatty acids. Nearly 1,300 new omega-3-enriched products were introduced in Europe and North America in 2007. In 2008, the omega-enriched food sector is operating under what is termed a “healthy halo,” defined by three primary parameters—public awareness of omega fatty acids, proven scientific benefit and a willingness by the consumer to purchase these products. The global market for foods and beverages enhanced with omega-3, omega-6 and omega-9, as defined in this report, has been estimated by Packaged Facts at $4.6 billion the end of 2007.

A number of drivers are propelling this market in addition to an avid consumer base. These include innovative formulations and technology advancements that are expanding the products amenable to enhancement with omegas. Also, methods of stabilizing omega-containing products to inhibit oxidation (which causes the fishy smell associated with fish-oil-based omega-3) have resulted in improved taste as well as extended shelf life. In the U.S., the FDA in 2007 implemented guidelines for Good Manufacturing Practices (GMP) for nutraceuticals companies, resulting in greater oversight of and confidence in the companies producing omega-enhanced products.

Omega Fatty Acids: Trends in the Worldwide Food and Beverage Markets, 2nd Edition contains comprehensive data on the global market for foods and beverages enhanced with omega-3, omega-6 and omega-9 fatty acids. Historical retail sales data (2003-2007) and forecast data (2008-2012) are provided for the global and selected international markets (U.S., Europe, Asia/Australia). The report discusses key trends affecting the marketplace, trends driving growth and consumer demographics. The report profiles major marketers of omega-enhanced products and suppliers of omega fatty acids as well as innovative companies in both of these sectors.

Read an excerpt from this report below.

Report Methodology

The information in this report was obtained from both primary and secondary research. Primary research entailed in-depth, on-site examinations of supermarkets, drug stores, mass merchandisers, convenience stores, health/natural foods stores, specialty stores, and club stores. Company, distributor, and retailer interviews were conducted to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources. Included were consumer and industry publications, newspapers, government reports, financial reports, company literature, and corporate annual reports.

Overall market data is for the retail industry. No foodservice sales are included.

What Is Provided in this Report

Omega Fatty Acids: Trends in the Worldwide Food and Beverage Markets, 2nd Edition offers market and trend analysis to allow succinct assessment of this booming sector. The report balances insight into qualitative aspects of this market with comprehensive quantitative analysis.

The report addresses all retail foods and beverages marketed as containing any or all of the three omega fatty acids; however, most of the discussion, particularly market size, focuses on foods and beverages especially formulated to contain omega-3 fatty acids. Foods that inherently contain omega fatty acids such as canola oil, cranberry seeds, flaxseed, mustard seeds, salmon, walnuts, etc., all of which contain omega-3, are not the focus of this report. This report also includes a lengthy qualitative discussion of the various omega ingredients available to food formulators, including profiles on the following suppliers of these ingredients:

  • Arista Industries, Inc.
  • Croda Health Care
  • Denomega Nutritional Oils AS
  • DSM Nutritional Products
  • Epax AS
  • Frutarom USA Inc.
  • Hormel Specialty Products
  • Martek Biosciences
  • Ocean Nutrition Canada Ltd.
  • Omega Protein Corp.
  • Pizzey’s Milling USA
  • Zymes LLC
Benefits of this Report

This report provides a valuable, timely and comprehensive exploration of the omega-enhanced food and beverage market aimed at companies already participating in this sector, companies that are considering entering this market or companies and organizations interested in activities and trends in this sector. The current market is assessed in detail, and markets and trends are projected through 2012.

This report will assist:

  • Marketing managers in identifying market opportunities and developing targeted promotion plans for omega-enhanced food and beverage products

  • Research and development professionals in being up-to-date on competitor initiatives

  • Advertising agencies working with clients in the banking and retail industries to understand the product buyer as an aid in developing successful advertising programs

  • Business development executives to understand the dynamics of the market and identify possible partnerships

  • Information and research center librarians in providing market researchers, brand and product managers and other colleagues with vital information necessary to their projects and decision-making

Chapter 1: Executive Summary
Scope and Methodology
Report Methodology
Products and Ingredients
How Fatty Acids Vary in Their Impact on Health
Which Fats are Essential and Why
The Essential Fatty Acids
Products
Ingredients: Omega-3s Used to Enhance Foods and Beverages
Alpha Linolenic Acid
DHA and EPA
The Market
$4.6 Billion in Global Retail Sales in 2007 for Omega-3-Enhanced Food and Beverage Products
Table 1-1: Global Retail Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2007 (in millions of dollars and percent change)
Global Retail Sales Are Projected to Approach $8.2 Billion by 2012
Table 1-2: Global Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2012 (in millions of dollars)
Number of DHA/EPA-Enhanced Foods Overtake ALA-Enhanced Foods in the U.S. Market in 2008
Table 1-3: Projected U.S. Retail Sales of Omega-Enhanced Products, by ALA, DHA, and EPA, 2007-2012 (in millions of dollars and percent change)
Market-Dominant Grain-Based Foods Loses Share to New Categories in U.S. Market
The Retail Market
Where Consumers Are Buying Omega-Enhanced Foods
Table 1-4: Omega Foods and Beverages: Share of Dollar Sales by Outlet, 2007 (percent share of dollar sales)
The Consumer: Awareness of the Need for Omega-3 is Very High
Two Different Consumers Are Primarily Targeted
New Products, Trends and Opportunities
Beverages and Snack Bars Lead in Total Global SKU Introductions from 2003 and 2008
Table 1-5: Top-Five New SKUs Introduced Carrying an Omega Content Reference, Excluding Fish, 2003-November 30, 2008 (percent)
More Categories of Food and Beverages Each Year That Contain Omegas
Research Into New Sources of Omegas
Global Regulatory Situation Relating to Omega-Enhanced Food and Beverages
Qualified Health Claim for Foods and Beverages Containing DHA and EPA


Chapter 2: Products and Ingredients
Key Points
Overview
A Primer on Fatty Acids
How Fatty Acids Vary in Their Impact on Health
Which Fats are Essential and Why
The Essential Fatty Acids
Omega-3, Omega-6 and Omega-9 Fatty Acids and Their Sources
Linolenic Acid (Omega-3)
Linoleic Acid (Omega-6)
Oleic Acid (Omega-9)
Studies Support Health Benefits of Omegas in Heart Health, Cognition and ADHD
Benefits to Heart Health
Cognitive Benefits in Infants and the Elderly
Omega-3 and Omega-6 Benefit Children Suffering from Attention Deficit Hyperactivity Disorder
Omega-3 Benefits Psychiatric Conditions
Essential Fatty Acid Deficiency Very Common
Research on EFAs Suggests Many Benefits
Table 2-1: Health Benefits Reported from Balanced Consumption of Omega-3, Omega-6 and Omega-9 Fatty Acids
Benefits of Fish Oil Outweigh Contamination Risks
From Supplements to Foods and Beverages
American Dietetic Association Advises Food Better than Supplements for Intake of Omega-3
Fortifying Foods and Beverages with Omega Fatty Acids Advantageous over Supplements
2008—the Ascension of the Omegas
The “Healthy Halo” Surrounds Omegas
Products
Products Excluded From This Report
Ingredients
Omega-3s Used to Enhance Foods and Beverages
Alpha Linolenic Acid
DHA and EPA
Table 2-2: Omega-3 Fatty Acids: Nomenclature, Structure and Food Source
Omega-6s Used to Enhance Food and Beverages
Omega-9s Used to Enhance Food and Beverages
Formulations of Omega-3 Used in Foods and Beverages
The Use of Preservatives
Sources of Omega-3 Used as Ingredients in Enhanced Foods and Beverages
Fish Oil
Algal Oil
Plant Oils
Choosing the Best Oil
Fish versus Algae versus Flax
The Basics on Flaxseed
Walnuts A Good Source of ALA
New Seed Oil Sources of ALA
Do Marine and Plant Sources of Omega-3 Oils Vary in Functionality?
Fortification Capabilities and Formulation Strategies
Omega Fortification in Organic Foods and Beverages
Omega-3 Suppliers


Chapter 3: The Market
Key Points
Market Definition
Accelerating Roll-out of Omega-enriched Foods and Beverages
Steady Annual Increase in the Number of Global Omega-Enhanced Products from 2003 to 2008
Table 3-1: Global Omega-Enhanced* Food and Beverage Product Introductions, 2003-2008E (percent change)
Table 3-2: Global Food and Beverage Product Introductions with High Omega-3 Claims*, 2003-2008E (percent change)
$4.6 Billion in Global Retail Sales in 2007 for Omega-3-Enhanced Food and Beverage Products
Table 3-3: Global Retail Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2007 (in millions of dollars and percent change)
Table 3-4: Global Omega-Enhanced Food and Beverage Product Introductions, Excluding Fish, by Geographic Region, 2003-2007
Global Retail Sales Are Projected to Approach $8.2 Billion by 2012
Table 3-5: Global Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2012 (in millions of dollars and percent)
Table 3-6: Projected Global Retail Sales of Omega-3-Enhanced Food and Beverage Products, 2007-2012 (in millions of dollars and percent change)
Global Market for Omega-3-Enhanced Beverages Shows Steady Growth
U.S. Omega-3-Enhanced Product Introductions Increase 444% from 2003 to 2007 and Escalates in 2008
Table 3-7: U.S. Omega-3-Enhanced Food and Beverage Product Introductions*, 2003-2008E (percent change)
$2.7 Billion in U.S. Sales in 2007
Table 3-8: U.S. Retail Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2007 (in millions of dollars and percent change)
U.S. Retail Sales Are Projected to Approach $5.7 Billion by 2012
Table 3-9: U.S. Sales of Omega-3-Enhanced Products, 2003-2012 (in millions of dollars and percent)
Table 3-10: Projected U.S. Retail Sales of Omega-3-Enhanced Products, 2007-2012 (in millions of dollars and percent change)
Figure 3-1: Projected U.S. Retail Sales of Omega-3-Enhanced Products, 2007-2012 (in millions of dollars)
Table 3-11: Projected U.S. Retail Sales of Omega-Enhanced Products, by ALA, DHA, and EPA, 2007-2012 (in millions of dollars and percent change)
Figure 3-2: Projected U.S. Retail Sales of Omega-3-Enhanced Products, Percent Share of ALA vs. DHA/EPA, 2007-2012
European Omega-Enhanced Product Introductions Increase from 2003 to 2007 but Slow in 2008
Table 3-12: European Omega-Enhanced Food and Beverage Product Introductions*, 2003-2008E (percent change)
European Market for Omega-Enhanced Foods and Beverages Approaches $1.4 Billion in 2007
Table 3-13: European Retail Sales of Omega-3-Enhanced Products, 2003-2007 (in millions of dollars and percent change)
Asian and Australian Market for Omega-3-Enhanced Foods and Beverages Approach European Market in Sales
Table 3-14: Asian and Australian Retail Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2007 (in millions of dollars and percent change)
Few Blockbuster Products
Market-Dominant Grain-Based Foods Loses Share to New Categories in U.S. Market
Figure 3-3: Omega-3-Enhanced Foods and Beverages: Share of Dollar Sales by Product Category, Excluding Fish, 2007 (percent)
Global Sales of Essential Fatty Acids Ingredients
Table 3-15: Global Retail Sales of EFAs, 2003-2007 (in millions of dollars at the manufacturers' level and percent change)
Table 3-16: U.S. Retail Sales of EFAs, 2003-2007 (in millions of dollars at the manufacturers' level and percent change)
Sales of Supplements (Nutraceuticals)
Fish Oil/Omega-3 Supplements Posts Biggest Usage Gains


Chapter 4: Retail and Distribution
Key Points
Different Types of Retail Outlets
Shopping Options for Omega-Enhanced Foods and Beverages
Table 4-1: Stores Frequented for Food Shopping in Past 30 Days (percent)
Where Consumers Are Buying Omega-Enhanced Foods
Table 4-2: Omega Foods and Beverages: Share of Dollar Sales by Outlet, 2007(percent share)
Figure 4-1: Omega-3 Foods and Beverages: Share of Dollar Sales by Outlet, 2007 (percent)
Different Formats Attract Consumers for Their Varied Needs
Number of Stock-keeping Units by Retail Channel
Omegas in the Mail
Options for Retail Distribution
Direct Delivery Advantages
Advantages of Warehouse Delivery
Smaller Marketers Work Through Brokers
Introducing Functional Foods to the Marketplace


Chapter 5: The Consumer
Key Points
Consumer Awareness of the Need for Omega-3 is Very High
Table 5-1: Ingredients on Product Nutrition Panels Sought by Shoppers, 2005-2008 (percent of Shoppers Who Consider Information About an Ingredient or Specified Content “Very Important”)
Table 5-2: Ingredients on Package Claims Sought by Shoppers (percent of Shoppers Who Look for Claim)
Not Only Boomers Interested in Improving Their Eating Habits
Reasons for Increasing Consumer Interest in Fortified Foods
Two Different Consumers Are Primarily Targeted
Table 5-3: Awareness and Consumption of Omega-3s for Certain Health Benefits, 2005 (percent)
Consumers Aware About Fat Types and Forms
Consumers’ Perceptions of Fats and Fatty Acids
Figure 5-1: Consumers’ Perceptions of Omega-3 Fatty Acids and Fish Oils, 2005 (percent)
Consumption Trends
Figure 5-2: Consumption Trends for Omega-3 Fatty Acids and Fish Oils, 2005 (percent)
What Consumers Want
Table 5-4: Nutrients and Substances Americans Want More of in Their Diets, 2006 (percent)


Chapter 6: New Products, Trends and Opportunities
Key Points
Global Organization for EPA and DHA Omega-3 Forms to Meet Opportunities and Challenges of Omega-3 Market
GRAS Status Awarded to Two Conjugated Linoleic Acid Suppliers
Concerns about Continued Sourcing from Fish
Beverages and Snack Bars Lead in Total Global SKU Introductions from 2003 and 2008
Table 6-1: Top-Five New SKUs Introduced Carrying an Omega Content Reference, Excluding Fish, 2003-November 30, 2008 (percent)
Figure 6-1: Top-Five New SKUs Introduced Carrying an Omega Content Reference, Excluding Fish, 2003-November 30, 2008
Table 6-2: Total SKUs Introduced to the Global Marketplace with a High Omega-3, High Omega-6 or High Omega Tag/Claim, 2003-November 30, 2008
More Categories of Food and Beverages Each Year That Contain Omegas
Development Trends
The Trend Toward DHA and EPA
Revamping the Snack Bar Market
Potential Untapped Consumers
New Achievements in Formulation Expand Product Horizon
Selected New Products Introduced in 2007 and 2008
Biomedical Laboratories Offers Cereal Bars to Help Kids Concentrate
Danone Introduces Cardivia Omega 3 Plus Yogurt in Canada
Hain Celestial Group Introduces Omega-3 Organic Pretz-Os and Baked Pita Chips
Kemps and Ocean Nutrition Canada Introduces DHA/EPA-Enhanced Milk
Kirin’s DHA-Enhanced Power Water For Schoolchildren
Omega Farms Introduces Omega-3-Enhanced Chocolate Milk
Premier Foods Launches Omega-3-Enriched Baked Beans to the U.K. Market
J.M. Smucker Introduces Canola Oil with Omega-3 DHA
Sorrento Introduces Omega-3 String Cheese
Sun Gold Foods Introduces Omega-3 Sunflower Spread
Tropicana Introduces Orange Juice with Omega-3 EPA and DHA
Unilver Introduces DHA/EPA/ALA Enhanced Margarine and Omega3/Omega-6-Enhanced Margarine in Austria
Selected Innovative New Omega Products Introduced in 2008
Table 6-3: Selected New Innovative Products with Omega Claims/Tags, January 1 to November 30, 2008
Discontinued Products and Formulations
New Algal Oil Competitor
Research Into New Sources of Omegas
Chia to Become the “Pet” Source of Omegas?
Omega-Enriched Beef and Chicken


Chapter 7: Regulatory Environment
Key Points
Global Regulatory Situation Relating to Omega-Enhanced Food and Beverages
The U.S. Regulatory Situation Relating to Omega-Enhanced Foods and Beverages
The U.S. Dietary Supplement Health and Education Act of 1994
Labeling Overview
Labeling Nomenclature
Provide the Facts: Nutritional Information Requirements
Trans Fats Content Must Be Stated
Products that Are Exempt
Adding Beneficial Nutrients to Conventional Foods
Table 7-1: 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 7-2: Structure/Function Claims on Selected Omega-Fortified Foods and Beverages
Figure 7-1: Stonyfield YoBaby Plus Fruit & Cereal Yogurt with DHA
Figure 7-2: Uncle Sam Toasted Whole-Wheat Flakes & Flaxseed with Real Mixed Berries
Table 7-3: Nutrient Content Claims on Selected Omega-Fortified Foods and Beverages
Figure 7-3: Farmland Dairies Special Request 1% Plus with Omega-3 Milk
Figure 7-4: Promise Buttery Spread
Allergen Issues
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


Chapter 8: The Suppliers
Key Points
Leading Suppliers of Omega-3
Table 8-1: Leading Suppliers of Omega-3, by Sales
Collaborating with Suppliers to Shorten Development Time and Improve Product
Selected Suppliers of ALA
Selected Suppliers of DHA/EPA
Leading Suppliers of Marine-sourced Omega-3 Fish Oils
Leading Suppliers of Algal-sourced Omega-3 Fish Oils
Leading Suppliers of Plant-sourced Omega-3 Oils
Omega-3 Ingredient Options
Competitive Profile: Arista Industries, Inc., Wilton, CT
Company Overview
Omega Oil Products
Competitive Profile: Croda Health Care, Yorkshire, U.K.
Company Overview
Financial Information
Technology Highlights
New Omega Products
Competitive Profile: Denomega Nutritional Oils AS, Fredrikstad, Norway
Company Overview
Denomega Offers Omega-360 Co-branding Arrangement with Marketers
Competitive Profile: DSM Nutritional Products, Heerlen, The Netherlands
Company Overview
New Omega-Enhanced Products
Company Back in Full Production Following Fire in 2006
Educating Educators and Curious Consumers
Competitive Profile: Epax AS, Alesund, Norway
Company Overview
Omega-3 Products
Competitive Profile: Frutarom USA Inc., North Bergen, New Jersey
Company Overview
Financial Information
Business Strategy
Omega Products
Competitive Profile: Hormel Specialty Products, Austin, MN
Company Overview
Omega Products
Competitive Profile: Martek Biosciences, Columbia, MD
Company Overview
Financial Information
Beyond Infant Formula
Selected for NIH Study
A Bump in the Road
Cutting Exclusivity Deals with Major Marketers
Competitive Profile: Ocean Nutrition Canada Ltd., Dartmouth, Nova Scotia, Canada
Company Overview
Omega Products
Unique Double Shell Protection Debuts in 2006
Business Strategy
Competitive Profile: Omega Protein Corp., Houston, TX
Company Overview
Omega Products
Table 8-2: Application Chart for OmegaPure Menhaden-Derived Fish Oil (percent)
Competitive Profile: Pizzey’s Milling USA, Gurnee, IL
Company Overview
Technology Highlights
Omega Products
Competitive Profile: Zymes LLC, Hasbrouck Heights, NJ
Company Overview
Technology Advancements


Chapter 9: The Marketers
Key Points
Marketers Big and Small
Product Development Timelines Increase
The Five Leading Marketers of Nonfish Omega Foods and Beverages in 2007 and 2008
Table 9-1: Global Omega-Enhanced Foods and Beverages: Five Leading Marketers and Brands, 2008
Competitive Situation
IRI Data Is Not Available for Most Marketers
Competitive Profile: Barilla G. & R. Fratelli S.p.A., Parma, Italy
Company Overview
Competitive Profile: Clif Bar Inc., Berkeley, CA
Company Overview
Omega Products
Competitive Profile: Eggland’s Best, Inc., King of Prussia, PA
Company Overview
What Makes the Eggs so Special?
Competitive Profile: GFA Brands, Inc., Cresskill, NJ
Company Overview
Omega Products
Competitive Profile: General Mills, Inc., Minneapolis, MN
Company Overview
Financial Information
Omega Products
Competitor Profile: The Hain Celestial Group, Inc., Melville, NY
Company Overview
Omega Products
Competitive Profile: Kellogg Co., Battle Creek, MI
Company Overview
First Omega Product from Agreement with Martek Introduced
Competitive Profile: Omega Farms, Hayward, CA
Company Overview
Complete Product Line
Proprietary Marine Source of Omega-3s
Competitive Profile: Parmalat S.p.A., Parma, Italy
Company Overview
Business Strategy
Omega Products
Competitive Profile: Stonyfield Farm, Londonderry, NH
Company Overview
Omega Products
Business Strategy
Competitive Profile: Unilever, London, U.K.
Company Overview
Omega Products


Appendix I: Suppliers


Appendix II: Marketers

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