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Omega-3 Foods and Beverages in the U.S., 3rd Edition

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This publication has been discontinued on June 28, 2014.

Abstract

Omega-3 fatty acids are emerging as some of the most widely beneficial compounds in human health. The three omega-3 fatty acids commonly recognized in the scientific literature as having health benefits are docosahexaenoic acid (DHA), eicosapentaenoic acid (EPA) and to a lesser extent, alpha linolenic acid (ALA). These omega-3s are derived mostly from marine and plant sources, typically fish, algae or flax.

First touted for its contributions to cardiovascular health, omega-3 is now associated with the prevention of disorders ranging from eye disease to depression, attention-deficit hyperactivity disorder (ADHD) in children to muscle degeneration in the elderly. Even as medical research is uncovering new health benefits from the consumption of omega-3, novel production technologies are allowing for the addition of omega-3 oils to an expanding number of food and beverage products and product categories.

Marketers really did not start touting the omega-3 enhanced foods until late 2004, after the Food and Drug Administration (FDA) approved a qualified health claim for omega-3 fatty acids (EPA and DHA) after reviewing the clinical data that illustrated their cardiovascular benefits. This ruling legitimized and propelled the market. In 2007, the FDA published a proposed rule on the nutrient content claims of EPA and DHA. A final ruling has not yet been made, but industry participants believe that when the Institute of Medicine (IOM) establishes a daily reference intake (DRI) for long-chain omega-3 fatty acids, a final ruling from the FDA will follow shortly.

Although some expected high-omega foods and product sales to begin leveling off by 2009, in the wake of a wave of market activity, retail sales have continued to post significant growth. Moreover, three factors indicate that another boom phase for omega-3-enhanced products is on the horizon: 1) an ongoing release of scientific studies supporting the health benefits of consuming omega-3, 2) innovative product introductions, and 3) strong consumer awareness and demand. Omega-3 remains one of the most successful and promising functional ingredients in the food and beverage industry. In addition to an increasingly educated and enthusiastic consumer base, several other drivers are propelling this market. These include innovative formulations and technology advancements that are expanding the products amenable to enhancement with omega-3. 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. More than 20,000 scientific papers have been published that support the health contributions provided by omega fatty acids, and more papers were published on this topic in 2010 than in any previous year. New regulations in Europe and elsewhere are removing some of the variables for food companies incorporating omegas into their products. As a result, there has been a resurgence in new product launches from these markets. Success in omega-3-enhanced foods relates strongly to differentiation among the growing number of products on the market.

Omega-3 Foods and Beverages in the U.S. contains comprehensive data on the U.S. market for foods and beverages enhanced with omega-3. Historical retail sales data (2006-2010) and forecast data (2011-2015) are provided for the U.S. market. The report discusses key trends affecting the marketplace, trends driving growth, and consumer demographics and psychographics. The report profiles major suppliers and marketers of high omega-3/omega-enhanced products in the U.S. market, as well as innovative companies in both of these sectors.

Scope of Report

This report focuses on retail food and beverage products (excluding fish products) that are marketed as bearing high omega-3 or DHA content, which predominantly means products that are enhanced or fortified with omega-3 fatty acids. A number of marine and non-marine food sources inherently contain omega-3 fatty acids, such as fish oil, algal oil, canola oil, soybean oil, flaxseed, and walnuts. These and other high omega-3 ingredients are commonly added to food and beverage products to enhance their omega content, and the resulting products are those included in data and discussions in this report. In addition, this report includes as part of the market products such as breads, nut milks, and hemp milk that naturally contain omega-3 and are flagged as high omega-3 or high DHA, regardless of whether the product formulations are “naturally” high-omega or are specifically formulated or fortified as such.

This report also includes a qualitative discussion of the various omega-3 ingredients available to food formulators, including an overview of the marketers of these ingredients.

Fish products (fresh, canned and frozen) are excluded from the scope of this report, although fish products may bear high-omega claims to boast of their inherent omega content. In addition, this report generally excludes dietary supplements and infant formulas in quantitative discussions, since both are regulated very differently than foods and beverages.

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); a Packaged Facts March 2011 Food Shopper Insights survey of U.S. consumers; consultations with manufacturers and industry insiders; and an on-site examination of retail outlets and 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. Analysis of consumer attitudes and product purchasing draws on various data sources, including proprietary Packaged Facts survey data and national consumer surveys conducted by Experian Simmons.

What This Report Provides

Omega-3 Foods and Beverages in the U.S. offers market and trend analysis to allow succinct assessment of this evolving sector. The report balances insight into qualitative aspects of this market with comprehensive quantitative analysis, including proprietary Packaged Facts survey data on U.S. grocery shopper health and nutrition psychographics and the percentage of U.S. grocery shoppers who are purchasing products with high-omega claims, in relation to other key nutritional concerns and functional ingredients.

This report also includes a lengthy qualitative discussion of the various omega ingredients available to food formulators, including an overview of the suppliers of these ingredients and well as competitive activity among the marketers of retail products.

Benefits of this Report

This report provides a valuable, timely and comprehensive exploration of the U.S. omega-3 food and beverage market that is aimed at companies already participating in this sector, companies that are considering entering this booming market, or those who are tracking activities and trends in this sector. The current market is assessed in detail, with market sales and trends projected through 2015.

This report will assist:

  • Business development executives in understanding the dynamics of the market and identify possible rivals or partners
  • Research and development professionals in keeping up-to-date on competitor initiatives
  • Marketing managers in identifying market opportunities and developing targeted plans for omega-3 food and beverage products
  • Advertising agencies working with clients in the financial and retail industries to understand the product end user in developing successful marketing, advertising, and promotional programs
  • Information and research center librarians in providing market researchers, brand and product managers and other colleagues with vital information for projects and decision-making

Table of Contents

Chapter 1: Executive Summary

  • Overview
  • Scope of Report
  • Fish Products, Supplements, and Infant Formulas Are Excluded from Scope of Report
  • Report Methodology
  • Omega-3 Fatty Acids - A Key to Human Health
  • FDA Cites ALA as the Only Truly “Essential” Fatty Acid
  • EPA, DHA and ALA Are Used to Enhance Foods and Beverages
  • Sources of Omega-3 Fatty Acids in Foods
  • Table 1-1: Primary Sources of Omega-3, Omega-6 and Omega-9 Fatty Acids in Foods
  • Amounts of EPA/DHA in Omega-3 Sources
  • Essential Fatty Acid Deficiency Very Common
  • Imbalance of Omega-3 to Omega-6 Intake Linked to Many Diseases
  • Studies Support a Growing List of Health Benefits Related to Intake of Omega-3s
  • Table 1-2: Health Benefits Reported from Adequate Consumption of Omega-3
  • Fatty Acids
  • Inflammation Is Key to Many Disorders and Diseases Improved by Consumption of Omega-3 Fatty Acids
  • Table 1-3: Selected Conditions and Diseases With an Inflammatory Component
  • Is it Possible to Consume Too Much Omega-3?
  • From Supplements to Foods and Beverages
  • Recommended Daily Intake of DHA and EPA
  • The Saturation Point for Omega-3 Is Far From Reached
  • Regulatory Environment
    • Encouraging Regulatory Events in the European Union Bode Well for Omega-3 Food and Beverage Market
    • The United States Lags Behind the European Union in Regulations Relating to Omega-3
    • The FDA Issues Qualified Health Claim for Omega-3s
    • The U.S. National Center for Complementary and Alternative Medicine Supports Benefits of Omega-3 Fatty Acids
    • Department of Health and Human Services Guidelines Fail to Address Benefits of EPA/DHA
    • Dietary Recommendations for Consuming Omega-3s
    • Efforts to Establish Recommended Daily Allowances for EPA/DHA
  • Products and Ingredients
    • “High Omega-3” and “High DHA” Products Represent 12.9% of New Product Introductions
    • Table 1-4: U.S. Food and Beverage Product Introductions Carrying a “High Omega-3” or “High DHA” Content Reference, 2005-2010
    • Omega-3s Used to Enhance Foods and Beverages
    • Table 1-5: Omega-3 Fatty Acids: Nomenclature, Structure and Food Source
    • Formulations of Omega-3 Used in Foods and Beverages
    • Sources of Omega-3 Used as Ingredients in Enhanced Foods and Beverages
  • The Market
    • High Omega-3/Omega-Enhanced Food and Beverage Products Approach $4 Billion in U.S. Retail Sales in 2010
    • Table 1-6: 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)
    • Sales Projected to Exceed $6.7 Billion by 2015
    • Figure 1-1: 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. Omega-3 Ingredient Market to Grow 40% Over 5-Year Period.
  • The Suppliers
    • Leading Suppliers of Omega-3
    • Table 1-7: Selected North American Suppliers of Omega-3 Ingredients
    • Collaborating with Suppliers Decreases Development Time and Improves Products
  • The Marketers
    • More Than 100 Companies in the United States Market High-Omega 3/ Omega-Enhanced Foods
    • Top U.S. Marketers of Non-fish High Omega Foods or Beverages
    • Table 1-8: Leading U.S. Marketers by New Product Introductions of High Omega-3 or High DHA Foods and Beverages, 2010
  • The Retail Market
    • Product Channels
    • Traditional Supermarkets Account for Half of All Sales
    • Figure 1-2: Estimated Dollar Sales of Food and Beverage Products (excluding fish) Claiming High Omega-3 or High DHA Content: By Retail Channel, 2011
  • The Consumer
    • Reasons for the Increase in Consumer Interest in Fortified Foods
    • Rising Use of Fish Oil Supplements
    • Table 1-9: Usage Rates for Fish Oil Supplements, 2005-2010 (U.S. adults)
    • Majority of Americans Seek Healthy Lifestyles
    • Figure 1-3: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent of U.S. grocery shoppers)
    • Groceries and Consumer Health Goals
    • Figure 1-4: Consumer Psychographics: Healthy Eating and Dieting, March 2011 (percent of U.S. grocery shoppers)
    • 9% of Grocery Shoppers Buy Foods or Beverages With High Omega Claims
    • Figure 1-5: Purchasing of Food and Beverage Products by Selected Package Labels/Claims, March 2011 (percent of U.S. grocery shoppers)
  • Trends and Opportunities
    • GOED Holds First International Conference
    • Each Year, More Categories Contain Omega-3 Fatty Acids
    • Growing Evidence of the Many Benefits of DHA and EPA
    • Getting Fish (Oil) Into Kids and Vegetarians
    • Potential Untapped Consumers
    • New Achievements in Formulation Expand Product Horizon
    • Innovative Formulations Make Increasing Numbers of Food and Beverage Products Amenable to Omega-3 Enhancement
    • Concerns About Continued Sourcing from Fish
    • High Global Demand for EPA and DHA Omega-3 Oils
    • Contamination Concerns Diminish with Improved Technology
    • Research Into New Sources of Omegas

Chapter 2: Overview

  • Key Points
  • Scope of Report
  • Fish Products, Supplements, and Infant Formulas Are Excluded from Scope of Report
  • Report Methodology
  • Omega-3 Fatty Acids - A Key to Human Health
  • How Fatty Acids Vary in Their Impact on Health
  • The Skinny on Fats
  • The Essential Fatty Acids
  • Long-chain Polyunsaturated Fatty Acids Are Synthesized in the Body from Omega-3 and Omega-6
  • FDA Cites ALA as the Only Truly “Essential” Fatty Acid
  • EPA, DHA and ALA Are Used to Enhance Foods and Beverages
  • Omega-3 Fatty Acids Are Categorized by Structure and Nutritional Function
  • ALA Appears to Have No Specific Function Other Than as a Precursor to EPA and DHA
  • The Fourth Important Omega-3 - Stearidonic Acid
  • Sources of Omega-3 Fatty Acids in Foods
  • Table 2-1: Primary Sources of Omega-3, Omega-6 and Omega-9 Fatty Acids in Foods
  • Amounts of EPA/DHA in Omega-3 Sources
  • Fish Oil as a Source of Omega-3s
  • Other Marine Animal Sources of Omega-3 Fatty Acids
  • Non-fish Sources of Omega-3 Fatty Acids
  • Flaxseed Oil as a Source of Omega-3s
  • Algal Oil as a Source of Omega-3s
  • Getting the Right Amount and Balance of DHA and EPA from Algal Sources
  • Other Plant Sources of Omega-3 Fatty Acids
  • Essential Fatty Acid Deficiency Very Common
  • Imbalance of Omega-3 to Omega-6 Intake Linked to Many Diseases
  • Studies Support a Growing List of Health Benefits Related to Intake of Omega-3s
  • The Roles of DHA and EPA in Human Health
  • Table 2-2: Health Benefits Reported from Adequate Consumption of Omega-3 Fatty Acids
  • Omega-3 Benefits Mother and Fetus During Pregnancy
  • Neurologic Benefits of Omega-3s Begin Before Birth
  • Benefits of Omega-3 Fatty Acids in Preventing or Improving Cardiovascular Disease
  • The Link Between Omega-3 Deficiency and Metabolic Syndrome
  • Omega-3 Fatty Acids Have FDA Approval for Benefits in Hyperlipidemia
  • Digestive Problems May Be Related to Omega-3 Deficiency
  • Omega-3 Fatty Acids Are Essential to Cell Membrane Health
  • Omega-3 Deficiency Linked to Gluten Intolerance
  • Omega-3 Fatty Acids Beneficial to Neuropsychiatric Problems
  • Omega-3 Crucial to Cognitive Functioning in Adults
  • Omega-3 Benefits Patients with Anxiety
  • Growing Evidence for Benefits of Omega-3 for Depression
  • Omega-3s Benefit Children Suffering from ADHD
  • Omega-3 Improves Well-Being and Functioning of Children with Asperger Syndrome
  • Beneficial Effects of Omega-3s on Vision and Hearing
  • Omega-3 Decreases Muscle Loss Associated with Aging
  • Omega-3 Deficiency Linked to Cancer and Inflammation
  • Inflammation Is Key to Many Disorders and Diseases Improved by Consumption of Omega-3 Fatty Acids
  • Table 2-3: Selected Conditions and Diseases With an Inflammatory Component
  • Relationship Between Pathological Inflammation and Disease
  • Depression May Have an Inflammatory Component
  • Research Continues Into the Role of Omega-3 in the Treatment of Atherosclerosis, an Inflammatory Cardiovascular Disorder
  • Research Reveals the Mechanism by Which Omega-3 Fatty Acids Influence Inflammation
  • Is it Possible to Consume Too Much Omega-3?
  • From Supplements to Foods and Beverages
  • American Dietetic Association Advises That Food Is Better than Supplements as a Delivery System for Omega-3
  • Recommended Daily Intake of DHA and EPA
  • The Advantages of Fortifying Foods and Beverages with Omega-3
  • Fatty Acids Compared to Consumption of Supplements
  • Knowledge About Omega-3 Fatty Acids Advances Quickly
  • Increasing Use of Omega-3 in Foods and Beverages
  • The Saturation Point for Omega-3 Is Far From Reached

Chapter 3: Regulatory Environment

  • Key Points
  • Encouraging Regulatory Events in the European Union Bode Well for Omega-3 Food and Beverage Market
  • European Food Safety Authority (EFSA) Adopts Opinion on Labeling Reference Intake Values for Omega-3 Fatty Acids
  • European Food Safety Authority Dietary Reference Values Adopted
  • Nutrition Claims Set by the EFSA
  • European Union Omega-3 Labeling Regulations Lead to Consumer Confidence and Establish the Foundation for Increased Product Launches
  • Scientists Criticize European Labeling Regulation
  • Codex Committee on Fats and Oils Adopts Swiss Proposal to Develop Fish Oil Standard
  • History of the U.S. Regulatory Situation Relating to Foods and Beverages
  • The U.S. Dietary Supplement Health and Education Act of 1994
  • Adding Beneficial Nutrients to Conventional Foods
  • Table 3-1: Permitted Nutrient Content Claims for Omega-3s in the United States
  • The United States Lags Behind the European Union in Regulations Relating to Omega-3
  • The FDA Issues Qualified Health Claim for Omega-3s
  • Structure/Function Claims
  • Table 3-2: Structure/Function Claims on Selected Omega-3-Fortified Foods and Beverages
  • Nutrient Content Claims
  • Table 3-3: Nutrient Content Claims on Selected Omega-3-Fortified Foods and Beverages
  • The U.S. National Center for Complementary and Alternative Medicine Supports Benefits of Omega-3 Fatty Acids
  • Department of Health and Human Services Guidelines Fail to Address Benefits of EPA/DHA
  • 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 4: Products and Ingredients

  • Key Points
  • Products With “High Omega-3” and “High DHA” Product Claims Introduced Between 2005 and 2010 Represent 12.9% of All New Product Introductions
  • Table 4-1: U.S. Food and Beverage Product Introductions Carrying a “High Omega-3” or “High DHA” Content Reference, 2005-2010
  • Table 4-2: U.S. Food and Beverage Product Introductions Carrying a “High Omega-3” or “High DHA” Content Reference: By Top Product Categories, 2005-2010
  • Ingredients
  • Omega-3s Used to Enhance Foods and Beverages
  • Alpha Linolenic Acid
  • DHA and EPA
  • Table 4-3: 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
  • Sources of Omega-3 Used as Ingredients in Enhanced Foods and Beverages
  • Fish Oil Is the Leading Source of Omega-3 Oils Used in Foods and Beverages
  • 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 Sources of ALA
  • Omega-3 Fortification Capabilities and Formulation Strategies
  • Omega-3 Fortification in Organic Foods and Beverages
  • Omega-3 Suppliers

Chapter 5: The Market

  • Key Points
  • Market Definition
  • Accelerating Roll-out of High Omega Foods and Beverages
  • Need for Restraint in Making Claims About Products Containing Omega-3
  • Annual Number U.S. High Omega-3/Omega-enhanced Product Introductions Vacillates from 2005 to 2010
  • Table 5-1: U.S. Food and Beverage Product Introductions with “High Omega-3” or “High DHA” Claim, 2005-2010
  • Table 5-2: U.S. Food and Beverage Product Introductions with “High Omega-3” Claim, 2005-2010
  • Table 5-3 :U.S. Food and Beverage Product Introductions with “High Omega-3” Claim by Product Category as Percent of Total High-Omega Product Introductions, 2006 versus 2010
  • “High DHA” Claim Refines the “High Omega-3” U.S. Food and Beverage Market
  • Table 5-4: U.S. Food and Beverage Product Introductions with “High DHA” Claim, 2005-2010
  • Food and Beverage Products with “High Omega-3” or “High DHA” Claims Approach $4 Billion in U.S. Retail Sales
  • Table 5-5: 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)
  • Sales Projected to Exceed $6.7 Billion by 2015
  • Table 5-6 :U.S. Retail Sales of Food and Beverage Products (excluding fish) With “High Omega-3” or “High DHA” Claims, 2006-2015 (in millions of dollars)
  • Table 5-7: 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 5-1: 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. Omega-3 Ingredient Market to Grow 40% Over 5-Year Period
  • Sales of Omega-3 Supplements
  • Pharmaceutical-grade Omega-3 Supplements Enter the Market
  • Other Omega-3 Pharmaceutical Products Are in Development
  • AMR101 is in Phase III Trials at Amarin Corporation

Chapter 6: The Suppliers

  • Key Points
  • Leading Suppliers of Omega-3
  • Table 6-1: Selected North American Suppliers of Omega-3 Ingredients
  • Collaborating with Suppliers Decreases Development Time and Improves Products
  • Selected North American Suppliers of ALA
  • Selected North American Suppliers of DHA/EPA
  • Leading North American Suppliers of Marine-sourced Omega-3 Fish Oils
  • Leading North American Suppliers of Algal-sourced Omega-3 Oils
  • Leading Suppliers of Plant-sourced Omega-3 Oils
  • Omega-3 Ingredient Options
  • Competitive Profile: AHD International, LLC, Atlanta, GA
    • Company Overview
    • Omega-3 Products
  • Competitive Profile: Arista Industries, Inc., Wilton, CT
    • Company Overview
    • Omega Oil Products
  • Competitive Profile: Aurora Algae, Alameda, CA
    • Company Overview
    • Omega-3 Products
    • Company Strategy
  • Competitive Profile: Glanbia Nutritionals Inc., Carlsbad, CA
    • Company Overview
    • Technology Highlights
    • Omega-3 Products
  • Competitive Profile: Hormel Foods Specialty Products, Austin, MN
    • Company Overview
    • Omega-3 Products
  • Competitive Profile: Jedwards International, Inc., Quincy, MA
    • Company Overview
    • Omega-3 Products
    • Business Strategy
  • Competitive Profile: Martek Biosciences, Columbia, MD
    • Company Overview
    • Financial Information
    • Martek Moves into Markets Beyond Infant Formula
    • New Algal Oil Omega-3 “Vegetarian” Fish Oil Product
    • Business Strategy
    • Martek Has Exclusivity Arrangements with Major Marketers
  • Competitive Profile: Ocean Nutrition Canada Ltd., Dartmouth, Nova Scotia, Canada
    • Company Overview
    • Omega-3 Products
    • ONC Offers Unique Double-Shell Protection in its MEG-3 Products
    • Business Strategy
  • Competitive Profile: Omega Protein Corporation Inc., Houston, TX
    • Company Overview
    • Financial Information
    • Omega-3 Products
    • Table 6-2: Potential Applications for OmegaPure Menhaden-Derived Fish Oil
  • Competitive Profile: Zymes LLC, Hasbrouck Heights, NJ
    • Company Overview
    • Technology Advancements

Chapter 7: The Marketers

  • Key Points
  • More Than 100 Companies in the U.S. Market High-Omega Foods
  • Leading U.S. Marketers of High-Omega Foods and Beverages in 2010
  • Table 7-1: Leading U.S. Marketers by New Product Introductions of High Omega-3 or High DHA Foods and Beverages, 2010
  • Competitive Profile: Aurora Products, Stratford, CT
    • Company Overview
    • Omega-3 Products
  • Competitor Profile: GOOD Hemp Products, Barnstaple, North Devon, UK
    • Company Overview
    • Omega-3 Products
  • Competitive Profile: GFA Brands, Inc., Cresskill, NJ
    • Company Overview
    • Omega-3 Products
  • Competitive Profile: The Hain Celestial Group, Inc., Melville, NY
    • Company Overview
    • Financial Information
    • Omega-3 Products
  • Competitive Profile: HappyBaby, New York, NY
    • Company Overview
    • DHA- and Omega-3 Products
  • Competitive Profile: Lancaster Colony Corporation, Columbus, OH
    • Company Overview
    • Financial Information
    • Omega-3 Products
  • Competitive Profile: Prairie Orchard Farms, Manitoba, Canada
    • Company Overview Omega-3 Products
    • Omega-3 Products
    • Company Strategy
  • Competitive Profile: Stonyfield Farm, Inc., Londonderry, NH
    • Company Overview
    • Financial Information
    • Omega-3 Products
    • Business Strategy

Chapter 8: The Retail Market

  • Key Points
  • Traditional Grocery Venues for Omega-3 Products
  • Non-Traditional Grocery Venues Offer High-Omega Products
  • Traditional Supermarkets Account for Half of High-Omega Food and Beverage Product Sales
  • Table 8-1: Share of Dollar Sales of Food and Beverage Products (excluding fish) Claiming High Omega-3 or High DHA Content: By Retail Channel, 2011
  • Figure 8-1: Share of Dollar Sales of Food and Beverage Products (excluding fish) Claiming High Omega-3 or High DHA Content: By Retail Channel, 2011
  • Store Brand Functional Food and Beverage Offerings Expand
  • Omegas in the Mail

Chapter 9: The Consumer

  • Key Points
  • Functional/Fortified Foods, Beverages and Supplements Show Steady Growth in the U.S
  • Table 9-1: U.S. Sales of Foods, Beverages and Supplements by Functional Category, 2008-2014 (in millions of dollars)
  • Consumer Awareness of the Need for Omega-3 Increases from 2005 to 2009
  • Table 9-2: Awareness and Consumption of Omega-3s for Certain Health Benefits, 2009
  • Reasons for the Increase in Consumer Interest in Fortified Foods
  • Rising Use of Fish Oil Supplements
  • Table 9-3: Usage Rates for Nutritional Supplements, 2005-2010 (U.S. adults)
  • Table 9-4: Usage Rates for Fish Oil Supplements, 2005-2010 (U.S. adults)
  • Majority of Americans Seek Healthy Lifestyles
  • Figure 9-1: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent of U.S. grocery shoppers)
  • Groceries and Consumer Health Goals
  • Figure 9-2: Consumer Psychographics: Healthy Eating and Dieting, March 2011 (percent of U.S. grocery shoppers)
  • 9% Purchase Foods or Beverages With Omega Claims
  • Figure 9-3: Purchasing of Food and Beverage Products, by Selected Package Labels/Claims, March 2011 (percent of U.S. grocery shoppers)

Chapter 10: Trends and Opportunities

  • Key Points
  • GOED Holds First International Conference
  • Each Year, More Categories Contain Omega-3 Fatty Acids
  • Development Trends
    • Growing Evidence of the Many Benefits of DHA and EPA
    • Breakfast Cereals and Soft Drinks - the New Frontier for Omega-3 Enhancement
    • A Growing Number and Variety of Beverages Contain Omega-3
    • Getting Fish (Oil) Into Kids and Vegetarians
    • Potential Untapped Consumers
    • New Achievements in Formulation Expand Product Horizon
    • Innovative Formulations Make Increasing Numbers of Food and Beverage Products Amenable to Omega-3 Enhancement
    • Microencapsulation Offers Formulation Advantages
    • Clear Marine Oil Omega-3 Products Target the Beverage Market
    • New Formulations and Delivery Vehicles for Marine Oils Emerge
    • Krill Oil Enters the Omega-3 Market
    • Algal and Plant Sources of Omega-3 Ingredients Gain Ground
    • SDA Omega-3 Soybean Oil Introduction Expected in 2012
    • Algal Oil Suppliers
    • Chia Is a Great Alternative to Fish and Flax Omega-3s
    • Omega-3-Enriched Beef, Pork and Chicken
    • Functional Chicken Joins Beef and Pork on the American Dinner Table
    • Omega-3 Levels in Chicken Increase with Feed Containing SDA
    • Regulations Inhibit the Rollout of Omega-3 Enhanced Meat
    • Concerns About Continued Sourcing from Fish
    • Challenges of Formulation and Scarcity of Fish Sources
    • Contamination Concerns Diminish with Improved Technology
    • Research Into New Sources of Omegas
    • New Solid Emulsified Gel Formulation Boosts the Bioavailability of EPA and DHA in Supplements
    • Researchers Discover the Molecular Mechanism Involved in Omega-3 Fatty Acids' Role in Inflammation and Insulin Resistance

Appendix I: Suppliers

Appendix II: Marketers

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