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
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
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
Omega-3 Foods and Beverages in the U.S., 3rd Edition published by Packaged Facts in June 1, 2011. This report consists of 210 Pages and the price starts from US $ 3500.
