Fatty Formulation

Americans generally may not like the taste of fish, but that doesn’t mean they don’t want the benefits of omega-3s. Supplements and fortified foods have helped consumers increase their intake of the essential fatty acids (EFAs) alpha linolenic acid (ALA), eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA), and still, they want more.

Omega-3 sales are up globally, with Europe boasting the biggest growth rate due to consumers taking precautionary measures to reduce the increasing rates of cardiovascular diseases (CVDs), according to an August 2011 report from Marketsandmarkets. The growing knowledge of omega-3’s anti-cancer effects is also helping to propel sales, according to the market research firm, which estimates the global omega-3 ingredients market will reach $3.21 billion in 2016, up from $1.48 billion in 2010, a compound annual growth rate (CAGR) of 13.8 percent. The Asian market is expected to hold 34 percent of the global market share in 2015 at an estimated CAGR of 15.2 percent due to higher occurrence rates of CVDs in the region. Europe is the fastest-growing segment and is expected to grow from $311.2 million in 2010 to $771.8 million in 2016 at an estimated CAGR of 15.8 percent.

Some of the major drivers of this segment are innovative production technologies, health benefits, and increasing demand in foods and beverages; however, Marketsandmarkets said major restraints are absence of recommended daily intake (RDI) and low consumer awareness. Another key issue in the omega-3 industry is decreasing phytoplankton in global water bodies.

Natural Marketing Institute (NMI) research from early 2011 shows consumers want to supplement their diet with more omega-3s, with about half of the population indicating they want to get more foods and beverages with omega-3s. Half also feel it is important for their local store to carry foods enriched with omega-3s; even the youngest age group (18 to 29 year olds) wants to find omega-3 enriched foods at stores where they shop.

Steve French, managing partner at Natural Marketing Institute (NMI), noted the limited food sources containing omega-3s may be lowering consumers’ ability to get sufficient amounts in the daily diet. According to NMI’s Product Trend Identifier, the top fortification categories for the United States are cakes, pastries and sweet goods; dressings and vinegars; milk; and pasta. “These are likely not the best categories for health-oriented consumers or consumers who are trying to limit sugar, dairy and carbohydrates in their diet,” he said. “Creating easier avenues for consumers to obtain the essential nutrients they need to live healthier, longer lives will be vital in ensuring the future health of both young and old.”

Behind the scenes, omega-3 product manufacturers have their work cut out for them. Omega-3s, being fat, are highly susceptible to oxidization, which can cause “off” flavors, decreased efficacy, discoloring, change in texture and formation of free radicals. Environmental factors also determine a lot in this market, as more consumers want their marine omega-3s to be sustainably sourced and nontoxic, and plant-based omega-3s are subject to crop loss. Beyond that, even if the omega-3s aren’t oxidized, consumers don’t want their supplements to taste like fish or give them fish burps.

Not a defeatist bunch, suppliers have created novel production technologies to produce omega-3 ingredients that don’t affect the taste or smell of finished food and beverage products, helping to expand the number of consumer goods delivering EFAs. Products such as dairy items, juices, spreads, salad dressings, baked goods and baby formulas are all routinely fortified with omega-3s these days. Marilyn Stieve, business development manager, Glanbia Nutritionals, said the company even sells plant omega-3s into the meat category for companies that want to make an omega-3 claim. She said flaxseed can work as a binder in certain meats.