Consumers are increasingly aware of the wide array of health benefits offered by omega-3s, but there is a perceived lack of products designed to address inflammation and joint health issues. This creates an opportunity to expand beyond the crowded heart health category.
This is just one of the findings from the inaugural Mind of the Consumer study, being presented at Ingredient Marketplace in late April. Developed in partnership with the Natural Marketing Institute (NMI), we sought to explore and understand consumer expectations and perceptions in key ingredient categories. The team also examined ingredient suppliers and their perceptions in regards to consumer demand, allowing comparison between what suppliers are doing compared to consumer needs.
We noted across all categories, consumers are looking for safe and effective products that are less artificial and closer to natural.
The omega-3 category is fairly robust, with this study showing that 65 million consumers are using omega-3 products, of which, half are taking fish oil supplements. The top reason consumers are using omega-3s? General good health, cited by two-thirds. The Mind of the Consumer findings are not just focused around omega-3s, but also delve into sports nutrition, weight management, digestive health, protein and probiotics. These insights will showcase areas of opportunity for manufacturers and suppliers to develop and launch new products successfully.
Interested in learning more? Join us on Friday, April 29, at Ingredient Marketplace for the inaugural presentation of the Mind of the Consumer research findings. NMI’s Steve French and I look forward to sharing insights across the focus areas and looking at where the areas of opportunity lie.