Survey: Consumers Want Omega-3 Alternatives
May 8, 2013
The survey by Discovery Research Group indicated 55 percent of supplement users in France want new alternatives to current omega-3 forms, along with 66 percent in Germany and 47 percent in the United Kingdom.
As reported in the survey, reasons for discontinuing use of omega-3 supplements include: large capsule size, reflux, bad aftertaste and expense. A U.S. study conducted last year reflected similar findings, which revealed 37 percent of supplement consumers wanted an omega-3 source other than fish oil.
Of the three European markets, fish oil is the most widely used omega-3 supplement, but the usage of krill oil continues to grow. Krill supplements in the United States now account for 12 percent of all omega-3 sales.
Matts Johansen, COO, Aker BioMarine, said his company wanted to pinpoint why the U.S. market for krill supplements grew so dramatically during the last three years. By conducting the survey, Aker BioMarine was able to better understand the consumer behavior.
Johansen added, "It seems to be the much improved user experience of smaller, easier-to-swallow capsules and digestive comfort that resonate most with consumers in the United States. Now we see similar sentiments in Europe."