Omega-3 - US - January 2008

Table of Contents

• Scopes and Themes
• What you need to know
• Definition
• Survey methodology
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Market for omega-3 as food additive (and as supplements) has exploded since 2001
• Awareness and uptake is higher than other additives but still has room to grow
• Many health benefits ascribed to omega-3s, but this is a cause for concern
• Supply structure is nascent and leaves room for entry
• Word spreads through commercials and packaging but messages must be more consistent
• Household income determines awareness but age determines what form is bought
• Separate marketing messages are needed for different demographics
• The future holds much promise and just as many pitfalls
• Longevity of omega-3 depends on regulation and validation through research
• Potentially fatal controversy around labeling
• Competing food additives
• Supplements vs. fortified foods--a possible danger of too many products
• Market Drivers
• Healthy foods lead sales
  • Figure 1: Attitudes toward food and diet, by age, January-June 2007
• Aging population boosts supplement use and health concerns
  • Figure 2: Growth of the U.S. population, by age, 2002-12
• Kids' food market to grow as well
• Critical mass of omega-3-aware consumers already reached
  • Figure 3: Frequency each type of vitamin/mineral/supplement is taken, July 2007
• Omega-3 offers many health benefits
  • Figure 4: Consumer health concerns of the total shopper population, 2004 and 2006
  • Figure 5: Expected health benefits of products that contain omega-3, December 2007
• Risks associated with too much omega-3
• Market Size
• Omega-3 as a food and beverage ingredient
  • Figure 6: Sales of Martek Biosciences of omega-3 (DHA) for use in food and beverage products, at current and constant prices, fiscal 2005-07Figure 7: Sales of Martek Biosciences of omega-3 (DHA) for use in food and beverage products and of nutritional oils for use in non-infant formula sales products, fiscal 2005-07
• Omega-3 in supplement form
  • Figure 8: Sales of omega-3 supplements via fish and animal oils, 2000-06
  • Figure 9: Sales of omega-3 supplements via plant oils, 2000-06
• Insights and Innovation
• Omega-3 as a food additive--newest food products span more categories
  • Figure 10: New food products that contain "omega" in the product description, 2002-07
• Eggs have the right stuff
• Go to the source for maximum omega-3
• Breakfast cereal and bread--not the right way to go?
• Omega-3 as a nutritional supplement
  • Figure 11: New non-food products that contain "omega" in the product description, 2002-07
• Several of the most recent supplement products aimed at moms and kids
• Supply Structure
• Overview
• Manufacturer profiles
• Cargill
• Martek Biosciences
• Ocean Nutrition Canada (ONC)
• Omega Protein Corporation, Inc.
• Products containing omega-3
• Dairy products
• Other food and beverage
• Nutrition bars, drinks, and supplements
• Prenatal, infant, and baby products
• Advertising and Promotion
• Introduction
• Mentions in food product marketing
  • Figure 12: TV ad: Gold Circle Eggs, June 2006
  • Figure 13: TV ad: Gerber Baby Food, June 2007
  • Figure 14: TV ad: Smart Balance, October 2007
• Manufacturer websites
• lifesdha.com
• meg-3.com
• Multiple nomenclatures
• Omega-3 learning consortium
• The Consumer: Purchase Habits
• Summary
• Penetration
• Products purchased
• Other food additives
• Place of purchase
• Penetration of omega-3
  • Figure 15: Penetration of omega-3, December 2007
  • Figure 16: Penetration of omega-3, by age, December 2007
  • Figure 17: Penetration of omega-3, by household income, December 2007
• Omega-3 products purchased
  • Figure 18: Omega-3 products purchased, December 2007
  • Figure 19: Omega-3 products purchased, by gender, December 2007
  • Figure 20: Omega-3 products purchased, by age, December 2007
• Other nutritional additives sought after
  • Figure 21: Other nutritional additives sought after, December 2007
• Place of purchase
  • Figure 22: Places where omega-3 products are purchased, December 2007
  • Figure 23: Places where omega-3 products are purchased, by gender, December 2007
  • Figure 24: Places where omega-3 products are purchased, by age, December 2007
  • Figure 25: Places where omega-3 products are purchased, by household income, December 2007
• Race/ethnicity
  • Figure 26: Penetration of omega-3, by race/ethnicity, December 2007
  • Figure 27: Omega-3 products purchased, by race/ethnicity, December 2007
  • Figure 28: Places where omega-3 products are purchased, by race/ethnicity, December 2007
• The Consumer: Product Perception
• Summary
• Suggested marketing messages
• Omega-3 is a naturally occurring health additive which is now available in fortified foods and beverages
• Omega-3 improves mental and visual function at all ages and possibly assists in weight loss
• Omega-3-fortified foods help you reach ideal dosage levels which are not likely to be obtained through regular diet
• Reasons for buying omega-3
  • Figure 29: Reasons for buying omega-3, December 2007
  • Figure 30: Reasons for buying omega-3, by age, December 2007
• Expected health benefits
  • Figure 31: Expected health benefits, December 2007
  • Figure 32: Expected health benefits, by age, December 2007
• Sufficiency of consumption
  • Figure 33: Sufficiency of consumption, December 2007
  • Figure 34: Sufficiency of consumption, by gender, December 2007
  • Figure 35: Sufficiency of consumption, by household income, December 2007
• Reasons for not buying omega-3
  • Figure 36: Reasons for not buying omega-3, December 2007
  • Figure 37: Reasons for not buying omega-3, by age, December 2007
  • Figure 38: Reasons for not buying omega-3, by household income, December 2007
• Future and Forecast
• Potentially fatal controversy around labeling
• Competing food additives
• Expanding list of health benefits
• Supplements vs. fortified foods--a possible danger of too many products
• Omega-3 applied to the face
• Appendix: Trade Associations