Omega-3: Global Product Trends and Opportunities

Date: September 22, 2011
Pages: 190
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US$ 3,500.00
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Publisher: Packaged Facts
Report type: Strategic Report
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ID: OCB95AB35C1EN
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Omega-3: Global Product Trends and Opportunities
Omega-3 fatty acids are some of the most important nutrients to human health. The number of consumers globally who are aware of omega-3 fatty acids and their role in health is high, and the number of people who are specifically consuming omega-3 for health has increased dramatically over the past few years. Consumer demand for omega-3 products will continue to grow briskly over the 2011-2015 period, and will influence the activities of manufacturers and marketers worldwide in supplying omega-3 products across various categories and segments of consumer packaged goods (CPGs), including private label products.

In Omega-3: Global Product Trends and Opportunities, Packaged Facts analyzes the future of the global omega-3 market, and pinpoints opportunities in a $13 billion industry that is far from reaching its saturation point. The link between “dietary supplements” (the traditional method for boosting omega-3 intake) and consumer diets and grocery store food products is becoming ever stronger. Moreover, consumers increasingly regard the health and beauty products they use as extensions of the foods they eat and the nutritional supplements they take. What has emerged, therefore, is a continuum of nutrient-positioned products extending from whole foods (including natural and organic products) and fortified/functional foods through to nutritional supplements and personal care products. In the case of pet owners, this continuum also extends to pet foods (which are inherently functional), treats, supplements, and grooming products—essentially replicating the range of human products available.

Moreover, a significant amount of nutrient-based new product development is driven by the concept of “superfoods.” Although the concept of foods with pharmaceutical-grade benefits flies in the face of a strong medical and regulatory community distinction between food and drugs, “superfoods” has emerged as a powerful marketing concept—in part because it builds on age-old conventional wisdom and nutritional adages such as “an apple a day helps keep the doctor away.” Omega-3’s widely accepted status as a “superfood,” in combination with a globally expanding range of nutrient-based new product development across CPG markets, means that the market for omega-3 products will remain lively and opportunity-rich for years to come.
CHAPTER 1: EXECUTIVE SUMMARY

Scope of Report

Report Methodology

Market Overview

Knowledge About Omega-3 Fatty Acids Advances Quickly

Opportunity-Rich Nutritional Product Continuum

Figure 1-1: The Continuum of Nutritional Product Development

Over Last Decade, 27% Global CAGR in New Product Introductions

After Fish, Dog Food and Nutritional Supplements Are Most Active Omega-3 Segments

U.S. Accounts for 41% of New Product Activity

Latin America Jumps to 16% Share of New Product Activity

Table 1-1: Global Product Introductions with High-Omega Claims: By Geographic Region, 52 Weeks Ending July 31, 2006 vs. 52 Weeks Ending July 31, 2011 (number and percent of global total)

Product Market Distribution of High-Omega Claims

Global Omega-3 Consumer Packaged Products Market at $13 Billion

Figure 1-2: Market Share for Global Omega-3 Products: Foods vs. Non-Foods, 2011

$8 Billion in Global Retail Sales for Omega-3-Enhanced Food and Beverage Products

Table 1-2: Global Retail Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2011 (in millions of dollars and percent change)

U.S. Retail Sales of High Omega-3 Food and Beverage Products Reach $4 Billion

U.S. Sales of Omega-3 Supplements at $1.3 Billion

Market Saturation Point for Omega-3 Is Far From Reached

Ingredients, Recommended Intakes, & Regulation

Three types of Omega-3s

Alpha Linolenic Acid

DHA and EPA

Table 1-3: Omega-3 Fatty Acids: Nomenclature, Structure and Food Source

Fish versus Algae versus Flax

Is Food Better than Supplements as a Delivery System for Omega-3?

Omega-3 for Personal Care Products

Dietary Recommendations for Consuming Omega-3s

Regulatory Developments in Europe Are Positives for Market

Supplier & Marketer Profiles

Supplier Profiles

Marketer Profiles

Looking Ahead: Market Opportunities

Krill Shakes Up Supplement Segment

Omega-3 as Skincare

CHAPTER 2: MARKET OVERVIEW

Key Points

Introduction to Market

Scope of Report

Report Methodology

Omega-3 Fatty Acids—A Key to Human Health

Studies Support a Growing List of Health Benefits

The Roles of DHA and EPA in Human Health

Table 2-1: Health Benefits Reported from Adequate Consumption of Omega-3 Fatty Acids

Inflammation and Omega-3

Table 2-2: Selected Conditions and Diseases Associated With an Inflammatory Component

From Supplements to Foods and Beverages

Knowledge About Omega-3 Fatty Acids Advances Quickly

Increasing Use of Omega-3 in Foods and Beverages

Opportunity-Rich Nutritional Product Continuum

Figure 2-1: The Continuum of Nutritional Product Development

Global Product Introduction Trends

Over Last Decade, 27% Global CAGR in New Product Introductions

Table 2-3: Global Product Introductions: High-Omega vs. Other High-Nutrient Claims, 2001-2010 (number and percentage change)

After Fish, Dog Food and Nutritional Supplements Are Most Active Omega-3 Segments

U.S. Accounts for 41% of New Product Activity

Table 2-4: Global Product Introductions with High-Omega Claims by Product Category and Selected Segments: 52 Weeks Ending July 31, 2006 vs. 52 Weeks Ending July 31, 2011 (number and percent)

Table 2-5: Global Product Introductions with High-Omega Claims: Overall and Food/Beverage by Top National Markets, 52 Weeks Ending July 31, 2011 (number and percent of global total)

Latin America Jumps to 16% Share of New Product Activity

Table 2-6: Global Product Introductions with High-Omega Claims: By Geographic Region, 52 Weeks Ending July 31, 2006 vs. 52 Weeks Ending July 31, 2011 (number and percent of global total)

Product Market Distribution of High-Omega Claims

Table 2-7: Product Introductions with High-Omega Claims by Product Category: By Global Region and Selected Countries, 52 Weeks Ending July 31, 2006 vs. 52 Weeks Ending July 31, 2011 (percent)

Market Size and Growth

Global Omega-3 Consumer Packaged Products Market at $13 Billion

Figure 2-2: Market Share for Global Omega-3 Products: Foods vs. Non-Foods, 2011

$8 Billion in Global Retail Sales for Omega-3-Enhanced Food and Beverage Products

Table 2-8: Global Retail Sales of Omega-3-Enhanced Food and Beverage Products, 2003-2011 (in millions of dollars and percent change)

U.S. Retail Sales of High Omega-3 Food and Beverage Products Reach $4 Billion

Table 2-9: 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)

Table 2-10: 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 2-3: 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. Sales of Omega-3 Supplements at $1.3 Billion

U.S. Market for DHA/EPA Ingredients at $1.6 Billion

Market Saturation Point for Omega-3 Is Far From Reached

CHAPTER 3: INGREDIENTS, RECOMMENDED INTAKES, AND REGULATION

Key Points

Ingredients

Three types of Omega-3s

Alpha Linolenic Acid

DHA and EPA

Table 3-1: 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

Fish Are the Leading Source of Omega-3 Oils

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 and Plant Sources of ALA

Omega-3 Fortification Capabilities and Formulation Strategies

Omega-3 Oils for Supplements

Is Food Better than Supplements as a Delivery System for Omega-3?

Omega-3 for Personal Care Products

Organic Omega-3

Recommended Intakes

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

Is it Possible to Consume Too Much Omega-3?

Regulatory Environment for Foods & Beverages

Regulatory Developments in Europe Are Positives for Market

EFSA Opinion on Labeling Reference Intake Values

European Food Safety Authority Dietary Reference Values Adopted

Nutrition Claims Set by the EFSA

EU Labeling Regulations Increase Confidence in Market

But EU Regulation Fails to Distinguish Between EPA/DHA and ALA

Codex Committee Adopts Swiss Proposal to Develop Fish Oil Standard

U.S. Regulatory Environment for Foods and Beverages

Table 3-2: Omega-3 Nutrient Content Claims Permitted in the United States

U.S. Lags European Union in Regulations Relating to Omega-3

The FDA Issues Qualified Health Claim for Omega-3s

Structure/Function Claims

Table 3-3: Omega-3 Structure/Function Claims on Selected U.S. Food and Beverage Products

Nutrient Content Claims

Table 3-4: Omega-3 Nutrient Content Claims on Selected U.S. Food and Beverage Products

NCCAM Supports Benefits of Omega-3

CHAPTER 4: SUPPLIER PROFILES

Key Points

Companies Profiled

AHD International

Competitive Overview

Table 4-1: Company Information for AHD International

Omega-3 Products

Financial Performance

Aker BioMarine

Competitive Overview

Table 4-2: Company Information for Aker BioMarine

Omega-3 Products

Omega-3 Partnerships

Sustainability Initiatives

Financial Performance

Aurora Algae

Competitive Overview

Table 4-3: Company Information for Aurora Algae

Omega-3 Products

Company Strategy

Borregaard Industries / Denomega Nutritional Oils

Competitive Overview

Table 4-4: Company Information for Borregaard Industries

Omega-3 Products

Financial Performance

Cargill

Competitive Overview

Table 4-5: Company Information for Cargill

Omega-3 Products

Financial Performance

DSM Nutritional Products

Competitive Overview

Table 4-6: Company Information for DSM Nutritional Products

Omega-3 Products

Acquisition of Martek

Exclusivity Arrangements with Major Marketers

Financial Performance

EPAX

Competitive Overview

Table 4-7: Company Information for EPAX

Omega-3 Products

Sustainability Initiatives

Financial Performance

Glanbia

Competitive Overview

Table 4-8: Company Information for Glanbia

Omega-3 Products

Financial Performance

Jedwards International

Competitive Overview

Table 4-9: Company Information for Jedwards International

Omega-3 Products

Competitive Strategy

Nordic Naturals

Competitive Overview

Table 4-10: Company Information for Nordic Naturals

Omega-3 Products

Sustainability Initiatives

Ocean Nutrition Canada

Competitive Overview

Table 4-11: Company Information for Ocean Nutrition Canada

Omega-3 Products

Omega-3 Partnerships

Sustainability Initiatives

Financial Performance

Omega Protein

Competitive Overview

Table 4-12: Company Information for Omega Protein

Omega-3 Products

Financial Performance

Zymes

Competitive Overview

Table 4-13: Company Information for Zymes

Omega-3 Products and Technology Advancements

CHAPTER 5: MARKETER PROFILES

Key Points

Companies Profiled

Aurora Products

Competitive Overview

Table 5-1: Company Information for Aurora Products

Omega-3 Products

Financial Performance

Drs. Foster & Smith

Competitive Overview

Table 5-2: Company Information for Drs. Foster & Smith

Omega-3 Products

Financial Performance

George Weston Foods

Competitive Overview

Table 5-3: Company Information for George Weston Foods

Omega-3 Products

GFA Brands

Competitive Overview

Table 5-4: Company Information for GFA Brands

Omega-3 Products

GOOD Hemp Products

Competitive Overview

Table 5-5: Company Information for GOOD Hemp Products

Omega-3 Products

Hain Celestial Group

Competitive Overview

Table 5-6: Company Information for Hain Celestial Group

Omega-3 Products

Omega-3 Partnerships

Financial Performance

HappyBaby

Competitive Overview

Table 5-7: Company Information for Happy Baby

Omega-3 Products

L'Oreal

Competitive Overview

Table 5-8: Company Information for L’Oreal

Omega-3 Products

Sustainability and Ethics

Financial Performance

Mars

Competitive Overview

Table 5-9: Company Information for Mars

Omega-3 Products

Sustainability Initiatives

Financial Performance

NBTY

Competitive Overview

Table 5-10: Company Information for NBTY

Omega-3 Products

Omega-3 Product Label and Claims Controversy

Financial Performance

Nestlé

Competitive Overview

Table 5-11: Company Information for Nestlé

Omega-3 Products

Financial Performance

Prairie Orchard Farms

Competitive Overview

Table 5-12: Company Information for Prairie Orchard Farms

Omega-3 Products

Competitive Strategy

Stonyfield Farm

Competitive Overview

Table 5-13: Company Information for Stonyfield Farm

Omega-3 Products

Competitive Strategy

Financial Performance

Unilever

Competitive Overview

Table 5-14: Company Information for Unilever

Omega-3 Products

Financial Performance

CHAPTER 6: LOOKING AHEAD: MARKET OPPORTUNITIES

Key Points

The Urgency of Wellness

New Findings on EPA/DHA and Health

Fatty Oils Potentially Aid With Bipolar Disorder and Alcoholism

Omega-3s Linked to Lower Risk of Diabetes

Omega-3s and Depression

EU Regulatory Developments Set the Pace

The U.S. Lags the European Union in Regulation

More Options for Omega-3 on the Plate

Looking Beyond Fish and Fish Oil

DHA/EPA Versus ALA: New Opportunities

A Wider Sea of Sources: Krill and Calamari

Omega-3s in the Meat Case

Chia and Hemp Propel ALA Market Segment

Opportunities in Fortified Beverages to Reach Wider Consumer Market

Latin America as Growth Market for Omega-3 Beverages

Making Omega-3s Fun: Reaching Children

Private Label Opportunities Outside of North America

Expanding Middle Class in BRIC Countries Opens Up Opportunities

Africa and Middle East Have Lowest Levels of Fish Consumption

Consumer Education Important for Nutritional Supplements

Krill Shakes Up Supplement Segment

Omega-3 as Skincare

Sea Buckthorn Berry for Anti-Aging

Demand for Omega-3 Spills Over Into Pet Market

The Internet and Untapped Consumer Segments

Caveat: Too Much Science Can Scare Off Mainstream Consumers

APPENDIX: ADDRESSES OF SELECTED MARKETERS AND ORGANIZATIONS
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