Top concerns and promoting education
A rise in consumers concerned about sustainably and ethically sourced marine omega-3 as well as a radical shift toward vegan and vegetarian diets mean that plant-based supplements are expected to boost the overall market in coming years. Overfishing and damage to marine environment are central concerns to today’s consumers—felt passionately by younger generations in particular. Omega-3 brands are challenged with winning over uncompromising consumers, but optimal levels of EPA and DHA are not easy to achieve through plant-based sources. While softgels, capsules and oils derived from fish oils remain highly effective and reliable formats for optimal intake, plant-based sources also offer new delivery application opportunities for future product differentiation. However, further developments are needed from industry stakeholders to move toward large-scale cultivation and reduce production costs of marine alternative sources. For marine brands, meeting certifications standards such as those from the Marine Stewardship Council (MSC) go a long way in promoting sustainable sourcing, and winning consumer trust. As the label gains recognition and popularity amongst consumers, brands are increasingly working to reform their sourcing models to meet blue MSC label standards—which include commitments to minimise environmental and overfishing impact, and improve fishery management.
Beyond competitive shelves, an added challenge for the market is connecting with consumers to promote the value of omega-3 supplements and remind them of the health benefits delivered through long-term supplementation. Supplement users often look for results they can measure in the short-term, so when consumers don’t notice an immediate difference in the way they feel, there is increased risk they won't be a repeat buyer. Additionally, consumer understanding about how and when to take omega-3 supplements is of paramount importance. As well as the finished product label, consumers need to have resources available that educate them on how fats are digested by the body.
Additionally, end consumers often do not know to take an omega-3 supplement together with the fattiest meal of the day in order to activate enzymes and increase optimal absorption. This is a particular issue for seniors who tend to develop intolerance toward fatty meals, and younger consumers are notorious meal-skippers.
Because an omega-3 supplement is a shot of pure fat, when on an empty stomach, the body does not recognise the supplement as a meal and as a consequence, the fat emulsifies in the stomach causing digestive discomfort. An unpleasant experience may cause a consumer to change or stop their supplement habits; it's up to the consumer-facing brands to provide readily available and relatable information about how benefits are felt by the body, how to source responsibly, and when to supplement.
Click here to hear about innovation and opportunities in alternative omega-3s with Dr Rob Winwood, DSM
Across the various micro markets within the nutraceutical industry, consumer behaviour is changing and brands are challenged more than ever before with closing the gap between the supply chain and the end consumer. Brands are seeking new marketing channels and investigating alternative methods to connect to consumers.
Stagnant markets have an opportunity to revive themselves not only through ingredient and product innovation, but also through how closely they understand consumers, educate them, and provide solutions that meet universal and individual needs.
Because long-term health and prevention benefits of omega-3s are undeniable, experts predict that efforts geared toward improving consumer education, improving dosage, and meeting sustainability expectations will drive future growth for the category.
Finally, proof of health claims in the form of clinical research or data is essential for securing supply chain and end customer trust and loyalty. With more pharmaceutical businesses penetrating the supplement industry, standards are being raised and only businesses able to invest in backing their label claims will win the competition for shelf space.
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