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Published by: Mintel International Group Ltd.
Published: Jan. 1, 2008 - 71 Pages
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 2005-07
- Figure 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
AbstractThis report is focused on the chemical omega-3. The last two years has seen omega-3 explode on the food and beverage scene as a highly desirable food additive. The health benefits associated with these fatty acids have the potential to reach a wider demographic than other additives.
Analysis and insights include:
- Who is buying omega-3 foods and beverages?
- Which omega-3 products are most popular?
- Which food categories are seeing the most omega-3 product introductions?
- What other additives are on the market and how do they compare?
- What are the perceived health benefits of omega-3?
- In what ways are current marketing messages falling short?
This report clearly identifies the principal factors driving or curtailing growth in the omega-3 market. Six years of specific sales data give you a factual and impartial presentation of the market. Exclusive consumer research shows the attitudes, needs and behavior of consumers, with results analyzed by demographic characteristics. Details on the major companies and brands update you on competitor products and strategies, while a five-year forecast reveals potential opportunities for growth and product development.
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