Omega-3, -6 and -9 Fatty Acids: Trends in the Worldwide Food and Beverage Markets, 2nd Edition : Market Research Report

Omega-3, -6 and -9 Fatty Acids: Trends in the Worldwide Food and Beverage Markets, 2nd Edition

Published: Jan. 1, 2009 - 210 Pages

Chapter 1: Executive Summary: Scope and Methodology; Report Methodology; Products and Ingredients; How Fatty Acids Vary in Their Impact on Health; Which Fats are Essential and Why; The Essential Fatty Acids; Products; Ingredients: Omega-3s Used to Enhance Foods and Beverages; The Market; $4.6 Billion in Global Retail Sales in 2007 for Omega-3-Enhanced Food and Beverage Products; Global Retail Sales Are Projected to Approach $8.2 Billion by 2012; Number of DHA/EPA-Enhanced Foods Overtake ALA-Enhanced Foods in the U.S. Market in 2008; Market-Dominant Grain-Based Foods Loses Share to New Categories in U.S. Market; The Retail Market; Where Consumers Are Buying Omega-Enhanced Foods; The Consumer: Awareness of the Need for Omega-3 is Very High; Two Different Consumers Are Primarily Targeted; New Products, Trends and Opportunities; Beverages and Snack Bars Lead in Total Global SKU Introductions from 2003 and 2008; More Categories of Food and Beverages Each Year That Contain Omegas; Research Into New Sources of Omegas; Global Regulatory Situation Relating to Omega-Enhanced Food and Beverages; Qualified Health Claim for Foods and Beverages Containing DHA and EPA
Chapter 2: Products and Ingredients: Key Points; Overview; A Primer on Fatty Acids; How Fatty Acids Vary in Their Impact on Health; Which Fats are Essential and Why; The Essential Fatty Acids; Omega-3, Omega-6 and Omega-9 Fatty Acids and Their Sources; Linolenic Acid (Omega-3); Studies Support Health Benefits of Omegas in Heart Health, Cognition and ADHD; Omega-3 Benefits Psychiatric Conditions; Essential Fatty Acid Deficiency Very Common; Research on EFAs Suggests Many Benefits; Benefits of Fish Oil Outweigh Contamination Risks; From Supplements to Foods and Beverages; American Dietetic Association Advises Food Better than Supplements for Intake of Omega-3; Fortifying Foods and Beverages with Omega Fatty Acids Advantageous over Supplements; 2008—the Ascension of the Omegas
Products: Products Excluded From This Report
Ingredients: Omega-3s Used to Enhance Foods and Beverages; Omega-6s Used to Enhance Food and Beverages; Omega-9s Used to Enhance Food and Beverages; Formulations of Omega-3 Used in Foods and Beverages; The Use of Preservatives; Sources of Omega-3 Used as Ingredients in Enhanced Foods and Beverages; Choosing the Best Oil; Fish versus Algae versus Flax; The Basics on Flaxseed; Walnuts A Good Source of ALA; New Seed Oil Sources of ALA; Do Marine and Plant Sources of Omega-3 Oils Vary in Functionality?; Fortification Capabilities and Formulation Strategies; Omega Fortification in Organic Foods and Beverages; Omega-3 Suppliers
Chapter 3: The Market: Key Points; Market Definition; Accelerating Roll-out of Omega-enriched Foods and Beverages; Steady Annual Increase in the Number of Global Omega-Enhanced Products from 2003 to 2008; $4.6 Billion in Global Retail Sales in 2007 for Omega-3-Enhanced Food and Beverage Products; Global Retail Sales Are Projected to Approach $8.2 Billion by 2012; Global Market for Omega-3-Enhanced Beverages Shows Steady Growth; U.S. Omega-3-Enhanced Product Introductions Increase 444% from 2003 to 2007 and Escalates in 2008; $2.7 Billion in U.S. Sales in 2007; U.S. Retail Sales Are Projected to Approach $5.7 Billion by 2012; European Omega-Enhanced Product Introductions Increase from 2003 to 2007 but Slow in 2008; European Market for Omega-Enhanced Foods and Beverages Approaches $1.4 Billion in 2007; Asian and Australian Market for Omega-3-Enhanced Foods and Beverages Approach European Market in Sales; Few Blockbuster Products; Market-Dominant Grain-Based Foods Loses Share to New Categories in U.S. Market; Global Sales of Essential Fatty Acids Ingredients; Sales of Supplements (Nutraceuticals); Fish Oil/Omega-3 Supplements Posts Biggest Usage Gains
Chapter 4: Retail and Distribution: Key Points; Different Types of Retail Outlets; Shopping Options for Omega-Enhanced Foods and Beverages; Where Consumers Are Buying Omega-Enhanced Foods; Different Formats Attract Consumers for Their Varied Needs; Number of Stock-keeping Units by Retail Channel; Omegas in the Mail; Options for Retail Distribution; Introducing Functional Foods to the Marketplace
Chapter 5: The Consumer: Key Points; Consumer Awareness of the Need for Omega-3 is Very High; Not Only Boomers Interested in Improving Their Eating Habits; Reasons for Increasing Consumer Interest in Fortified Foods; Two Different Consumers Are Primarily Targeted; Consumers Aware About Fat Types and Forms; Consumers’ Perceptions of Fats and Fatty Acids; Consumption Trends; What Consumers Want
Chapter 6: New Products, Trends and Opportunities: Key Points; Global Organization for EPA and DHA Omega-3 Forms to Meet Opportunities and Challenges of Omega-3 Market; GRAS Status Awarded to Two Conjugated Linoleic Acid Suppliers; Concerns about Continued Sourcing from Fish; Beverages and Snack Bars Lead in Total Global SKU Introductions from 2003 and 2008; More Categories of Food and Beverages Each Year That Contain Omegas
Development Trends: The Trend Toward DHA and EPA; Revamping the Snack Bar Market; Potential Untapped Consumers; New Achievements in Formulation Expand Product Horizon; Selected New Products Introduced in 2007 and 2008; Biomedical Laboratories Offers Cereal Bars to Help Kids Concentrate; Danone Introduces Cardivia Omega 3 Plus Yogurt in Canada; Hain Celestial Group Introduces Omega-3 Organic Pretz-Os and Baked Pita Chips; Kemps and Ocean Nutrition Canada Introduces DHA/EPA-Enhanced Milk; Kirin’s DHA-Enhanced Power Water For Schoolchildren; Omega Farms Introduces Omega-3-Enhanced Chocolate Milk; Premier Foods Launches Omega-3-Enriched Baked Beans to the U.K. Market; J.M. Smucker Introduces Canola Oil with Omega-3 DHA; Sorrento Introduces Omega-3 String Cheese; Sun Gold Foods Introduces Omega-3 Sunflower Spread; Tropicana Introduces Orange Juice with Omega-3 EPA and DHA; Unilver Introduces DHA/EPA/ALA Enhanced Margarine and Omega3/Omega-6-Enhanced Margarine in Austria; Selected Innovative New Omega Products Introduced in 2008; Discontinued Products and Formulations; New Algal Oil Competitor; Research Into New Sources of Omegas; Chia to Become the “Pet” Source of Omegas?; Omega-Enriched Beef and Chicken
Chapter 7: Regulatory Environment: Key Points; Global Regulatory Situation Relating to Omega-Enhanced Food and Beverages; The U.S. Regulatory Situation Relating to Omega-Enhanced Foods and Beverages; The U.S. Dietary Supplement Health and Education Act of 1994; Labeling Overview; Labeling Nomenclature; Provide the Facts: Nutritional Information Requirements; Trans Fats Content Must Be Stated; Products that Are Exempt; Adding Beneficial Nutrients to Conventional Foods; A Variety of Possible Claims; Types of Health Claims; Health Claims that Meet Significant Scientific Agreement; Qualified Health Claims; Qualified Health Claim for Foods and Beverages Containing DHA and EPA; Structure/Function Claims; Allergen Issues; 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
Chapter 8: The Suppliers: Key Points; Leading Suppliers of Omega-3; Collaborating with Suppliers to Shorten Development Time and Improve Product; Selected Suppliers of ALA; Selected Suppliers of DHA/EPA; Leading Suppliers of Marine-sourced Omega-3 Fish Oils; Leading Suppliers of Algal-sourced Omega-3 Fish Oils; Leading Suppliers of Plant-sourced Omega-3 Oils; Omega-3 Ingredient Options
Competitive Profile: Arista Industries, Inc., Wilton, CT: Company Overview; Omega Oil Products
Competitive Profile: Croda Health Care, Yorkshire, U.K.: Company Overview; Financial Information; Technology Highlights; New Omega Products
Competitive Profile: Denomega Nutritional Oils AS, Fredrikstad, Norway: Company Overview; Denomega Offers Omega-360 Co-branding Arrangement with Marketers
Competitive Profile: DSM Nutritional Products, Heerlen, The Netherlands: Company Overview; New Omega-Enhanced Products; Company Back in Full Production Following Fire in 2006; Educating Educators and Curious Consumers
Competitive Profile: Epax AS, Alesund, Norway: Company Overview; Omega-3 Products
Competitive Profile: Frutarom USA Inc., North Bergen, New Jersey: Company Overview; Financial Information; Business Strategy; Omega Products
Competitive Profile: Hormel Specialty Products, Austin, MN: Company Overview; Omega Products
Competitive Profile: Martek Biosciences, Columbia, MD: Company Overview; Financial Information; Beyond Infant Formula; Selected for NIH Study; A Bump in the Road; Cutting Exclusivity Deals with Major Marketers
Competitive Profile: Ocean Nutrition Canada Ltd., Dartmouth, Nova Scotia, Canada: Company Overview; Omega Products; Unique Double Shell Protection Debuts in 2006; Business Strategy
Competitive Profile: Omega Protein Corp., Houston, TX: Company Overview; Omega Products; Table 8-2: Application Chart for OmegaPure Menhaden-Derived Fish Oil (percent)
Competitive Profile: Pizzey’s Milling USA, Gurnee, IL: Company Overview; Technology Highlights; Omega Products
Competitive Profile: Zymes LLC, Hasbrouck Heights, NJ: Company Overview; Technology Advancements
Chapter 9: The Marketers: Key Points; Marketers Big and Small; Product Development Timelines Increase; The Five Leading Marketers of Nonfish Omega Foods and Beverages in 2007 and 2008
Competitive Situation: IRI Data Is Not Available for Most Marketers
Competitive Profile: Barilla G. & R. Fratelli S.p.A., Parma, Italy: Company Overview
Competitive Profile: Clif Bar Inc., Berkeley, CA: Company Overview; Omega Products
Competitive Profile: Eggland’s Best, Inc., King of Prussia, PA: Company Overview; What Makes the Eggs so Special?
Competitive Profile: GFA Brands, Inc., Cresskill, NJ: Company Overview; Omega Products
Competitive Profile: General Mills, Inc., Minneapolis, MN: Company Overview; Financial Information; Omega Products
Competitor Profile: The Hain Celestial Group, Inc., Melville, NY: Company Overview; Omega Products
Competitive Profile: Kellogg Co., Battle Creek, MI: Company Overview; First Omega Product from Agreement with Martek Introduced
Competitive Profile: Omega Farms, Hayward, CA: Company Overview; Complete Product Line; Proprietary Marine Source of Omega-3s
Competitive Profile: Parmalat S.p.A., Parma, Italy: Company Overview; Business Strategy; Omega Products
Competitive Profile: Stonyfield Farm, Londonderry, NH: Company Overview; Omega Products; Business Strategy
Competitive Profile: Unilever, London, U.K.: Company Overview; Omega Products
Appendix I: Suppliers
Appendix II: Marketers

Abstract

Omega-enriched foods and beverages have entered an explosive growth phase in the global retail market. Since 2003, thousands of foods and beverages enriched with omega fatty acids have been introduced worldwide. Marketers really did not start touting the omega content of enhanced foods until late 2004, after the Food and Drug Administration (FDA) moved to allow a number of nutrient content claims for these powerhouse fatty acids. Nearly 1,300 new omega-3-enriched products were introduced in Europe and North America in 2007. In 2008, the omega-enriched food sector is operating under what is termed a “healthy halo,” defined by three primary parameters—public awareness of omega fatty acids, proven scientific benefit and a willingness by the consumer to purchase these products. The global market for foods and beverages enhanced with omega-3, omega-6 and omega-9, as defined in this report, has been estimated by Packaged Facts at $4.6 billion the end of 2007.

A number of drivers are propelling this market in addition to an avid consumer base. These include innovative formulations and technology advancements that are expanding the products amenable to enhancement with omegas. Also, methods of stabilizing omega-containing products to inhibit oxidation (which causes the fishy smell associated with fish-oil-based omega-3) have resulted in improved taste as well as extended shelf life. In the U.S., the FDA in 2007 implemented guidelines for Good Manufacturing Practices (GMP) for nutraceuticals companies, resulting in greater oversight of and confidence in the companies producing omega-enhanced products.

Omega Fatty Acids: Trends in the Worldwide Food and Beverage Markets, 2nd Edition contains comprehensive data on the global market for foods and beverages enhanced with omega-3, omega-6 and omega-9 fatty acids. Historical retail sales data (2003-2007) and forecast data (2008-2012) are provided for the global and selected international markets (U.S., Europe, Asia/Australia). The report discusses key trends affecting the marketplace, trends driving growth and consumer demographics. The report profiles major marketers of omega-enhanced products and suppliers of omega fatty acids as well as innovative companies in both of these sectors.

Report Methodology

The information in this report was obtained from both primary and secondary research. Primary research entailed in-depth, on-site examinations of supermarkets, drug stores, mass merchandisers, convenience stores, health/natural foods stores, specialty stores, and club stores. Company, distributor, and retailer interviews were conducted to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources. Included were consumer and industry publications, newspapers, government reports, financial reports, company literature, and corporate annual reports.

Overall market data is for the retail industry. No foodservice sales are included.

What Is Provided in this Report

Omega Fatty Acids: Trends in the Worldwide Food and Beverage Markets, 2nd Edition offers market and trend analysis to allow succinct assessment of this booming sector. The report balances insight into qualitative aspects of this market with comprehensive quantitative analysis.

The report addresses all retail foods and beverages marketed as containing any or all of the three omega fatty acids; however, most of the discussion, particularly market size, focuses on foods and beverages especially formulated to contain omega-3 fatty acids. Foods that inherently contain omega fatty acids such as canola oil, cranberry seeds, flaxseed, mustard seeds, salmon, walnuts, etc., all of which contain omega-3, are not the focus of this report. This report also includes a lengthy qualitative discussion of the various omega ingredients available to food formulators, including profiles on the following suppliers of these ingredients:

Arista Industries, Inc.
Croda Health Care
Denomega Nutritional Oils AS
DSM Nutritional Products
Epax AS
Frutarom USA Inc.
Hormel Specialty Products
Martek Biosciences
Ocean Nutrition Canada Ltd.
Omega Protein Corp.
Pizzey’s Milling USA
Zymes LLC

Benefits of this Report

This report provides a valuable, timely and comprehensive exploration of the omega-enhanced food and beverage market aimed at companies already participating in this sector, companies that are considering entering this market or companies and organizations interested in activities and trends in this sector. The current market is assessed in detail, and markets and trends are projected through 2012.

This report will assist:

Marketing managers in identifying market opportunities and developing targeted promotion plans for omega-enhanced food and beverage products
Research and development professionals in being up-to-date on competitor initiatives
Advertising agencies working with clients in the banking and retail industries to understand the product buyer as an aid in developing successful advertising programs
Business development executives to understand the dynamics of the market and identify possible partnerships
Information and research center librarians in providing market researchers, brand and product managers and other colleagues with vital information necessary to their projects and decision-making

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Omega-3, -6 and -9 Fatty Acids: Trends in the Worldwide Food and Beverage Markets, 2nd Edition

Table of Contents

Abstract