Market Potential

According to Sloan Trends TrendSense model, children’s health is among the strongest and least pursued mass market opportunity for omega 3s. Heart/cardiovascular disease, up 19% in Consumer Counts in 2009, cholesterol, up 20% and mental/brain—although virtually flat—remain the top tier mass market opportunities. Arthritis/inflammation, diabetes and cancer represent the next up-and-coming group of omega 3 health linkages approaching mass market status, all having crossed over the Medical Threshold in the past few years, indicating the beginning of a long-term sustainable trend.     

According to a new Gallup survey, the top health benefits associated with omega 3 or fish oils include: Lowers cholesterol (42%), promotes heart health (38%), improves brain function (30%), prevents memory loss (23%), strengthens immune system (18%), hypertension management (16%) and stimulates blood circulation (14%). Data came from Multi-sponsor Survey’s 2008 Gallup Study of Nutrient Knowledge & Consumption. The study was conducted online among a national sample of 503 adult men and women aged 18 and older.

Although controversial in terms of its contribution to public health, omega 6s have recently crossed into the Popularization Phase, signaling their appeal among specialty channels and very health conscious consumers. One-third (36%) of consumers are aware of omega 6s, per the International Food Information Council (IFIC). Several marine-based nutraceuticals are showing escalating Medical Counts and are well worth watching, including chitin/chitosan, astaxanthin, kelp, chlorella, spirulina/blue green algae and krill oil.