A recent survey conducted by Discovery Research Group, in partnership with Aker BioMarine Antarctic, US, revealed that nearly four out of 10 consumers who want to take an omega 3 supplement are looking for an alternative to fish oil. The survey went out to a panel of consumers who take a multivitamin or other nutritional supplement and indicated that they were interested in health and wellness and fitness. When asked why they do not want to take fish oil, the most common reasons given were: bad taste, bad aftertaste, fishy burps, bad smell and large capsule size.

“While we are big fans of fish oil, this survey confirms what we have heard anecdotally from our customers and consumers,” said Eric Anderson, vice president of sales and marketing with Aker. “Clearly there is a market for consumers who want omega 3 supplements to increase these essential fatty acids in the diet but do not want fish oil. With 70% growth in krill oil in 2011, compared to 6% growth in fish oil supplements, krill is delivering on an unmet need in the market. What we see is that krill supplements are expanding the omega 3 category.”

Nearly half (48%) of survey participants take an omega 3 supplement and do so for two main reasons, “general health” (64%) and “heart health” (58%). Fish oil is the supplement taken most often among this group (80%) with flax seed oil coming in a distant second at 17%. Only 7% of those who said they take an omega 3 supplement take krill oil.