Nearly 50% of respondents to a survey about dietary supplement habits feel they or their families are missing out on essential nutrients in their daily diets, and the majority (63%) believe they are missing omega 3s.

More than 70% do not purchase omega 3 fish oil supplements to address what they are missing in their diet, according to the survey, which was conducted by Equation Research on behalf of Croda, Edison, NJ. In this day and age of food safety issues from peanut recalls to mercury scares in fish, it is not surprising that among those who choose dietary supplements, purity of product is a primary concern.

Studies show that a diet rich in omega 3 fatty acids helps lower triglycerides and increase HDL cholesterol while also preventing blood from clotting and reducing blood pressure. Omega 3 fatty acids may also have an anti-inflammatory effect, which can have a positive impact on conditions as far-ranging as Alzheimer’s disease, arthritis and several skin conditions. Studies also indicate that omega 3 fatty acids are important to brain development in children.

Unfortunately, the American diet typically does not include the amount of fish necessary to obtain adequate amounts of omega 3s. According to the Croda survey, consumers are aware they are missing omega 3s from their diet, yet only 26% of consumers and their families take a fish oil, a good source of omega 3 fatty acids.

Cost, lack of perceived need and confusion are primary barriers for consumers when deciding to take dietary supplements such as fish oil. Of those who take fish oil supplements as an additional source for omega 3 fatty acids, 94% look for assurances of purity as the most important factor when choosing a particular supplement.

“Supplementation is an important option to help Americans achieve the nutrients they need in order to reduce the impact of chronic conditions such as cardiovascular disease,” said Dr. Joseph Brasco, MD, Center for Colon and Digestive Disease and author of “Restoring Your Digestive Health.” “It is essential that the public be provided with simple and easy-to-understand information about purity and the source of product, appropriate dosing and how and when to add supplements to a healthy diet so that we can better use nutrition to stave off disease.”

“Not all fish oils are created equal,” said Karen Chen, marketing manager, Croda Health Care. “Consumers should look for products that meet a high standard for purity and potency such as Garden of Life products containing PureMax fish oils.”