Alongside slowing sales, negative research findings and sensational headlines in the mainstream media indicating increased cancer risk, the omega-3 category has hit a sizeable bump in the road. In fact, approximately 12 million users have left the category, according to analysis from the Global Organization for EPA-DHA Omega-3 (GOED) presented at its GOED Exchange conference in Salt Lake City, UT, Feb. 4-6.
 
GOED is hoping to reverse this negative trend by changing the tone of the conversation, according to Ellen Schutt, communications director for GOED. The organization has hired a PR firm to help with that effort, looking to rebuild consumer confidence and spread a more positive view of omega-3 supplements.
 
In the past year, 641 news stories were published or broadcast on omega-3s in major news sources, according to GOED; however, many were negative in nature due in part to the well publicized study published in the Journal of the National Cancer Institute (Brasky et al, July 2013), which linked plasma phospholipid fatty acids and prostate cancer.
 
At the GOED Exchange, Dr. Brasky defended his research and conclusions in front of his harshest critics. “I believe there is consistent evidence that long chain omega-3s are associated with prostate cancer.” Responding to questions about previous statements regarding potential dangers of dietary supplement consumption, he said, “Do I think we should be concerned? Yes I do. I believe you need more studies.”
 
Despite the results of positive research—including a prospective cohort study published in the Annals of Internal Medicine that concluded individuals in the highest (versus lowest) quintile of ometa-3 PUFA levels lived an average 2.2 more years after age 65—the damage from negative news has been done.
 
Ms. Schutt noted an 11% drop in retail sales six months after the prostate cancer study. Consumer analysis shows that 5.5% of consumers have left the category from June 2012 to August 2013. Surprisingly, this includes younger women (4.3% drop) and men 55+ (11.5% drop).
 
According to estimates presented by Aldo Bernasconi, director of information and research at GOED, the global omega-3 market in terms of volume was more than 89,000 metric tons in 2013 (up 2.2% from 2012). Dietary supplements account for 79% of that volume and pet food 9.5%. In value terms, the global market is worth $1.81 billion (up 9.5%). Dietary supplements account for half (50%) of this value ($897 million); pharma 26% ($468 million); infant formula 18% ($321 million).
 
North America is the largest market by value at $698 million, followed by Europe at $378 million, China ($233 million) and Japan ($213 million). China in particular has grown rapidly and the market is expected to overcome Europe, according to Mr. Bernasconi.
 
Strengthening Heart Health
Heart health is the primary health claim positioning for omega-3 products globally. However, Harry Rice, vice president of regulatory and scientific affairs for GOED, acknowledged that some recent studies have not demonstrated significant effects for EPA and DHA on cardiovascular disease (CVD) risk.
 
“Gone are the days when every study that came out was positive,” he said. Still, Dr. Rice contended that many “negative” studies should really be termed “neutral,” in that they don’t demonstrate any effect (as opposed to a harmful effect).
 
Why the increase in neutral studies? A variety of possible explanations, according to Dr. Rice, include greater maintenance of aggressive cardiovascular drug treatment, higher background omega-3 intake and genetic factors—along with study design failures such as expanded study endpoints, too few study subjects, too low dosage, too short treatment duration and inappropriate placebo.
 
GOED is sponsoring a “Workshop On Conducting Omega-3 Clinical Trials” at the next ISSAFL (International Society for the Study of Fatty Acids and Lipids) Congress in Stockholm, Sweden, Jun. 28 to Jul. 2.
 
Given an “explosive increase” in scientific evidence supporting the cardiovascular benefits of EPA and DHA, GOED is seeking a full health claim in the U.S. associated with blood pressure (BP) reduction. GOED commissioned a meta-analysis using 70 randomized, controlled trials on EPA+DHA and PB, and confirmed that EPA/DHA reduces BP.