Consumers crave omega 3 knowledge, flags industry roundtable

19 Aug 2020 --- While omega 3 supplements are widely taken, consumers still lack sufficient knowledge to get the right dose and form for optimal health. Nonetheless, omega 3 eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) are some of the most clinically backed nutrients for supporting cardiovascular and brain health. NutritionInsight speaks with key suppliers on the drivers behind the demand for omega 3, dose and ratio information to consider, as well as which demographics are seeking out the nutrient.

“As consumers look to adopt a more holistic approach to their health and well-being, omega 3 has risen up the list of sought-after ingredients thanks to its all-round health benefits. DSM’s proprietary data shows that consumer awareness of omega 3 is higher than some vitamins and minerals,” observes Brent McDonald, Director Global Marketing, Nutritional Lipids at DSM Nutritional Products. He adds that the 71 percent of consumers reporting familiarity with omega 3 supplements is twice the amount familiar with fiber.

The pandemic may have also had an effect on consumer interest in omega 3, notes María Eugenia Buesa, Product Manager of Lipids at Biosearch Life. “Consumers are more interested than ever in functional ingredients, including omega 3, which is associated with good health.”

She adds, “As a result of the current COVID-19 pandemic, consumers are concerned about many of the health problems associated with the coronavirus, even if they are in good health. They are also aware of the impact that lifestyle has on their diet. After quarantine, many of them have reconsidered a change, demanding products with functional ingredients that improve physical and mental state.”

Consumers increased their supplement usage during the start of the COVID-19 pandemic, including omega 3 for overall wellness, affirms Chris Gearheart, Director of Member Communications and Engagement at GOED. “However, it remains to be seen what the future holds.” Gearheart notes that sales spiked in the March-April timeframe, but anecdotal reports have shown that sales have returned to pre-pandemic levels.

Omega 3 from algae is a growing plant-based alternative to fish oil (Credit: Solutex).Getting the right dose
While a tremendous body of research has been done in the area of omega 3, Eric Meppem, Commercial Director of Pharmako Biotechnologies, observes that there has been some confusion about the actual dosage required for the different health benefits. “Because taking omega 3 doesn’t give an immediately discernible effect, sometimes people don’t take the right dose, or compliance drops off,” he explains.

Moreover, consumer knowledge about the details of omega 3 are lacking, Buesa highlights. “Consumers are aware of omega 3 and associate these ingredients with improved health. However, they do not actively seek out products that contain it, either because they do not know the different forms of omega 3, what their recommended daily intake is or the amount that should be consumed daily,” she says.

Alexis Ferrari, Vice President of Sales and Market Intelligence for Canada and USA at Solutex, attributes much of the rise in popularity to consumer interest in proactively taking preventative measures to maintain good health. “Doctors are often advising patients over the age of 40 to take 1000 mg of omega 3 fish oil for overall health,” says Ferrari.

Ratio is key
Omega 3 works in tandem with omega 6, making the balance between them important for their functioning. “The metabolic pathways of omega 3 and omega 6 are highly connected since both share the enzymes necessary for the biosynthesis of their metabolites. Both nutrients are essential and necessary in multiple mechanisms of our body, such as the coagulation process and the inflammatory response,” explains Ferrari.

However, keeping a balanced ratio of omega 3 to omega 6 in contemporary life has been a challenge. “An imbalance in the modern Western diets causes pro-inflammatory cascades in the body,” warns Meppem.

“Inflammation is an important physiological response, but chronic inflammation is the underlying cause of many modern diseases and conditions. The recommended ratio of omega 6 to omega 3 fatty acids in the diet is 4:1 or less. However, today’s Western diet has a ratio between 10:1 and 50:1,” he explains.

As a result of the imbalance in diet, supplementation with omega 3 from fish or microalgae is an approach that can help consumers reach the recommended daily requirement and promote a favorable state of health, adds Ferrari.

Omega 3 personalization and infant nutrition
Omega 3 addresses a diverse range of categories from heart health, joint health and mobility to cognitive health, as well as infant and prenatal concerns. Targeting all stages of life, what are the most important categories to watch?

Personalized nutrition is an important area for omega 3, according to Dr. Christopher Studte, Director of New Health Ingredients at Evonik Health Care. Moreover, it’s measurability is key to giving consumers tangible results for a product that is effective over long-term use.

DHA is known to promote optimal growth and development during the first 1,000 days of life.“The ability to offer customized solutions supports rising consumer demand for personalization,” says Dr. Studte. “Consumers want to be able to monitor these effects themselves. Measuring the long-term effectiveness of supplementation via tracking methods such as the omega 3 index will empower consumers to identify the most suitable solution for their individual needs, among the various available forms and formulations,” he adds.

Measuring omega 3 in personalized nutrition may be a way to promote the long-chain polyunsaturated fatty acids in healthy aging. McDonald of DSM explains that consumers are increasingly looking to adopt a preventative, proactive approach to health and well-being earlier in life.

For example, recent evidence has highlighted the link between risk factors identified in youths and conditions like heart disease developed later in life, he adds. This emphasizes the importance of taking preventative measures during childhood and adolescence.

“Rather than waiting until later in life to adopt a healthy and nutritious diet, there is an opportunity for younger adults to reassess their diets now to reduce the risk of issues later in life and omega 3 clearly has an important role to play here,” McDonald continues.

Early life nutrition is another well-known area for omega 3. “Omega 3 is vital to eye health and brain development in children as well as benefiting pregnant and lactating women,” says Ferrari of Solutex.

Fish or krill oil has traditionally been the go-to source of omega 3 (Credit: Solutex).DSM further highlights that DHA is known to promote optimal growth and development during the first 1,000 days – between the onset of pregnancy and the child’s second birthday – laying the foundation for a healthy childhood, adolescence and adulthood.

Lesser known health categories that omega 3 can address include sleep support, immunity and mood, states McDonald.

Plenty of fish in the sea?
While omega 3 continues to enjoy popularity and consumer interest, not all supplements are created equal. Innovation in stability, bioavailability and utilization from sustainable resources can all help to distinguish one brand from another on the marketplace.

“Omega 3 is one of the most heavily researched areas of nutraceutical focus, with a near-continuous stream of publications describing the latest scientific findings and their positive contributions to health. Based on this knowledge, as well as other converging macro-trends, consumers are seeking omega 3 products that are more efficacious, convenient and sustainable,” says Dr. Studte.

Communicating those differences and educating the consumer is the task of industry, according to Busea of Biosearch Life. “Lack of [consumer] knowledge [on omega 3] is something that needs to be addressed by the industry and will help the consumer understand how to best obtain the health benefits that omega 3 provide,” she concludes.

By Missy Green

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