LAS VEGAS—Consumer recognition of omega-3 essential fatty acids (EFAs) is on the rise and market opportunities look extremely positive, provided the global regulatory environment supports continued education. During the SupplySide West 2008 post-conference workshop, “Essential Fatty Acids: Trends and Opportunities,” industry experts discussed the growth of the market for long-chain polyunsaturated fatty acids (LC-PUFAs) and issues that could impact market development. The workshop was developed in cooperation with the Global Organization for EPA and DHA Omega-3s (GOED) and sponsored by EPAX, Flax Canada 2015, OmegaPure and Solae.
Adam Ismail, GOED’s executive director, provided a global look at the regulatory environment for marketing LC-PUFAs, with particular focus on scientific substantiation for health claims and what types of claims are permitted. Interestingly, while LC-PUFAs have more scientific support for their myriad beneficial effects—from cardiovascular wellness to mental health and respiratory function—the regulatory environment is increasingly challenging. In fact, Ismail’s review found the United States is one of the least friendly regulatory environments for such products, followed by the European Union, which only last week rejected three more Article 14 structure/function claims.
Taking a look at consumer understanding of and interest in functional foods, particularly those fortified with omega-3s, was Fiona Angus, Leatherhead International. According to the market research firm’s investigations, there is great market potential for omega-3 enriched foods and supplements, with food sales in the EU and United States looking to top $9.72 billion by 2012. Consumer awareness of omega-3s is quite high—88 percent in the United States and 92 percent in Europe—although there is less knowledge about the types of omega-3s and specific health benefits.
Consultant Ian Newton wrapped up the workshop by offering a historical perspective on the market evolution as well as the industry evolution. He noted while lower-quality oils precluded some market development in the early days of omega-3 fortification, the industry has made major inroads in both addressing product quality and aiding in effective product formulation to maximize shelf life of finished goods. Further, promoting LC-PUFAs, whether in supplements or foods, could significantly impact health care costs; the potential to reduce skyrocketing costs for conditions like cardiovascular disease could result in public/private partnerships with integrated consumer education portions.
