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Getting Ahead of the Curve: DHA, Omega 3, 6, 9

Fish oil/omega 3s are among the most sought after nutritional ingredients. In 2010, omega 3s became America’s third most popular dietary supplement, behind multi-vitamins and calcium

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By: Dr. A. Elizabeth Sloan

Sloan Trends Inc.

Fish oil/omega 3s are among the most sought after nutritional ingredients. In 2010, omega 3s became America’s third most popular dietary supplement, behind multi-vitamins and calcium, according to Packaged Facts report, “Nutritional Supplements in the U.S.” Meanwhile, Nutrition Business Journal reports that omega 3 supplement sales surpassed $1.2 billion in 2009.
 
High-omega 3/DHA-enhanced food/beverage sales hit $4 billion in 2010 and are projected to reach $6.7 billion by 2015. Moreover, the U.S. omega 3 ingredient market is expected to grow 40% during the next 5 years, according to Packaged Facts’ June 2011 report, “Omega-3 Foods and Beverages in the U.S.” 
 
But despite the enthusiasm for the category, the question is: Is controversial omega 6 and lesser known omega 9 poised to contribute to sales? While the recent U.S. Dietary Guidelines and the American Heart Association support omega 6 to replace undesirable fats in the diet, more traditional nutrition experts point to the importance of an omega 3/6 ratio, which when out of proportion as it currently is in the U.S. diet, can actually promote other serious conditions. 
And, we’d better get it right. A Supermarket News survey found that only 27% of retailers believe that added omega 3 is a trend; 56% a fad.
 
Market Potential
 
According to Sloan Trends’ TrendSense model, market interest in omega 3s shows no sign of slowing down. In 2009, omega 3s moved solidly into the larger Level 2 mass market phase. In 2010, there were nearly 10,000 new medical/research studies conducted on omega 3s. 
 
According to TrendSense, in descending order, heart health/cardiovascular support, cholesterol-lowering, mental/brain and arthritis/inflammation are the most marketable linkages for omega 3s. DHA remains a Level 1 mass market.
 
Despite the current scientific controversy, omega 6s are currently perfectly timed for launch into the specialty/health food channel and for targeting very health conscious shoppers and condition-specific consumers. During the past decade, omega 6s have quietly crossed over the Medical Threshold, signaling the beginning of a long-term sustainable trend. However, with medical counts at such a low level, there is little chance omega 6 will become a mass-market opportunity in the foreseeable future.
 
According to the Hartman Group’s “Reimagining Health and Nutrition” and “Healthy Eating Trends Reports,” 74% of Millennials are unfamiliar with omega 6, think it is bad or don’t know if it is good or bad, 59% of Gen Xers and 58% of Boomers; 74%, 62% and 63%, respectively, for omega 9s.  
 
Even among those who say they consistently try to eat healthy, Hartman reports there is some confusion about whether to seek or avoid omega 6 and 9. Most believe they are good fats, available in fish, nuts, seeds and supplements. Only a small group, however, of the most knowledgeable consumers is alert to the differences between omega 3, 6 and 9 and tend specifically to seek omega 3s
 
Omega 9s remain in the “Emerging Phase” and have not yet crossed the Medical Threshold. No action is recommended on omega 9 at this time.

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