Consumers realise there's nothing fishy about omega-3

Consumer awareness of the health benefits of omega-3 fatty acids has grown from 52% to 65% in the past year, according to a survey commissioned by Nu-Mega Ingredients. Many large branded manufacturers are working on products enriched with it and several fortified own-label products are also under development, says Jerry Luff, executive vice president of business development Europe at Nu-Mega.

In this year alone, 13 omega-3 fortified products have been launched in the UK, according to market research firm Datamonitor. Luff says that the three major areas of progress in omega-3 enrichment are bakery, dairy and juice. Ingredients manufacturer Zeelandia is unveiling an omega-3 enriched bread mix, while cereal giant Kellogg has signed a contract with biotech firm Martek fuelling rumours that it plans to make omega-3 fortified products.

"This increase shows the effectiveness of media coverage in boosting recognition of omega-3s among consumers. Food manufacturers looking to enrich their products will find a consumer market highly perceptive to omega-3s and well educated on their particular heart benefits," says Luff.

Earlier this year the Joint Health Claims Initiative, a non-governmental body formed to establish a code of practice on health claims, approved the claim: 'Eating 3g weekly, or 0.45g daily, of long chain omega-3 polyunsaturated acids, as part of a healthy lifestyle, helps maintain a healthy heart'.

"Not only has consumer awareness grown significantly, but it has also been shown that shoppers are more likely to buy functional foods than supplements to obtain their dietary omega-3 requirements," says Luff.

In terms of food enrichment, omega-3s are registering as one of the most sought-after nutrients by consumers."

Enriching products with long chain omega-3s means that manufacturers can offer consumers all the health benefits of the acids without the taste of its oily fish source.

Future opportunities revolve around targeting pregnant women in order to assist them in replacing the nutrients which they provide to their babies, says Stephanie French, director of nutrition consultancy Harlequin Plus. "The fact that they are currently advised to avoid consuming oily fish can only serve to reinforce opportunities in this area," she adds.