Don't mess with Omega-3 marketing
Consumers are happy about the natural healthy contribution of omega-3 fatty acid fortification of foods, so it isn't necessary to make overblown claims about products containing them, manufacturers were warned last week.
“Use simple messages and communicate them really well,” said Claire Nuttall, senior director of the Dragon Brands consultancy, reporting the results of new consumer research at a seminar on omega-3 organised by the Food and Drink Innovation Network last week.
The market for products fortified with Omega-3s is only just starting to take off in the UK, although it is more advanced in other parts of the world such as Asia and North America. In Europe, the UK comes third in the league table of new omega-3 product introductions after Spain and Germany, said Carla Ogeia, research analyst for Mintel.
The biggest area of fortification is in processed fish, meat and egg products, said Ogeia. This is followed by dairy products and baby food, then bakery, sauces and seasonings, and then snacks.
Nuttall said omega-3 had a firm place in people's minds, so “super marketing ideas” were not necessary. She advised manufacturers using this ingredient, which has a number of recognised health benefits, to keep marketing and sales messages on food packaging direct and simple.
She said it was important to focus on the benefits of the product, such as ‘helps kids concentrate longer at school’, rather than the need for individuals to take it. And she advised against overcomplicating messages by using too much science. “Omega-3 is naturally occurring, so don't mess with it,” she warned.
An interesting result of the research carried out by Dragon was that consumers did not associate omega-3 with “inferior taste”. Since one of the main sources of omega-3 long chain polyunsaturated fatty acids, so called n-3 LC PUFAs - which provide the greatest health benefits- is from oily fish, there have been problems of 'fish taint' reported in the past unless the omega-3 had been suitably 'microencapsulated'.
Food Manufacture is hosting a conference tomorrow (October 25) at the Novotel London Euston Hotel called ‘’Healthy New Product Development - winning ways to healthier food and drink. For more details call 01293 610334''
