Oily customers

They're an erratic bunch, consumers. They also have a nasty habit of saying one thing and doing another. But when it comes to omega-3s, they are surprisingly consistent.

In a nutshell, the average punter knows a bit about omega-3s, suspects she is not getting enough and sometimes buys products containing them.

However, she can't quite decide whether the best way to get them is via products naturally high in omega-3s (oily fish, walnuts etc), or via foods that have been fortified (think fish oil in yoghurts and spreads).

The good news for manufacturers keen to cash in on the burgeoning demand for functional foods, is that awareness of omega-3s is very high. Of the 2,048 adults polled by Harris Interactive exclusively for Food Manufacture, a whopping 50% claimed to know a "little bit" about them, while a further 20% claimed to have a "good understanding". A quarter admitted to no knowledge - but had heard of them nevertheless. Only 5% had not come across them at all.

Not surprisingly, awareness levels were highest in females, the over 45s, and in social grades A and B. However, the fact that 48% did not know whether they were getting enough suggests manufacturers still have some work to do on the education front.

As to where consumers are getting their information from, that too depended a lot on socio-demographic factors, with almost half (47%) of C2 consumers citing TV advertising as their primary source of information on omega-3s, compared to just 28% of ABs.

Women were also three times more likely than men to cite magazines as their primary source of information.

While 27% were not overly fussed about which foodstuffs manufacturers choose to fortify with omega-3, almost as many (23%) felt that some products (eg yoghurt, milk, bread) were more suitable than others.

An even larger percentage (38%) felt it was preferable to take supplements, or to eat products naturally high in omega-3s, rather than adding them to processed foods.

All in all, it's encouraging stuff. Consumers want more omega-3s. But just because they suspect they aren't getting enough doesn't mean they have ssued the industry with a licence to lace everything from ice cream to ready meals with tuna oil ... FM