Supplements expected to experience continued growth and popularity as new offerings hit the market.
What do the following have in common: memory loss, arthritis, psoriasis, weight issues and heart health? These are just a few of the many areas in which essential fatty acids (EFAs), benefit the human body. Studies have shown that in these areas and more, EFAs work hard to promote health and wellbeing, alleviating the symptoms of everything from uncomfortable dry skin to more serious ones, such as cardiovascular disease and a reduction in memory loss.
With many types of EFAs on the market though, and a lot of studies and statistics touting their benefits, consumers can become overwhelmed. A 2014 study by the National Institutes of Health found that adults in the United States weren’t meeting the recommended levels of EFA consumption, perhaps in part because they were unsure which was the best option for them. While some proactive individuals test their own omega-3 levels using a home testing kit like the ones offered by Omega Quant, others head to their local health food stores for more information and specific answers to their questions.
Education Is Key
Marketing Manager, Ramona Billingslea, of Betsy’s Health Foods in Texas, understands these concerns well. She and other staff at the store spend a lot of time educating customers on the different types of EFAs and which might best fit their needs. “Sometimes, customers come in looking for EFA products because of a doctor’s recommendation,” Billingslea said. “In most of these cases, they know how much fish oil the doctor recommended, but not necessarily a particular product.”
Chris Gearheart, member communications and engagement professional at GOED (Global Organization for EPA and DHA Omega-3s) with headquarters in Utah, agreed. He stated that retailers benefit from sharing point of purchase marketing collateral on the benefits of both EPA and DHA. “Shoppers are familiar with omega-3s but need additional education on the benefits, particularly the omega-3-related health outcomes with the deepest science,” Gearheart noted, “which are heart health, brain health, eye health and prenatal/maternal health.”
In addition, Geartheart explained that there are online tools available to help consumers make more educated decisions. “GOED’s consumer-facing education site, AlwaysOmega3s.com, curates all of this information using DSHEA (Dietary Supplement Health and Education Act of 1994)-approved language that retailers are encouraged to use,” said Gearheart. “The site also has shareable unbranded infographics and videos for use, a test that can help consumers understand whether they are getting enough omega-3s, and a FAQ page to clear up any misconceptions about omega-3s.”
In addition, the company has a community that consumers can subscribe to called Omega-3 Insider. It ties into all of GOED’s social media channels and will include an unbranded educational module on the importance of EPA and DHA on the ExpertVoice platform in late August or early September, Gearheart said.
Types of EFAs
EFAs are broken down loosely into two main groups: food-based EFAs and plant-based EFAs. Including both omega-6 (linoleic) and omega-3 (alpha-linolenic) fatty acids, EFAs help to rebuild inflamed tissue, regulate blood pressure and transport oxygen, among their other benefits. Because EFAs can’t be produced by the body, they must be taken in the form of either food or supplementation.
Eating EFA-rich fish, such as salmon, mackerel and tuna, is one way to include more EFAs in one’s diet. Another is through the consumption of foods like flax seeds, walnuts, chia seeds and soybeans, and other plant-based foods. For many busy, time-stressed Americans though, getting enough EFAs on a regular basis is a challenge. That’s where supplementation comes in.
Unlike many of the “old-school supplements,” the majority of the products on the market today don’t have a strong, fishy taste. Most people have bad memories of downing a spoonful of straight cod liver oil. Thankfully, retailers now offer great options for EFA supplements, minus the aftertaste.
EFA Popularity and Trends
The most popular plant-based EFA that Betsy’s Health Foods sells is Terry Naturally Omega-7, which is particularly beneficial for its moisturizing support, said Billingslea. “Our most popular EFA products are our store brand enteric-coated fish oil, which provides a high amount of EPA and DHA, and Natural Factor’s Wild Alaskan Salmon Oil, which customers like to help support moisture in the eye,” she stated. “Customers usually first try a product based on our recommendations, but they continue to purchase these products because they find them useful.”
Other times, customers come to the store in search of more affordable EFA products, Billingslea noted, something comparable to a product they’ve purchased from an alternative health practitioner. Most, but not all, customers are familiar with the benefits of EFAs. Billingslea explained that once they realize how they could benefit from an EFA product, they often will buy.
The store’s staff taking the time to explain the benefits of EFAs and how these products are useful is an important part of that conversion. For that to happen, Billingslea noted, it’s important to have a good relationship with suppliers and information to pass along to customers. “Our suppliers are always helpful with information, especially when they first launch products or when we have specific questions that need to be answered,” said Billingslea. “We are provided with flyers we can hand out to customers and sometimes samples.”
COVID-19 has brought about its own trend: an awareness around supplements in general and their importance in overall health, said Sam Wiley, CEO of Wiley’s Finest based in Ohio. “There’s been a marked shift to online purchases and larger sizes of favorite formulas over the past few months as shoppers want to limit or eliminate the number of stops,” said Wiley. “The natural market has been an industry that has fared relatively well during the pandemic, and we continue to see EFAs supported as an essential supplement in consumer’s everyday regimen.” Wiley explained, “Given all of the valuable research around the health benefits associated with EFA supplements, we see this trend continuing.”
Chad Kelly, national educator at NutriGold, with headquarters in Utah, stated that the company’s most popular product is NutriGold’s Triple Strength Omega-3 Fish Oil. “It remains a customer favorite because it is 100 percent USA-sourced and made, from wild Alaska pollock, but also provides 2,100 mg total omega-3s in each single serving. Ethical sourcing, efficacy, convenience, and value—an all-in-one,” said Kelly.
Gearheart explained one important trend in today’s marketplace is the move toward concentrate products. These, he said, contain more EPA and DHA per dose. “Consumers in both mature economies and economies with growing middle classes understand the value of getting more omega-3s in fewer soft gels or liquid doses,” Gearheart said. “GOED’s most recent ingredient market report, for example, found that the demand for concentrated omega-3 oils had grown 8.1 percent year-on-year—the single largest gross increase in volume among all omega-3 ingredient types,” said Gearheart.
Combining oils and infusions is another trend that’s on the rise. For GC Rieber & Barrington Nutritionals, this looks like combination solutions such as omega-3 and CBD, omega-3 and curcumin, omega-3 and black seed oil and other solutions targeting specific health solutions, Christopher Hachey, U.S. business development manager of Barrington Nutritionals said. Barrington Nutritionals is the U.S. distributor for GC Rieber Oils AS, with headquarters in Norway.
Billingslea too has noted an increased interest in pairing CBD oils with EFAs by shoppers. “With all the emphasis on CBDs and now immune products, we shouldn’t forget that a healthy omega balance in the body is key to feeling one’s best,” Billingslea noted. “For example, the endocannabinoid system functions better when the body has a healthy omega balance. So, most people with our Western diet and stress-filled lifestyles could benefit by taking fish oil, whether we want to try CBDs or not.”
New Products Available
New products, improvements and exciting developments exist in the world of EFAs. Gearheart noted that there are, “More options for EPA and DHA supplements from algae [which] are now available on the omega-3 market.” He stated that there has been a “plethora of new omega-3 manufacturers developing algae offerings. While algal omega-3 supplements tend to be more expensive than other omega-3 oils, demand is strong among vegetarians and vegans, and prices will likely decrease as companies reach production economies of scale,” Gearheart said.
Carlson Labs, with headquarters in Illinois, has recently introduced convenient on-the-go products with single-serving sachets of its Very Finest Fish Oil and Olive your Heart products. These are a new venture, said Jolie Root, senior nutritionist, and educator at the company.
“Carlson also has introduced Maximum Omega Minis, which are high potency smaller, easy-to-swallow soft gels,” she said. “Also new at Carlson are the Single Serving Sachets of MCT and Omega-3, a combination of the MCT oil with Omega-3, and the new Teens Max Catch Minis that provide 1,000 mg combined EPA and DHA per serving.”
A newly launched, wildcrafted facial oil line is something new and relevant that Seabuck Wonders has recently unveiled. Cherie Boldt, a spokesperson for the company, which is based in Illinois, stated that the firm has also recently obtained the Maia Research U.S. Sea Buckthorn report. This document, “supports the growth trajectory of sea buckthorn-based products, and emphasizes market drivers to promote our supplements,” Boldt said, “including immunity, cardiovascular and gastrointestinal support as well as mucous membrane support and dryness.”
Meanwhile, GC Rieber & Barrington Nutritionals recently announced its latest product line, VivoMega Platinum. Hachey stated that this is the company’s “highest ever omega-3 oil offering to date and contains a minimum of 800 mg/g EPA and/or DHA.”
State of the Market and Merchandising Ideas for Retailers
“Fish oils are hot right now,” said Root. She recommends retailers showcase fish oil supplements in a high-traffic area to gain maximum exposure. Additionally, “Cross merchandise fish oils and other EFAs in targeted supplement areas such as heart health and brain health, as well as children’s health,” Root said. “If you have a seafood department ask for a small amount of counter space to cross merchandise, be sure that everyone in your store is educated on the benefits of fish oil,” she explained, “The more people that know, the more people can sell.” Root also suggested an endcap highlighting the value of fish oils, or a “Fish Oil Month,” complete with giveaways.
Wiley’s Finest takes a personal approach to nurturing stores and promoting quick sell-through of its products, said Wiley. “We offer a variety of custom options for stores to decide how best to excite their customers, from custom-built wood displays, LCD graphics packages, and large signage, to consumer coupons, brochures, and in-depth education around key nutrient benefits.” Likewise, the company also offers retailers an opportunity to plan their year using the manufacturer’s promotional calendar. This features quarterly line drives, anniversary event sales, and 20 percent off featured products monthly, Wiley said. “We work hard to create seamless, value-added partnerships with our stores any way we can.”
Kelly noted that today’s customers are looking for fish-oil products that check all the boxes. “Not only do they want their fish oil to be from a high-quality, sustainable source, but they want it to provide a substantial amount of EPA and DHA,” he said.
“Empowerment begins with education and many customers are simply not aware that EFAs, specifically EPA and DHA, are among the most researched nutrients on the planet today,” said Kelly. He stated that according to GOED there are more than 40,000 published studies on EPA and DHA. In addition, there have been more than 4,000 human clinical trials. “This information is often front and center during the education events we host at health food stores across the country,” said Kelly, as it helps retailers become better equipped to assist their customers in the sales aisle.
Hachey stated, “The market for EPA and DHA omega-3 supplements is generally healthy and the U.S. still accounts for more than a quarter of the global market supplements value. The U.S. is a mature market, expecting low single-digit growth numbers,” Hachey said.
Retailers know that information must be succinct and easy-to-digest for busy consumers. That’s why GC Rieber is working toward educating consumers around which omega-3 oil offerings on the shelf are best for them, said Hachey. “For example: for heart health is high EPA or high DHA better? What is the difference between low and high concentrates and how can consumers understand this?” He noted that GC Rieber will soon launch a new website, VivoMega.com, which will answer these types of questions. It will also provide an overview of new delivery systems, said Hachey, including liquid, capsules, gummies, emulsions and others.
Boldt said that different promotional opportunities, along with social media collaborations are areas in which Seabuck Wonders focuses on driving traffic to retailers. “We are always open to creative partnering with our retailers and encourage them to reach out to us if they would like to share any ideas for future collaborations,” Boldt said.
Recent Studies
Ongoing studies, continued clinical trials and new research all point to the benefits of EFAs. A few manufacturers noted some of the most exciting studies recently published.
Hachey said, “There is a growing trend of conversion from low and medium omega-3 concentrations to higher omega-3 concentrations thanks to consumer awareness of the benefits of higher concentration supplements, which offer more EPA and DHA per capsule.” This was referenced in the latest GOED 2020 Global EPA and DHA Finished Product Report, published May 2020, said Hachey.
Root noted that the U.S. Federal Drug Administration (FDA) recently approved a qualified claim for omega-3s EPA and DHA and blood pressure. “In blood vessels, omega-3s may: improve endothelial function, promote vasodilatation through relaxation of smooth muscle cells; exert antioxidant, anti-inflammatory and antithrombotic actions; delay development of plaques and increase their stability, and decrease wall stiffening,” Root quoted from the study, “Impact of omega-3 polyunsaturated fatty acids on vascular function and blood pressure: Relevance for cardiovascular outcomes” from Nutrition, Metabolism & Cardiovascular Diseases (2017) 27, 191-200.
Looking to the Future of EFAs
Time has proved to be an asset in the EFA marketplace. As more consumers become familiar with various products available and the positive effects these products have on one’s health, the demand for EFAs is likely to continue to rise.
According to Grand View Research, “Omega 3 Market Size, Share & Trends Analysis Report,” the increase in EFA products is expected to rise 7.7 percent from 2020-2027. “Rising awareness regarding chronic diseases, expanding application scope of omega-3, and regulations favoring the usage of omega-3 in infant formulations are contributing to the market growth,” the report stated. The global omega-3 market size in 2019 was $2.49 billion at (U.S.).
Root pointed out that most EFA shoppers are females who are purchasing for their families and are likely in the 35-year-old and up age range, along with women in their 20s shopping for themselves, their spouse and their children.
“The group is widening because of the heightened awareness of the benefits of healthy fats for people in all stages of life,” concluded Root. “And the medical community’s embrace of fish oils to promote heart health, promote healthy mood, cognition, the aging brain and pediatric cognitive health, and to promote healthy pregnancies,” she said, is helping greatly. VR
For More Information:
Barrington Nutritionals, www.barringtonnutritionals.com
Carlson Labs, https://carlsonlabs.com/
GOED, https://goedomega3.com/
NutriGold, https://nutrigold.com/
Seabuck Wonders, www.seabuckwonders.com
Wiley’s Finest, https://wileysfinest.com/
