Along with conducting consumer studies, GOED tested the top 50 fish-oil products in the U.S. market and found very low oxidation levels.
According to Ellen Schutt, executive director, Global Organization for EPA and DHA Omega-3s (GOED), in Salt Lake City, UT, the organization has done consumer research in 20-plus countries and fishy burp still emerges as a barrier to consumption, despite the fact that deodorization and processing technology has improved. Contamination is much less of an issue for fish oils than it was years ago, but there is still consumer confusion about forms, label claims and dosage. This leads to an erosion of confidence in the category and GOED encourages our members, and the industry at large, to improve transparency and not engage in negative marketing.
Contamination is no longer an issue in EPA and DHA omega-3s; even the most recent ConsumerLab.com analysis of fish oils did not report concerns (CONFIMR) about contaminants.
On the oxidation topic, Schutt added that GOED has tested the top 50 products on the U.S. market and found very low oxidation levels. Below is an overview chart—the paper will be submitted for publication later this year.
