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Omega-3s: A Changing Tide

Omega-3s: A Changing Tide

by Melissa Kvidahl | September 29, 2014

Despite a turbulent year in the media, EFAs are bouncing back as shoppers demand personalized and eco-friendly omegas.

Just when it seemed omega-3s were solidifying their place in shoppers’ minds as a necessary addition to their supplement arsenals, along came a study that had the potential to blow fish oil out of the water. The mainstream media wasted no time in publicizing the now all-too- familiar findings that first appeared in the Journal of the National Cancer Institute,1 which found that men with high levels of fish oil in their blood had an increased risk of developing prostate cancer to the tune of 43 percent.

But according to Jennifer Bradley Weinhardt, BS, MS, research specialist at Texas-based Bluebonnet Nutrition Corporation, sensational media headlines don’t tell the whole story. “This association does not imply that fish oil consumption actually causes prostate cancer,” she explained, adding that randomized clinical trials are needed to demonstrate a cause and effect of that nature. “There could be numerous other variables that affect a man’s susceptibility to prostate cancer, and only a randomized clinical trial can control for those confounding variables. It could just be that men who were predisposed to prostate cancer took a more active role in their health, and supplemented with products to help support their general health.”

“One of the biggest challenges of the industry is education, especially when it comes to helping the public differentiate quality research from specious science,” agreed Marci van der Meulen, national sales managerretail division at Nordic Naturals in California. “A number of headlines and articles have hit mainstream media in the last couple of years suggesting that omega-3 fish oil is ineffective or worse.” And while she explained that close inspection by researchers has debunked these claims be revealing flaws in research design or statistical methods, the damage has often been done by the time these are discovered.

“Unfortunately,” she said, “negative headlines receive more attention by the media than positive studies.”

Indeed, a study appearing in the American Journal of Hypertension2 found that long-chain omega-3 supplementation can be just as effective, or in some cases more effective, at lowering blood pressure than lifestyle changes like increasing physical activity and restricting alcohol or sodium. Yet another study, published in the New England Journal of Medicine3 found that people following a Mediterranean diet, supplemented with healthy fats like extra virgin olive oil or nuts, had a substantially reduced risk of cardiovascular events. “Studies associate the Mediterranean diet—rich in omega-3 fatty acids, monounsaturated fatty acids such as those found in olive oil, and antioxidant- rich fruits, vegetables and herbs—with cardiovascular health and increased lifespan,” added Ron Antriasian, vice president of sales and business development at Life Extension in Florida. “This positive research will only serve to enhance the public’s appetite for EFAs.” 

According to Weinhardt, these studies represent just a few in a long line of educational opportunities facing the EFA category when it comes to many conventional shoppers who, perhaps surprisingly, still have trouble understanding that fat can actually be good for them. “This is due in part to the fact that, in 1977, the U.S. Department of Public Health issued a statement encouraging Americans to eat less fat. Nearly a decade later, in 1988, the U.S. Surgeon General recommended that we restrict our consumption of dietary fat. The assumption at the time was that if we eat less fat, we would become thinner and healthier,” she explained, noting that these warnings failed to take into account the differences between “good” and “bad” fats that we know today. “Continuous education is the only way to combat misconceptions within any dietary supplement category, including EFAs,” she said. “By providing literature and access to webinars and utilizing social media outlets, retailers reach a broad audience fairly quickly.”

To help expedite this, manufacturers are stepping up to the plate to offer resources to retailers on the front lines with shoppers. Nordic Naturals, for example, offers online training for retailers to improve their knowledge of omega-3s and their overall confidence when approached by concerned customers, but retailers need not go it alone. According to Weinhardt, recommendations coming out of the American Heart Association to eat fish (particularly fatty fish) at least twice per week— and to supplement if this isn’t met— lends more credibility among shoppers. And with personal physicians increasingly on board, EFAs are poised to weather the storm, said Antriasian, adding that “the fact that big pharma has been trying to ‘pharmaceuticalize’ fish oil lends further support to the legitimacy of the benefits of omega-3 fatty acids.”

At Health Foods Unlimited, a natural products store in Centerville, OH, Owner Rhonda Miller equipped her staff with articles and rebuttals from the Natural Products Association to assuage any concerns from shoppers on the floor. “Since my employees are educated on the issue, they can turn the sale around and explain that these studies aren’t really what they’re cracked up to be,” she explained. “We’ve been selling a lot of fish oil so I wouldn’t say it’s affecting us.”

“I believe the market to be really positive right now as more and more people are recognizing that there is a lack of healthy omega-3 fatty acids in the typical American diet and most people are in need of supplementation to compensate,” encouraged Alexandra Charles, director of education at Texas-based Essential Formulas. “I believe the market will only continue to grow as more and more research continues to show positive correlations between health and EFA supplementation.” 

Getting Personal

As shoppers expand their education and turn to supplements, they are increasingly looking for a more personalized approach to their daily regimen. “Not everyone has the same nutritional needs, so it’s unwise to think that the same omega-3 supplement will be right for everyone,” explained van der Meulen. New from Nordic Naturals is Omega Boost, which is formulated for those who may not remember to consistently take their omega-3s, but also appeals to shoppers who don’t like to swallow soft gels or who may have trouble with the texture of fish oil, she said. “Omega Boost’s unique emulsion technology delivers a delicious, creamy, fruit-flavored serving of omega-3s, enabling a daily dose of omega-3 nutrition in a formula that tastes nothing like fish oil,” she said. “The emulsion technology also means fast absorption of essential omega-3 fats.”

According to Weinhardt, vegetarian demands are yet another way shoppers look for supplements that cater to their personal needs. “Vegetarianaware consumers are becoming increasingly popular and now make up 25 percent of the U.S. population. That means that over 70 million people— or one in four Americans—are making vegetarian-aware choices,” she said. “And 65 percent of these consumers acknowledge the benefit of regularly taking dietary supplements.” In response, Bluebonnet offers several EFA formulations derived from plant sources like Life’sDHA sourced from algae; Certified Organic Flaxseed Oil 1000 mg Soft gels; Plant-Based Omega-3- 6-9 Soft gels from flax seed, evening primrose, and borage oils; Evening Primrose Oil 500 mg and 1300 mg Soft gels; and Tonalin CLA 1000 mg Soft gels from safflower oil. Shoppers looking for a vegetarian alternative will like Nordic Naturals’ Algae Omega or Baby’s DHA Vegetarian for little ones; and those searching for a krill alternative may gravitate toward its Omega-3 Phospholipids, with 520 mg EPA and DHA as well as 448 mg phospholipids.

“One area that has shown tremendous growth and is projected to capture even greater growth moving forward is the category of personalized nutrition,” agreed Weinhardt. “Over the past several years, there has been a movement in the natural products industry to retreat from the one-size fits all approach to nutrition and embrace a more personalized one that takes into consideration the unique nutritional needs of the individual.” To that end, Bluebonnet teamed up with EPAX to offer a three-product, condition specific line of Natural Omega-3 Functional Fish Oil Soft gels, each with a different EPA/DHA ratio to address a different need. Natural Omega-3 Heart Formula supplies EPA and DHA in a relatively balanced ratio (300 mg EPA to 200 mg DHA) for maintaining cardiovascular health; Natural Omega-3 Joint Formula supplies high levels of EPA (375 mg) versus DHA (67 mg) for a ratio formulated with joint health in mind; Natural Omega-3 Brain Formula boasts high levels of DHA (430 mg) versus EPA (60 mg) for maintaining brain health.

According to Andreas Koch, marketing director at Barlean’s (Ferndale, WA), physicians are no longer the only health gatekeepers on the playing field; with the rise of social media and online reviews, it’s increasingly the individual assessing his/her own diet, stress, activity and environment. One of the company’s more recent introductions is a new Omega Swirl, offering 100 mg CoQ10 as well as 720 mg EPA/DHA. Retailers merchandising with an eye to personalization may benefit from Barlean’s new “Freedom of Choice” display that allows them to customize their own set. The company also offers a “More Omega-3 in the Cooler” shelf talker, designed to direct shoppers to this alternative location.

“It’s not ‘all for one and one for all’ when it comes to EFA supplements,” said Claire Goodson, assistant director of education at Essential Formulas, which offers five vegan or vegetarian plant-based EFA products. “Our Chia Omega line offers four different formulas to choose from based on specific health goals.” Each product contains healthy ALA omega-3 from chia seed oil, but each also has an additional ingredient to provide added benefits based on the shopper’s needs. Chia Omega + D3 will appeal to vegetarians, while Chia Omega + CoQ10, Chia Omega + EPA and DHA (sourced from algae), and Chia Omega + Enzymes are alternatives for vegans.

And while Essential Formulas and other brands market condition specific or otherwise personalized omega formulations, Charles believes that as the market grows, shoppers will begin to see EFAs as an overall health enhancer. “EFAs have been shown in studies to have numerous specific health benefits, which is fantastic, but people are starting to realize that they are not only important for health concerns, but as a foundation for overall health,” she said. “EFAs make up every cell in the human body, and thus are crucial for even the seemingly healthiest of people. As people’s perceptions of health are starting to shift from just ‘fixing specific health concerns’ to maintaining a baseline of optimal health, the need for EFAs in every person’s diet will become a household staple.”

For retailers looking to appeal to this whole health approach, Charles recommended merchandising omega products in an essential nutrient section for whole body health. “We like to position our Super Omega-3 as a core product in a supplementation regimen, along with a potent multivitamin, a solid antioxidant and an effective anti-inflammatory,” agreed Antriasian. Life Extension’s Super Omega with Krill & Astaxanthin contains a concentration of fish oil, olive fruit, sesame lignans, krill and astaxanthin. “Evidence suggests that by combining both fish and krill oil, you can maximize uptake and the protective benefits of a wide spectrum of omega-3 fatty acids,” he added.

Sustainability Demands 

As with other offerings in a natural products store, shoppers are demanding sustainability when it comes to EFAs. In the Midwest, where Health Foods Unlimited is located, Miller isn’t sure sustainability concerns have hit her customers just yet in the EFA category, but they’re certainly on her radar going forward as coverage increases. “In recent years, there has been a very strong push towards purity, potency and the use of sustainable resources,” explained Antriasian. Life Extension meets this need by utilizing anchovies and mackerel in its formulation, as well as reaching a five-star International Fish Oil Standards rating for purity, quality and concentration. Essential Formulas’ plant-based Chia Omega is sourced sustainably, as is the unprocessed, organic, pollutantfree flaxseed oil found in Barlean’s products, the companies reported.

But sustainability isn’t limited to plant-based options. Bluebonnet selects its fish oil, such as its Natural Omega-3 Arctic Cod Liver Oil, with an eye towards the environment. “Our cod liver oil is selected from Iceland’s marine habitat to ensure environmental management and sustainability,” explained Weinhardt. “Iceland’s government has a sophisticated quality assurance program overseeing its fisheries, and its environmentally sustainable practices are beyond reproach, enabling Bluebonnet to provide products that are second to none in quality, as well as ecological preservation and sustainability.” Additionally, the EPAX formulas are sourced from Peru, she said, where highly sophisticated governmental fishery quality assurance programs and unrivaled surveillance systems—for example, to control the minimum size and number of juvenile fish caught—are standard order.

“EFAs are not a flavor of the month, but rather prove to be one of the most important to the body at any age and for either gender,” said Koch. “There are many EFA brands. The highest quality will remain an important attribute to consumers’ shopping choices.”

Resources: 

1 Brasky, TM et al. “Plasma Phospholipid Fatty Acids and Prostate Cancer Risk in the SELECT Trial.” Journal of the American Cancer Institute, vol. 105, no. 15 (2013): 1132-1141.

2 Miller, PE et al. “Long-chain omega-3 fatty acids eicosapentaenoic acid and docosahexaenoic acid and blood pressure: a meta-analysis of randomized controlled trials.” American Journal of Hypertension, vol. 27, no. 7 (July 2014): 885-96.

3 Estruch, R et al. “Primary Prevention of Cardiovascular Disease with a Mediterranean Diet.” The New England Journal of Medicine, vol. 368 (2013)L 1279-1290.

By Land or By Sea

When it comes to EFA supplements, a line is clearly drawn in the sand regarding sourcing. While some manufacturers side with fish oil as the superior omega, others maintain that flax and other plant-based options are just as critical for good health.

From Nordic Naturals: “Just because a product says it has omega-3s doesn’t mean that it provides enough of the key, long-chain essential fats EPA and DHA. Research shows that even under optimal conditions, only about 5 percent of ALA from flax converts to EPA, and just 1 percent converts to DHA. Nordic Naturals has developed Algae Omega to meet the needs of our vegetarian customers.” – Marci van der Meulen, sales manager- retail division

From Essential Formulas: “One of the largest misconceptions is that plant-based forms of omega-3s (ALA) are ‘lesser’ than EPA and DHA. EPA and DHA are clearly very important to health and have shown a plethora of benefits in studies. However, ALA is an important nutrient on its own as it is the only form of omega-3 that our bodies truly cannot create, meaning it is essential to get this nutrient from diet or supplementation.” – Alexandra Charles, director of education

From Barlean’s: “Fish oil has taken the spotlight as the ultimate EFA source, when in reality, flaxseed oil is deserving of equal attention. This is one of the debates among health-conscious consumers and health care professionals. It is not ‘either/or,’ but instead, ‘more.’ Both have vital importance to our lives. ALA is the parent compound of the omega-3 family, which includes EPA and DHA. The human body is equipped to convert a significant percentage of ALA into both EPA and DHA. We all must remember that neither fish nor flax is a better EFA source. Both have their unique advantages.” – Andreas Koch, marketing director.

Visit vitaminretailer.com to see researchers’ latest DHA discovery.

For More Information:

■ Barlean’s, (800) 445-3529
■ Bluebonnet Nutrition, (800) 580-8866
■ Essential Formulas Inc., (972) 255-3918
■ Life Extension, (954) 766-8433
■ Nordic Naturals, (800) 662-2544

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