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Issue Summary

Although usage among consumers significantly increased between 2005 and 2015, NMI trended research shows nearly one-fourth of the population feels they do not get enough omega-3s in their diets, with even more indicating they would like to increase their omega usage. Facing obstacles such as pill fatigue, misconceptions about effectiveness and sourcing concerns, brand holders need to be deliberate when addressing these areas with consumers.

Editor's Take

Traditionally associated with heart health, it is no surprise that the use of omega-3 products skews to older generations. However, omega-3s are increasingly becoming known for a wide spectrum of health benefits, which opens up the category to younger demographics, and a wider base of consumers interested in healthy aging—incorporating nutritionally beneficial choices in the interest of promoting good health, as opposed to treating an existing condition.

Takeaways for Your Business

  • Omega-3 and fish oil supplements constitute the majority of products regularly used by consumers.
  • Omega-3 food, beverage and supplement product launches have declined slightly since peaking in 2011.
  • Education and new format offerings could attract new consumers to the category.