EFAs Through the Lens of the Consumer

Connecting the benefits of EFAs with consumer expectations.

Gregory Stephens, RD

The science is here. A favorable regulatory environment is emerging. Organoleptic advances have led to dramatic improvements in applications development. But where is the consumer?

Sure, they are ready. But for what? Let’s take a closer look at the attitudes, beliefs and habits of consumers of essential fatty acids (EFAs) to help develop successful marketing programs and consumer awareness campaigns.

Sales of food and drink products fortified with omega 3 fatty acids are booming, with the market reaching $2 billion in 2006. This growth is projected to continue, with the market expected to be worth an estimated $7 billion by 2011, according to Packaged Facts, New York, NY. The sector has been dominated by sales of grain-based foods, such as bars, breads and cereals, which until 2007 accounted for 86% of the market. The dairy segment has seen marked growth of late, driven by innovation and new product launches, including fortified yogurts, milk, ice cream and cheeses.

Launches of new products with EFAs have been increasing substantially for the past six years. According to the Natural Marketing Institute’s (NMI’s) Product Attribute Trend Identifier (PATI) database of new product launches, since the beginning of 2007 there have been nearly 4500 new omega 3 containing products launches globally and almost 900 in the U.S. (see Figure 1).

Although the majority of new omega 3 containing product launches were unveiled in the U.S. and Europe, the greatest percent growth between 2006 and 2007 was in Latin America and the Asia/Pacific region. Of the U.S. launches making an omega 3 label claim, most were supplements with an equal number of launches from the combined categories of dairy and processed fish, meat and egg products.

With this growth in the market, there is evidence suggesting the number of consumers taking omega 3 supplements has not increased significantly over the past few years. In spite of the number of supplement launches much of the growth is coming from fortification of foods.

Taking a Closer Look at
the EFA Consumer

To succeed as a consumer marketer in this exploding omega 3 segment, one must have a thorough understanding of the consumer and their needs. As such, it helps to examine NMI’s Health and Wellness Trends Database (HWTD), which represents the most comprehensive data available on health and wellness; based on attitudes, behavior and product usage.

Awareness of EFAs. Even with the increased awareness of omega 3 fatty acids over the past few years, consumers remain confused over the various types and terms sometimes applied to them. For instance, as shown in Table 1, 15% of consumers indicate they use omega 3s (EFAs); however, only 5% say they consume EFAs. As research supporting efficacy of EFAs is published and the media educates the consumer, other EFAs or related terms will only increase consumer confusion. Consider that in addition to the relatively well known terms omega 3s, fish oil and DHA (docosahexaenoic acid), consumers are beginning to hear more about EPA (eicosapentaenoic acid), ALA (alpha linolenic acid), GLA (gamma linoleic acid), and AA (arachidonic acid). Organizations like GOED (The Global Organization for EPA and DHA) may help alleviate confusion by educating the media and consumers; however, this will take time and resources, particularly since there are other companies and organizations that are working to build awareness of terms relevant to their ingredients.

Nutrient deficiencies among consumers. The number one nutrient consumers see their diets deficient in is omega 3 fatty acids. In fact, over 30% considers their diets deficient in them. This compares, for instance, to 23% that consider themselves deficient in antioxidants and the 12% that considers their diets deficient in probiotics. The growth of a perceived deficiency in omega 3s has been consistent over the past few years. Other compounds, like soy protein, have shown a corresponding decline in consumers’ perception of dietary deficiency.

Attitudes of EFA users. An understanding of attitudes, behaviors and psychographics are vital in developing and communicating a meaningful message to meet consumers’ needs. Comparing users of EFAs to the general population (GP) exposes some interesting differences. When asked whether they prefer to buy dietary supplements that are “derived from natural sources,” 28% of EFA users “agree completely.” This contrasts to only 11% of the GP who agree completely. Similarly, when asked if they believe that dietary supplements are effective in the treatment of certain health conditions, 38% of EFA users completely agreed compared to 16% of the GP.

Applications development. It is no surprise that many users of dietary supplements are tired of taking so many pills. To address this unmet need as well as a variety of sensory issues, supplement manufacturers have attempted to deliver bioactive ingredients in alternate forms for the last several years. But what forms are appropriate for certain consumers? Over 35% of omega 3 users indicate they would prefer to take supplements in forms other than pills. Interestingly, this number climbs to over 50% for consumers of DHA. But which forms? Out of the 33 million U.S. adults who consume omega 3s, 22% indicate they would use a ready-to-drink beverage. Twenty-two percent also say they would like their supplement in a bar form.

Market Drivers & Challenges

Market drivers that have a significant impact on consumers of omega 3 and other EFA ingredients include:
• The heightened profile of omega 3 benefits in the mainstream media;
• Increasing scientific evidence substantiating the benefits and efficacy of omega 3s;
• Omega 3 consumers are influenced by their healthcare professional’s opinion; increasingly healthcare professionals support supplementation of omega 3 for both cardiovascular and cognitive benefits;
• Inadequate omega 3 dietary intake will lead to an increasing nutrition gap among consumers; and
• There is a substantial increase in the incidence of consumers with health conditions addressed by omega 3/EFA supplementation.

As for marketing challenges, companies can expect the following on the EFA front:
• A lack of consumer understanding of the terms associated with the various fatty acid forms (i.e., EPA, DHA, ALA, GLA, AA, etc.) and other associated terms (i.e., omega 3s, omega 6s, EFAs, etc.);
• Regulatory restrictions and the absence of an RDI (recommended daily intake) for nutrient content claims or minimum fortification level for the qualified health claim impedes marketing efforts;
• Consumer misconceptions regarding fats and “fatty acids” inhibits widespread consumer acceptance; and
• Consumer suspicion of what may be considered “over-engineered” foods and sustainability issues inhibit consumer acceptance.

For the future, keep these insights in mind as you are planning your consumer communication programs. Consumers are increasingly aware of the terms omega 3 and DHA; however, they have little awareness of other terms associated with EFAs. Further, there is an existing and growing consumer association between the ingredient/term omega 3s and heart health, as well as the link between DHA and cognitive function. But consumers have little awareness of the connection between EFAs and other indications.NW