Consumers on omega-3: preferred products and brands
In a recent report on the US market for omega-3 products, the analyst also identifies that one of the strongest drivers of consumption of the fatty acid is a general perception that it contributes to overall health.
Published earlier this year, the group’s latest omega-3 report – 2010 US Consumers’ Choice: Omega-3 Nutrient Products – finds that fish oil dietary supplements continue to be amongst the most popular products in the category, but these remain bottom of the list in terms of growth in use.
Instead, products that have shown the highest percentage increase in usage over the past two years are omega-3 fortified dairy products, followed by beverages and baked goods. Clinical/enteral nutrition products come next, followed by prescription omega-3 products and infant formulas.
Products and brands
Frost & Sullivan notes that for omega-3-fortified product categories that have multiple sources, such as dairy, baked goods and beverages, there are consumer preferences for each.
“For dairy and poultry products, eggs followed by yogurt are the most preferred sources. For baked goods, cereals followed by breads are the most preferred sources. Within beverages, natural juices followed by nutritional drinks are the most preferred sources,” writes the researcher.
Wal-Mart is identified by most consumers as being the retailer that carries a variety of omega-3 products. In terms of preferred brands, F&S identifies the following:
- GNC for dietary supplements
- Yoplait for dairy products
- General Mills for baked goods
- Tropicana for beverages
- Enfamil for infant formula
Influencers, beliefs and information
When it comes to reasons for purchase, health claims and the idea of overall health were found to have the highest influence in the decision to consume omega-3-fortified products.
Other influencers, in order of priority, were ease of use, price, recommendation and branding.
Decisions for the types of products to use are being based primarily on what shoppers have seen on the television and what they have read on the internet, says F&S. Other sources of awareness include magazines, doctor recommendations, friends and family.
The top consumer belief about omega-3 is that it helps promote overall health. Other beliefs are that it decreases the risk of heart disease, it helps maintain brain function and it helps improve the appearance of skin and hair.
However, overall, the majority of US consumers do not have a clear understanding of the health benefits associated with omega-3, as discussed in yesterday’s NutraIngredients-USA.com article.
