Omega-3 suppliers must get to grips with their manufacturing customers and with consumers if they are to market their products successfully, according to Virpi Varjonen, executive consultant at commercialisation agents Invenire.
In this exclusive podcast at the Vitafoods 2012 show in Geneva Varjonen tells FoodNavigator that omega-3 suppliers as well as the manufacturers incorporating omega-3 into finished products must understand the end market.
Varjonen, who addressed delgates at the Vitafoods conference on the same theme, outlined three themes that had characterised the market. These were the consumer demand for simple, natural foods whose function they could clearly understand; shopper demand for foods offering the 'wow factor', that is great taste, ease of use and fun; and the drive for constant variety and novelty.
She also suggested key questions that omega-3 suppliers should ask of their commercial partners in order to select the right business relationship.