SUBSCRIBE

Breaking News on Supplements, Health & Nutrition - North AmericaEU edition

News > Markets

Read more breaking news

 

 
Dispatches from Vitafoods Europe 2012

Omega-3 suppliers must know their consumers

By Rod Addy , 11-Jun-2012
Last updated on 11-Jun-2012 at 15:18 GMT2012-06-11T15:18:42Z

Omega-3 fatty acids are found in oily fish such as mackerel
Omega-3 fatty acids are found in oily fish such as mackerel
Loading the player...

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.

Related products

Overcoming the taboo of vaginal health – the next frontier of probiotics

Overcoming the taboo of vaginal health – the next frontier of probiotics

A paradigm shift is needed to force delicate women’s health issues like vaginal infections...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’ Expert warns wannabes

Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against...

Coffee may hydrate athletes just like water: Researcher

Coffee may hydrate athletes just like water: Researcher

Sophie Killer

Doctoral researcher, Loughborough University

Caffeine in small doses and during training may boost performance

Caffeine taken during training and even in small doses may boost sports performance: Researcher

Sophie Killer

Doctoral researcher in exercise metabolism and performance nutrition

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Professor John Cryan

Chair and head of the Department of Anatomy and Neuroscience,...

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...

The ‘next generation’ of digestive health drinks? Rhythm tunes into consumer trends

The ‘next generation’ of digestive health drinks? Rhythm tunes into consumer trends

Rhythm Health believes its coconut-based kefir beverages and snacks can be the ‘natural successor’...

'Social retailing' model used to popularize fiber/probiotic blend

'Social retailing' model used to popularize fiber/probiotic blend

Regular Girl, a prebiotic-probiotic blended product, is debuting on the market via a “social...

Consumers willing to pay more for bioavailability enhancements, consultant says

Consumers willing to pay more for bioavailability enhancements, consultant says

There is an opportunity for companies to use bioavailability enhancement to differentiate their products,...

Research on holes in diet informed Dr Low Dog's formulation of new line of Megafood multis

Research on holes in diet informed Dr Low Dog's formulation of new line of Megafood multis

Multivitamin manufacturers are all about differentiation.  How do you stand out from the multitude?...

Ingredient supplier applies Ayurvedic principles to new line of finished products

Ingredient supplier applies Ayurvedic principles to new line of finished products

The principle of synergy embodied in Ayurveda figured into the formulation of a new...

At Expo West 2016, RiceBran Technologies launches NukaCha smoothie

Expo West 2016 Debut: RiceBran Technologies launches smoothie-on-the-go NukaCha

Riding the wave of smoothie enthusiasm, Arizona-based RiceBran Technologies launches… powder in a bottle?

Ayurvedic expert advocates strongly for using plants in whole form

Ayurvedic expert advocates strongly for using plants in whole form

Ayurvedic principles and ingredients are increasingly accepted in North America among product formulators. But...

GNC’s CEO: Raw material GMPs are “absolutely a great solution for the industry”

GNC’s CEO: Raw material GMPs are “absolutely a great solution for the industry”

Supplement heavyweight GNC’s industry initiative to boost supply chain integrity and defend consumer confidence...

Protein could give endurance athletes an extra edge, says Arla Foods

Protein could give products for endurance athletes an extra edge, says Arla Foods Ingredients

A new fast absorbing protein from Arla Foods Ingredients could help crack open the...