Thanks to a vast and growing dossier of clinical data supporting numerous health benefits, the overall omega-3 market is in stable territory. Like other segments, the COVID-19 pandemic has created opportunities and presented challenges for omega-3 manufacturers, brand holders, suppliers, and stakeholders up and down the value chain. For the future, omega-3 sources, sustainability, and product differentiation that can grow the category will be hot topics.

The omega-3 supplement market was “fairly topsy-turvy in 2020,” according to Ellen Schutt, executive director of the Global Organization for EPA and DHA Omega-3s (GOED), due in large part to the pandemic.

“In the early months, consumers were stockpiling supplements in general, including omega-3s,” she noted. “We saw some spikes here and there throughout the year as scientific news related to the role of inflammation in COVID morbidity and mortality sparked occasional additional jumps in omega-3 supplement sales, but sales stabilized by the fourth quarter of 2020.”

COVID-19 also accelerated a shift away from brick and mortar retail sales toward e-commerce, Schutt said. “Sales of supplements, including omega-3s, dropped in grocery stores and particularly in natural product stores, while online sales, particularly in the U.S. which has a strong e-commerce platform in Amazon, grew rapidly.”

In terms of logistics, companies have faced disruptions in shipping due to border closures, lack of available customs officials, and a shortage of shipping containers. “The price of shipping rose sharply, resulting in smaller volumes of certain oils reaching some markets,” said Schutt. “Just as critically, the rapid growth of supplements in general reduced the availability of related necessary components, including gel capsules, bottles and caps, and increased the demand and, therefore, waiting times for encapsulation services. As a result, in many cases it has become difficult to manufacture finished products. This has probably slowed the growth of omega-3 supplements and has reduced the number of new product launches.”

Despite challenges to production, logistics, and lead times, the spotlight that COVID-19 has put on health is “helping to transform dietary supplements globally,” said Joy Hendler, marketing associate, Aker BioMarine Antarctic US, “as more and more people are continuing to turn to well-known ingredients and products that support immune health, as well as overall health and well-being. There is no question that consumers are actively searching for supplements that could improve immunity, cognitive function, and much more.”

Strength of Science
The omega-3 market has been healthy for the last several years thanks to strong research in the field, according to Bill Harris, founder of OmegaQuant and president of the Fatty Acid Research Institute (FARI). “This constant stream of research helps strengthen consumers’ confidence in the health value of omega-3s, whether they come from fish or dietary supplements.”

As consumers continue to educate themselves about omega-3s, they are becoming more astute when it comes to what and how much omega-3 they consume, he added. “To that end, we designed the Omega-3 Index test to take the guesswork out of supplementation and fish consumption, to serve as an objective marker of omega-3 status, and to level the playing field for all omega-3 sources. The Omega-3 Index only cares about EPA and DHA and not necessarily where they come from.”

Even heathy people may be falling short on these important nutrients, Harris noted. “Our goal is to help people get into the habit of regularly testing their omega-3 status, which we believe will someday be as common as testing cholesterol levels.”

The last 40 years of research has had its “peaks and valleys,” according to Harris, starting with the discovery of these important nutrients in the late 1970s through today. “At this point, omega-3s have been studied in thousands of clinical trials and most outcomes have been overwhelmingly positive, which says a lot about the power of these humble nutrients.”

In a recent paper, published in Nature in April 2021, Harris et al showed that people with higher omega-3 EPA and DHA blood levels (i.e., Omega-3 Index) lived longer than those with lower levels. “In other words, those people who died with relatively low omega-3 levels died prematurely (i.e., all else being equal, they might have lived longer had their levels been higher).”

In a major, comprehensive meta-analysis published in Mayo Clinic Proceedings in September 2020, researchers found that EPA and DHA supplementation is associated with a statistically significant risk reduction of myocardial infarction (heart attack), including death from heart attack, coronary heart disease events, and coronary heart disease mortality, Schutt noted.

Bente Jeanette Foss, chief technology officer at GC Rieber VivoMega, said this study in particular “was truly an eye opener. Here we see a direct connection between dose and the protective effect of EPA and DHA on several endpoints within cardiovascular disease.”

Omega-3 intake and preterm birth is another area of study that has received increased attention of late, Schutt said. “Results from the Assessment of DHA on Reducing Early Preterm Birth (ADORE) trial found that pregnant women supplemented with DHA at a higher dose (1,000 mg/day) had a lower rate of early preterm birth than pregnant women supplemented with DHA at a lower dose (200 mg/day). This was particularly true if participants had low DHA status at enrollment.”

GOED has been developing a clinical study database, cataloging all human trials on EPA and DHA, which will be launched in early 2022, Schutt said. “We have given early access to the tool to select omega-3 companies and are hearing very positive feedback about its value for supporting R&D efforts and validating marketing claims.”

The “scope and depth” of omega-3 clinical research may be the category’s greatest strength, according to Rick Pope, senior vice president B2B nutraceuticals, Arctic Bioscience (Norway). “The potent, natural anti-inflammatory effect of EPA and DHA rich oils has provided the foundation for this research,” he said, “and over time has led to the discovery that metabolites of these fatty acids—called specialized pro-resolving mediators or SPMs—are the true bioactive forms of these essential fats and play key roles in support of the normal inflammation resolution process in the body.”

The discovery of SPMs is a “game-changer” for the omega-3 category, he said, and will likely be a significant subject of research in coming years.

Foss also highlighted research that has focused on the anti-inflammatory properties of omega-3s and how this supports the body against various inflammation-related health challenges. “The areas in which there has been the most research is probably within heart, brain, eye, and joint health,” she added. “There are also many studies on pregnancy and lactation and fetal/baby development. Omega-3 is a building block in all cell membranes in the body and important for the development of the brain and vision, and the development of the baby.”

The omega-3 fatty acids EPA and DHA are precursors to several compounds in the body that also have important functions in the immune system, Foss added. “For example, some promote resolution of inflammation, which is the process that stops the inflammation and restores tissue integrity and function.”

She also noted increased focus on omega-3s in connection with physical performance for sports and active lifestyles. “Since extreme sports are triggers for physical and mental stress, which in turn triggers inflammation in the body, it is a matter of maintaining balance. Higher intake of omega-3s can lower the level of inflammation in the body after a hard workout.”

Research shows that food and health, both physical and psychological, are intertwined, Foss said. “It is about supplying the body with enough of the right nutrients for better health and general well-being throughout our life cycle. This is a big challenge in the western world when average diets do not contain enough of the right nutrients, including the right fatty acids. A lot more research is also being done on the gut-brain-axis connection and it will be exciting to follow its developments further. As we continue to learn more, the intake of nutrients, including omega-3s, may need to be adapted more deliberately to the individual based on their various phases of life.”

Inflammation & COVID-19
In the early days of COVID-19 there was significant discussion about the inflammatory nature of the illness, noted Harris. “Regarded as anti-inflammatory, some experts turned their focus to the potential role omega-3s might be able to play, particularly in the case of what’s called a cytokine storm. Earlier this year, we at the Fatty Acid Research Institute published a paper on the Omega-3 Index and COVID-19, which showed that those with a higher Omega-3 Index were much less likely to die from the disease (Prostaglandins, Leukotrienes and Essential Fatty Acids).”

The study’s lead author, Arash Asher, MD, said, “While not meeting standard statistical significance thresholds, this pilot study—along with multiple lines of evidence regarding the anti-inflammatory effects of EPA and DHA—strongly suggests that these nutritionally available marine fatty acids may help reduce risk for adverse outcomes in COVID-19 patients.”

Also commenting on the implications of this study, omega-3 expert James H. O’Keefe, Jr., MD, director of preventive cardiology, Saint Luke’s Mid America Heart Institute, who was not involved with the study, said: “An excessive inflammatory response, referred to as a ‘cytokine storm,’ is a fundamental mediator of severe COVID-19 illness. Omega-3 fatty acids (DHA and EPA) have potent anti-inflammatory activities, and this pilot study provides suggestive evidence that these fatty acids may dampen COVID-19’s cytokine storm.”

Another study published in June 2021 in the International Journal of Environmental Research and Public Health provided similar support for the Omega-3 Index and COVID-19, finding that those with severe illness had a very low Omega-3 Index which could interfere with their ability to fight the disease and fully recover.

“While not traditionally thought of for immune support, omega-3s really emerged during the pandemic and staked their claim through this and other supportive research,” said Harris. “And the research continues. We’re hopeful that omega-3 status will be an important factor in assessing and treating COVID-19 patients in the future.”

Sourcing & Sustainability
While specific data on the distribution of omega-3 sources is hard to come by, the Peruvian anchovy fishery continues to be the largest supplier of omega-3 oils to the dietary supplement market, by far, according to Schutt. “Other categories—like infant formula—are dominated by algae or tuna oil depending on the region, and there are plenty of new sources—like calanus, herring roe, and genetically-modified canola oil—that are also growing.”

Nutriterra Total Omega-3 is a novel canola oil that expresses DHA + EPA and ALA. The oil is derived from a proprietary omega-3 canola oil developed by Nuseed using a sophisticated biotechnology, according to the company. The U.S. FDA acknowledged the product’s New Dietary Ingredient (NDI) status in August 2021. According to the company, “Nuseed is unlocking the full potential of canola, carinata, sorghum and sunflower to deliver ‘value beyond yield.’ Nuseed provides new sustainable plant-based solutions to growers, industry and end-use customers, adding value at every step and for each participant in Nuseed’s value chain.”

The prioritization of health among consumers, combined with growing awareness about the health benefits offered by “good” fatty acids, is driving growth in the omega-3 dietary supplements market worldwide, noted Brent MacDonald, director of global marketing, nutritional lipids, DSM. “But while 71% of shoppers are familiar with omega-3 supplements, reports suggest that less than one fifth of the global population consumes the recommended 250 mg/day of omega-3s. There is a clear need to bridge the gap between high levels of awareness of omega-3s and low intake levels.”

For younger generations of dietary supplement users, he continued, “standard fish oil products have limited appeal as there is a strong preference towards sustainable—and also plant-based—solutions.” With concerns related to population growth, climate change, and overfishing, “the standard fish oil market is not sustainable for businesses in the long-term, as profit margins are squeezed and the volatility and seasonality of the fisheries make cost and supply unpredictable.”

Plant-based omega-3s offer exciting appeal in today’s climate, MacDonald added. “By choosing plant-based sources of EPA and DHA, consumers also do not have to compromise on any of the benefits they get from omega-3s derived from fish oils. The mechanism of action in the body is exactly the same, and algal oils like our life’s OMEGA are also free from contaminants and have no impact on the marine environment.”

Sustainably cultivated, cost-effective and appealing to a wide range of consumers, plant-based omega-3 options may help drive market growth overall, MacDonald said, “particularly as more shoppers look for ways to support their health, as well as that of the planet.”

According to Andrew Hebard, founder and CEO, Natures Crops International, “Products anchored in ecologically unsustainable wild-harvested marine omega-3 supplies have reached a plateau in market growth in human supplements, especially in North America and the E.U. Emerging scientific evidence coupled with clear demographic preferences for sustainably-grown plant-based analogs (across many animal-based food types) creates a massive opportunity for rising and established brands alike.”

So-called “earlier movers” will capture market share while consumers are open to new plant-based value propositions, Hebard continued, “especially those harnessing commitments to soil health and regeneration. In the omega-3 landscape, Natures Crops is positioning plant-based omegas not as a ‘poorly converted alternative’ to marine oils (a common assertion against flaxseed oil), but as a complete and balanced, good-tasting, functionally superior offering. For Ahiflower this is happening not only in human supplements, but also in equine and canine products, where animal owners are just as driven by sustainability concerns. Purina’s OmegaMatch Ahiflower is a great example.”

Harris said he’s “pretty agnostic” when it comes to omega-3 source, aside from a belief that consumers should, when possible, get their omega-3s from fish first. “Other than that, what we believe people should do is test their Omega-3 Index. Only then will they know if their diet is delivering meaningful amounts of EPA and DHA.”

However, a key point of differentiation are products that can demonstrate they raise the omega-3 level, or Omega-3 Index, in the body. “Because the Omega-3 Index is an objective measure of EPA and DHA levels in the body, consumers can trust at the very least that a product gets into the body if it has been substantiated by the Omega-3 Index.”

Continued expansion in global consumer demand for omega-3 EPA and DHA over the past 10 years has led manufacturers to “seek alternative sources and formats of these two essential fatty acids,” said Pope, “including plant, algal, krill, and less traditional fish species such as our own Norwegian herring caviar (Romega). There has also been increased recognition of the enhanced bioavailability qualities of EPA and DHA phospholipids versus the more traditional triglyceride and ethyl ester fish oil formats.”

Ultimately, omega-3 fatty acids are among some of the most important nutrients to support long-term health, said Hendler, “and since krill oil is a natural phospholipid complex of omega-3 and choline, it acts more as a multi-nutrient supplement contributing to healthy cells and whole-body benefits.”

In addition to the increased need for health-related products, the pandemic has put new emphasis on “the sustainability imperative,” she added. “We are seeing a rise in brands that value a strong sense of purpose. Planetary welfare is at the heart of recovery. The pandemic has highlighted the importance of industry players working toward similar goals to bring new solutions to sustainability challenges.”

Krill oil’s major difference from other omega-3 sources is that it’s naturally rich in phospholipids. “Our body is composed of trillions of cells,” said Hendler. “Each cell is wrapped in a membrane called, the phospholipid bilayer that provides structure, enables nutrient uptake, energy production, and countless vital functions that form the basis for life. Krill oil phospholipids ensure superior transport, delivery, and integration of omega-3s and choline directly into the cell’s bilayer.”

Consumers recognize that the health of the planet is as important as, and naturally linked to, the health of an individual, Hendler continued. “To that end, it’s important that brands offer an omega-3 solution with a multitude of benefits, backed by science. Science is one of the most important factors in the advancement, evolution, and continuous development within the omega-3 market. Equally important are transparency and traceability. It’s important the brands know where their ingredients are coming from.”

According to Foss, omega-3 products have undergone an evolution in the last 10-15 years, from when refined oils were most common until now, when new high concentrates are being launched all the time. “Although refined oils account for a large volume of the market, the interest in high concentrates is growing,” she said. “And customers want ever-higher strengths of EPA, DHA or EPA + DHA in combination. At the same time, the focus on quality is also increasing, including sensory profiles (smell and taste). We have worked hard to ensure that VivoMega meets these demands by surpassing international standards of purity and potency while minimizing taste and smell for the optimal consumer experience.”

Several new forms of omega-3s and new formulations are being developed that increase bioavailability, she added. “The combination of higher strength and higher absorption in the body is interesting for optimizing the effects of omega-3s. We will probably see even more advanced types of formulations in the future and encapsulation techniques that will protect the oils, ensure higher uptake, and provide a wider area of application for omega-3s, such as in food.” She also predicted the market will see more combination products that blend EPA and DHA with other bioactive ingredients.

Foss also noted an evolution in the category away from “commodity selling” toward “solution selling,” which puts more focus and attention on selling ingredients based on health-specific applications. “Our VivoMega high concentrates support efforts to reduce the size of supplement capsules and to decrease the number of capsules you need to take to comply with health authorities’ recommended daily intake,” Foss said. “By taking a look at the U.S. market, we have tens of thousands of people per day reaching 65 years of age. A substantial share of these people are taking between 5-7 different medications daily, so adding large omega-3 capsules might not be a good solution for this demographic. That’s why we are developing higher concentrate omega-3 oils with VivoMega to enable high EPA/DHA applications in a smaller capsule to increase compliance and improve results.”

Growing Consumer Appeal
Omega-3 source, EPA/DHA structural format, and product delivery system all play a part in differentiating products in a crowded market, noted Pope. “Increasing the awareness of the anti-inflammatory effect of your product in support of maintenance of cellular health and healthy aging can go a long way toward differentiating your products from the mass market. In our case, Romega is quite revolutionary for the omega-3 category in that it is a naturally rich source of SPMs. We believe this point of differentiation will not only be important for us, but also for the entire omega-3 category moving forward.”

Foss said GC Rieber is taking social responsibility seriously with a focus on its environmental impact, human rights, and labor rights, “and we are ensuring that all our fish oil is sustainably sourced. Our focus on quality has been with us since day 1 and continues to be our primary objective. We are seeing huge demands for our high concentrates and our premium oils. This tells us that consumers are understanding the difference between low-end and high-end and they value the latter.”

For Natures Crops, “plant-based omega-3s sidestep the growing, increasingly unavoidable challenge of meeting recommended omega-3 daily intakes globally and sustainably,” according to Hebard. “But here’s the biggest conundrum that the entire global omega industry needs to confront: with more than 40,000 published papers and more than 6,000 clinical studies, widespread agreement that most Western diets are either omega-deficient or omega-imbalanced, and the incontrovertible fact that humans must consume the ‘essential’ fatty acids, why is new consumer growth so stubbornly slow and why is there such a prevalence of health conditions that would have improved outcomes with better essential fatty acid nutrition? In our opinion, this isn’t a gap; it’s a glaring white space full of opportunity that is starting to be occupied by brands who are alert to and focused on solving the unlock needed.”