As today’s consumers become more interested in their health and well-being, it has never before been more important for companies to follow the right trends, make the right decisions and keep up with rapidly changing markets.
For the omega-3 market, 2019 was full of exciting developments that held the industry in good stead heading in to 2020. We’ve put together a list of the top 5 trends that will have an impact in the omega-3 space in 2020.
Are you selling an omega-3 product? See how you can make the most out of these omega-3 market trends in 2020!
1. Consumers are getting more health-savvy
Often cited, yet more valid than ever before, consumers are becoming more health-savvy due to the seemingly unlimited access to information online. This has many positive implications for companies looking to market an omega-3 supplement. However, there are some things to watch out for.
Health-conscious consumers are more likely to look for specific information related to their needs on the labels of health supplements they are purchasing. Higher awareness of their own needs means that consumers will compare products and do their own research to find out which product is right for them.
Read more about "Why choose krill oil?"
What can you do?
- Companies need to be clear and concise when stating the benefits and health claims of their omega-3 products. Explain your product in an easy to understand way, aka, no big technical words. If it doesn't all fit on the packaging, lead consumers to your website or downloadable content for more details. Don't overcrowd!
2. Personalization Trend: The Omega-3 Index Test
Personalization was a hot topic in 2019 and this trend is expected reach new heights in 2020. A survey by Nutra-Ingredients showed that 44% of companies surveyed focused on personalization in 2017 with the intention of continuing beyond.
Personalization is fueled largely by fast-moving technological advances allowing consumers to test themselves and get more information to understand their body’s needs. From fitness trackers to supplement recommendations based on DNA, personalization is here to stay for the foreseeable future.
The consumer appeal of personalization is down to the ability to better manage your health by seeing exactly what is working and what isn’t.
At-home self-administered tests are available for measuring a variety of different factors, from sleep to stress to heavy metals. The Omega-3 Index test is a self-administered test which measures the overall levels of omega-3 (EPA & DHA) in the blood and can be done in the comfort of your own home.
An Omega-3 index of 8-12% is considered optimal for maintaining a healthy heart. Despite this, a recent 2017 study conducted in the USA and Germany found that 98% of the population had levels below 8%, which puts them at increased risk for cardiovascular disease and other chronic health issues.
By testing their Omega-3 Index, consumers can identify their omega-3 level, make dietary adjustments through food or supplementation and actually see for themselves a difference in their number.
Krill oil omega-3s have been shown to significantly increase the Omega-3 Index in just one month, asissted by the naturally occurring phospholipids which help transport omega-3s directly to the areas that need them the most.
What can you do?
- Understanding how you can make the most of the personalization trend is essential if you want to sell an omega-3 product. The Omega-3 Index Test is the perfect way to make the most of this trend in 2019 for omega-3 products. Check out krill oil and its effect on the Index.
3. A stable omega-3 market is a platform for growth
2019 was a great year for omega-3s and saw a welcomed market stabilization, across many continents. This stability allows companies to focus on growth and provides a platform to build going forward into 2020 and beyond.
A recent study found that the awareness of the health benefits of omega-3s are relatively high among the population. In addition, the majority of consumers think that they get enough omega-3s from their diet, although we already know that this is not the case, with 98% falling short of the range for maintaining optimal health.
So it may not be a lack of knowledge of the health benefits of omega-3s, but rather a lack of knowledge about their own omega-3 level which is resulting in these globally low levels.
Brand owners selling omega-3 products have a great opportunity to focus on raising the awareness of the globally low levels in the population.
What can you do?
- Spread the word! It is extremely important to convince consumers to question their levels and find out whether they should consider supplementation. Educating health care practitioners and those influencing the consumers’ decision making process will be key in enhancing growth of the omega-3 market.
4. Continued rise of social media and online marketing
Appealing to millennials can be a tricky process, as they are the most fragmented target market and respond very differently to marketing messages. However, we know that they are the biggest users of social media and respond the best to online marketing.
The appeal of one-click ordering and the ability to compare supplements online is essential for this target group in the decision making process. These actions can fuel high competition between omega-3 products but there are a few best practices to follow.
With the ability to have more engaging and descriptive content than just what’s on your packaging, consumers will look beyond the label to product descriptions down to the details of your omega-3 product. This information needs to be crisp, clear and giving them the right impression of your brand and product features.
What can you do?
- Give them the information they need: Focus on being simple and clear in your messaging and lay out all the details of your product. Don’t hide information. Does your product meet the daily recommended intake for EPA & DHA, the most important of the omega-3s?
- Use reputable brand ambassadors: Do you know an influencer? Use the followings of people that hold the trust of their followers. Just make sure that the followers are the right target group for your product and that you are meeting their needs.
5. Brand trust and recognised ingredient quality
As with many industries, brand trust and ingredient quality is essential to healthy long-term success of a product. This has never been more important in the dietary supplement space and is no different for omega-3s.
Trusted, recognized branded ingredients with environmentally friendly practices will become the biggest products as consumers care more about the environment, the health of our oceans and its inhabitants and the quality of the ingredients they put into their body. Omega-3 products that can demonstrate responsible harvesting and fishing practices with minimal processing and natural components will ride this long continuing trend.
Did you know that about half of all fish oil consumers say they know the country of origin of their supplement? Of these, 70% say that it is important in their decision making process (source: nutraingredients). Traceability to the origin is an amazing tool to demonstrate trust and transparency of operations, allowing your consumers to be confident about where their omega-3 products come from.
Did you know that you can trace Superba krill oil directly back to the exact location it was caught in the Antarctic ocean? Check out our traceability tool here!
Maybe you are already selling an omega-3 product, or maybe you are trying to find the best omega-3 ingredient with strong claims to include in your product offering.
What can you do?
- Choose an omega-3 ingredient that is certified sustainable by the Marine Stewardship Council (MSC).
- Look for an ingredient that has full traceability from catch to capsule
- Choose a quality omega-3 ingredient which has undergone minimal processing whilst retaining all of its natural components.