Consumers are looking beyond their traditional benefits and focusing on overall wellness.

The panel:

Sarah Christianslund, Product Marketing Manager, Pelagia AS/EPAX Norway AS, Oslo, Norway, https://pelagia.com

Greg Cumberford, Vice President Science & Regulatory, Natures Crops International, Winston-Salem, NC, www.ahiflower.com

Julianne Gardner, Marketing & Communications Coordinator, Stratum Nutrition, Carthage, MO, www.stratumnutrition.com

Ben Kelly, President, Algarithm Ingredients, Saskatoon, SK, Canada, www.algarithm.ca

Vicky Lin, Communications Manager, the Global Organization for EPA & DHA Omega-3s (GOED), Salt Lake City, UT, https://goedomega3.com

Ståle Søfting, Sales and Marketing Director, GC Rieber VivoMega, https://vivomega.com

According to GOED (the Global Organization for EPA & DHA Omega-3s), in 2022, the total omega-3 market value—at the raw materials segment of the supply chain was $1.69 billion, with a volume of approximately 121,940 metric tons. This includes omega-3 oils going into dietary supplements, pharmaceuticals, pet foods, infant formula, clinical nutrition and food-and-beverage categories.

For dietary supplements, alone, the market value was $909.2 million in 2022, a 13 percent increase year-over-year, which was driven primarily by price increases. Dietary supplement volume in 2022 was 70,770 metric tons, with the U.S., Europe and China as the main contributors.

NIE: Describe today’s market for essential fatty acid (EFA) and omega-3 supplements.

Gardner: The major sources of omega-3 fatty acids in supplements are fish oil, krill oil and algal oil. Fish oil is the most popular source of omega-3 fatty acids in supplements, but krill oil and algal oil are gaining popularity due to their perceived health benefits and sustainability. Along the lines of sustainability and with the high demand for fish oil having negative effects on the fish supply, plant-based alternative omegas are making headway as well.

Christianslund: The market for omega-3 and other EFAs is huge and, for a range of reasons, it still has a very high ceiling. First, consumers are focusing more than ever on healthy lifestyle and nutrition, particularly since the pandemic. Second, research on the many benefits of EFAs continues to grow, yet most consumers still aren’t getting enough. Third, they’re increasingly looking towards omega-3 to meet needs beyond traditional areas like cardiovascular health—sports nutrition and skin health being two notable examples.

Kelly: Being based in Canada, there is far less retailer competition and a much more limited selection of EFA and omega-3 supplements than when we visit and tour U.S. retailers.

When we visit the U.S. and tour locations like Target, Whole Foods, and so forth, there is such a massive selection of different EFAs available. I think consumers remain interested in healthy fats and, for omega-3s, for health aging, brain health (DHA), cardiovascular health (EPA and DHA), and for overall wellness.

Driven by consumer interest in “plant based” and the challenges with current fish oil availability and rising prices is leading to more innovation with alternative omega-3 sources than fish, such as algae, ahiflower and other omega3 sources.

Cumberford: The only true, biologically essential fatty acids supporting cell membrane functions are omega-3 alpha-linolenic acid (ALA) and omega-6 linoleic acid (LA).

Ahiflower oil, which Natures Crops launched broadly in 2016, has the highest overall levels of EFA’s combined with their more efficiently converted anti-inflammatory metabolites, omega-3 stearidonic acid (SDA) and omega-6 Gamma-linolenic acid (GLA, ~80% w/w). As a market point, Ahiflower oil has grown by two to three times per year for the last five years in human, equine and canine supplements, and is now entering human foods and beverages in North America and the E.U., indicating strong consumer preference for a vegan, complete and balanced multi-omega from a non-GMO (genetically modified organism), regeneratively grown plant source.

NIE: While cod liver oil still has a place, what are the newer directions for omega oils today?

Søfting: Cod liver oil still performs well in many markets in Europe including the U.K. and Norway, but there is no doubt that there has been a shift over time to more high potency concentrates which delivery high dosages combined with less packaging and also to other sources which are growing, such as algae-based omega-3 solutions.

Kelly: Probably not in my lifetime, but at some point, I believe that the cost of extracting omega-3 fatty acids from the ocean will be greater than it will be to produce fatty acids via fermentation.

Gardner: While cod liver oil is still a popular source of omega-3 oil, there are a number of newer directions for omega oils now. These include plant-based omega-3s, krill oil, algal oil and omega-3 concentrates. Plant-based omega-3s, flaxseed, chia seeds and walnuts, are becoming increasingly popular as people look for more sustainable and vegan-friendly sources of omega oils. Krill oil, another popular source of omega oils, is thought to be more bioavailable than fish oil. Algal oil is a sustainable and vegan-friendly source of omega oils. It is also particularly high in DHA, important for brain health.

Omega-3 concentrates are a more potent form of omega oils than traditional fish oil supplements. This makes them a good option for people who need high doses of omega oils, such as those with certain medical conditions. There are many specific examples of newer directions for omega oils today, and using them for certain health benefits like brain health, inflammation and immune support.

Lin: Today, there is a diverse array of EPA and DHA omega-3 sources. Anchovy oil remains the largest raw material source used in the dietary supplement market; however, newer sources include herring roe, squid and calanus oil, as well as plant-based alternatives like algae and GMO canola oil. In addition, salmon, krill, pollock, cod liver and tuna oils continue to play a role.

NIE: What are a couple of the most important recent developments in extraction, processing, innovation and delivery systems?

Gardner: Researchers are constantly looking for new sources of EFAs and some of these new sources are more sustainable and environmentally friendly than traditional sources, such as fish oil. Some of these sources include algae and fungi, but one source that stands out among plant-based and sustainable sources is Stratum Nutrition’s Ahiflower. Ahiflower is derived from elite cultivars of Buglossoides arvensis, a hedgerow plant in the Boraginaceae family that is native to the United Kingdom, Ahiflower oil is different from fish oil in that it is converted in the body into biologically active forms of fatty acids, which are a source of energy in the body and are primary constituents of cell membranes.

Soft gels are a popular delivery system for EFAs, easy to swallow and they provide a controlled release of EFAs into the body. One company, Nouri, stands out on the market with a soft gel delivery possessing excellent controlled release. Nouri uses a capsule inside of a capsule of Ahiflower to help make probiotics more easily absorbed (as shown in a gut-simulation trial).

Powders are another good delivery system for people who have difficulty swallowing capsules or don’t like the taste of fish oil. EFA powders can be added to smoothies, yogurt and all sorts of other foods. CoreFX has a line of different omega powders called OmegaFX including a dry Ahiflower powder as well as algal, evening primrose and borage. This makes for an efficient omega delivery and the possibilities are endless.

Cumberford: Ahiflower is notable for its clean, mild taste and aroma without fishy after-effects in both the oil and micro-encapsulated powder formats. This is due to its naturally lower degree of unsaturation vs. EPA/DHA oils.

As consumers are clearly demanding both clean-label and plant-based solutions in foods and beverages, Ahiflower opens up many opportunities for meaningful omega-3 inclusion levels that taste and smell good without flavor masking.

Lin: There has been a notable expansion in consumer delivery system options. Gummies have been gaining in popularity, offering a convenient alternative for those who struggle with swallowing pills. More companies are offering high-concentration EPA and DHA omega-3 gummies. In addition, chewable disks are another novel delivery method, often packaged in blister packs and offering higher levels of EPA and DHA omega-3 per serving.

Kelly: One of the areas we have had more and more success is in formulations. While many people are still working on putting microencapsulated powders or emulsions into gummies or food and beverage applications. We have been focused on making an oil that can withstand some pretty harsh processing conditions.

Søfting: Today, there are very high-quality and fresh omega-3 oils available to give consumers a pleasant sensory experience, as showcased by GC Rieber VivoMega’a new sensory technology, VivoSens. This allows objective measurement of sensory performance on every batch. On the application side, gummies and chewables are still enjoying healthy growth numbers thanks to their consumer friendly appeal for especially the younger and older populations.

We now have several gummy manufacturers using our oil as input into vegan gummy formulations. As well, we have numerous ultra-high-temperature (UHT) shelf-stable beverage customers using straight oil in their formulations. Using oil in applications allows us to improve loading and keep costs low. And as long as we can ensure it is stable and still tastes great, it is a win for everyone.

NIE: What’s the most exciting science on EFAs rights now?

Søfting: There has recently been interesting coverage of the connection between omega-3 and bone and joint health. Studies have also shown that EPA/DHA’s ability to dampen inflammation may help reduce joint pain and stiffness. This area may be one of there emerging fields where we can see more supporting science going forward, in addition to the more researched topics such as brain, eye, pregnancy and cardiovascular.

Cumberford: In our view, the most exciting new research is coming from the University of Toronto’s Department of Nutritional Sciences under Professor Richard Bazinet. His team has developed and validated an analytical method that can precisely quantify how a given dietary omega-3 source fluxes (via natural biosynthesis) to new circulating and tissue omega-3 DHA.

In results that were presented at the 2021 International Society for the Study of Fatty Acids and Lipids (ISSFAL) conference, Ahiflower oil, flax and a purified marine DHA were compared for their effects on newly biosynthesized DHA. Ahiflower oil was shown to convert readily to new circulating DHA in mice—about 2/3 as efficiently as the pure DHA source and more efficiently than flax oil. Further, the researchers have shown that despite taking in zero dietary DHA, the Ahiflower-fed mice maintained comparable circulating and adipose DHA levels to the DHA-fed mice.

While this is preliminary evidence, it supports that mammals are in fact not “inefficient” converters of plant-based ALA and SDA onwards to biologically relevant DHA when supplemental DHA is totally absent in the diet.

Lin: EPA and DHA are two of the most well-studied nutrients with over 50,000 studies, of which 4,500 are human clinical trials. In addition to all this historical research, new studies are being published daily. There continue to be important developments in the areas of basic science (omega-3 metabolism) as well as human health (heart health, brain health, prenatal health, etc). Moving forward, we expect to see developments in areas like skin health and exercise performance. We also expect to see further refinement in the areas of brain health—where future research will be able to be more specific to a brain health condition, age group, dosing requirements, etc.

Gardner: The most exciting science on EFAs right now is focused on their potential to improve brain health, reduce inflammation and boost the immune system. Omega-3 EFAs are essential for brain health and thought to play a role in protecting against cognitive decline and Alzheimer’s disease.

Some studies have also shown that omega-3 EFAs may improve mood and reduce symptoms of anxiety and depression. For example, a study published in the journal Neurology found that people who consumed high levels of omega-3 EFAs had a lower risk of developing dementia. Another study, published in the journal JAMA Psychiatry, found that omega-3 EFAs may be helpful in reducing symptoms of depression in pregnant women.

Omega-3 EFAs have anti-inflammatory properties, and they may be helpful in reducing inflammation associated with conditions, such as arthritis, heart disease and Crohn’s disease. A study published in the journal Arthritis & Rheumatism found that omega-3 EFAs may help to reduce inflammation and improve symptoms in people with rheumatoid arthritis.

Another study, published in the journal Circulation, found that omega-3 EFAs may help to reduce inflammation and improve blood vessel function in people with heart disease. Omega-3 EFAs may help to boost the immune system and reduce the risk of infection. Studies have also shown that omega-3 EFAs may help to reduce the severity of symptoms in people with autoimmune diseases, such as lupus and multiple sclerosis. A study published in The Journal of Nutrition found that omega-3 EFAs may help to reduce the risk of upper respiratory infections in children. Another study, published in the journal Multiple Sclerosis Journal, found that omega-3 EFAs may help to reduce the severity of relapses in people with multiple sclerosis. Overall, the science on EFAs is very promising. EFAs have been shown to have numerous potential health benefits, improving brain health, reducing inflammation, and boosting the immune system. As research continues in this area, we can expect to learn even more about the benefits of EFAs and how to use them to improve our health.

NIE: Talk about the importance of algae- and/or krill-sourced marine oils.

Lin: GOED’s mission is to increase the consumption of EPA and DHA omega-3s globally and we are source agnostic. If we are successful in increasing consumer consumption of EPA and DHA globally to impact public health, there is not enough fish oil to meet that demand, so other sources like krill and algae become very important. In recent years, the plant-based trend has also led to more interest in algae as an option.

NIE: Many seed and plant-based EFAs have risen in popularity for formulators; what’s your top one or two botanical-sourced oils and why?

Gardner: My top botanical-sourced oil is Ahiflower from Stratum Nutrition. Not only does Ahiflower check the plant-based box for consumers, but unlike many omega sources, it also meets the demand for sustainability. Ahiflower crops are farmed regeneratively and traceably, and since it is not a marine-based omega source, its use takes pressure off wild marine forage species that dominate the omega-3 supply chain. It is grown exclusively by a network of independent U.K. farmers under contract with Natures Crops International, which has spent decades developing elite cultivars and horticultural practices that make Ahiflower oil’s quality so unique while giving back more to soil fertility and pollinators than it takes and supporting rural farmland biodiversity. Because it’s regeneratively grown, Ahiflower is not impacted by pandemic disruptions, war or climate change, and it is fully scalable to meet aggressively rising demand.

NIE: For suppliers of botanical ingredients in this category, briefly talk about the science behind your top one to two products.

Gardner: Ahiflower contains the only two essential fatty acids: omega-3, alpha linolenic acid (ALA) and omega-6, linoleic acid (LA). These two are essential because we must get them from our diet since our bodies do not make them. It is also a rich source of stearidonic acid (SDA), which is converted ultimately to eicosapentaenoic acid (EPA), which is converted to docosahexaenoic acid (DHA) through the omega-3 metabolic pathway. However, gamma linolenic acid (GLA), is not part of that process. GLA converts to DGLA, a very beneficial omega-6 fatty acid. Ahiflower oil is an excellent source of all four of the most critical and beneficial precursor omega-3s and omega-6s—ALA, SDA, LA and GLA.

NIE: For suppliers of marine-oil ingredients in this category, briefly talk about the science behind your top one to two products.

Christianslund: Epax concentrates have been used in over 100 clinical studies—more than any other marine omega-3 company. By supporting high-quality scientific research, we’ve helped identify the vital role of EPA and DHA for a range of health needs. With different concentrations and ratios of EPA and DHA, each of our products is optimized to address a specific concern. So, for example, EPAX 4510 delivers high levels of EPA to provide nutritional support for healthy joints and ligaments; EPAX 1050 has a high DHA content, which has been shown to support healthy brain and eye development in infants; and EPAX 6015 offers a high level of EPA, designed to support a healthy mood. We have pharma-compliant quality systems in place for all our products, and our product specifications surpass the requirements of the E.U. and U.S. Pharmacopoeias, the Codex Alimentarius standard, the GOED Monograph, as well as one the IFOS 5-star rating standards. Epax is also one of the very few companies to guarantee omega-3 with 90 percent minimum triglyceride content.

Kelly: Today, we don’t have a lot of differentiated science to talk about. We have won in the market because we make the best tasting algal oil in the world, and that is because we start with a great crude oil and the equipment we use to process is unique.

NIE: What advances have been introduced to improve the taste profile and/or shelf life of omega-3 marine oils?

Søfting: VivoMega showcased its brand-new VivoSens technology at SSW (SupplySide West), a proprietary analysis method developed to identify, quantify and standardize the components that contribute to the taste and smell of omega-3 oils. This world-first technology means VivoMega can objectively measure the sensory performance of every batch of VivoMega concentrates to be able to deliver the best testing oils to customers. The shelf life of VivoMega concentrates is at an industry-leading three years.

Christianslund: The best way to improve the sensory profile of omega-3 products is to address oxidation. Low oxidation levels can help guard against the formation of free radicals, improve taste and smell, and extend shelf life. Our production chain is kept in an oxygen-free environment and under strict temperature controls from start to finish. We also add natural antioxidants to the finished product, and every single batch is thoroughly tested. While most fish oil concentrates have a shelf life of two years, Epax’s are guaranteed for at least three.

Cumberford: Ahiflower is notable for its clean, mild taste and aroma without fishy after-effects in both the oil and micro-encapsulated powder formats. This is due to its naturally lower degree of unsaturation vs. EPA/DHA oils. Brands like Forest Remedies have found Ahiflower oil to be an excellent ‘multi-omega’ source in their line of plant-based immune support gummies. In the meal replacement category, E.U.-based brand JimmyJoy has found Ahiflower powder contributes nicely to the flavor profile of their Plenny Shake Active 3.0 protein+nutrients line which is sold in North America as well as the E.U. As consumers are clearly demanding both clean-label and plant-based solutions in foods and beverages, Ahiflower opens up many opportunities for meaningful omega-3 inclusion levels that taste and smell good without flavor masking.

NIE: Where do you see the EFA mega category heading?

Christianslund: The future absolutely has to be about sustainability, and this is a critical area of differentiation for Epax. We adopt a very strict approach to fishing regulations, and never use material from unregulated or unsustainable sources. Furthermore, our zero-waste policy enables 100 percent fish utilization and a circular economy close to 97 percent (compared to a global average of just 7 percent). We’re also working towards 100 percent renewable energy at our Ålesund factory by 2025, using 80 percent less potable water by 2025 and achieving an absolute reduction in CO2 emissions year-on-year to 2030.

Kelly: I think we will continue to see new sources of omega-3s explored—both botanical and marine. Recently we have seen GMO canola oil and calanus oil come onto the market. There is no question that the omega-3 category keeps growing each year, and while it grows there is limited ability for existing sources to grow sustainably—this is driving others to seek out new novel sources of omegas-3s from plants and marine sources or expand production.

We have also seen alternative delivery formats take more shape, liquid emulsions, like those made by Virun, and gummies are two areas where we think we will continue to see EFAs incorporated more and more.

Gardner: If we can continue to make the consumer experience a positive experience we will continue to enable growth in the category.

I see the EFA mega category heading in several directions in areas like increased focus on personalized nutrition, increased use of plant-based and sustainable EFAs, and EFAs playing a role in mental health and sports nutrition. With the continual and ever-increasing interest in individual differences in how people respond to different nutrients, we can expect to see more personalized EFA supplements.

Cumberford: Natures Crops exclusively grows and produces only Ahiflower oil, so our view of the market is based on the dramatic year-on-year sales increases we’re seeing against a general background of a mature $5.2 billion omega-3 marketplace that is growing only in single digits or plateauing in major markets. In our view, the market for regeneratively grown (not wild marine extracted) omega-3 sources that fully meet consumer needs for complete and balanced omega nutrition is a vast white space full of untapped potential.

This is especially true when both supplements and foods/beverages are considered, where a clean-tasting oil like Ahiflower oil will add functionality and differentiation in a frankly somewhat tired market that hasn’t seen much innovation beyond higher concentrations and bioavailability enhancements. In the next five years we will see Ahiflower oil appearing in a wide range of foods and beverages, providing a plant-based, full-spectrum omega boost in things like meal replacement powders and drinks, protein bars, probiotic/omega combinations, and vegan milk alternatives and spreads. Alongside this we anticipate vigorous growth in animal and pet nutrition, as demonstrated through our recent exclusive USA supply relationship with Purina Animal Nutrition (a division of Land O’Lakes, Inc.) for Ahiflower oil in equine supplements. NIE

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