Sean Moloughney09.29.08
A new white paper on flax-based omega 3 ALA from Frost & Sullivan, Palo Alto, CA, predicts that consumer awareness of omega 3 fatty acids will propel growing demand for ALA.
“Flax-Based Omega 3 Alpha Linolenic Acid: The Shape of Things to Come,” highlights key benefits of flax-based omega 3 ALA and discusses its market sustainability in terms of exceeding the demands of current and potential consumers. It also identifies the benefits of omega 3 ALA and flax oil and explores the implications for consumers.
More than two-thirds of consumers report they are aware of omega 3 fatty acids, and more than a third routinely consume products containing these “good fats.” This, in part, has led to an average annual increase of more than 30% in the omega 3 product market since 2000.
"Increased media attention regarding obesity, cardiovascular disease, diabetes, and rising healthcare costs has had a permanent influence on consumer awareness of their own habits," said Christopher Shanahan, Frost & Sullivan research analyst. "Consumers increasingly look to functional foods, especially omega 3 ALA, as a way to offset the odds of paying for higher medical care and pharmaceuticals in the future."
Still, there are many unmet needs with respect to providing an optimal balance of essential fatty acids, including the availability of products that offer convenience and flexibility, such as a single product outside of a dietary supplement.
Consumers also want products that taste good, can be easily integrated into foods that are already a regular part of their diet and are cost-effective, the report notes.
"A lot of people do not understand the benefits of flax-based Omega-3 ALA compared to the other Omega-3 sources," explains Shanahan. "However, because of the increase in consumer knowledge of omega 3 and its health benefits, there is no reason why omega 3 ALA cannot be as valuable as omega 3 EPA and DHA in the food and food ingredient industries."
The white paper predicts flax-based omega 3 ALA will be the key ingredient set to effectively meet these unmet consumer needs because of its multiple and substantiated health benefits, its convenience and favorable flavor.
“Flax-Based Omega 3 Alpha Linolenic Acid: The Shape of Things to Come,” highlights key benefits of flax-based omega 3 ALA and discusses its market sustainability in terms of exceeding the demands of current and potential consumers. It also identifies the benefits of omega 3 ALA and flax oil and explores the implications for consumers.
More than two-thirds of consumers report they are aware of omega 3 fatty acids, and more than a third routinely consume products containing these “good fats.” This, in part, has led to an average annual increase of more than 30% in the omega 3 product market since 2000.
"Increased media attention regarding obesity, cardiovascular disease, diabetes, and rising healthcare costs has had a permanent influence on consumer awareness of their own habits," said Christopher Shanahan, Frost & Sullivan research analyst. "Consumers increasingly look to functional foods, especially omega 3 ALA, as a way to offset the odds of paying for higher medical care and pharmaceuticals in the future."
Still, there are many unmet needs with respect to providing an optimal balance of essential fatty acids, including the availability of products that offer convenience and flexibility, such as a single product outside of a dietary supplement.
Consumers also want products that taste good, can be easily integrated into foods that are already a regular part of their diet and are cost-effective, the report notes.
"A lot of people do not understand the benefits of flax-based Omega-3 ALA compared to the other Omega-3 sources," explains Shanahan. "However, because of the increase in consumer knowledge of omega 3 and its health benefits, there is no reason why omega 3 ALA cannot be as valuable as omega 3 EPA and DHA in the food and food ingredient industries."
The white paper predicts flax-based omega 3 ALA will be the key ingredient set to effectively meet these unmet consumer needs because of its multiple and substantiated health benefits, its convenience and favorable flavor.