A retailer may not find much in common between the hard-core, never-uses-pharmaceuticals, natural-product loving shopper and the cheeseburger-eating, buys-supplements-only-when-his-doctor-tells-him-to consumer. One loves to spend a Saturday afternoon in his garden and the other is more likely to be gulping down a soda at the local fast-food restaurant. Still, when they both find their way into the supplement aisle, they may be looking for the same thing—and they don’t want it to smell fishy.
Among consumers who use multiple dietary supplements, fish oil/omega-3 supplements top multivitamins in popularity, according to a survey by ConsumerLab.com released in February 2010. The survey of 6,012 consumers found fish oil/omega-3 supplements were used by 74 percent of respondents, up from 71.6 percent in 2008, followed in popularity by multivitamins, which were used by 72 percent. The percentage of people using fish oil/omega-3 remained steady among those aged 35 to 74, dropping slightly among older people.
During this same time period, fish oil sales grew swimmingly. In January 2010, data from the Nielsen Wire showed sales for products with an omega claim rose 42 percent from the previous year, which was more than products with claims regarding antioxidants, gluten free, probiotics, calcium, fiber, low glycemic and no salt/sodium (52 weeks ending Dec. 27, 2009).
This interest in fish oil among consumers did not happen in a vacuum. The media and scientific journals have done their part to spur the increase in fish oil spending. “Fish oil seems to get the most media attention in recent years due to the volume of research studies showing benefit to human health, so consumers think of it when they go to the store,” said Erin Silva, MS, RD, technical marketing manager, Vitamer Labs.
The fact that fish oils can offer such a wide range of health benefits means many shoppers can benefit from implementing them into their supplement routines. “Omega-3s can deliver health benefits to literally every health concern and consumers are beginning to understand that omega-3s provide more than heart-health support,” said Terry Lemerond, president, EuroPharma Inc.
According to Carilyn Anderson, sales and marketing executive, Carlson Labs Inc., “Current research suggests omega-3s promote cardiovascular, joint, skin and vision health, a strengthened immune system, and may even slow down the biological aging process.”
Still, even with so many reasons to take fish oil, and positioned as the top-selling supplement, thousands are deficient. An April 2009 study from researchers at the Harvard School of Public Health found omega-3 deficient diets cause an estimated 63,000 to 97,000 preventable deaths annually in the United States alone.1