A recent survey conducted by Discovery Research Group, in partnership with Aker BioMarine Antarctic, US, revealed that nearly four out of ten consumers who want to take an omega-3 supplement are looking for an alternative to fish oil.
The survey went out to a panel of consumers who take a multi-vitamin or other nutritional supplement and indicated that they were interested in health and wellness and fitness. A total of 37% of participants consider themselves someone who wants to take or currently takes an omega-3 supplement, but would rather take something other than fish oil as an omega-3 supplement. When asked why they do not want to take fish oil, the most common reasons given were: bad taste, bad aftertaste, fishy burps, bad smell, and large capsule size.
“While we are big fans of fish oil, this survey confirms what we have heard anecdotally from our customers and consumers,” said Eric Anderson, VP Sales and Marketing AKASUS. “Clearly there is a market for consumers who want omega-3 supplements to increase these essential fatty acids in the diet but do not want fish oil. With 70% growth in Krill Oil in 2011, compared to 6% growth in fish oil supplements, krill is delivering on an unmet need in the market. What we see is that Krill supplements are expanding the omega-3 category.”
Anderson continued, “Also, consumers are beginning to understand the differences in the highly bio-efficient phospholipid-bound omega-3s from krill vs. triglyceride based omega-3s which are provided in algae, fish and other marine oils. Superba™ Krill is sustainable, MSC certified, and provides not only EPA & DHA, but also nearly 40% Phosphatidylcholine per dose.”
Nearly half (48%) of survey participants take an omega‐3 supplement and do so for two main reasons, “general health” (64%) and “heart health” (58%). Fish oil is the supplement taken most often among this group (80%) with flax seed oil coming in a distant second at 17%. Only 7% of those who said they take an omega‐3 supplement take krill oil.
Satisfaction of krill oil users is reported as being higher than that of flax seed oil users, cod liver oil users, and fish oil users.
“These data suggest there is considerable room for growth with krill supplements, which now represent 8% of the omega oils market in food, drug and mass,” said Anderson, “so the awareness of krill and consumer use seem to be quite similar.”
Aker BioMarine Antarctic is the only krill ingredient marketer that is primary in its supply. Aker BioMarine Antarctic’s proprietary Eco-Harvesting™ technology and on-board, ISO Certified processing result in the unique composition of Superba™ Krill Oil and provide full traceability from sea to shelf. The Marine Stewardship Council (MSC) has granted MSC Certification to Aker BioMarine Antarctic’s fisheries, an exclusive distinction that no other krill fishery has earned. As part of an established commitment to substantiating krill’s health benefits, Aker BioMarine Antarctic continues to sponsor in vitro, in vivo, and human clinical trials with phospholipid EPA & DHA from krill oil, consistently demonstrating a higher uptake of phospholipid omega-3 fatty acids, improved blood lipid profiles, and increased uptake of DHA in brain tissue compared to other omega-3 fatty acid sources. Superba™ Krill Oil is has obtained both GRAS and NDIN.