Stikk fingeren i jorda
Ærlighet varer lengst er en loslitt frase som, paradoksalt nok, ikke alltid er sann. Men når det kommer til Omega-3 produkter ønsker vi at at sannheten skal komme frem. En kritisk debatt rundt Omega-3 produkter er viktig for at du som forbruker skal kunne skille de gode produktene fra de dårlige. Vi vil gjerne gi deg et nyansert bilde for å bidra til at du får et enda bedre grunnlag til å gjøre deg opp en egen mening. Her er en artikkel fra anarkjente Nutraingredients der de stikker fingeren i jorda og gjennom kritiske brilleglass tar en titt på Omega-3 produkter.
Hva synes du? Legg gjerne inn en kommentar.
Her er artikelen i sin helhet:
Omega-3 reality check
by Shane Starling, editor in Nutraingredients.com
The market predictions for omega-3 products are endlessly buoyant but a closer look at the state of play reveals very few omega-3 functional foods and beverages have moved beyond niche sales levels.
Launches continue coming thick and fast, but in most cases sales are lagging seriously behind. For an apparently booming sector selling itself on the heart and brain health, it's all a little strange.
Figures point to healthy omega-3 supplements sales but the same cannot be said for the foods and beverages industry.
If sales figures for the thousands of omega-3 products launched globally in the past five years or so are tallied, the number of successful mainstream products are scant, according to New Nutrition Business magazine.
A milk in Spain (Puleva) that has been on-market for the best part of ten years and achieved sales of more than €100m. An omega-3 bread in Australia has gained more than 10 per cent of the sliced white bread market.
Er, that's about it really...
Healthy halo
A little baffling, given the evidence that points to an ingredient, be it marine or plant-sourced, that pretty much does what it says on the tin.
The studies are many - heart health, brain health, degeneritive disorder battling and more. There's a term in the functional foods business called the "healthy halo" and omega-3 has it.
Public awareness + clinical backing + willingness to purchase = healthy halo.
Market analysts like Frost and Sullivan continue to publish buoyant figures and point to the fact the industry remains in its infancy and that niche level sales and product withdrawals are to be expected as the industry finds its feet. Frost valued the European market at €187.8 million in 2007, and expected it to be worth €820m by 2014, equivalent to a compound annual grow rate (CAGR) of 23.6 per cent.
Sea changes
Technical advances mean omega-3s can be incorperated into most food groups with marginal formulation issues.
You can get your omega-3s in all manner of products from milks to juices to breads to yoghurts to eggs. For a mainstream food industry in the midst of a health and wellness sea change, it would appear the perfect ingredient, and many have taken it onboard.
Deeper seizures
But the reality is murkier as indicated by statements being made by some industry analysts as well as those companies that have tried and failed with certain omega-3 products.
High profile products from major food companies such as Unilever and Muller have been canned.
Muller's own research found consumers:
- Lacked trust in the products efficacy
- Perceived health claims as hyper rather than science-driven
-Thought products contained ineffectual dose levels
Omega-3 math
Getting your omega-3 dose from food is not as simple as it sounds. Most of the hype has centered around fish-oil derived omega-3s rather than the grain-based cousins that possess ALA (alpha-linolenic acid), the omega-3 form that doesn't have the heart and brain health cache of marine-derived DHA (docosahexaenoic acid) and EPA (eicosapentaenoic acid) ingredients.
It may be that the public doesn't want a fish extract in its bread or its yoghurt.
Then there is dosage. For mostly cost and formulation issues, omega-3 foods deliver low doses of EPA and DHA.
The idea being consumers can gain efficacious daily doses of omega-3s from multiple food sources as well as any oily fish they may eat or omega-3 supplements they may take.
Let the consumers do the math. With daily recommended levels at about 500mg of EPA and DHA per day and most foods having less than 100mg per serving, there is a bit of adding up to do. It might just all be a bit too hard for most consumers.
Perhaps a juncture has been where functional foods companies need to rething their approach to omega-3 food fortification along with the manner in which these foods are communicated.
Hva synes du? Legg gjerne inn en kommentar.
Her er artikelen i sin helhet:
Omega-3 reality check
by Shane Starling, editor in Nutraingredients.com
The market predictions for omega-3 products are endlessly buoyant but a closer look at the state of play reveals very few omega-3 functional foods and beverages have moved beyond niche sales levels.
Launches continue coming thick and fast, but in most cases sales are lagging seriously behind. For an apparently booming sector selling itself on the heart and brain health, it's all a little strange.
Figures point to healthy omega-3 supplements sales but the same cannot be said for the foods and beverages industry.
If sales figures for the thousands of omega-3 products launched globally in the past five years or so are tallied, the number of successful mainstream products are scant, according to New Nutrition Business magazine.
A milk in Spain (Puleva) that has been on-market for the best part of ten years and achieved sales of more than €100m. An omega-3 bread in Australia has gained more than 10 per cent of the sliced white bread market.
Er, that's about it really...
Healthy halo
A little baffling, given the evidence that points to an ingredient, be it marine or plant-sourced, that pretty much does what it says on the tin.
The studies are many - heart health, brain health, degeneritive disorder battling and more. There's a term in the functional foods business called the "healthy halo" and omega-3 has it.
Public awareness + clinical backing + willingness to purchase = healthy halo.
Market analysts like Frost and Sullivan continue to publish buoyant figures and point to the fact the industry remains in its infancy and that niche level sales and product withdrawals are to be expected as the industry finds its feet. Frost valued the European market at €187.8 million in 2007, and expected it to be worth €820m by 2014, equivalent to a compound annual grow rate (CAGR) of 23.6 per cent.
Sea changes
Technical advances mean omega-3s can be incorperated into most food groups with marginal formulation issues.
You can get your omega-3s in all manner of products from milks to juices to breads to yoghurts to eggs. For a mainstream food industry in the midst of a health and wellness sea change, it would appear the perfect ingredient, and many have taken it onboard.
Deeper seizures
But the reality is murkier as indicated by statements being made by some industry analysts as well as those companies that have tried and failed with certain omega-3 products.
High profile products from major food companies such as Unilever and Muller have been canned.
Muller's own research found consumers:
- Lacked trust in the products efficacy
- Perceived health claims as hyper rather than science-driven
-Thought products contained ineffectual dose levels
Omega-3 math
Getting your omega-3 dose from food is not as simple as it sounds. Most of the hype has centered around fish-oil derived omega-3s rather than the grain-based cousins that possess ALA (alpha-linolenic acid), the omega-3 form that doesn't have the heart and brain health cache of marine-derived DHA (docosahexaenoic acid) and EPA (eicosapentaenoic acid) ingredients.
It may be that the public doesn't want a fish extract in its bread or its yoghurt.
Then there is dosage. For mostly cost and formulation issues, omega-3 foods deliver low doses of EPA and DHA.
The idea being consumers can gain efficacious daily doses of omega-3s from multiple food sources as well as any oily fish they may eat or omega-3 supplements they may take.
Let the consumers do the math. With daily recommended levels at about 500mg of EPA and DHA per day and most foods having less than 100mg per serving, there is a bit of adding up to do. It might just all be a bit too hard for most consumers.
Perhaps a juncture has been where functional foods companies need to rething their approach to omega-3 food fortification along with the manner in which these foods are communicated.
innlegg av smartfish på
08:47
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