Democratizing EFA Nutrition – Vitamin Retailer Magazine

Quality, value and sustainability are key requirements for the success of EFA supplements.

Essential fatty acids (EFAs) are commonly referred to now, but this wasn’t always the case. In the early 1900s, fat in the diet was simply viewed as a source of calories, one that was interchangeable with carbohydrates. However, a husband-and-wife team, George and Mildred Burr, turned this idea on its head in 1930 when they published papers in the Journal of Biological Chemistry. During trials with rats, the couple discovered that EFAs were critical to health.

There are three types of EFAs: alpha-linolenic acid (ALA), eicosapentaenoic acid (EPA), and docosahexaenoic acid (DHA). None are produced by the body but are all found in foods. ALA is most often found in plant oils like canola, flaxseed and soybean. DHA and EPA are found in seafood and fish. The amount of EFAs needed by individuals varies depending on their stage of life.

According to the National Institutes of Health Office of Dietary Supplements, babies up to one year require only 0.5 grams, while a teenage boy requires 1.6 grams. Men require the same amount as teen males while the requirement for women is 1.1 grams. EFAs are responsible for good health as they help make up the membrane that surrounds each cell in the human body. Eye, brain and sperm cells require high levels of DHA, and blood vessels, lungs, and the immune and endocrine systems rely on omega-3s to function properly.

Playing this important role in health, it’s easy to see why EFAs are a supplement that many individuals seek out. When manufacturers create EFAs, what important considerations are they weighing? Certification and sustainability are things many consumers are interested in. How are manufacturers handling these aspects of EFA harvesting and production? And is the trajectory for this market overall on the rise or declining?

The Global Organization for EPA and DHA Omega-3s (GOED) is an organization based in Utah. Managing Director, Ellen Schutt, noted that EPA and DHA omega-3s are the most studied of all the fatty acids. She explained that that are more than 45,000 published studies, including more than 4,000 human clinical trials. “The science for the benefits of EPA and DHA in the categories of heart health, brain health, eye health and prenatal/maternal health is quite diverse and strong and keeps growing on a daily basis,” she said.

Schutt noted that manufacturers need to know the importance of handling the oil properly during production. “Omega-3 oils are subject to oxidation if exposed to air or light and contract manufacturers need to protect the oil throughout the manufacturing process,” she noted. “For brands, storage conditions, and opaque packaging help to further ensure the quality of the finished product.” GOED offers a free resource for manufacturers of EFAs, “GOED Best Practices Guidelines: Oxidation Control.”

Jolie Root is the senior nutritionist and educator at Carlson Laboratories based in Illinois. She stated that there are three “must-haves” when it comes to producing EFAs. “Our company standards demand the raw materials be the highest possible quality, are sustainably sourced, and have an award-winning taste.”

At Dropi, a manufacturer in northwestern Iceland, Director of Marketing, Lara Margret Möller, weighed in on the company’s creation of EFAs. High-quality and sustainable ingredients top the list of importance. The company’s extra virgin cod liver oil is derived from sustainable, wild-caught Atlantic fish off the coast of Bolungarvik, one of the oldest fishing communities in Iceland, she explained. “Also, our manufacturing process focuses on maintaining the natural integrity of the oil by reviving the ancient technique of cold-pressed extraction used by the Vikings, avoiding the use of harsh chemicals or high temperatures,” Möller, stated. “By doing that, no nutrients are lost in the manufacturing process, hence nothing needs to be added afterward. Its natural profile of beneficial omega fatty acids and vitamins including vitamin D remains intact.”

Dan Wiley, the business unit leader at OceanBlue, a manufacturer in Florida, stated that two things play a key role in the company’s EFA products: quality and value. “We take the approach of quality by design,” he said. “Following in our parent company’s footsteps, we pride ourselves on an unwavering attention to high quality.” From the processing of algal and fish oils through purification to the final encapsulation steps, OceanBlue remains focused on delivering the highest potency and most pure products it can.” Additionally, Wiley stated that the company’s vision is to democratize omega-3 nutrition for people everywhere. “We provide our consumers with science-backed omega-3 nutrition and combinations that are priced so that more people than ever can afford to include omega-3s in their daily regimen.”

Purity and potency are top considerations for Life Extension, said Vanessa Pavey, ND, education scientist at the Florida-based manufacturer. “A pure and quality product starts with the sourcing of the raw material,” she said, who noted that Life Extension’s fish oil concentrate is sourced from 100 percent anchovy from the South Pacific Ocean. A complex process is used by the company to harness the benefits of the EFAs, within hours of harvest. “Potency is another important aspect in formulating a quality product,” continued Pavey. “The amounts of EPA and DHA should be tested in addition to total fish oil content. Testing should be conducted by verified analytic techniques like high-performance liquid chromatography or gas chromatography and mass spectrometry.”

Finally, the results of the finished product testing for both purity and potency are reported in a certificate of analysis (CoA), providing proof of quality and label accuracy, she said. “Reputable companies will provide a CoA upon request.”

The Role of Sustainability in EFAs

Sustainability in EFAs can be complicated, said Schutt at GOED. Firstly, there are many different sources that EFAs are made from including anchovy oil, salmon oil, pollock oil, tuna oil, krill oil and algae oil, just to name a few. “The key takeaway is that the majority of oil sources that supply EPA and DHA come from well-managed fisheries or renewable land-based sources like algae or genetically modified canola,” she said. As an example, Schutt noted that the bulk of EPA and DHA supplements use anchovy oil. This comes from fish harvested off the coast of Peru. “This fishery has two seasons each year and the quota is set after the governing scientific body in the country performs a sonar survey to determine the size of the biomass and number of juveniles,” Schutt explained. “This conservative approach allows for the fishery to maintain its health for future fishing seasons. There is a similar solid sustainability story around the Antarctic krill fishery, which is MSC-certified and harvests less than one percent of the available biomass.”

As mentioned, sustainability in the EFAs it manufactures is of utmost importance to Dropi. “Sustainability is of very high importance when it comes to EFAs. It involves responsible sourcing practices, such as using sustainably caught fish, as well as prioritizing eco-friendly manufacturing processes and packaging materials which is crucial to minimize the environmental impact,” Möller noted. “Sustainable practices ensure the long-term availability of EFAs and protect the balance of the marine ecosystem.” The company’s entire operation—from the fishermen to the extraction methods is all centered on sustainable practices, Möller said.

Likewise at Carlson Laboratories, Root noted. Some of the questions the company poses include: “Is the fish oil being sourced in a way that protects fish stocks? Is the algal oil being extracted using solvents? Are the workers being treated well? Are the products plastic neutral?” These are just a few questions she believes manufacturers need to ask. At Life Extension, Pavey noted that quality products start with quality raw materials. Therefore, it’s important to make sure that there is sustainability built into the raw materials.

“Life Extension’s fish oil is sourced from 100 percent anchovy that is caught in the South Pacific Ocean and obtained using sustainable fishing practices that are certified Friend of the Sea and Dolphin-Safe.”

Trends in EFAs Now

Root pointed out that there is a growing interest in plant-based omegas. “I also see a trend toward higher potencies in smaller servings with increased awareness that the higher potencies are needed to achieve optimal intake or optimal Omega-3 Index levels,” she said. Additionally, she sees an interest growing in specialized pro-resolving mediators (SPM). “The beneficial omega-3s EPA and DHA support heart, brain, vision, joint and immune health,” Root noted. “SPMs support our body’s defense system and assist with the natural resolution of our inflammatory response. Since many of us may not get enough omega-3s through diet alone and may have inadequate SPM production, a supplement can be a great option.”

Wiley agreed that there is an increasing demand for plant-based omega-3 supplements. “Plant-based omega-3 sources, such as algae, flaxseed and Ahi flower are growing in popularity,” he said. The interest in sustainability is another trend he’s noticed. “There is a growing awareness of the environmental impact of traditional oil supplements and a desire for more sustainable sources of omega-3s. This has led to an increase in the use of alternative sources, such as algae and Ahi flower which use regenerative agricultural techniques.”

Long associated with heart health, omega-3s are gaining increased interest in individuals looking for brain health supplements, Wiley stated. “This has led to an increase in demand for supplements that are specifically marketed for brain health in-utero, as we grow and develop as children and as we age.”

Two other trends Wiley notes are an emphasis on quality and purity and online sales and direct-to-consumer models. “Consumers are increasingly concerned about the quality and purity of omega-3 supplements. They are looking for products that are free from contaminants such as PCBs, and that have been independently tested for quality and potency,” he said. As far as online sales and direct-to-consumer models, Wiley explained that these both make EFAs more accessible and easier for consumers to purchase. They seem to be a trend that more companies are following.

Möller also noted the EFA market has an increased demand for transparency and quality. “Consumers are more conscious about the sourcing and purity of EFAs, seeking products that are free from contaminants and synthetic additives,” she said. “There is also a growing interest in plant-based sources of omega-3s for those who prefer vegetarian or vegan options. Flavored oils and capsules are also gaining popularity.”

At Betsy’s Health Foods in Texas, Marketing Manager Ramona Billingslea noted that EFAs are one of the top supplements that are recommended to customers on an ongoing basis. “We consider EFAs, specifically fish oils, one of our five staples for any health-conscious cupboard,” she said. “So, we usually end up talking about EFAs whether a customer has mentioned them or not, especially fish oils for their ability to provide us with some of the highest concentrations of EPA/DHA.”

Billingslea noted that the majority of customers reach for soft gels. “People looking for higher doses usually turn to a liquid so they can get a bigger punch with less swallowing of pills,” she said. Billingslea added that she doesn’t believe gummies offer enough potency to make a difference. And since this delivery form involves taste, the sugar content per gummy is often too high. “But that’s a personal feeling only. We stay open to considering products that are using this delivery system, especially since more and more customers are seeking these kinds of supplements,” she said.

Pavey noted that chewables marketed to younger adults are one of the fastest-growing divisions in the supplement industry. Gummies in particular, she noted, continue to grow in popularity. “In 2022, 41 percent of consumers reported preferring gummy formats, as compared to 37 percent in 2021,” she said, citing the 2022 Mintel Report. “Gummy formats offer an additional choice to taking fish oil soft gel pills; however, some fish oil gummies are laden with sugar and offer low potencies of EPA and DHA,” she explained. Life Extension uses state-of-the-art technology to deliver potent amounts of EPA and DHA in gummy format, said Pavey. “This special formulation technology suspends microscopic fish oil droplets in a fish gelatin base, allowing for a larger potency per gummy. Because the oil droplets are suspended in a protein emulsion, we can say goodbye to fish burps,” Pavey noted. “This innovative technology also allows for a tasty gummy formulation without sugar.”

At Betsy’s Health Foods, Billingslea said that customers want to know what makes EFAs so important. “They may take some convincing to realize not all fats are created equally. Customers more in the know usually ask about the kind of fish being used to create the product, when it’s best to take the product if they will have burp-back, how the oil is purified, and where the fish come from that go into the products,” said Billingslea.

To Certify or Not to Certify: Where Do Manufacturers Stand?

For Carlson Laboratories, certification is an important step. The company is part of the International Fish Oil Standards (IFOS) Program. “This voluntary program tests the purity, potency and freshness of fish oils,” Root explained. “Carlson has received a five-star rating on more than 28 of its fish oils.” Additionally, the company is part of the Friends of the Sea (FOS) program and is certified through it as well.

Dropi cod liver oil holds several certifications that guarantee the excellence and legitimacy of our essential fatty acids (EFAs), Möller noted. “Our commitment to sustainable fishing practices has been recognized by the Icelandic Responsible Fisheries program, certifying that we uphold responsible fishing methods. We adhere to rigorous quality standards throughout our manufacturing processes, ensuring that our products meet the highest criteria,” she explained. “Regular testing is conducted to assess purity and identify any potential contaminants. Additionally, we proudly hold the Marine Stewardship Council (MSC) certification, widely regarded as the most esteemed acknowledgment of sustainable fisheries worldwide. Lastly, we are pleased to inform you that all our products are non-GMO (genetically modified organism), further emphasizing our dedication to providing wholesome and trustworthy offerings.”

For OceanBlue, certification is non-negotiable. “Having Friend of the Sea certification is especially important to us as this gives our end-users assurance that our products do not contribute to exploitation and over-fishing of our target fish stocks,” said Wiley. “Periodic El Nino ocean-warming events in the South Pacific constrain the total available catch, but close catch management and science-based observation by IMARPE in Peru ensure that this valuable resource will be available for decades to come,” he explained. “Our source is certified by the Friend of the Sea certification and chain of custody as a leading certification standard for products which respect and protect the marine environment.”

The Market & Consumer Confidence

At GOED, Schutt stated, “While EPA and DHA omega-3s have a long history of use and high consumer awareness, there is always competition from newer supplement categories, particularly because you don’t necessarily feel an immediate benefit from taking EPA and DHA. There is also concern now about the possibility of price increases at the retail level and it’s important that consumers are educated about the benefits of EPA and DHA and continue to take their supplements,” Schutt noted.

She also noted that consumer confidence is high. “For consumers, the main message is that EPA and DHA omega-3s are safe and effective. There are no safety issues—FDA (U.S. Food and Drug Administration) has said up to 5 grams per day is safe—and the benefits throughout the life span are tremendous,” Schutt noted.

At Carlson Laboratories, Root stated that the market is promising for EFAs. She stated that this is due to increasing health awareness among consumers which in turn creates growing demand.

“Consumers have become more informed,” said Root. “Rather than simply looking at price, they look for certification of things like testing for purity and potency, for genetic modification of ingredients and for sustainable sourcing.” If those things are in place, she said, consumers feel confident about the products their purchasing. “And, social media influencers are driving the product choice decisions of young adults, more than friends, family or health care professionals,” Root pointed out.

Spending more money than ever on health and wellness, consumers are looking toward food-based supplements like omega-3s and EFAs to support their personal wellness journeys, said Wiley at OceanBlue. “The steady growth of the market for omega-3s has been supported by robust scientific studies showing positive health benefits over the past several decades,” said Wiley, pointing to GOED reports of more than 40,000 peer-reviewed studies and over 4,000 double-blind placebo-controlled trials supporting the beneficial impact of omega-3s.

“After a large boom associated with the COVID pandemic, the omega-3 market has returned to a historical steady growth trend,” Wiley stated. He noted that the main challenge now is to improve overall communication about the benefits of EFAs and omega-3s and reduce barriers related to cost and convenience. “We want to make it easy as possible for consumers to have access to high quality, potent omega-3 products at approachable prices,” he stated.

At Life Extension, Pavey noted that certifications are an important part of the company’s values. “Good manufacturing practices (GMPs) are the guidelines required by the FDA for supplement manufacturing, distribution, and storage,” Pavey explained “Life Extension is GMP compliant and verified by the National Sanitation Foundation (NSF), an international public health and safety organization that performs GMP certification.”

Additionally, Life Extension’s Super Omega-3 EPA/DHA Fish Oil is independently tested by the International Fish Oil Standards (IFOS), a third-party testing organization, said Pavey. “Life Extension consistently receives five stars from IFOS, the highest possible rating,” she noted. “A five-star rating from IFOS meets the highest standards for quality and purity for omega-3 fish oil supplements.”

Möller noted that the market for EFAs is continuing to experience steady growth. She believes this is because more people recognize the importance of EFAs for overall health. “Consumer confidence in EFAs is generally positive, as research continues to highlight numerous health benefits associated with omega-3 fatty acids, such as supporting heart health, brain function, and overall well-being,” she said. “Furthermore, consumers are displaying an increasing consciousness regarding the quality of fish oil products. They are becoming more discerning, posing more inquiries, and making higher demands on manufacturers, urging them to ensure transparency and meet elevated standards.”

Pavey noted that the global fish oil market has seen growth since 2021. “During 2020 and 2021, the cardiovascular health category showed modest growth, likely due to the emphasis on immune support,” said Pavey, citing the Nutrition Business Journal 2021 Condition Specific Report. “However, cardiovascular health remains in the top five health concerns for both Generation X and Boomer age groups,” she said. “The momentum behind the global fish oil market growth appears to be due to the multiple health benefits provided by omega-3 fatty acids.”

As the EFA market continues to grow and change, new opportunities are likely to arise for manufacturers and retailers alike. Consumer interest in this submarket is growing and the possibilities for future advances with EFAs are exciting. VR

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