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A SPECIAL ALL-DIGITAL ISSUE VOLUME 4 ISSUE 1 January 2015 Long-Chain OMEGA-3s Equipping New Products for Market Success . Product Logistics . Buyer’s Guide A SPECIAL ALL-DIGITAL ISSUE Vol. 4, No. 1 January 2015 CONTENTS 5 • • Survival Guide to Omega-3s 5 by Adam Ismail Many companies see the potential for omega-3 products, yet run into pitfalls because they fail to consider several key variables before embarking on a launch. Buyer’s Guide – Alphabetical Directory 13 An alphabetical directory of omega-3 ingredient suppliers serving the industry. Buyer’s Guide – Ingredient Listing 24 A listing of ingredients available from omega-3 suppliers. Copyright © 2015 Informa Exhibitions LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for all content of published advertisements and assume responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on the published work. Editorial content may not necessarily reflect the views of the publisher. Materials contained on this site may not be reproduced, modified, distributed, republished or hosted (either directly or by linking) without our prior written permission. You may not alter or remove any trademark, copyright or other notice from copies of content. You may, however, download material from the site (one machine readable copy and one print copy per page) for your personal, noncommercial use only. We reserve all rights in and title to all material downloaded. All items submitted to SupplySide Omega-3 Insights become the sole property of Informa Exhibitions LLC. SupplySide Omega-3 Insights • January 2015 2 omega3insights.com Advertorial 1. What do you expect to drive the • What specific countries is the ingredient consumer market around omega-3s registered in? What is the product’s global in the coming year? marketability? With the development of numerous alternative • How many clinical studies have been sources, and the improved sustainability and conducted using your product that verify its bioavailability of different forms of omega-3s, safety and health claims? consumers are becoming increasingly aware that omega-3 fatty acids are no longer just about 4. What type of omega-3 ingredient(s) fish oil. do you offer, and what differentiates Another factor for growth in the omega-3 them in this competitive market? market continues to be the growing range of Neptune Krill Oil (NKO®) provides EPA and health benefits attributed to EPA/DHA. DHA with superior bioavailability and Consumers will become increasingly interested antioxidant content. In krill oil, the EPA and DHA in condition-specific formulas to meet their are attached to phospholipids. This is in individual health and wellness needs. contrast to the omega-3 fatty acids in fish oil, which attach to triglycerides. The omega-3 that 2. What are some common attach to phospholipids in NKO® are 2.5 times misconceptions about omega-3 more bioavailable when compared to omega-3 ingredients? in fish oil. One misconception is that supplementing with Neptune’s unique and patented extraction omega-3s from krill is not environmentally process results in: sustainable. However, that is far from true; the • Superior levels of EPA and DHA amount of krill that has been harvested annually • A high concentration of phospholipids for is less than 0.2 percent of the total known superior bioavailability biomass. The krill fishery is governed by the • Up to seven times more astaxanthin Commission for the Conservation of Antarctic • Less than 0.001 percent solvent residue, Marine Living Resources (CCAMLR), and Neptune compared to 3 percent solvent residue in other only uses CCAMLR certified vessels. krill products Supplementing with Krill does not create side effects such as fishy aftertaste. Unlike fish oil, 5. What type of quality control which tends to pool at the top of the stomach measures do you have in place, and causing indigestion and a fishy aftertaste, krill oil do you have any notable omega-3 distributes evenly, does not cause certifications? reflux and digests easily. • FOS: Neptune has earned Friend of the Sea (FOS) certification for its sustainable krill 3. What questions should formulators harvesting standards and buyers ask when purchasing • Halal Certification: Neptune krill oil is the only omega-3 ingredients? Halal-certified krill oil • What stability measures do you have in place? • GMP: Good manufacturing practices • What levels of DHA, EPA and astaxanthin are found in your omega-3 formula? • What levels of impurities/contaminants are present? In a Sea of Options, NKO® is the One Look no further for the Omega with consistent, loyalty-winning tangible effects. The science tells the story. NKO® is superior to fsh oil and demonstrates unrivaled nutrient composition, effcacy, and purity compared to other krill sources. Our clinical studies back your label claims for heart and joint health.* 2.5X NO UP TO 7X 0.001 more more Astaxanthin percent solvent refux or residue, compared bioavailable fshy than other than fsh oil1 krill oils to 3 percent in aftertaste other krill oils NO Low Sustainably Higher contaminants EPA & DHA or heavy dose harvested metals One-A-Day levels nature sourced. neptune perfected. NeptuneKrillOil.com • 1-888-664-9166 (toll free) • 1-450-687-2262 1 – Clinical Study Report. NO. BTS 275/07. February 16, 2009. Esslingen, Germany * These statements have not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease. SURVIVAL GUIDE to Omega-3s by Adam Ismail o you want to sell an omega-3 product? Well, why wouldn’t you? After all, omega-3s are nutrients that are clearly important for health S and we don’t get enough of them in our diets, so they are perfect for the dietary supplement market. However, there are already literally tens of thousands of omega-3 products in the world, so there is a lot of competition out there. As such, companies should consider a number of factors before they launch their product. Positioning Deciding how to position your product is probably one of the most important aspects, but we won’t address this in too much depth here since this issue is not specific to omega-3 products alone. Positioning is important for any consumer product marketer to consider. However, it should not be a surprise to anyone that the retail supplement aisle is very confusing to consumers, and the same is true online. Doing everything you can to position the product well helps minimize this confusion. The Global Organization for EPA and DHA Omega-3s (GOED) and a coalition of companies supporting the omega-3 market recently completed a test market of a consumer education campaign and found that simply putting signs on the shelf telling consumers that omega-3s are good for your heart increased purchase intent more than 40 percent. It was the most effective marketing vehicle in the campaign, probably because it simply made it easier for an audience of captive consumers (already in the store) to find a product that was good for them. One place to start is analyzing the market to try to find “white space” where there are obvious gaps in product positioning. Try to answer these questions: • Which consumers are underserved by current omega-3 products? • What do consumers not like about their current product? • Why are consumers buying their current omega-3 product and could it be done better? • How can I convince a non-omega-3 user to take an omega-3 product? IN THIS ISSUE This does require research, though, and if you don’t have the Survival Guide p. 5 expertise, you may want to hire a marketing consultant. A Buyer’s Guide p. 13 number of omega-3 companies have done this well. The entire Table of Contents p. 2 gummy vitamin and supplement category was the result of SupplySide Omega-3 Insights • January 2015 5 omega3insights.com consumers shouting that their children did not want to take pills they had to swallow. Similarly, there are a number of flavored emulsions that have captured as much as 15 percent of some retail channels simply because consumers wanted omega-3 products that tasted good, delivered a high dosage and were not in pill form. One important point to stress is that in many cases, the ingredient supplier is selling a unique formula; however, they are simultaneously selling this formula to many of your competitors. This does not mean that an omega-3 product cannot be unique. You can always focus the marketing to a specific group of consumers, blend the omega-3s with other ingredients to create a benefit-specific formula, decide to deliver the product in a subscription model rather than a retail model, focus the marketing on quality instead of discounting, etc. There are many ways to create a unique, innovative position in the market. Dosage One important consideration is the product’s dosage of eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA). Most products in the market today deliver a dosage based on how much omega-3 is in their competitors’ product or for a particular oil their supplier offers. However, if the product is being positioned for a specific health condition, the dosage should reflect what the body of scientific evidence supports as beneficial. This is a simple regulatory requirement, since in the United States, a product’s structure-function claims must be supported with a dossier of evidence. However, rather than trying to fit the dosage to the benefit, work the other way around. Look first at what the evidence shows.