Webinar preview: Sirio spotlights current and emerging trends in omega- 3 softgels

In Sirio’s upcoming webinar about the latest developments in the omega-3 market, Innova Market Insights will present the latest market trends and experts from Aker Biomarine and dsm-firmenich will provide an overview of two common sources alternative to fish oil — algae and krill — and explore the health benefits and scientific research behind both. Sirio will then discuss the latest advancements in softgel technologies as an ideal carrier for omega-3 formulations.

“This webinar will not focus on one source versus another. It aims to provide a good overview of the two different sources (algae and krill) as well as the advancements in plant-based softgel technology, which help with a positive consumer experience and compliance,” Maria Pavlidou, head of the brand at Sirio Europe, tells Nutrition Insight.

“Webinar attendees will better understand the category and the different options. We will finish the webinar with some ready-to-launch concepts, so it will be very informative and practical,” she continues.

Pavlidou points to the increased focus on holistic health and wellness as a key trend. “Consumers are becoming more aware of the benefits of omega-3s for cardiovascular health, brain function and reducing inflammation. This awareness is driving demand for omega-3 supplements.”

“Interest in holistic health, especially post-pandemic, has boosted demand for dietary supplements that support immunity, mental well-being and overall vitality. Omega-3s, being integral to these needs, have benefitted from this trend.”

Topics of interest

Among the different aspects of the omega-3 category that attendees of the webinar, titled “Omega-3 market evolution: From fish oil to emerging alternatives,” can expect to learn about are the shifts in preferences, sustainability and ethical sourcing and delivery format innovations.

Maria Pavlidou, head of the brand at Sirio Europe (Image credit: Sirio).“They will learn about the different profiles of these alternative omega-3 sources, their sustainability profiles, concentrations, EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid) content, the science behind each source and benefits it can support,” Pavlidou teases.

“They will learn how krill oil and algae oil work in terms of sourcing and not depleting the marine resources. They will also learn about vegan softgel capsules and how they work to deliver the omega-3 benefits in 3 ways: sustainably for the planet, protecting the sensitive omega-3s from oxidizing and remaining stable across the shelf life and without fish burps or aftertaste and easy to swallow, thus increasing consumer acceptance.”

Sirio will give way to invited guest speakers to highlight omega-3 innovations in the use of krill oil as an alternative omega 3 source, as well as high potency algae omega-3. 

“Plant-based softgel technology called Plantegrity by Sirio, which is carrageenan free, now also comes in an uncoated and enteric format, thus helping to avoid the fishy burps.” 

Personalized nutrition 

Continuing the discussion concerning the latest consumer trends in omega-3s, Pavlidou tells us that “personalized nutrition is gaining momentum” as they seek tailored solutions for specific health needs. 

“Omega-3 supplements that target particular life stages or health conditions, such as prenatal omega-3s or high-potency formulas for joint health, are in demand. Personalized supplement subscriptions that provide customized doses and formulations based on individual health data are also growing in popularity,” she details. 

Similarly, she notices a rising demand for cognitive health solutions “with a growing interest in brain health and cognitive function, especially among aging populations.”

“Omega-3 supplements with a focus on DHA (which supports brain development and maintenance) have always been popular but the questions we receive from brand owners is how to differentiate in a crowded market.”

Pavlidou highlights that younger consumers are looking to enhance their focus, memory and overall cognitive performance, “making DHA-rich omega-3 products appealing but they have to be delivered in a format that is sustainable and pleasant to consume.”

There’s an increasing demand for plant-based omega-3 sources like algal oil, krill oil, chia seeds, flaxseed and hemp seed.Labeling and formulation

A clean label is another aspect of a product that Pavlidou says consumers are looking for. Particularly, there is a growing demand for products that are free from additives, preservatives and artificial ingredients. “This trend favors omega-3 supplements that emphasize purity, are non-GMO, have minimal processing and come in natural colored softgels, free from extra artificial additives.”

“Products that highlight ‘clean’ sourcing, such organically grown plant-based sources, are perceived as higher quality and are often preferred,” she elaborates. We are also seeing a demand for organic softgels.

Similarly, convenient formats and delivery systems are also gaining traction. “Consumers today seek convenience, leading to innovations in omega-3 delivery systems, such as soft gels, nutraceutical gummies, liquid emulsions and even powders that can be mixed into smoothies,” Pavlidou highlights. 

“Gummies, in particular, have gained popularity for their ease of consumption, especially among younger demographics and those who find traditional capsules challenging to take.”

Plant-based demand

Discussing how Sirio anticipates the expansion of the plant-based omega-3 supplements market, Pavlidou predicts the increased availability of algae-based omega-3s. “As demand for vegan and vegetarian-friendly omega-3 sources grows, alternative sources will continue to gain traction.”

“Advances in production methods will make algal DHA and EPA more cost-effective and widely available, making it a mainstream alternative to fish oil. Alternative sources will also become more popular and offer more options and differentiation opportunities for brands,” she details.

“Plant-based softgels that address a positive consumer experience will become much more mainstream and gain market share. And the technology evolves, and the price gap compared to traditional gelatin softgels becomes smaller.”

Pavlidou further predicts a greater focus on sustainability: “The rise in awareness about sustainability will further fuel demand for plant-based options.”

Sustainability considerations

Building upon her observation of a shift toward plant-based sources, Pavlidou notes: “As more consumers adopt vegan, vegetarian or flexitarian diets, there’s an increasing demand for plant-based omega-3 sources like algal oil, krill oil, chia seeds, flaxseed and hemp seed. Though all of them are very different and offer different benefits.”

Sustainability and environmental awareness are also increasingly taken into consideration, according to the expert. “Concerns about overfishing, ocean pollution and the environmental impact of sourcing fish oil have led consumers to seek sustainably sourced omega-3 products. Certifications such as MSC (Marine Stewardship Council) and Friend of the Sea are becoming more influential in purchase decisions.”

“Brands that emphasize sustainable practices, transparency in sourcing and eco-friendly packaging resonate with environmentally-conscious consumers and especially the younger generation.”

Looking to the future, she adds: “Consumers will continue to demand transparency about the sourcing and environmental impact of their omega-3 products. Companies that can trace their ingredients back to sustainable and ethical sources will have a competitive advantage.”

DHA-rich omega-3 products are appealing to younger consumers looking to enhance their focus, memory and overall cognitive performance.Target solutions and bioavailability 

Continuing her explanation of how the plant-based omega-3 market will evolve, Pavlidou also points to personalized and targeted omega-3 solutions.

She argues that customized supplements will be significant as “advances in personalized nutrition are likely to drive the development of omega-3 products tailored to individual health needs, genetic profiles and lifestyle factors.”

Condition-specific products may also grow in importance. “More omega-3 products will be tailored for specific health concerns, such as cardiovascular health, cognitive function, prenatal and maternal health and joint care. This will be driven by ongoing research and a deeper understanding of how different omega-3 fatty acids — DHA, EPA and ALA (alpha-linolenic acid) — can be optimized for specific outcomes.”

In terms of the increasing emphasis placed on enhancing bioavailability and delivery formats, Pavlidou outlines the significance of technological innovation and convenience.

“When it comes to technological innovation, future omega-3 supplements will focus on improving bioavailability (the body’s ability to absorb and use fatty acids),” she states.

“Innovations in encapsulation, emulsification and nano-delivery systems will make it easier for the body to absorb omega-3s, allowing for lower dosages with the same or greater benefits.”

She adds that convenient formats should be taken into consideration, “as consumer demand for convenience persists, we’ll see a greater variety of delivery methods becoming more mainstream, such as gummies. This can make omega-3s more accessible to people of all ages and dietary preferences.”

Scientific validation and efficacy

The scientific backing behind the efficacy of omega-3 will naturally also remain a vital aspect of consumer demand. 

“Ongoing clinical research on omega-3 benefits provides a clearer understanding of the specific benefits of omega-3s, leading to more targeted marketing and product positioning,” argues Pavlidou.

“This will help differentiate products based on their evidence-backed benefits, such as heart health, cognitive support or anti-inflammatory properties.”

Consumer demand for proven efficacy is exacerbated by the “growing skepticism around health claims.”

“Consumers will increasingly seek products with scientifically validated benefits. Those who stand out with clinical trials and ensure their marketing claims are backed by robust research will be the long-term winners,” she states.