Essential fatty acid products are undergoing innovations.
Essential fatty acid products are the hottest ingredients in town, with EFA products like omega-3 supplements and marine oils dominating the nutraceutical market. Future Market Insights predicts that the fatty acid supplements market will grow at a compound annual rate of 8.7 percent through to 2035, reaching a total market value of $13.3 billion. As more consumers embrace the many benefits of essential fatty acid products, manufacturers and brands will invest more funds into innovative research demonstrating their benefits in various areas of overall health. Here are some of the growing trends in essential fatty acid products.
Essential Fatty Acid Supplements Go Multi-benefit
Rather than simply providing high levels of omega-3 and omega-6 fatty acids, modern essential fatty acid products are delivering a variety of concrete benefits to health product consumers—and they’re advertising those benefits on the bottle. Paige Parker, co-president of Vibrant Health in Great Valley, NY, said she’s seeing a shift in essential fatty acid products toward products that go beyond simply delivering omega-3 and omega-6 fatty acids. Today’s consumers, she said, are increasingly label-savvy, and are looking for products that combine healthy fats with synergistic nutrients for brain, heart, joint, skin and even mood support. Parker noted that there’s also a growing emphasis on sustainable sourcing; brands are now using algae-based omegas and regenerative agriculture to ensure environmental responsibility.
In addition to their new multi-functional appeal, essential fatty acid sources are coming into sharp focus. Andrew Hebard, founder & CEO at Natures Crops International in Winston-Salem, NC, said that the fish versus plant divide is closing. Plant-based and marine-based essential fatty acids, he noted, are now seen as complementary sources rather than competitive ones.
“We think this is driven by two key factors,” Hebard said. “First, recent groundbreaking research is highlighting just how effective SDA and ALA sources are as precursors to EPA and DHA, and this message is resonating with brands. Secondly, many consumers are now looking for complete and balanced essential fatty acids, and not just omega-3s.”
Alina Hornfeldt, co-owner at supplement retailer Mastel’s Health Foods in St. Paul, MN, said she’s seeing a lot of new innovations in essential fatty acids. In addition to finding ways to bring sourcing costs down so consumers can better afford their daily fatty acid supplement, Hornfeldt said she’s noticed that companies like Orlo Nutrition in Iceland are making strides with Icelandic algae, which is an innovative new source of fatty acids.
Emerging Formulations Target Functional Benefits
Essential fatty acid product formulations are becoming more comprehensive and lifestyle-specific, said Parker. The industry is moving away from single-source oils and toward blends that deliver a full spectrum of essential fatty acids, plus supporting nutrients like antioxidants, minerals and vitamins. Parker noted that Vibrant Health’s Trilogy supplement is a prime example of this trend; Trilogy combines high-quality fish oil with a complete multivitamin and a probiotic, all in a single capsule. This three-in-one approach, Parker said, delivers complete foundational nutrition in the simplest format possible, making it easy for consumers to get their EFAs along with other daily essential nutrients.
Hebard noted that two areas of new formulation styles are trending upward. First, combining Ahiflower oil with algal DHA to provide a full-spectrum, fish-free alternative to omega 3-6-9 complexes is proving popular among consumers, enabling consumers to gain the benefits of skin health and hormonal balance while still maintaining an animal-free diet. Secondly, Hebard said, the adoption of Ahiflower oil as a carrier in gut wellness products like prebiotics and probiotics is emerging as a new trend. Hebard cited the example of supplement brand Daily Nouri in San Clemente, CA. Daily Nouri, he said, has done an excellent job in combining Ahiflower as a carrier oil with nutraceutical ingredients like fatty acids and probiotics.
Consumer Trends in EFA Purchasing
Essential fatty acid products are popular across a wide cross-section of consumers, but some consumer segments seem particularly motivated to buy these products. Hornfeldt said she has noticed that a lot of pregnant women are interested in essential fatty acids, as are parents of children with behavioral issues. Parker noted that while essential fatty acids have traditionally appealed to older consumers for cardiovascular and joint health, there’s now strong uptake among younger demographics, such as Millennials and Generation Z. These generations, Parker said, are using essential fatty acids for skin health, mental clarity and athletic recovery. Furthermore, Parker noted, Trilogy’s three-in-one essential fatty acid product resonates well with busy professionals, parents and anyone who wants optimal nutrition without juggling multiple pills.
At a macro level, said Hebard, it appears that significantly more women than men are buying essential fatty acid products, both for themselves and their family networks. Hebard noted that the 20-something to 60-something age group seems to be the most active buyers.
Simple Messaging Can Boost Sales
As essential fatty acids grow in popularity, vitamin, mineral and supplement retailers can capitalize on this emerging trend by simplifying their sales messaging. Hornfeldt recommended discussing essential fatty acid products as part of the “core four” products that consumers need: magnesium, multivitamins, vitamin D and omegas. Hornfeldt said that she enjoys showing new customers the omega formulations that contain vitamins D3 and K2 as an ideal one-two punch.
For Parker, it’s important to talk about benefits, not just biochemistry. Essential fatty acids, Parker said, can help support a healthy inflammatory response, promote heart health, nourish the skin, and aid in cognitive function. Retailers, Parker noted, should also stress that quality makes a significant difference in product efficacy; retailers can help consumers navigate the essential fatty acid market by explaining issues like source transparency, freshness, and sustainability. Parker explained that for a supplement like Trilogy, retailers can turn the conversation to the topic of total daily wellness.
For Hebard, simplicity and clarity are key. Hebard said that retailers should steer clear of three-letter acronyms and instead focus on take-home messages that consumers can understand:
“At a recent consumer health food show, the message that really seemed to work with consumers was: ‘Every cell in your body contains omega-3s, but your body can’t make them on its own; they have to come from your diet.’ (Other messaging that works well includes noting that) essential fatty acids control or regulate inflammation, hormones and gut, immune and cardiovascular function.”
Hebard noted that 80 percent of consumers do not consume enough omega-3 fatty acids in their diet, a statistic that can help retailers drive home the importance of supplementation.
New Research Proves Benefits; Raises Concerns
Emerging research into essential fatty acids is not only proving out the benefits of these ingredients, but also disproving certain myths. Hebard said that significant changes are on the horizon for essential fatty acids as a result of new research. For decades, he noted, the narrative has been that humans are “inefficient” converters of plant-based omega-3s into EPA and DHA. Furthermore, Hebard said the industry has often pushed the message that if a little bit of an essential fatty acid is good for you, then more must be better. Instead, Hebard said, emerging research has found that humans are far more efficient at converting precursor plant-derived omega-3s like SDA into EPA and DHA than the industry has been willing to acknowledge. Furthermore, Hebard explained, excess DHA consumption isn’t necessarily a good thing:
“When humans consume DHA in excess of bodily needs, it suppresses the omega-3 metabolic pathway and slows down the conversion of precursor omega-3s to DHA. In other words, the body is making and using DHA on demand, and once that demand is met, it slows down its own synthesis, suggesting that nutritionally, providing precursor omega-3s and allowing the body to meet its demand through its own metabolism is a good strategy.”
Parker said that exciting new research is connecting essential fatty acids to brain health, emotional well-being, and even gut microbiome balance. Studies on the synergy between essential fatty acids, probiotics and micronutrients are of particular interest, she said, as these studies validate a comprehensive nutrition approach. Parker noted that she’s also watching emerging science on personalized omega ratios based on genetic and lifestyle factors. Meanwhile, Hornfeldt said she’s interested to see more studies on mood and focus, or anything related to brain health.
Emerging research has even uncovered new essential fatty acids that haven’t previously received a lot of media or research attention. One 2022 in-vitro study examined the effects of pentadecanoic acid, an odd-chain saturated fat found in butter, on 148 clinically relevant biomarkers measured across 12 primary human cell systems that mimicked various disease states. The study found that in addition to being non-cytotoxic, pentadecanoic acid had dose-dependent anti-inflammatory and antiproliferative activities in 10 cell systems. In contrast, EPA was found to be cytotoxic to four cell systems at concentrations above 50 μM. Furthermore, pentadecanoic acid had similar cell-based properties to bupropion, a drug often used to treat depression. Other dosages were found to mimic antimicrobials and match the activity of anti-cancer therapeutics. The study authors concluded that pentadecanoic acid plays an emerging role as an essential fatty acid.
Further research has also validated the role of linoleic acid, an omega-6 essential fatty acid that can only be obtained through diet, as an important nutrient that supports cardiometabolic health. A 2024 research update published in Lipids in Health and Disease noted that while linoleic acid continues to be a controversial fatty acid, emerging research has found that higher blood levels of linoleic acid are associated with improved cardiometabolic health outcomes. The research update explained that linoleic acid lowers total and low-density lipoprotein cholesterol compared to saturated fatty acids and carbohydrates; furthermore, large prospective datasets have shown that higher blood levels of linoleic acid are associated with lower risk of coronary heart disease, stroke and type-2 diabetes. The study authors note that recent trials of oils rich in linoleic acid have found favorable outcomes in people with common lipid disorders.
While this all sounds like excellent news for linoleic acid, there is a caveat. The study authors said that a linoleic acid intake that exceeds recommended levels may impair the endogenous synthesis of EPA from ALA, although the threshold at which this becomes clinically relevant remains unknown. Nonetheless, the study authors ultimately find that updated dietary reference intakes are needed—although there isn’t enough data to establish a recommended daily allowance of linoleic acid or alpha-linoleic acid.
Odd-chain fatty acids as a category have received significant research attention in the last few years, with heptadecanoic acid taking center stage. A saturated long-chain fatty acid found in dairy products, heptadecanoic acid has been found in studies to exhibit anti-cancer properties. One 2019 cell culture study found that dietary saturated fatty acids like heptadecanoic acid inhibited the proliferation of PC-9 and PC-9/GR cells, with a dose-dependent effect being observed. The study also found that heptadecanoic acid inhibited cell proliferation in lung cancer cells A549 and H1975, and that it promotes the death of lung cancer cells. Furthermore, the researchers determined that this fatty acid enhances the cytotoxicity of the drug gefitinib, increasing the cellular concentration of the drug in vitro. The study authors determined that further research is warranted to validate the efficacy of heptadecanoic acid as an adjunct or complementary treatment for lung cancer.
Other research is confirming heptadecanoic acid’s anti-microbial properties. One 2024 in-vitro study published in the Journal of Functional Foods examined the effects of heptadecanoic acid administration on Listeria monocytogenes cell cultures. The study involved administering heptadecanoic acid, in the form of sheep tail fat, or other fatty acids, to macrophages before releasing those macrophages into the cell cultures.
The study authors found that heptadecanoic acid inhibited L. monocytogenes activity and decreased the colony number in a dose-dependent manner, and that the acid performed better than other common dietary fatty acids like linoleic acid, stearic acid and oleic acid.
Precision and Pairings are the Future
The future of essential fatty acids, Parker noted, is in precision and pairing. Parker said the industry will soon see more formulas that combine essential fatty acids with targeted nutrients for specific needs like eye health, sports performance or healthy aging. Furthermore, emerging sources of essential fatty acids will be plant-based, sustainable and potent. Parker predicted that packaging innovation will also continue, focusing on freshness and convenience.
Essential fatty acids are experiencing rapid market growth thanks to their diverse range of applications. Consumers of all ages are seeking out these supplements for skin health, athletic recovery, brain health, heart health and more. Emerging research is now showing that essential fatty acids are more versatile than previously thought, while developments in delivery system technology are making it possible to pair EFAs with complementary ingredients for specific applications. As the EFA market continues to expand, VMS retailers can capitalize on consumer demand for these products with informative product displays and one-on-one expert support for customers.VR
For More Information:
Natures Crops, www.naturescrops.com
Vibrant Health, www.vibranthealth.com
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