carla ogeia research analyst - gnpd consulting services 19th october 2005
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Omega 3: More than just cod liver oil. Carla Ogeia Research Analyst - GNPD Consulting Services 19th October 2005. Omega 3: more than just cod liver oil. Naturally rich in/enriched with omega 3 Ham & cheese; biscuits; milk & cereal; eggs; and much more…. Omega 3: more than just cod liver oil. - PowerPoint PPT PresentationTRANSCRIPT
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Carla Ogeia Research Analyst - GNPD Consulting Services19th October 2005
Omega 3:More than just cod liver oil
www.gnpd.com
Omega 3: more than just cod liver oil
Naturally rich in/enriched with omega 3
Ham & cheese; biscuits; milk & cereal; eggs; and much more…
www.gnpd.com
Omega 3: more than just cod liver oil
• Launch activity• Sources• Benefits & positioning• What future?
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Global introductions by category (%)
Jan 2003 to Sep 2005
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Global introductions by category (by year)
2003 2004 2005Processed Fish, Meat & Egg Products 69 103 119Dairy 44 74 82Baby Food 43 85 42Bakery 25 27 42Sauces & Seasonings 16 47 30
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Global introductions by category (by year)
2003 2004 2005Snacks 9 33 39Beverages 4 27 6Meals & Meal Centers 7 11 15Breakfast Cereals 8 8 11Spreads 5 7 7
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Global introductions by region
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Omega 3: more than just cod liver oil
• Sources– Naturally rich in…– Fish oils vs. vegetable sources
• Benefits & positioning– Heart health introductions– Brain function introductions– Age positioning
• What future?
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Naturally rich in...
Bimbo’s Multigrain Linseed bread, containing wheat, rye, sunflower, sesame, linseed
and oats, Mexico
Carrefour’s Margarine riche en Oméga 3, formulated with colza (rapeseed) oil and fish
oils, France
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Naturally rich in...
Rose Acre Farms’ Essensia Speciality Eggs, from vegetarian
fed chickens with a patented feeding plan, containing 600mg
of omega 3 per egg, USA
Carapelli’s Olys, fruit and cereal oil (maize seed, rice, wheat germ, hazelnut and
blackberry), naturally rich in vitamins and omega 3, Italy
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Naturally rich in...
Covi’s Paul & Louise Hake meal, with rice and basil,
France
Lox Enterprises’ I Love Salmon Salmon XO Sauce,
made from fresh salmon from Australia, Singapore
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Fish oils vs. vegetable sources - fish oils
Biomedical Laboratories’ IQ3 Brainstorm, cereal bars with 3.1% micro-
encapsulated tuna oil, UK
Sudowia’s O! partially skimmed milk enriched
with refined fish oil, Poland
Atlantic Pacific Foods’ Seachange Omega-3
Spread, formulated with 2% fish oil and 42% Australian
canola oil, Australia
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Fish oils vs. vegetable sources - rape oil and algae
Marie-Groupe Uniq’s St Hubert Source d’Oméga 3, natural yogurt with 3.85%
rapeseed oil, France
Momo’s Veggie Kitchen’s Mo’Rainbow Veggie Fish, containing omega 3 from
microalgae, USA
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Fish oils vs. vegetable sources - flax seed
Bimbo’s Bimbo Activ range, fortified with flax seed oil for omega 3;
antioxidants; and calcium, Spain
Life Choices Natural Foods’ Chicken Nuggets with a multigrain
coating, including flax, Canada
Barilla’s Barilla Plus pasta range, formulated with ground flaxseed, USA
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Fish oils vs. vegetable sources - hemp
MotherHemp’s organic bar with apple & cranberry, low in saturated fat, dairy free and
with no artificial colours, additives and flavours, UK
Nature’s Path Foods’ Hemp Plus Brownie Mix, with an organic, vegetarian and whole wheat formula,
Canada
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Heart health benefits (by category)
2003 2004 2005Dairy 15 33 32Processed Fish, Meat & Egg 17 15 18Sauces & Seasonings 10 22 16Bakery 8 3 13Snacks 1 7 8
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Heart health benefits
Unilever Bestfoods’ Promise Buttery Spread, formulated
with ‘Heart Health Essentials’, claimed to help maintain a
healthy heart, USA
Beatrice Foods’ Omega 3, enriched milk claimed to reduce the risk of heart
disease, Canada
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Heart health benefits
Yagua’s Happy Heart Balls, chocolate covered malty orange balls, enriched with soy isoflavones and omega 3. Low calorie indulgent
treat with a clear heart health claim, Netherlands
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Heart health benefits + lowering cholesterol
Peerless Holdings’ Smart Balance Olive spread, with
natural plant sterols and enriched with omega 3,
Australia
Kyrönmaan Juustomestarin’s Julia 10, cheese formulated
with rapeseed oil, rich in omega 3 and with cholesterol reducing properties, Finland
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Heart health benefits + lowering cholesterol
Nestlé’s Omega Plus with ActiCol, milk powder with
added plant sterols to help lower cholesterol, Malaysia
Mastellone’s La Serenissima SereCol, partially skimmed milk with phytosterols and
fish oils, Argentina
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Heart health + other benefits
Microfluid Biotechnology’s OmegaFluid, a sugar-free
omega 3 based drink with an apple and ginger flavour,
France
Hero’s Bien Estar Omega 3, tomato juice with added
omega 3 and vitamin E, as well as prebiotic
fructooligosaccharides, Spain
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Brain function benefits (by category)
2003 2004 2005Baby Food 21 20 9Bakery 3 1 5Dairy 1 2 4Beverages 0 3 2Snacks 0 0 3
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Brain function benefits (by region)
2003 2004 2005Asia Pacific 14 23 15North America 11 4 9Europe 2 0 4
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Brain function benefits
Neilson Dairy’s Dairy Oh! Partly skimmed milk with DHA omega 3 and said to
support the development of the brain, Canada
Gizindo Primanusantara’s Promina Nasi Tim, sachets of rice with chicken and corn for
babies, formulated with omega 3 to promote healthy development
of the brain, Indonesia
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Brain function benefits
St Ivel’s Advance enriched with Omega 3, fortified milk said to play a part in brain
function, enhancing learning and concentration, UK
Gold Circle Farms’ Cage Free DHA Omega 3 eggs,
containing high quantities of DHA, vital for proper brain
function, USA
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Products for children
Country Life’s Kids Omega DHA Powdered Drink Mix, said to support the brain, nervous system and eye
functions, USA
Natural Fruit & Beverage Co’s Supajus, orange juice with Pacific tuna fish oils,
named ‘The Think Drink’, UK
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Products for children
Nestlé’s P’Tit Yoco Oméga 3, fruit fromage frais with omega 3 to help brain development, France
Springer Mountain’s Doc Hollywood Champion Bites, chicken nuggets with GEN-
SPEC breading containing 0.4g of omega 3 per serving, USA
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What future for omega 3?
• Increasing number of products and categories being enriched • More advanced claims being used in conjunction with the regular omega 3
benefits– help to lower cholesterol– low fat, sugar, calorie, etc. to aid slimming– maybe in the future blood pressure reducing claims
• More products targeted to improve brain function in the West, mainly in products for children
• Opportunity for products targeted at seniors (50+)• Fortification in indulgent products
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Chocolate and ice cream anyone?
Nestlé’s Real Dairy Omega-3, ice cream range available in
Natural Vanilla, Milk Chocolate Fudge and
Neapolitan varieties, Canada
Ecco Bella Botanicals’ Health by Chocolate beauty bar,
infused with cranberry seed oil for omega-3 fatty acids, USA
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Presented by:
Carla OgeiaResearch Analyst, GNPD Consulting Services
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