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Consumer engagement with this diagnostic tool could be an important next step for the omega-3 marketplace.
March 3, 2014
By: Becky Wright
Contributing Writer
At an American Heart Association meeting in the early 2000s, Dr. Clemens Von Schacky and Dr. William Harris met to discuss a new Harvard paper showing a relationship between blood omega-3 levels and sudden cardiac death. The result of this meeting would impact the omega-3 world forever. “As we discussed this new paper, it dawned on us that measuring omega-3 levels goes beyond just knowing how much fish you ate; it’s actually a ‘risk factor’ for coronary heart disease,” said Dr. Harris. “And having a certain level correlates with either reducing or increasing your risk for heart attack.” In the years that followed this meeting, Drs. Von Schacky and Harris both established omega-3 testing companies—Dr. Harris in the U.S. and Dr. Von Schacky in Germany. The initial goal was simple: to develop a blood test doctors could use to measure patients’ omega-3 levels. The result was the HS Omega-3 Index Blood Test; and the timing was perfect, as the omega-3 market was growing considerably and so was consumer awareness. A Numbers Game Today, sales of omega-3 supplements exceed $1 billion and consumer awareness of omega-3s is at or above 90% in many countries. These numbers reflect a solid, established market, but also a maturing one. So as this market continues to develop and growth slows, how can companies bring new consumers into the omega-3 category? The Omega-3 Index could be the solution. Research—of all kinds—will also be crucial. For example, late last year the Council for Responsible Nutrition (CRN) commissioned market research firm Frost & Sullivan to conduct a cost/benefit analysis of a variety of nutritional ingredients, including omega-3 fatty acids. The report, “Smart Prevention—Health Care Cost Savings Resulting from the Targeted Use of Dietary Supplements,” examined four different chronic diseases and the potential for healthcare cost savings when U.S. adults 55 and older, diagnosed with these chronic diseases, used one of eight different dietary supplement regimens. The analysis demonstrated that supplementation at preventive intake levels in high-risk populations could reduce the number of disease-associated medical events, representing the potential for hundreds of millions of dollars in savings—and billions in some cases. For omega-3 fatty acids in particular, the study showed that the potential avoided hospital utilization costs related to coronary heart disease through the full use of omega-3 supplements at preventive intake levels could be as much as $2.06 billion on average per year, with a cumulative savings of $16.46 billion from now through 2020. Form = Function Omega-3 fatty acids are among the most researched nutrients in the world (GOED, 2012). The problem with omega-3s, like most nutrient categories, is that they offer benefits that cannot always be felt. But they can be measured, which is where the Omega-3 Index comes in. The Omega-3 Index is defined as the percentage of EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid) in red blood cell (RBC) fatty acids (see Figure 1). While most omega-3s will raise the Omega-3 Index, how quickly and efficiently that happens depends on the source.
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