Omega-3 Overview The Importance to China June 22, 2015
EPA and DHA omega-3s are among the most important resources in the ocean. They are a critical part of life, helping cells function and develop properly, but they primarily come from the marine environment.
EPA and DHA Fatty Acids Proteins Phospholipids Fatty Acids EPA and DHA have four known biological functions. They are incorporated as structural components of cell membranes, increasing fluidity and allowing for proper functioning of proteins Source: Norwegian Scientific Committee for Food Safety
EPA and DHA Fatty Acids Proteins Phospholipids Fatty Acids Eicosanoids and EPA and DHA have four known Docosanoids biological functions. They are oxidized to generate bioactive metabolites called eicosanoids and docosanoids that help regulate inflammation in the body Mitochondria Source: Norwegian Scientific Committee for Food Safety
EPA and DHA Fatty Acids Proteins Phospholipids Fatty Acids Enzymes Eicosanoids and EPA and DHA have four known Docosanoids biological functions. Modulate enzyme activity, including inhibiting protein kinases and preventing increases in calcium and potassium in cells Mitochondria Source: Norwegian Scientific Committee for Food Safety
EPA and DHA Fatty Acids Proteins Phospholipids Fatty Acids Enzymes Eicosanoids and EPA and DHA have four known Docosanoids biological functions. Regulate expression of genes involved in inflammation, cell proliferation, cell death, and oxidative stress DNA Mitochondria Source: Norwegian Scientific Committee for Food Safety
“ Long-chain omega-3 deficiencies are the biggest challenges to the future of humanity. ” Dr. Michael Crawford
Omega-3s are one of the most researched compounds in health and nutrition The Body of Evidence: Randomized, Controlled Trials in Humans Source: Pubmed, as of April 28, 2015
Even with more than New Scientific Papers New Human RCTs 28,000 Published on EPA and Published on EPA and DHA, 1967-2014 DHA, 1967-2014 published papers and 3,100 human clinical trials, we are still only beginning to discover the complete role EPA and DHA play in human health Source: Pubmed as of April 28, 2015
Through our life stages, we can see why omega-3s may be valuable Fetal growth Brain Growth Brain Growth Regulating Neurological Cell Inflammation Preservation Maternal stores Visual Development Cardiovascular Regulating Protecion Inflammation Cardiovascular Protection
China now has a recommended intake level that is in line with most of the other countries of the world that have taken action Double-click to enter text Recommended Intakes of EPA and DHA in the Top Economies of the World 1300 mg Russia 500 mg France 450 mg Norway Austria, Belgium, China , Czech Republic, Denmark, Finland, Germany, 250 mg Greece, Iceland, Ireland, Italy, Luxembourg, Netherlands, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland, United Kingdom 160 mg Australia, New Zealand Canada, India, Israel, Singapore, None Yet South Korea, United States Source: GOED, International Monetary Fund
Multiple estimates of Chinese intakes of EPA and DHA have been made, but they all agree that average intakes are quite low Estimates of Daily EPA and DHA Consumption in Chinese Adults 250mg/day DRI 49 37 38 20 mg/day mg/day mg/day mg/day Hibbeln et al, NutriCoDE, CNHS, 2002 INTERMAP 2006 2014 study, 2007
Income is a factor though, which would lead one to believe that as China’s economy continues to grow, intakes will increase Daily EPA and DHA Consumption in Chinese Adults by Living Area 250mg/day DRI 70 56 mg/day 40 28 mg/day mg/day mg/day Urban Rural Metropolitan Small City Source: Chinese Nutrition and Health Survey 2002
The real problem is that intakes are actually declining, even though the economy has been growing Daily EPA and DHA Intake in Chinese per Capita GDP Chinese Adults $6,807 41 37 mg/day mg/day $314 1990 2010 1990 2010 Source: NutriCoDE
Pregnant and nursing women and children should be striving for 200mg of DHA alone, but total EPA+DHA intakes could create a public health crisis Daily EPA and DHA Consumption in Select Chinese Populations 250mg/day DRI 159 mg/day 70 100mg/day DRI 53 mg/day 30 mg/day mg/day Rural Children Inland River/Lake River/Lake Pregnant Pregnant Pregnant Women Women Women Source: Lien et al, 2007; Zhang et al, 2013
Market potential in China Brazil 98% United States 98% starts with consumer Spain 96% awareness. Germany 96% Urban Chinese consumers U.K. 95% are on the low-end of the Australia 95% awareness spectrum for the France 94% terms omega-3s, DHA or Canada 94% Italy 93% EPA, but there are many Norway 93% positives hidden in the Finland 89% data. Russia 89% Sweden 88% Iceland 87% China 86% Denmark 77% Japan 58% Sources: GOED Proprietary Consumer Research, Leatherhead, YouGov 50% 75% 100%
Market potential in China Top Reasons Cited for Not Using Omega-3s starts with consumer 38% Unaware of omega-3s awareness. Low awareness of 26% omega-3s is holding back Don't know the benefits consumption, but this Doctor doesn't means education is needed 16% recommend and is a powerful tool. 16% Dislike Taste Source: GOED Proprietary Consumer Research
China is one of the few balanced countries in the world in terms of how consumers choose to increase their omega-3 intakes 77% 41% 65% 69% 53% 39% 63% 18% 61% 55% 54% 33% 47% 31% 35% 27% 30% 51% 17% 49% 35% 27% 44% 36% 27% 15% 34% 36% 18% 27% 31% 23% 19% 10% 22% 24% Russia Brazil Germany China UK Australia US France Canada Supplements Functional Foods Seafood Source: GOED Proprietary Consumer Research
The goal of education Concern About Family and Heart Health to is to increase usage, Chinese Consumer Segments and there are Family Health Brain Health opportunities to grow 57% the market in China 52% 37% with basic education 32% Consumers Not Consumers Consumers Not Consumers Knowledgeable Knowledgeable Knowledgeable Knowledgeable About Omega-3 About Omega-3 About Omega-3 About Omega-3 Benefits Benefits Benefits Benefits Source: GOED Proprietary Consumer Research
For products targeting children and adults, we see three common areas where companies are positioning products Heart Health Brain Health Joint Health
The best way to identify claim opportunities is to look at whether the consumer desires the benefit and if the science supports it Consumer Concern Claims Public Opportunity Health Need Scientific Support
Heart Health
Cardiovascular disease is the leading cause of death in China and is on the rise Cardiovascular Deaths in China... ...and Disability Adjusted Life Years Lost Source: Institute for Health Metrics Evaluation
However, consumer concern about heart health is relatively low in China, which reduces the ROI of heart-focused positioning Self-Identified Health Priorities of Chinese Consumers 62% 52% 39% 36% 28% 29% 22% 11% General Sleep Family’s Stress Energy Beauty Brain Heart Wellness Health Health Health Source: GOED Proprietary Consumer Surveys
The science behind omega-3s and cardiovascular disease is strong, and can support claims 1. Coronary death Hierarchy of Evidence in Evidence-Based Medicine Every single meta-analysis of RCTs conducted in the last ten years has found Systematic Reviews & Meta Analyses of RCTs EPA and DHA reduce coronary death risk. RCTs 2. Blood Pressure Cohort The latest meta-analysis included 72 RCTs, Studies one of the largest ever conducted in Case Control nutrition, and found EPA and DHA reduce Studies blood pressure. Cross-sectional surveys 3. Triglycerides Case Studies Every meta-analysis of RCTs has found EPA Ideas, Expert Opinions, Editorials and DHA lower triglycerides 20-40%. Anecdotal Source: NIH, GOED, Miller et al 2014
There are three common claims related to heart health used in other countries 1. Coronary death Every single meta-analysis of RCTs “Helps Support a Healthy Heart” conducted in the last ten years has found EPA and DHA reduce coronary death risk. 2. Blood Pressure The latest meta-analysis included 72 RCTs, “Helps Maintain Normal Blood one of the largest ever conducted in Pressure” nutrition, and found EPA and DHA reduce blood pressure. 3. Triglycerides Every meta-analysis of RCTs has found EPA “Helps Maintain Healthy and DHA lower triglycerides 20-40%. Triglyceride Levels”
Brain Health
Alzheimer’s and dementia is on the rise in China, but pales in comparison to the impact of cardiovascular disease Alzheimer and Dementia Death in China... ...and Disability Adjusted Life Years Lost Source: Institute for Health Metrics Evaluation
Consumer concern about brain health in China is higher than heart health, one of the only countries where this is true! Self-Identified Health Priorities of Chinese Consumers 62% 52% 39% 36% 28% 29% 22% 11% General Sleep Family’s Stress Energy Beauty Brain Heart Wellness Health Health Health Source: GOED Proprietary Consumer Surveys
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