There are opportunities to connect with plant-based consumers interested in non-fish omega-3 sources, according to new insights from FMCG Gurus.

In addition to omega-3 fatty acids commonly found in cold water fatty fish and seafood, there are other omega-3 fatty acids that can be found in chia, algae and walnuts. Some data suggests that there is very low omega-3 intake in North American diets.

Mike Hughes, head of research and insight for FMCG Gurus, says there is “real opportunity educate consumers about wider categories for omega-3, beyond just fish.”

One of the barriers, Hughes says, is that there is very little awareness of plant-based omega-3 options, with consumers looking to increase their intake most often turning to shelf-stable fish.

This represents an opportunity for snack and convenience brands to step up by touting functional benefits and making health claims based around plant-based omega-3.

Sometimes foods, such as bread or crackers, are fortified with forms of omega-3. However, according to Hughes, there are also opportunities for less conventional sources, like algae, to be incorporated into foods and innovations.

With more people taking a proactive view of their health, there is a chance for non-fish omega-3 products to shine, especially with people more engaged with their wellbeing.

According to FMCG Gurus insights, 63% of North American consumers consider themselves proactive when it comes their health, while 49% are looking to improve their cognitive health – a key benefit of omega-3 – over the next 12 months.

Hughes points out that consumers are placing a high level of importance on immunity and digestive health, as well as their day-to-day health, mood, energy levels and how revitalized they are.

According to Hughes, consumers can be quite fickle and show contradictory needs: if a product is too medicinal – such as a fish oil – consumers will be reluctant. On the other end of the spectrum, sometimes, if something tastes too good, people are concerned about its efficacy.