No fishy burp: GC Rieber banks on 'premiumisation and pleasant-taste' for omega-3 debut in mature Japanese market

Japan’s mature omega-3 market is known for its extensive range of supplement options and ageing consumer demographics – these can be translated into business opportunities, says Norwegian supplier GC Rieber.

The firm will be launching its fish-derived and vegan omega-3 options in Japan by Q3 of 2024. It will focus on delivering superior taste and quality to stand out in Japan’s saturated nutra market.

A competitive marketplace is a clear sign that there’s demand.

“While Japan is considered a mature market in terms of omega-3 supplements, it is also one of the Asian markets with the greatest number of new omega-3 product launches. We see Japan as a key part of our Asian expansion plan. It is one of the largest economies and also very knowledgeable about omega-3.​

“We also know that Japanese seafood consumption hit a record low recently. For instance, the country’s per capita consumption dropped from 40 kg in 2001 to 22 kg in 2022. As seafood is the main natural source for omega 3, this is an opportunity for increased supplementation in some segments,”​ said Ståle Søfting, sales and marketing director at GC Rieber.

In Japan, the ageing population – where at least a quarter are 65 years or older – has led to greater Omega-3 consumption among older adults.

Key factors driving the Omega-3 market include heightened consumer awareness of its health benefits, increased demand for Omega-3 in functional foods and dietary supplements, and the rising incidence of chronic diseases.

The pharmaceutical segment is expected to expand the most rapidly, fuelled by the growing use of Omega-3 in treating cardiovascular and other chronic conditions.

To tap into this growing market, especially for DHA and EPA-rich Omega-3, it is crucial to develop consumer-friendly products that highlight transparent sourcing, quality ingredients, and a focus on health, wellness, and sustainability.

Meeting consumer demand for taste and quality​

The firm’s processing and encapsulation technology leads to lower oxidation levels and reduced environmental toxins, which removes unpleasant burp back, significantly improving the experience of consuming omega-3 supplements.

This is due to its processing technology, which enables exceptional oxidation values at 75% lower than the International Fish Oil Standards five-star rating, and 80% lower than the GOED monograph – a set of standards that establish quality and purity criteria for omega-3 products, specifically those containing EPA and DHA.

Additionally, its thin film deodorisation technology ensures freshness by reducing oxidation significantly. This technology is currently used to formulate supplements for Korean brand FINE BS, which offers chewable soft gels for kids and gummies for adults.

Furthermore, the smaller sized capsules with high omega-3 dosage will be easier to swallow.

“Standard refined omega-3 oils typically have about 30% omega-3 content. Ours has approximately 85%. This allows for smaller soft gel capsules that deliver a high dose of omega-3, which helps with user compliance,”​ said Ståle Søfting, sales and marketing director at GC Rieber.

The firm is also tapping the demand for algae oil, which is seeing a surge due to growing consumer awareness of a sustainable and vegan alternative – its A2050 TG Premium contains 200mg/g EPA and 500mg/g DHA in one singular concentrate. Additionally, each capsule has 90% triglycerides for better absorption compared to ethyl esters.

To ensure freshness and quality, GC Rieber sources for its raw materials from credible suppliers. Its fish oil is mainly from the world’s largest anchovy fishery in Peru. Occasionally, it sources from Morocco, Turkey and Chile when more supplies are needed.

Its algae oil is from European and North American producers.

When asked about the firm’s future plans in Asia, Søfting said the team wants to first focus on the Japanese market. Currently, it is collaborating with smaller brands in the country, but there are plans to work with bigger brands so that they can capture a larger market share.