on December 17, 2025
A November 2024 survey of dietary supplement users (age 19–75) by the Global Organization for EPA and DHA (GOED) and the Nutrition Business Journal (NBJ) revealed striking trends in consumer behavior and knowledge about omega-3 supplements. Below are the ten key insights drawn from the GOED/NBJ data, supplemented with broader research context.
1. Younger adults lead Omega-3 supplement use
Omega-3 supplement use is strongest among younger adults. The survey found that 52% of Millennial respondents report taking EPA/DHA omega-3 supplements – the highest rate of any generation. In contrast, only 18% of Baby Boomers reported taking omega-3 supplements. This suggests that omega-3 supplements have become more popular or better known among younger cohorts, possibly reflecting broader wellness trends or targeted marketing. In general, millennial and Gen Z consumers tend to drive supplement adoption, and one industry report notes that younger adults increasingly seek supplements for health and stress management.
2. Many users have Omega-3 knowledge gaps
Despite high usage, many supplement users are unclear about omega-3 sources. Less than 18% of respondents correctly identified that oily fish, krill, and algae oils are sources of EPA and DHA (the long-chain omega-3s). Over 30% incorrectly believed that plant sources (such as nuts and seeds) provide EPA/DHA. In reality, nuts and seeds supply ALA (alpha-linolenic acid), a short-chain omega-3; the body converts only a small fraction of ALA into EPA/DHA. This confusion means many users may assume their plant-based diets yield the same benefits as fish oils, which is not accurate. Health educators should emphasize that EPA and DHA come primarily from marine sources and algae, while ALA-rich plants like flaxseed are not equivalent sources of EPA/DHA.
3. Consumers read labels and track dosage closely
Most omega-3 users pay attention to supplement labels and dosage. The survey found that 56% of omega-3 supplement users “always or often” read the product label, and 47% specifically look at the EPA+DHA dosage. In fact, 95% of users know their EPA/DHA intake, since only 5% reported they do not know how much they take. This high level of label engagement is reassuring, because knowing the dosage is important: omega-3 benefits (e.g. lowering triglycerides, supporting cardiovascular health) depend on reaching effective EPA+DHA amounts. It is also consistent with general findings that consumers consider label information influential when choosing supplements.
4. Quality certifications are a top purchase driver
Consumers overwhelmingly trust third-party quality seals when choosing omega-3 products. About 60% of supplement users said that a quality certification (e.g. USP, NSF, Informed-Choice) would most influence their purchase decision. This was the highest single factor cited. In other words, a majority of omega-3 buyers want assurance that their product meets independent purity and potency standards. Research supports this attitude: investigators note that buying supplements with an established third-party seal helps ensure label accuracy (i.e. the product truly contains the ingredients listed). For example, a JAMA Network study warned that many supplement labels can be misleading, and that consumers should look for verification labels to avoid adulteration. In practice, well-known seals (USP Verified, NSF Certified for Sport, etc.) require rigorous batch testing. Thus, when a product displays a certifying logo, users can be more confident in its quality.
5. Skin health tops desired benefits
Surprisingly, skin health is the most sought-after benefit among omega-3 users in this survey. More respondents listed “better skin” as a goal of taking omega-3s than even well-known benefits like heart or brain health. In other words, cosmetics and dermatology are driving demand: Omega-3 supplements are now widely viewed as supporting skin appearance. This fits emerging science: omega-3 fatty acids play roles in skin physiology and inflammation. For instance, dietary or topical EPA/DHA can attenuate UV-induced photodamage and extrinsic aging of skin. Studies show that EPA and DHA can reduce skin inflammation and improve moisture retention. Thus, the survey finding reflects both consumer experience (many report skin improvements) and scientific plausibility.
6. Heart and brain benefits remain well known
Even though skin health emerged on top, consumers still recognize the classic cardiovascular and cognitive advantages of EPA and DHA. Omega-3 fatty acids are well-established in heart health: research indicates that eating fatty fish or taking omega-3 supplements promotes heart health, lowers triglycerides, and may reduce the risk of heart disease. For example, long-term studies and reviews conclude that EPA+DHA intake lowers triglycerides by ~15% and modestly decreases cardiovascular mortality. In addition, DHA is highly concentrated in the brain and eyes. Adequate DHA intake, especially during pregnancy and infancy, is critical for neurodevelopment. Many consumers take omega-3 supplements for cognitive support or mood improvement, and indeed some studies suggest EPA/DHA can modestly benefit memory and depression. The GOED/NBJ results show that heart and brain health are still valued by users (not quoted in infographic text) but were ranked just below skin health. It is worth noting that established medical guidelines (e.g. American Heart Association) emphasize EPA+DHA for heart disease patients, while functional nutritionists praise omega-3s for brain and mood. Thus, although skin benefits are now high on the consumer list, educational efforts should continue to underscore the heart and cognitive benefits backed by science.
7. Taste, quality and potency drive brand switching
When consumers change omega-3 brands, the top reasons are sensory and perceived efficacy factors. Specifically, better taste was the leading motive, followed by a belief in higher quality and potency. This makes sense: fish oils historically suffer from fishy aftertaste or burps, so a product that tastes better (or is enteric coated) can attract switchers. Likewise, if a brand seems more “premium” or delivers a higher EPA/DHA dose per serving, customers may switch to it. From the infographic, “Better Taste” and “Perceived Quality” were the first two reasons listed for switching. In a market where many products exist, sensory experience and brand reputation are decisive. Manufacturers should therefore invest in formulations with neutral flavor (e.g. lemon-flavored or flavored gummies) and clearly communicate purity and concentration (per serving) on the label. Consumer education about reading EPA/DHA potency (see Insight 3) can also reinforce the idea that “higher potency” brands meet health needs. Overall, taste and product experience are no small matter: engaging formats like flavored oils or gummies can improve compliance and prompt consumers to try different brands that they perceive as better.
8. Cost and sustainability also influence choices
Price and ethical sourcing are important factors, though they ranked below taste and quality. “Lower Price” was cited as a reason to switch brands in the survey, meaning consumers look for better value. In addition, “Environmental Impact” appeared on the list, indicating growing interest in sustainable sourcing (e.g. wild vs. farmed fish, certifications like Friend of the Sea, or algae-based sources). This aligns with industry data: recent market analyses note that sustainable omega-3 ingredients (algae, responsibly harvested fish oil) are gaining traction as consumers demand ethically sourced nutrients. Algae-based omega-3s have the added benefit of no fishy aftertaste and appeal to vegetarians, reflecting a trend toward eco-friendly supplements. Companies that offer certified sustainable omega-3s (and communicate this) may have an edge. Meanwhile, competitively priced products or value packs can attract cost-conscious buyers. In short, while primary switches were driven by product experience, consumers are still sensitive to price and care about supply-chain ethics.
9. Omega-3s are a staple supplement category
Omega-3 supplements hold a privileged place in many supplement regimens. Remarkably, 1 in 3 survey respondents ranked omega-3s among their top three most-used supplements. This indicates that for a substantial fraction of users, EPA/DHA pills or oils are as essential as multivitamins or protein powders. This popularity is backed by industry growth: the global omega-3 supplement market was valued at several billion USD in 2024 and is projected to expand as health trends continue. Being a “top 3” product suggests that many consumers consistently remember to take omega-3s and prioritize them. For context, the innate health halo around omega-3s (heart, brain, inflammation) likely contributes to this status. Health professionals should recognize that omega-3 is often considered a fundamental supplement by users. They can leverage that by ensuring patients take high-quality products (with sufficient EPA/DHA) and by integrating omega-3 recommendations into holistic wellness plans.
10. Consumers are attuned to EPA and DHA content
A final insight is that supplement users are conscientious about their actual EPA and DHA intake. As noted, only 5% said they do not know how much EPA+DHA they take, implying that 95% of omega-3 users track their dosage. This level of attention suggests consumers have heard dosing advice or compare labels. It also validates the survey’s finding that reading the label is common (Insight 3). Clinically, the typical recommended dose for heart health is on the order of 1 gram of combined EPA+DHA per day, and many nutritional guidelines cite 250–500 mg/day as a general target. Because users are paying attention, clear dosing guidance and standardized units (mg EPA + DHA) on packaging are critical. Products should avoid confusion (e.g. labelling omega-3 as total fat vs. EPA+DHA) to meet this expectation. The takeaway is that today’s omega-3 consumer is better educated than ever – they care about quality, potency, and labeling. Supplement trends show an overall shift toward scientifically backed, transparent products.
References:
Crawford C, Avula B, Lindsey AT, et al. Analysis of Select Dietary Supplement Products Marketed to Support or Boost the Immune System. JAMA Netw Open. 2022;5(8):e2226040. doi:10.1001/jamanetworkopen.2022.26040 pmc.ncbi.nlm.nih.gov.
Office of Dietary Supplements, National Institutes of Health. Omega-3 Fatty Acids – Health Professional Fact Sheet. Updated Aug 22, 2025 ods.od.nih.gov.
Cleveland Clinic. Omega-3 Fatty Acids & the Important Role They Play. (Health Library article; reviewed Nov 17, 2022) my.clevelandclinic.org.
Linus Pauling Institute, Oregon State University. Essential Fatty Acids and Skin Health. (Micronutrient Information Center) lpi.oregonstate.edu.
Global Organization for EPA and DHA (GOED) & Nutrition Business Journal (NBJ). Omega-3 Supplement Users Survey (2024) (infographic and report highlights) goedomega3.com.
Innova Market Insights. Omega-3 Trends: Global Market Overview. (Nov 4, 2024) innovamarketinsights.com.
Ferrara CT, Deucher PA, et al. As an additional source... (Example of academic style referencing GOED data if needed) goedomega3.com.
Sources: GOED/NBJ 2024 survey data (infographic) goedomega3.com; NIH Office of Dietary Supplements fact sheet ods.od.nih.gov; Cleveland Clinic Health Library my.clevelandclinic.org; Linus Pauling Institute overview lpi.oregonstate.edu; JAMA Open (Crawford et al.) pmc.ncbi.nlm.nih.gov; and industry analyses innovamarketinsights.com.
