Client Case Study: ORIVO 2024 Omega-3 Survey Results and Consumer Insights
This year, I worked with ORIVO, an origin verification company based in Norway, to better understand consumer attitudes toward Omega-3 fish oil supplements, specifically focusing their purchasing decisions and the importance of transparency.
As a leader in the verification and certification of origin claims for fish oil, ORIVO is committed to raising industry standards and providing consumers with trusted, transparent products. A mission that I equally share in, which is why I was so excited to work with them.
Our partnership involved the creation of some social media content to broach the subject of origin-verified supplements with my audience. These videos reached over 16,000 people and were met with a ton of enthusiasm and curiosity by my audience.
Then, we conducted a survey with my audience to gain a deeper insight into their purchasing habits and awareness of origin verification in the Omega-3 supplement market.
ORIVO’s mission is to provide third-party verification to ensure the authenticity and origin of Omega-3 products, giving consumers the confidence that they are purchasing high-quality supplements. By focusing on origin verification and building consumer trust, ORIVO aims to help consumers make informed, responsible choices. The survey results highlighted in this report reflect growing consumer demand for transparency in their supplements and reveal insights that can help brands improve their offerings.
Here’s a summary of the survey findings, based on 90 responses collected throughout 2024.
Key Findings from the Omega-3 Survey
Supplement Usage
The majority of respondents (88.9%) currently take Omega-3/fish oil supplements, reinforcing the significant role these products play in many people’s daily routines.
Certification Awareness
When asked about certification, 66.7% of respondents said they actively look for verification or certification when purchasing fish oil supplements. This shows a strong level of awareness around the importance of product quality, though a third of consumers (33.3%) do not yet see it as a deciding factor.
Purchasing Decision Factors
The survey also revealed the top factors influencing purchase decisions:
Brand Reputation: The most important factor for 88.9% of respondents.
EPA/DHA Content: Ranked second, with 66.7% of respondents prioritizing these key Omega-3 components.
Sustainability: 33.3% of respondents listed sustainability as an important factor in their purchase decisions.
Price: While not the highest priority, 22.2% of respondents consider price when choosing fish oil supplements.
Wild Sourcing and Omega-3 Type: Both factors were less influential, with 11.1% of respondents indicating they prioritize these elements when purchasing.
Origin Awareness and Importance
Consumer interest in the origin of the fish used in supplements is high. While 55.6% of respondents stated they “somewhat care” about product origin, 44.4% said that knowing the origin is “very important” to them. Notably, no respondents said they didn’t care about the origin, underscoring the increasing demand for transparency.
Willingness to Pay for Verified Origin
When asked if they would be willing to pay a premium for an origin-verified fish oil supplement, 66.7% said “maybe,” and 33.3% responded “yes,” signaling a strong willingness to invest in trusted, transparent products.
Switching to a Transparent Brand
Transparency also impacts brand loyalty. A significant portion of respondents (44.4%) said they would be “very likely” to switch to a brand offering better transparency and origin verification, while 55.6% would be “somewhat likely” to switch.
Concerns About Transparency and Authenticity
Several respondents expressed concerns about transparency in the fish oil industry. These concerns included the lack of FDA oversight in the supplement market and the potential for misleading product names, such as fish oil labeled as “wild Alaskan” but sourced from elsewhere. Some respondents admitted they had not previously considered the issue but are now more eager to learn about sustainability and product origin after engaging with ORIVO’s initiatives.
What Consumers Want in Omega-3 Supplements
When asked about additional information or features that would increase their confidence in fish oil supplements, respondents expressed interest in:
Species of fish used
Clear origin verification and explanation
FDA approval or oversight
Third-party safety testing
Easy access to producers via contact information or videos
Consumers are becoming more educated and engaged, seeking not only high-quality products but also clear and reliable information about the fish oil they consume.
The insights gathered from this survey reflect a growing trend among consumers toward demanding more transparency, sustainability, and product origin verification when purchasing Omega-3 supplements. ORIVO remains committed to delivering these standards through their rigorous verification process, empowering consumers to make informed decisions.
If your brand wants to stay ahead of this trend and build trust with your customers, it’s time to prioritize transparency and verification. Reach out to ORIVO today to learn how their origin verification services can help elevate your Omega-3 products and meet the growing demand for authenticity and quality. Let’s work together to create a more transparent and sustainable future for the Omega-3 industry.
