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OMEGA-3 EPA AND DHA IN THE SPORTS NUTRITION MARKET

Nutraceutical Business & Technology November 1, 2010 | Riddick, Linwood As soon as you mention sports nutrition, most people immediately think about bodybuilders and elite athletes. However, current trends suggest that the sports nutrition market is thriving because of the average consumer ‘s growing desire for a healthy lifestyle. This increases the need for functional food and beverages to not only deliver the sought after nutrients, but to taste good as well.

wo of the most important aspects of getting fit and living a healthy lifestyle are diet and exercise. As stated by Alison M. Hill: “Regular exercise and consuming long-chain omega-3 fatty acids from fish or fish oil can independently improve cardiovascular health, but combining these lifestyle modifications may be more effective than either treatment alone.” Contrary to its negative image, not all fat is bad. Good fats are dietary ones that help to maintain a healthy body and are beneficial at all life stages. Your body requires a regular, daily intake of good fats to function properly and to stay healthy. Although omega-3 is vita to overall good health, the human body is not able to produce enough of it on its own. As such, it must be included in the diet, either by eating oily fish, foods/beverages fortified with omega-3 EPA/DHA or by taking fish oil supplements.

What Is It About Fish Oil?

The omega-3s are a family of essential fatty acids that includes EPA (eicosapentaenoic acid), DHA (docosahexaenoic acid) and ALA (alpha-linolenic acid). Oily fish (such as sardines, anchovies, mackerel and salmon) are the primary natural sources of omega-3 EPA/DHA, which contribute to the many health benefits associated with omega-3s. ALA – found in flax, as well as hemp, chia and other plants – is converted to omega-3 EPA/DHA by your body. However, the convers??n rate is very low – less than one per cent. As a result, ALA is not considered to be a viable source of omega-3 EPA/DHA. Omega-3 EPA and DHA are needed throughout your whole body at every life stage, whether you are a gold-winning Olympian or an individual looking to live a healthy lifestyle. These two “healthy” fats play complementary roles in human health: DHA has a structural role in cell membranes, ??ding in normal growth and development, whereas EPA plays a physiological role, acting as a building block for the cells in your vital organs. Omega-3 from fish oil benefits the whole body by providing EPA and DHA, body-ready forms of omega-3. It is also an essential piece of the overall health puzzle, particularly for those who exercise, weight train or suffer from sports injuries or aching joints, etc. Market researcher Nielsen notes: “Omega-3 products have bucked the recession to a record 42% growth in 2009, as consumer interest in healthy eating grows and product prices drop.” With increasing numbers of scientific studies reporting the health benefits of omega-3 EPA/DHA, more manufacturers are incorporating these essential nutrients into their sports nutrition supplements and products. here all fish oil benefits

Omega-3 EPA/DHA and Expercise More than 14,000 scientific studies, published during the past 35 years, have consistently shown that omega-3 EPA and DHA are important to health throughout every life stage. Consumers are becoming more interested in healthy eating and living and are recognizing that omega-3 EPA/DHA is an important lifestyle component – from birth to old age. Maintaining a healthy blood pressure is important for a healthy, active lifestyle. Researchers in Australia studied 1 6 healthy male cyclists and found that supplementing these well-trained participants with fish oil for 8 weeks significantly lowered their blood pressure (among other benefits) during exercise. As seen in this study, omega-3 was reported to have shown a positive effect on the athletes’ blood pressure, which may also result in other benefits for the body.

Okay, so you understand the benefits of omega-3 EPA/DHA, but you don’t like the taste of fish. Or, you find that you just don’t tend to reach for the salmon at the grocery store! Always eating healthily is easier said than done, and despite your best efforts, breaks in the regimen and food binges are going to happen. You’re probably not meeting your recommended daily intakes of vitamins and nutrients. Don’t worry; you’re not the only one. There aren’t many people that can honestly say that they can put a tick beside each section of their “daily food guide.” When you are dieting, working out or just trying to eat better, everything you put in your mouth counts. If you find it difficult to meet all the daily eating requirements, this is when a carefully chosen supplement can factor into your diet. Although eating a well-balanced diet should be your number one goal, the right supplements can fill in the gaps when your diet is lacking or when you opt for pizza instead of the salmon or skinless, boneless lean chicken main course. see here all fish oil benefits

Supplements such as omega-3 fish oil capsules are an easy way to get your daily dose of omega-3 EPA/DHA, while not preventing you from preparing and consuming the food you’d normally choose. However, supplements will not offset poor eating habits, and should be used in combination with a well-balanced diet and an active lifestyle. Exciting research has been reported and new studies continue to be done that look at the potential benefits of EPA/ DHA for athletes – and the average consumer participating in sport and healthy pastimes. The cardiovascular benefits of EPA/DHA are well known and offer potential benefits to athletes and fitness enthusiasts alike. Research indicates that EPA and DHA offer great potential in other areas as well; along with the sporting community, we wait with anticipation as this research continues to develop. Choosing a specific diet that’s appropriate to your lifestyle and level of exercise and fitness is important. Whether this includes meal replacements, protein and weight management powders, powdered sport drinks, fortified food and beverages or just a healthy, well-balanced diet, consumer demand for nutritional sport and weight management powders is increasing. Being able to incorporate essential nutrients, such as omega-3 EPA/DHA, easily and in a variety of ways helps in the fight to achieve your health and fitness goals.

Need More Convincing?

According to Mens Health, fish is a big seller with US National Football League (NFL) players; foods with a high omega-3 fatty acid content are thought to help repair the wear and tear of strenuous exercise. The health benefits of omega-3 fatty acids are well known and wide-ranging, and they can easily be added to any diet. Whether you’re a professional football player or an average person looking to increase your level of health, fitness or overall well-being, omega-3 EPA/DHA supplements, fatty fish and fortified foods provide the essential nutrients that your body needs. Not only are consumers becoming more aware of the need for and the benefits of a healthy lifestyle, they are also becoming more educated about what essential nutrients our bodies need. People are putting more emphasis on health, fitness and overall wellbeing. As such, consumer demand for healthy, nutritious and often multipurpose functional foods and drinks has increased significantly during the last few years. Fortified food and beverages remain popular in sports nutrition and continue to increase as the trend evolves from simply removing unwanted ingrethents such as sugar, fat and sodium, to putting nutrients back in, like omega-3s and vitamins.

According to Douglas Kaiman: “I see a movement towards products and ingrethents that are easily understandable to the consumer and are paired with lifestyle changes, rather than magic bullet approaches that are surrounded by hype.” With the increased awareness of the need for a healthy diet, consumers are turning to exercise and healthy products with clear, proven benefits that can easily be incorporated into a healthy eating routine . . . instead of relying on “quick-fix” miracle treatments. Products such as MEG-3 Powder-loc enable you to successfully incorporate omega-3 EPA/DHA into a variety of food and beverage applications. MEG-3 Powder-loc microencapsulation technology uses a double shell protection system to keep the EPA and DHA locked into the microcapsule, while keeping the taste and smell of the fish locked out. From athletes to people just looking to improve their diets, Ocean Nutrition Canada makes it easier to add omega-3 EPA/DHA into your healthy sports nutrition regimen.

[Sidebar] US sales of sports nutrition supplements jumped 6.8% to $2. 7 billion in 2008. ” [Author Affiliation] For more Information Linwood Riddick VP Marketing and Communications Ocean Nutrition Canada Limited 101 Research Drive Dartmouth, Nova Scotia Canada B2Y 4T6.

Tel. +1 902 480 3200 lriddick@ocean-nutrition.com www.ocean-nutrition.com Riddick, Linwood