Tourists deplete pharmacies of omega-3 supplements

Tourists in Tromsø are spending thousands of kroner on omega-3 supplements, which are trending on a Chinese platform, according to local reports.

Chinese tourist Tony Hai purchased hundreds of fish oil capsules, and he is not alone. Photo: Oda Andrea Opheimsbakken / NRK

Tourists, primarily from East Asia, are buying large quantities of omega-3 supplements while in Tromsø. The supplement has become trendy on the Chinese social media platform “Little Red Book.” Stores in Tromsø city center report empty shelves.

Consumer expert Anders Wien explains that social media and trends often dictate what people perceive as “correct” to use. Many tourists seek fish oil directly from the source, as it is considered authentic. “Our families asked us to bring some back. They have heard how good it is for health,” says Tony Hai, who is on a Norwegian vacation with his girlfriend Gin. Before leaving for Iceland, they visited a pharmacy to purchase Norwegian omega-3 supplements for their families.

At Vitusapotek in Tromsø city center, pharmacist Anika Petri is ready to answer questions from both NRK and tourists. “Right now, we are completely out of our favorite brand,” she says. “Why do you think it has become so popular?” “It is associated with pure nature, cold and clean sea, and high quality. Producers know how to market it,” she explains.

Xu Jing and Ruan Zhen, also from China, are looking for a specific brand they read about online. “It is supposed to be good for hair, skin, the heart, and the brain,” says Ruan. Since the pharmacy does not have the specific brand, they instead purchase three bottles of liquid cod liver oil and a few boxes of capsules.

Omega-3 sales have increased over the past few years at Vitusapotek. “In Tromsø, sales have increased by 42.5 percent in the last two years,” says communication manager Camilla Tully. Normal also reports higher sales of the supplement during the winter months, but they do not see a significant difference between Northern and Southern Norway.

At Coop Extra in Tromsø city center, there is increased interest in omega-3 during the winter. In December 2025, three times as many omega-3 products were sold compared to December 2023.

Omega-3 is typically Norwegian and has become a typical trend item, says Anders Wien, a professor of marketing at the Norwegian School of Economics. He compares it to Norwegians buying olive oil in Italy or leverpostei in Denmark. “Perhaps it is considered more authentic to buy it directly from the source,” he says.

Social media is a cause of the trend. The Chinese tourists NRK meets while searching for omega-3 have one common source of information about the supplement: the Chinese platform “Little Red Book.” A quick internet search reveals that it is a hybrid version of “Instagram,” “Pinterest,” and “Amazon.” Gin and Tony show the app, where a familiar Norwegian brand, “Peter Møllers,” appears. “Peter Møllers” is well-known for cod liver oil and omega-3 capsules. The company has created labels in Chinese describing their products as rich in omega-3.

However, whether everyone who comes in with reference pictures of fish oil needs it is another question, according to Anika Petri at Vitusapotek. “It must first and foremost be understood as a dietary supplement,” she says.

In the same shopping district as the pharmacy is Sunkost Nerstranda. Store manager Marie Gulbrandsen Berg is not unfamiliar with the souvenir trend. “I had a family that bought 15 boxes recently. That was quite a lot,” she says.

Source: NRK Troms og Finnmark