Products And Ingredients For Heart Health Consumer Groups 2009 - Health Issues, Global Trends, B2b A

This report looks at the market for consumer heart health nutritional products used

by consumers for disease risk factor reductions, potential preventions, managing mild conditions.

The Health Issues

In 2020, coronary heart disease will be the leading cause of death and disability and the number one cost in society. This is one of the largest risks factors for the human race to end as the new dinosaurs extinction due to our own lifestyle. Cardiovascular diseases include among other arthrosclerosis, coronary artery disease, hypertension, peripheral vascular disease, coronary heart disease (CHD). In the global supermarket heart health interested consumers, by health statistics, represent approximately 2 billion people and there are lots of New Product Development opportunities for food and supplement companies; both globally, as well as more regional or niche oriented.

Functional foods are relevant for people with moderate increased cholesterol levels and mild hypertensions. Generally proactive products for people with healthy levels of cholesterol and blood pressure make good sense in order to prevent future health problems, which typically escalate when ageing.

In heart health management a diversity of biomarkers and indications are identified as this is the most widespread health issue worldwide. The market analysis covers segments such as nutrition for beverages, dairy products, snacks, bakery, dietary supplements and others.

Typically, practitioners refer patients to dieticians, but also this group has problems in influencing to a sufficient degree and they lack solutions and variety of consumer products to recommend

People with too high blood LDL cholesterol will benefit from low cholesterol food, but it will not be sufficient for the necessary blood cholesterol decrease. Therefore, cholesterol-lowering drugs and foods combined with cholesterol low foods are potential solutions. For example, a person with total cholesterol of 300 mg/dL has a greater risk than someone with total cholesterol of 245 mg/dL in spite of the fact that everyone with total cholesterol greater than 240 is considered high-risk Abdominal obesity is a strong independent risk factor as well as high BP is a key risk factor for lifestyle-related heart disorders. The waist-hip ratio is a better predictor of heart disease risk than waist measurement alone and even mild hypertension, i.e. below 140 mm Hg, is relevant to assess dietary attention.

The Consumer Products

Heart healthy products represent approx. 10% of the total new products of food, beverages and supplements introduced to the European and North American markets in 2009. Supplements represented 77% of all the product claims.

Evaluating the general food and supplement composition and how heart health is related to various nutrient groups reveals that the relationship to heart health products are highly connected with specific micronutrients, as vitamins or particularly added ingredients with perceived or demonstrated active heart health benefits. This category represents 20% of all product categories.

Natural as a generic product claim remained the most used co-claim as product tag on heart health products. 6.9% of heart health products launched in 2007 claimed to be natural and this trend has not changed in 2009.

The overall claim distribution is dominated by cardiovascular/heart health support, followed by cholesterol lowering, circulatory support and stroke.

In respect of blood pressure reducing products the situation seems more difficult. Increasing regulatory scrutiny over health claims made by food and drinks manufacturers has had an impact on market attractiveness of this segment in general. Simultaneously the market is beginning to shift again towards more natural heart health products which promote an overall, holistic and everyday approach to heart health and turn the back to the medicinal sounding claims.

The inevitable high CVD prevalence rates will drive growth for heart health food and drinks. Food and beverage for the main stream risk factors being hypertension, weight management and dyslipidemia are expected. Analyzing health concerns across all generations shows that several concerns are related to heart health. All consumer health surveys reveal that consumers are genuinely concerned about health.

Bio2com has identified four main concerns used whenever addressing these consumers. These factors are:

* Appearance 31%

* Disease Risk 46%

* Performance 22%

* Wellness 22%

Different consumer profiles request different health and wellness functions, and a cross segmentation of target groups during NPD development may be an important consideration.

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