Natural Products Insider

NOV-DEC 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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12 INSIDER November/December 2018 According to the American Heart Association (AHA), approximately 92.1 million American adults are living with cardiovascular disease (CVD) or the after-effects of a stroke. In the United States, CVD causes more than 800,000 deaths annually, and totals more than US$329.7 billion in direct and indirect costs related to health expenditures and productivity loss. Globally, CVD causes an estimated 17 million deaths annually, according to the World Health Organization (WHO). The severity of CVD is expected to increase, with 2018 predictions from AHA citing global deaths caused by CVD to grow to more than 23.6 million annually by 2030. Despite the disparaging outlook on heart health worldwide, the good news is consumers are increasingly shifting focus from treatment to prevention when it comes to heart health. They are even seeking nutritional solutions and lifestyle modifi cations to maintain heart health, according to recent consumer data from Natural Marketing Institute (NMI). Fortunately, consumers have a plethora of options, as several nutritional ingredients offer scientifi cally-supported benefi ts. According to data from NMI's Health & Wellness Trends Database, more than one-third of Americans consider heart attack or stroke their greatest fear about aging, and nearly eight in 10 are concerned about preventing heart health issues. Considering this statistic, approximately one-third of Americans reported they are actively managing or treating conditions related to heart health. While active management is (expectedly) correlated with age, concerns are inversely related to age with the highest level associated with Millennials. In the case of diet, NMI data showed 74 percent of the general population reported they try to eat heart healthy foods, a behavior that is signifi cantly higher among seniors compared to other generations. Seniors as well as Boomers are more likely than their younger counterparts to purchase a food or beverage with a label indicating heart health benefi ts. Vitamins and supplements can also provide solutions for consumers with heart health concerns. Currently, 11 percent of current supplement users indicated they take a supplement specifi cally designed for heart health—a signifi cant increase in use from 2 percent in 2009. And while only a minority are currently using this method of treatment, the clear majority of the general population (80 percent) reported they would be likely to use a supplement to manage or prevent heart issues. However, only 21 percent perceived current hearth health supplements as very effective. Scientifi c substantiation is key to boosting consumer confi dence in the ability of natural ingredients to support a healthy heart. Heart-Healthy Ingredients Science supports ingredients to help keep the heart healthy—from category old-timers, such as coenzyme Q10 (CoQ10) and plant sterols, to newcomers, such as curcumin and proprietary ingredients. CoQ10 has been extensively studied by the medical community since the 1970s. In the 1990s, researchers writing in Biofactors reported supplemental CoQ10 altered the natural history of cardiovascular illnesses. 1 It was found to have potential for prevention of CVD through the inhibition of low-density lipoprotein (LDL, or "bad") cholesterol oxidation and by the maintenance of optimal cellular and mitochondrial function throughout the ravages of time and internal and external stresses. A 2008 meta-analysis of available randomized, controlled trials reviewed the impact of L-carnitine (as Carnipure®, from Lonza) on plasma lipoprotein(a) (Lp[a]) concentrations, and found it could be effective in lowering Lp(a) concentrations. 2 Lp(a) levels are associated with coronary artery disease, peripheral arterial disease, cerebrovascular disease, abdominal aortic aneurysm, aortic valve stenosis and calcifi cation and venous thromboembolism, according to study authors. Supplements: Heart Health | Eighty percent of Americans are willing to use a supplement for heart health, but only 21 percent perceived supplements for heart health are considered effective. | Scientific substantiation is key to boosting consumer confidence in the ability of natural ingredients to support a healthy heart. | Category staples such as CoQ10 and omega-3s, along with newcomers such as curcumin, offer science-backed benefits for the heart. Boosting Confidence in Supplements for Heart Health INSIDER's Take Currently, 11 percent of current supplement users indicated they take a supplement specifically designed for heart health—a significant increase in use from 2 percent in 2009.

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