Natural Products Insider

SEP-OCT 2017

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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118 INSIDER September/October 2017 SupplySide West Heart health is a core area of consumer health investment where innovation brings exciting options to help consumers prevent cardiovascular events. Heart health encompasses more than the heart. It includes the overall cardiovascular system that may be affected by conditions such as cerebrovascular disease or stroke, peripheral arterial disease (PAD), varicose veins and deep vein thrombosis (DVT). Heart disease remains the No. 1 cause of death globally, according to the World Health Organization (WHO), which launched the Global Heart Initiative in September 2016. The WHO estimated cardiovascular diseases (CVDs) represented one-third of all deaths in the world. In the United States, heart disease kills one in every four Americans, according to the Centers for Disease Control and Prevention (CDC). These deaths could be minimized if behavioral factors such as tobacco smoking, unhealthy diets, alcohol abuse and sedentary lifestyles were eliminated. The heart health consumer market may include over-the-counter (OTC) drugs such as low-dose aspirin or dietary supplements made with phytosterols, omega-3 fatty acids, coenzyme Q10 (CoQ10), garlic, red rice yeast, magnesium, probiotics or other proprietary blends. Other preventive measures that support heart health include the prescription of low-dose statins or highly refi ned fi sh oils, and digital apps and medical devices that help consumers and health care professionals track and monitor cardiovascular health. In 2016, the global market of heart health was valued at US$3.2 billion at manufacturer's suggested price (MSP), and excluding sales via e-commerce and multilevel marketers (MLMs), according to fi gures published by the Nicholas Hall Group of Companies. Heart health includes several categories in the consumer health space, namely systemic cardiovasculars omega-3 fatty acids, coenzyme Q10 (CoQ10), garlic supplements and others. Systemic cardiovasculars, which include low-dose aspirin and phytosterols, reached a global retail value of $937 million in 2016. In the United States, sales reported $178 million the same year. Alternatively, fi sh oils and omega-3 fatty acids saw better days in previous years, before high-profi le media coverage confl icted validation of select evidence from specifi c research. This may have contributed to declining sales that reached $1.7 billion in 2016. The category in the United States achieved $710 million after a drop in sales of 8 percent from 2015. Consumer interest in CoQ10 supplements keeps rising, helping the category reach $409 million in sales globally in 2016. Other factors contributing to the rising performance of this supplement are well-supported evidence for cardiovascular health claims, recommendations from health care practitioners, and good editorial visibility in consumer health media. The United States is the largest market, representing 75 percent of the global market at $305 million. In contrast, garlic supplements represent the smallest category within heart health. Sales achieved $172 million worldwide in 2016. Sales in the United States increased 1 percent from 2015 to achieve $49 million in 2016. Part of the reason for this growth is due to a high marketing activity of some brands. For example, Nature Made ® heavily promoted allicin, the main compound of garlic, as good for heart health benefi ts; whereas Sanofi , with its brand Garlique, claimed garlic is "cholesterol's natural enemy." Natural options remain top of mind among consumers who prefer to purchase supplements containing plant-based soy isofl avones, red yeast rice, hawthorn extract or policosanol. Fish oils and omega-3 fatty acids remain popular to help reduce or manage cholesterol levels in the blood, yet new indications for Heart Health Market Moves Into Personalized Nutrition by Monica Feldman Heart Health Supplements Retail Value (MSP), 2012 to 2016 ■ Rest of World Heart health supplements ■ USA Heart health supplements % Retail Value (MSP) 2012 2013 2014 2015 2016 100 % 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % Heart Health Categories vs. Other Supplements, 2016 Retail Value Percent (MSP) ■ Other vitamins and supplements ■ Garlic USA Rest of the World ■ Fish oils and omega-3 ■ Coenzyme Q10 Hear Monica Feldman preview the session by listening to SupplySide West Podcast 34: The Next Trends in Heart Health Supplements. Learn more about heart health market data from Monica Feldman during the "Nutrition for Heart Health" Workshop on Friday, Sept. 29 at 8:30 a.m. at SupplySide West in Las Vegas. This session is underwritten by Nicolas Hall and Companies, Japan Bio Sciences Lab and Natec. Scan Here Heart Health at SupplySide West

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