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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120 INSIDER September/October 2017 SupplySide West Treating cardiovascular disease (CVD) is costly. The total expenditures of addressing medical events requiring a mix of formal and informal hospital services for all EU adults age 55 years and older is expected to be €265.7 billion ($350.5 billion) after controlling for purchasing power parity across each country within the European Union. In the United States, expenditures on coronary heart disease (CHD)-related hospital utilization, a subset of CVD, for all Americans over the age of 55 years is expected to be a cumulative total of over $650 billion over the next fi ve years. A signifi cant portion of this cost is related to events that require expensive hospital care services, especially inpatient procedures and emergency room visits. This cost also includes treatment-specifi c pharmaceuticals, outpatient visits, and informal costs such as post-treatment home/nursing care services. Furthermore, there are signifi cant indirect costs of CVD on society including less productivity income for the state due to CVD-attributed deaths. The market for heart health ingredients for dietary supplements in the United States and Europe generated revenue of over US$1 billion in 2016. Revenue is expected to increase at a 9.5 percent compound annual growth rate (CAGR) through 2020, driven by increasing dietary supplement demand. Dietary approaches to lower the risk of CVD include consuming diets lower in saturated and trans fatty acids and higher in potentially benefi cial ingredients such as phytosterols, omega-3 fatty acids, fi ber, antioxidants, green tea, soy protein, coenzyme Q10 (CoQ10), folic acid, vitamin B12, selenium and so on. Omega-3 Fatty Acids The global market for omega-3 eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) ingredients is estimated to be $2.09 billion in 2016 and is predicted to reach $2.18 billion by 2017 growing at a CAGR of 3.9 percent. Asia-Pacifi c is witnessed to be a higher potential market growing at a 4.6 percent CAGR through 2020, driven by increasing demand for omega-3 across end-application segments like dietary supplements and infant formula, and shifts by major manufacturers such as BASF, DSM and GC Rieber toward high fi sh oil concentrates (more than 65 percent omega-3 concentrate) manufacturing. High potent oil concentrates are expected to be a prospective growth opportunity. Phytosterols In 2016, total revenue for phytosterol ingredients used in dietary supplements and functional foods was expected to be nearly $600 million globally. The phytosterol ingredients market is expected to grow at a healthy rate, considering the increasing incidence of CVD and that consumers prefer to consume functional foods along with therapeutic solutions to obtain better results. Phytosterols were fi rst marketed in fortifi ed margarine and have proven to be effective in lowering blood cholesterol at doses of about 2 g/d. The development of new food formats containing phytosterols, such as bread, cereals, beverages, yogurt and yogurt drinks, and low-fat cheese, are important to spur continued market growth in the plant sterol area. Dietary Fiber The market for dietary fi ber ingredients in the United States grew at a CAGR of 8.7 percent since 2010 and reached a total market size of over $400 million in 2016. The Institutes of Medicine (IOM) Adequate Intake (AI) guidelines recommend 14 g dietary fi ber per 1,000 kcal consumed, approximately 25 g/d and 38 g/d for women and men aged 50 years and under, respectively, and approximately 21 g/d and 28 g/d for women and men aged 51 years and over, respectively. However, the average American consumes only 15 g of dietary fi ber per day and, for those on a low-carbohydrate diet, total fi ber intake may be less than 10 g/d. Today, manufacturers are going the extra mile to manufacture heart health ingredients that have a strong scientifi c backing with a demonstrable mechanism of action. However, supplier quality and consistency, market saturation and a lack of product differentiation are key entry barriers that must be considered for tomorrow's growth. Breakthrough revolutions, such as nutrigenomics and cutting-edge digital technologies looking to disrupt the market, promise a growth opportunity potential in the future. Christopher Shanahan is the global director of Frost & Sullivan's (frost.com) visi onary science research practice. Top Heart Health Ingredients and Trends, Today and Tomorrow by Christopher Shanahan Hear Christopher Shanahan preview the session by lis tening to SupplySide West Podcast 32: Heart Health Ingredient market. Learn more about heart health market data from Christopher Shanahan 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. supplysideshow.com Scan Here Heart Health Ingredients at SupplySide West

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