Nov 10

Increase in Demand for Heart Health Supplements

According to a recent market research released by Windrose Partners, an advisory firm for the healthcare industry based in Boston, MA, new product launches in the heart health category of the food, drink and dietary supplements market, were estimated to have tripled in the last five years and are currently 1.5 percent of all new launches. According to the report, heart health ingredients showed an impressive revenue growth in the wholesale market reaching $563 million in 2008 and are predicted to exceed $1 billion by 2012, marking a compound annual growth rate (CAGR) of 20 percent.

Heart disease is the leading cause of death for both men and women, according to the Center for Diseases Control and Prevention (CDC) with about 50 percent more women succumbing to the disease than men. The American Heart Association’s (AHA’s) 2006 statistical data estimates that 81,100,000 people have one or more types of cardiovascular disease (CVD). The CDC data shows that 631, 636 deaths in the same year were due to heart disease, representing 26 percent of the country’s deaths that year. Since the majority of heart disease is preventable by modifications in diet, lifestyle and nutrition, keeping the heart in good shape is a top health concern for most Americans.

Market drivers for heart health supplements

While one may assume that baby boomers are a prime target for heart health supplements, younger adults are turning to heart supplements particularly as we see a rise in diseases that directly affect heart health such as obesity, diabetes and other chronic ailments become more prevalent among the younger generation.

When compared to prescription drugs, doctors’ visits and hospital charges, consumers are finding nutraceuticals an extremely cost effective way to sustain and promote heart health. In many cases, the choice to use nutritional supplements is not only driven by cost factors, credibility and safety of ingredients but because physicians and healthcare professionals have recommended them. A poll conducted by the Council for Responsible Nutrition showed that 59 percent of physicians and healthcare professionals prescribed heart health supplements to their patients.


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