Opportunities in Heart Health: Consumer Attitudes & Behaviors

Growing interest in heart health products reflects the broader demand for functional food and drinks. Consumers are generally aware of the importance of maintaining good cardiovascular health and that something needs to be done in order to reverse the increase in related health problems such as diabetes. However, inhibitors such as trust issues regarding functional products still remain.

Report Highlights
Consumers are clearly concerned by the healthiness of their hearts but sedentary lifestyles and the prevalence of fatty foods and beverages mean that the number of heart health problems is increasing year-on-year. The threat of obesity, diabetes and cardiovascular disease is growing all the time.

Consumers do believe that certain foods can have a positive impact on long-term and current health. This has helped facilitate wider acceptance of the term 'functional foods'. Fiber and omega-3 are two ingredients which particularly resonate with consumers for their heart health benefits.

More can be done to raise awareness of heart health problems and the actions that can be undertaken to prevent them. Women mistakenly believe breast cancer to be a greater threat to them than cardiovascular disease. Ensuring that consumers understand the real implications of heart health problems is key to maximizing interest in the category.
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Table of Contents 2
Table of figures 3
Table of tables 4
THE FUTURE DECODED 5
INTRODUCTION: Escalating cardiovascular problems worldwide mean that the issue of heart health is more important than ever 5
There are many sufferers of heart disease around the world 5
Heart health is one part of a multi-facing approach to achieving overall health and wellbeing 6
TREND: Diet and nutrition is becoming more important to consumers across the globe 6
Consumers perceive diet and nutrition to be vital to a feeling of wellbeing or wellness 6
Foods and beverages can have a positive effect on cognitive functioning 9
Health is a key influencer of consumer food and drink choices 9
A higher proportion of consumers are taking more of an active step towards eating healthily now than six months ago 10
Consumers are actually eating healthier as a result of the credit crunch 11
Key takeouts and implications: consumers understand that food and beverages are important in achieving a high level of health and wellness 12
TREND: Medical conditions associated with heart health are a significant concern for many modern consumers 12
There are numerous risk factors for CVDs 13
Cardiovascular disease continues to be the leading cause of death despite growing awareness of the issue 13
Messages related to heart health are resonating with consumers internationally 17
High cholesterol level is a major risk of developing cardiovascular diseases 20
Diabetic patients are at higher risk of excessive morbidity and mortality from heart diseases 21
Hypertension is a key risk factor leading to cardiovascular diseases 23
Stress has a well-known relationship with high blood pressure 25
The growing prevalence rate of obesity is putting more people at risk of heart diseases 25
Concern for fat intake is registering widely amongst consumers 29
Given the link between smoking and heart health problems, it is significant that smoking prevalence is decreasing 34
Campaigns can provide consumers with information and encourage them to take up healthier habits 36
Key takeouts and implications: consumers need to respond to the growing number of heart health problems experienced worldwide 36
TREND: Consumers are increasingly turning to functional food and drink products that claim to answer their heart health needs 37
The addition of functional nutrients to food and beverages is appealing to some consumers 37
Many consumers consider improving their own heart health to be an important consideration 40
However, some industry experts believe that heart health is 'over-hyped' 40
Healthy foods are not always available to consumers 41
Growth in the market value of functional foods formulated for improving heart health is strong in all regions but is most apparent in the BRIC countries 42
Awareness campaigns can spark consumer awareness in heart health products 42
Key takeouts and implications: nutraceutical products hold definite appeal to consumers, but there is still a considerable degree of skepticism that must be addressed 44
INSIGHT: Interest in and consumption of heart-healthy functional food and drink products is influenced by age and gender 45
Males are paying higher levels of attention to heart health than females 46
Older consumers show a greater concern about heart health 48
Key takeouts and implications: heart health problems are particularly dangerous for women and seniors 51
INSIGHT: Lack of trust is an ongoing inhibitor to growth in heart-healthy food and drink products 52
General health and nutritional claims made by food and drink manufacturers are often viewed with suspicion by consumers in western nations 52
The level of trust attributed to heart health claims by consumers varies significantly by geography 53
Consumers are not fully trusting of claims that nutraceuticals can actively lower cholesterol levels 56
The relatively new concept of foods and beverages lowering calorie levels is difficult for consumers to understand and therefore to trust 58
Key takeouts and implications: consumer trust in products which tout heart health credentials has not yet been well established, and therefore needs to be consolidated 60
INSIGHT: There are a number of emerging products and ingredients that are becoming popularized in the heart-health arena 61
Well known nutrients and foodstuffs are being repositioned to emphasize their benefits towards heart health 61
Flavoxine is an example of a heart-healthy nutraceutical that studies show as being beneficial to consumers 61
Consumers are interested in the benefits associated with omega consumption 62
The market potential of functional foods is still limited by shortcomings in consumer awareness and understanding of functional ingredients 63
Foods which are low in cholesterol are increasingly resonating with consumers and this is reflected in the number of product launches yearly 65
Omega oils have a 'healthy halo' which resonates with consumers 67
An increasing focus on diabetes has resulted in more launches of products which are low in sugar and gluten 69
Concentrating on minimizing fatty content is undoubtedly still important but the number of launches may have reached a plateau in light of the interest in functional foods 71
Foods and beverages which are fortified with fiber and/or contain whole grains are growing in number because consumers clearly understand the benefits associated with consumption 73
Key takeouts and implications: industry players are increasingly turning to products fortified with healthful nutrients rather than merely looking to moderate and avoid unhealthy properties in foods and beverages 75
ACTION POINTS 76
ACTION: Create more awareness of the seriousness of heart health problems 76
Take inspiration from breast cancer awareness campaigns 76
Use recognizable celebrities and inspirational people (especially those who have their own heart health problems) to resonate with consumers 78
Visual representations of the heart on packaging leave consumers in no doubt about the benefits of consumption 79
Endorsement from a respected health program can create a point of distinction for heart health products 80
ACTION: Spark consumer interest in being proactive about their own heart health 81
Ensure that consumers know the nutritional impact of what they eat and drink 81
Encourage exercise in order to emphasize the relationship between physical activity and heart health 82
ACTION: Remain innovative and ensure that relevant trends are followed 83
Extol the benefits of the most effective heart healthy ingredients 83
Capitalize on the 'healthy halo' surrounding foods containing omega-3/antioxidants/polyphenols 84
APPENDIX 88
Definitions 88
Methodology 88
Further reading and references 89
Ask the analyst 91
Datamonitor consulting 91
Disclaimer 91
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Table 1: Consumer survey: the importance that individuals attach to diet and nutrition in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 8
Table 2: Consumer survey: the amount of influence that individuals place upon health in their choice of food and beverage products, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 10
Table 3: Consumer survey: the frequency with which individuals have taken active steps to eat more healthily in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008 11
Table 4: Age-standardized death rates from CHD for adults aged 35-74 (per 100,000 population) in Europe, Russia, Brazil, and the US, 2003-2013 16
Table 5: Age-standardized death rates from CHD for adults aged 35-74 (per 100,000 population) in the Asia Pacific region, 2003-2013 17
Table 6: Median age of the population in countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2003-2013 18
Table 7: Consumer survey: the amount of attention paid to digestive health, in 15 countries across Europe, Asia Pacific, South America and the US, 2008 19
Table 8: The prevalence of dyslipidemia in Europe, the US, Russia, Brazil and the Asia Pacific region (in 000s), by country, 2003-2013 21
Table 9: The prevalence of diabetes in Europe, the US, Russia, Brazil and Asia Pacific (000s), by country, 2003-2013 23
Table 10: The prevalence of hypertension, Europe, the US, Russia, Brazil and Asia Pacific (000s), by country, 2003-2013 24
Table 11: Prevalence of obese population aged 15 years and above, including urban and rural populations, Europe, South America and the US, 2003-2013 27
Table 12: Prevalence of obese population aged 15 years and above, including urban and rural populations in the Asia Pacific region, 2003-2013 28
Table 13: Obese and overweight children, Europe, Asia Pacific, South America and the US (%) 29
Table 14: Consumer survey: the attention consumers paid to the amount of fat consumed daily in 15 countries across Europe, Asia Pacific, South America and the US 31
Table 15: Consumer survey: the attention consumers paid to the amount of fat consumed daily, by gender, in 15 countries across Europe, Asia Pacific, South America and the US 32
Table 16: Consumer survey: the degree of attention consumers paid to the type of fat consumed in 15 countries across Europe, Asia Pacific, South America and the US 33
Table 17: Consumer survey: the degree of attention consumers paid to the type of fat consumed, by gender, in 15 countries across Europe, Asia Pacific, South America and the US 34
Table 18: Smokers as share of legal smoking age population, Europe, Asia Pacific, South America and the US (%), 2003-2013 35
Table 19: Consumer survey: the degree of consumers who found food and beverage products to be formulated to their special nutritional needs in 15 countries across Europe, Asia Pacific, South America and the US 38
Table 20: Consumer survey: the degree of consumers who find added nutrients in food and beverage products to be ""appealing"", in 15 countries across Europe, Asia Pacific, South America and the US 39
Table 21: Market value of heart health foods and drinks in Europe, the US, Russia, Brazil and Asia Pacific, by country, 2003-2013 43
Table 22: Consumer survey: the degree of attention paid to heart health, by gender, in 15 countries across Europe, Asia Pacific, South America and the US 48
Table 23: Consumer survey: the degree of attention paid to heart health, in 15 countries across Europe, Asia Pacific, South America and the US, by age 49
Table 24: Consumer survey: degree of trustworthiness consumers attribute to health and nutritional claims made by food and beverage manufacturers in 15 countries across Europe, Asia Pacific, South America and the US 53
Table 25: Consumer survey: the degree that consumers trust the claims of food and beverage products claiming to help improve heart health in 15 countries across Europe, Asia Pacific, South America and the US 54
Table 26: Consumer survey: the degree that consumers trust the claims of food and beverage products claiming to help improve heart health, by gender, in 15 countries across Europe, Asia Pacific, South America and the US 56
Table 27: Consumer survey: degree of trust consumers hold regarding claims made by food and beverage products to actively lower cholesterol in 15 countries across Europe, Asia Pacific, South America and the US 57
Table 28: Consumer survey: degree of trust consumers hold regarding claims made by food and beverage products to actively lower cholesterol, by gender, in 15 countries across Europe, Asia Pacific, South America and the US 58
Table 29: Consumer survey: degree of trust consumers have regarding the claim of helping to burn or reduce calories made by food and beverage products in 15 countries across Europe, Asia Pacific, South America and the US 59
Table 30: Consumer survey: consumers' purchasing behavior regarding food and beverages with added omega 3 in 15 countries across Europe, Asia Pacific, South America and the US 63
Table 31: The top 10 categories and countries for 'low' and 'no cholesterol' product launches, from 2004-2009* 66
Table 32: The top 10 categories and countries for 'high omega' product launches, from 2004-2009* 68
Table 33: The top 10 categories and countries for product launches suitable for diabetics, from 2004-2009* 69
Table 34: The top 10 categories and countries for 'low' or 'no fats' product launches, from 2004-2009* 72
Table 35: The top 10 categories and countries for 'high fiber' product launches, from 2004-2009* 73
Figure 1: There are several important issues which are affecting the global heart health market 6
Figure 2: Though diet and nutrition is not regarded by consumers as the most important facet of health and wellness, most consumers nevertheless see it as important overall 7
Figure 3: Nearly three quarters of US consumers have lifestyle habits that increase the risk of heart failure 14
Figure 4: More consumers in Asia Pacific are 'not at all concerned' about getting heart disease than 'extremely concerned' 15
Figure 5: US consumers are more aware of trans fats than any other type of dietary fat 30
Figure 6: Few consumers are actively uninterested in foods and beverages which improve heart health 40
Figure 7: In 2008, consumers in the US and Japan spent more money on heart health products per capita than in any other country 44
Figure 8: Heart health is not the primary concern of consumers compared to other aspects of health such as maintaining energy levels and mental wellbeing 46
Figure 9: Older consumers are more likely to experience heart problems and therefore show most attention to their own heart health 50
Figure 10: When it comes to regular health checks to monitor heart health risk factors, older consumers are far more proactive than younger consumers 51
Figure 11: There is a significant variation in whether consumers show more trust in heart health claims than general food and beverage health claims 55
Figure 12: Consumers trust products that specifically claim to lower cholesterol rather than those with a general 'improves heart health' message 60
Figure 13: Consumers are more aware of omega-3 than any other nutrient which reduces the risk of heart disease 64
Figure 14: Interest in functional foods is linked to several socio-demographic variances 65
Figure 15: Low or no cholesterol product launches increased year-on-year from 2004-2007, but decreased in 2008 67
Figure 16: Product launches which are high in omega oils have increased annually from 2004 onwards 68
Figure 17: Diabetics are being increasingly catered for with products which contain little or no sugar/gluten 70
Figure 18: Many sugar-free foods and beverages are positioned as safeguards against diabetes, or suitable for consumers who already have the condition 71
Figure 19: The number of product launches for 'low' or 'no fat' products peaked in 2007* 72
Figure 20: High fiber products are very beneficial to heart health and are increasing in popularity among consumers 74
Figure 21: Breakfast options now prominently advertise both fiber content and novel flavors 75
Figure 22: The Go Red for Women campaign looks to emulate the pink/breast cancer relationship and create a strong branding opportunity for heart health products 77
Figure 23: Heart health promotion could benefit from an association as successful as the one between breast cancer and the color pink 78
Figure 24: Celebrities can promote heart health whether it be through awareness campaigns or marketing for heart-healthy foods and beverages 79
Figure 25: Including a heart shape on product packaging is a simple but powerful way of displaying heart health credentials 80
Figure 26: Information resources raise awareness of heart health issues and can also increase product marketability 81
Figure 27: Shock adverts can create a large impact on consumers and make them more aware of heart health issues 82
Figure 28: Kellogg informs consumers not only about the importance of consuming foods and beverages which are good for cardiovascular health, but also about the importance of exercise and other aspects of a healthy lifestyle 83
Figure 29: Heart-healthy products use high doses of omega-3 to appeal to the increasing amounts of consumers who are aware of the associated benefits 86
Figure 30: A plethora of foods and juices contain superfruit ingredients for high antioxidant content in order to make cardiovascular health claims 86
Figure 31: Polyphenols are emerging as a desirable property in foods and beverages to improve heart health 87
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