NMI: Consumers Minding Heart Health

NMI: Consumers Minding Heart Health

HARLEYSVILLE, Pa.

According to research by The Natural Marketing Institute (www.nmisolutions.com), consumers are becoming increasingly interested in heart health and products marketed for cardiovascular wellness. NMIs Health & Wellness Trends Database (HWTD) suggests 45 percent of adult consumers are concerned with preventing heart disease and 55 percent are currently managing heart disease, high cholesterol or high blood pressure. In the past year, 86 percent of those managing cardiovascular issues purchased heart-healthy products, 87 percent bought low-fat products, 83 percent purchased fat-free items and 82 percent bought low-sodium items, according to HWTD.

The good news is that consumers can control many of the factors that contribute to cardiovascular disease through diet and lifestyle modifications, said Steve French, managing partner. Were seeing more people using fortified and functional products and foods with less sugar, salt, fat and cholesterol. Heart Managers also exhibit other behaviors that show proactive heart health management.They are more likely to check for cholesterol (46 percent) and trans fat (37 percent) on food and beverage labels as compared to the general population/primary grocery shoppers.

NMI also released information regarding consumers interest in health claims on foods and dietary supplements. HWTD data showed 57 percent of all U.S. consumers indicate they are looking for foods that have a specific health claim and about half prefer to buy vitamins/minerals/herbals/dietary supplements that have a specific health claim. Use of functional foods and condition-specific supplements are also on the rise, showing five-year compound annual growth rates of 17 percent and 16 percent, respectively.

Maryellen Molyneaux, president of NMI, noted the interest spans packaged goods segments. For example, with over 29 million people (adults and children) suffering from food allergies, allergen-free foods will continue to experience solid growth, she said. Introductions of gluten-free foods alone have shown a 50 percent compound annual growth over the past six years and generate U.S. retail sales in excess of $400 million. Another nutrient to watch in 2006 is probiotics, which has shown annual awareness increases of 27 percent since 2002.

Manufacturers are integrating specific nutrients into foods and supplements related to certain health conditions such as heart disease and digestive health. These nutrients include fish oil, lutein, lycopene and plant sterols. While consumers may lack understanding of the specific health benefits of some nutrients, savvy manufacturers and marketers will use this opportunity for continued education to raise the value of their nutrient-rich products in the eyes of the consumers, Molyneaux said.