Cardio-conscious consumers prioritize preventative heart health supplements

The heart health market is expanding beyond traditional consumer groups facing higher cardiovascular disease risks, such as older adults or people with obesity. As a result, industry experts highlight an increased focus on preventative health, exploring natural ingredients and vitamin-based supplements.

Innova Market Insights data also indicates an increasing consumer awareness and demand for products that support cardiovascular health, revealing a 7% average annual growth in supplement launches with heart or blood pressure claims from 2020 to 2024. 

Tom D’Hoore, chief commercial officer at HTBA, tells Nutrition Insight this growing consumer awareness of cardiovascular health is causing a significant shift in the market to include “virtually every age bracket and demographic.” 

“Figures from the American Heart Association show that cardiovascular disease is staggeringly prevalent across different age groups — up to 20% in 18–44 year-olds, 50% in 45–64 year-olds, and 80% among those aged between 65–79.” 

“Beyond the US, global data from Innova Market Insights also indicates that heart health is among the top three well-being concerns for every generation, from Gen Z to Baby Boomers,” he adds. “With younger populations increasingly affected by cardiovascular risk factors, heart health products must cater to all age groups.”

Natural nutrition

Although genetics and age play a role, D’Hoore notes that lifestyle choices have emerged as the “most influential determinants of heart health.” Research increasingly emphasizes modifiable risk factors for cardiovascular disease, such as diet, physical activity, and smoking. 

“One of the most significant studies in this area, the PREDIMED (Prevención con Dieta Mediterránea) study, followed over 7,500 participants for five years and demonstrated that the Mediterranean diet significantly reduces cardiovascular risk. This diet, rich in fresh vegetables and fruits and low in processed foods, has been linked to better heart health outcomes.”

The Mediterranean diet’s growing popularity has also inspired heart-healthy supplements, for example, based on polyphenols and plant-derived antioxidants that combat oxidative stress.  

D’Hoore says that lifestyle choices, such as diet and physical activity, are the most influential determinants of heart health.D’Hoore says that the increasingly diverse group of “cardio-conscious supplement consumers” is increasingly interested in ingredients like polyphenols, anthocyanins, flavonoids, and B12 vitamins that have scientifically proven cardiovascular health benefits. 

Among these, citrus fruits are being recognized for their cardiovascular benefits. He details: “Studies show that higher citrus intake is associated with a lower risk of stroke and improved blood vessel function. The key compounds responsible for these benefits are citrus flavonoids, which reduce inflammation, enhance blood circulation, and help maintain healthy blood pressure.” 

For example, D’Hoore points to HTBA’s Cardiose, a natural sweet orange polyphenol extract. “Cardiose improves artery flexibility, lowers inflammation, and supports healthy blood pressure levels.”

He also spots a growing interest in solutions that enhance physical performance while promoting heart health, “aligning cardiovascular benefits with an active lifestyle.”

HTBA’s citrus-based ingredient can also “help increase aerobic energy, enhance anaerobic power and endurance, and even promote fat burning when combined with physical exercise,” says D’Hoore.  

Folate and vitamin K2

Silvia Pisoni, global market manager at Gnosis by Lesaffre, highlights the heart health benefits of folate and vitamin K2. 

She says these ingredients can help to support and protect two key aspects of cardiovascular function: “One ensures homocysteine levels are in healthy ranges, while the other stops incoming calcium from being deposited into cardiovascular arteries.” 

Gnosis by Lesaffre’s patented MK-7 vitamin K2 ingredient protects cardiovascular arteries against calcification.Pisoni explains that excessive levels of the amino acid homocysteine are associated with an increased risk of cardiovascular disease. For example, a 2015 meta-analysis concluded elevated levels are an “independent predictor for cardiovascular status.” 

Folate and vitamins B12 and B6 can break down homocysteine to other chemicals. Elevated levels could signify a vitamin deficiency and increase the risk of blood clots, heart disease, and strokes. 

“Quatrefolic, the active form of folate (5-methyltetrahydrofolate), supports healthy homocysteine levels,” continues Pisoni. “In one study, hypertensive participants consumed either 400 μg of Quatrefolic plus vitamin B6 or a conventional vitamin supplement with a high dose of folic acid (5 mg/day).” 

“The result showed a significant homocysteine reduction compared with the baseline in the Quatrefolic group. Further, nearly 56% of the Quatrefolic group achieved ideal homocysteine levels.”

Additionally, she says Gnosis by Lesaffre’s patented menaquinone-7 (MK-7) vitamin K2 ingredient — branded as MenaQ7 — protects cardiovascular arteries against calcification, and several human clinical trials support this. 

“A landmark human trial demonstrated a rarity — a reversal of arterial stiffness in menopausal women. This study showed its ability to reverse arterial stiffness by keeping calcium from being deposited into the arteries by activating the K-dependent protein Matrix Gla Protein.” 

Linked to this finding, a post-hoc analysis of a one-year MenaQ7 K2 study found that supplementation reduced blood pressure. “This research reveals a strong link between arterial stiffness and high blood pressure: stiff arteries raise blood pressure, which reduces arterial elasticity, creating a cycle of exacerbating heart stress,” details Pisoni.