Whole-hearted innovation: Younger consumers drive holistic cardiovascular supplements

09 Feb 2023 --- Cardiovascular health and heart health-related products are seeing interest from younger consumers seeking multifunctional products that provide benefits for lifelong health and the prevention of cardiovascular diseases (CVDs). Controlling cholesterol and blood pressure, weight management and physical performance are some of the key benefits consumers are looking for.

According to Innova Market Insights, supplements are the top category of product launches tracked with cardiovascular impact claims worldwide at 62%, with vitamin C being the leading ingredient among the cardiovascular impact claims at 14%. Additionally, the top positionings paired with cardiovascular health were brain-mood health at 27%, immune health at 26% and energy and stamina at 19%.

NutritionInsight speaks with experts from Gnosis by Lesaffre, PhytoGaia and PharmaLinea about the trends and innovations impacting cardiovascular health.

“What is interesting is that we are seeing younger consumers proactively working to support their heart health through supplementation,” says Julie Lemahieu, global market manager for wellness and immune at Gnosis by Lesaffre. “Previously, people reached their old age and discovered there was an issue, left with no choice but to start a pharmaceutical to combat it.” 

Lemahieu further elaborates, stating that consumers have realized that, regardless of age, they must be proactive about their health if they want to age healthily and consumers are increasingly recognizing that “obtaining proper nutrition can make a significant difference.”

Matevž Ambrožič, the marketing and PR director at PharmaLinea, states that: “Recently, more complex and advanced products have emerged in the cardiovascular health market. The penetration of added-value branded K2 sources has really taken a step forward. The products are also more advanced in terms of their clearly defined positioning, such as addressing metabolic syndrome.” 

“Therefore, the category, which is one of the most established and largest in all markets, is currently undergoing a transformation. It is most seen in the more developed markets such as the US and Western Europe, but is slowly spilling over.”

Multifunctional ingredient combinationsGen-Xers and older Millennials are now increasingly concerned with cardiovascular health. 
These companies all agree that the multifunctionality of heart-healthy ingredients is one of the critical drivers of innovation within the space.

“The ingredients in these products have evolved, with the market shifting from commodity omegas, CoQ10 and arginine to clinically substantiated extracts from sources like tomatoes, olives, grapes, citruses and amla,” explains Ambrožič.

Dr. Ariati Aris, the scientific affairs specialist at PhytoGaia, notes that omega 3s, phytosterols and CoQ10 are still high on the list of ingredients for cardiovascular health. However, he notes, “all dietary supplement companies have at least one of these products, there is no product differentiation and the market is getting stiff.”

“Tocotrienols have gained interest in recent years due to their unique cardioprotective properties, and companies can formulate a synergistic combination with TocoGaia (tocotrienols) for double protection and a marketing edge,” Aris explains. 

“For example, omega 3 and tocotrienols can be combined for a healthy heart and mind or phytosterols can be added to tocotrienols for healthy cholesterol levels. Phytosterols prevent absorption of diet cholesterol whereas tocotrienols help to manage healthy cholesterol production in the liver.”

Moreover, Lemahieu states that heart health combination products featuring vitamin K2 as MK-7 will only continue to increase as awareness of its ability to combat arterial stiffness grows.

“Omega 3s are well recognized as a cardio-support nutrient with qualified health claims in the US and four European Food Safety Authority claims, but it is missing the ability to impact vascular calcification,” she states. “However, by balancing calcium metabolism, vitamin K2 offers a synergistic role with omega 3s, creating unsurpassed cardiovascular formulas that also deliver bone health benefits.”

Furthermore, she adds that: “Growing research documents vitamin K2’s protective effect on cardiovascular health through the activation of matrix gla protein, the most potent inhibitor of vascular calcification known. MenaQ7 vitamin K2 completes ‘heart-smart’ formulations with its clinically proven cardiovascular health benefits, including maintaining and promoting arterial flexibility.”

Consumers increasingly seek science-backed and research-proven, multifunctional ingredients.Science-backed formulations
Another significant consumer demand within the heart health space is for science-backed and research-proven ingredients and formulations. 

Innova Market Insights reveals that the main ingredients tracked with cardiovascular impact claims – vitamins C, E, B6, B12 and D3 – are ingredients for which an abundance of scientific data already exists.

Newer or less researched ingredients must prove their efficacy to today’s health-savvy consumers since they are, as Lemahieu notes, products targeting blood pressure or cholesterol are often positioned as alternatives to pharmaceuticals.

“Most fail to recognize that there is no pharmaceutical solution for hardening of the arteries,” she states. “Our three-year and one-year MenaQ7 cardiovascular studies show that K2 can significantly impact the progression and even regression of artery hardening.” 

“Our clinically validated MenaQ7 vitamin K2 as MK-7 is the source material for over 22 published human clinical trials and these ingredients have been clinically proven to promote cardiovascular health.”

Moreover, she notes that it is the only K2 as MK-7 patented for cardiovascular health. She adds that the company also holds patents for using K2 with omega 3 fatty acids and with vitamin D.

PhytoGaia also touts the science behind its palm fruit extracted, natural and “full-spectrum” tocotrienols and tocopherol complex, TocoGaia.

“According to one study, tocotrienols are effective in reducing serum total and low-density lipoprotein-cholesterol (LDL-C) by inhibiting the hepatic enzymatic activity of HMG-CoA reductase through the post-transcriptional mechanism,” Aris continues. “Tocotrienols help to alleviate hyperlipidemia and hypercholesterolemia, through triglyceride (TG) and LDL-C reduction.” 

According to Aris, this shows that tocotrienols not only lower LDL-C and TG, but are also anti-inflammatories that provide multiple points of health benefits to lower the risk of developing CVD.

Ambrožič also touts the scientific evidence for the efficacy of the company’s heart health offering, Your Cardiovascular Capsules.

“Our product is clinically substantiated to support the cardiovascular system through several well-defined mechanisms, such as lipid level balance, correct platelet aggregation process, healthy endothelial function and blood sugar balance,” he details. “It is based on a highly studied, leading branded ingredient and is, therefore, a science-based food supplement, fit for medical detailing.”

“Your Cardiovascular Capsules are developed to address cardiovascular health at the stage where doctors start to discover alarming results, such as high blood pressure. A substantial percentage of the population is at this stage. To avoid developing CVDs and prescribing drugs, GPs or cardiologists caution patients to take care of their lifestyle.”

The future cardiovascular health
Though Innova Market Insights notes that the number of supplement launches with a cardiovascular impact claim has decreased slightly since 2020, many expect an upward trend as newer generations become concerned about heart health and healthy aging.

“Cardiovascular health is always the top interest for baby boomers, generation X and older millennials (>30 years old) – these groups of people experience at least one of these risk factors that could lead to heart failure or cardiovascular issues such as high cholesterol, high blood pressure, overweight and lack of rest or sleep,” explains Aris. “They hope for a dietary supplement or a healthy food that could improve healthy heart function and maintain them at an ideal condition.”Many expect the heart health space to continue expanding in the coming years.

Meanwhile, Maja Orešnik, science and research director at PharmaLinea, agrees with this notion, stating that the age group of consumers interested in cardiovascular products is widening from older adults with serious medical conditions to an increasing number of younger people. 

“With younger consumers, today’s fast-paced lifestyle might be a reason they need supplemental support,” she adds. “Some are simply more health-conscious and educated and are consequently turning to supplements for preventive reasons.”

Lemahieu confirms that the Gnosis by Lesaffre is also seeing younger consumers across the globe being more proactive about supporting their heart health, illustrating that, where K2 usage is concerned, the 18-54 age group brackets are showing an increase in usage compared to those 55 and older.

“One thing we have noticed is a shift away from traditional supplement deliveries,” says Lemahieu. “This may be due to pill fatigue or possibly desiring truly on-the-go solutions that meet their lifestyles. To that end, Gnosis by Lesaffre took the opportunity at SupplySide West 2022 to highlight the versatility of MenaQ7 Vitamin K2 as MK-7 for novel delivery formats: gummies and oral strips.”

“Both products offer a combination of MenaQ7 K2 with Vitamin D3, which are at the heart of ‘better together’ formulations. These popular delivery formats allow manufacturers to strongly position finished products for both children and healthy aging, with unmatched clinical support,” she concludes.

By William Bradford Nichols