Optimizing heart health: Younger generations drive preventive cardiovascular supplements

The cardiovascular and heart health nutrition market is evolving from disease management to proactive prevention and supporting an active lifestyle. Experts observe a growing consumer base that seeks science-backed and targeted solutions, with opportunities in multi-functional products and probiotics. 

Nutrition Insight discusses the changing cardiovascular health market and the latest cardiovascular and heart health solutions with Gnosis by Lesaffre, Balchem, Pharmactive Biotech, HTBA, and AB-Biotics. 

“Younger, health-conscious adults (Millennials and Gen Z) are considering their heart health — it is no longer a rising concern once one enters later middle age,” says Silvia Pisoni, global market manager at Gnosis by Lesaffre. 

“In tandem, consumers are better informed and more proactive and seek evidence-based, functional ingredients to support their cardiovascular well-being. For instance, nutrients such as folate and vitamin K2 are becoming more recognized for their roles in supporting heart health — as fundamental nutrients for active, complete lifestyles.”

Thies Ripcke, director of Business Development and Strategic Marketing of K2Vital at Balchem Human Nutrition and Health, recommends brands prioritize ingredients supported by strong scientific evidence to earn and maintain consumer trust, who seek supplements “that deliver true value.” 

“Over the last decade or so, there has been an influx of new scientific evidence investigating how specific ingredients can support cardiovascular health. For example, various clinical studies and meta-analyses have shown that magnesium supplementation helps maintain healthy blood pressure.” 

Ripcke adds that heart health innovators can also leverage ingredient synergies to create multi-functional products with superior cardiovascular support and enhanced benefits. 

For example, he points to a clinical trial that found that participants at high risk of coronary artery calcification benefited from the combination of vitamin K2 and D. The study also reported fewer adverse events in this participant group. 

Proactive vascular health

Carlos Rodriguez, communication manager at Pharmactive Biotech, says cardiovascular health is expanding from cholesterol and blood pressure management to proactive prevention and vascular well-being. He observes a growing emphasis on endothelial health (the lining of blood vessels), inflammation control, and oxidative stress balance. 

He adds that new research insights are shaping the future of heart health supplementation, with multi-targeted formulations to support “vascular integrity, metabolic health, and overall cardiovascular resilience.” 

Pisoni says that wearables allow consumers to be proactive in managing and optimizing their cardiovascular health.Research increasingly focuses on underlying metabolic and vascular mechanisms contributing to long-term heart health. For example, Rodriguez points to new findings suggesting that gut microbiota metabolites play a role in cardiovascular risk, influencing inflammation and arterial function. 

“Another major shift is the recognition of endothelial dysfunction as an early marker of cardiovascular issues, driving research into compounds that enhance nitric oxide bioavailability and vascular flexibility,” he adds. “Additionally, studies now highlight the impact of chronic low-grade inflammation and oxidative stress on heart health, leading to increased interest in bioactive compounds with anti-inflammatory properties.”

For example, he says Pharmactive’s Abg+ aged black garlic ingredient is backed by two clinical studies for its antioxidant capacity and positive effect on blood pressure and cholesterol management.

Pisoni from Gnosis by Lesaffre sees a growing consumer interest in personalized health technologies that help to protect cardiovascular health, such as genetic testing and health-tracking devices and apps. 

“With wearables that monitor heart rate, blood pressure, and other metrics like heart rate variability and sleep scores becoming more integrated into consumers’ daily lives, these devices, along with personalized supplements, will give individuals the ability to be proactive in managing and optimizing their cardiovascular health.” 

Targeted nutrition challenges

Although dietary changes are one of the most effective ways to reduce cardiovascular risk, Tom D’Hoore, chief commercial officer at HTBA, says that maintaining a heart-healthy diet can be challenging, stressing that consumers require additional support. 

“This is where targeted nutrition products play a crucial role, making it easier for individuals to adopt and sustain healthier eating habits. Ingredients like citrus flavonoids — known for reducing inflammation, improving circulation, and supporting healthy blood pressure — are essential in future heart-health formulations.”

Maintaining a heart-healthy diet is key for cardiovascular health, but can be challenging.“With consumers across all age groups seeking cardiovascular and heart health solutions, there’s a growing opportunity to deliver functional foods and supplements that are safe, effective, and true to their health claims,” D’Hoore adds. 

He cautions that the “challenge and onus” is on brands to educate consumers about ingredients, as not all are created equal. “For example, many consumers do not realize that not all supplements are science-backed. Brands must provide strong research and clinical studies to prove their products work.” 

D’Hoore says that meeting regulatory standards to ensure quality and safety is another challenge. “A few familiar benchmarks for product safety include renowned European manufacturing standards, US FDA approval, and more. When it comes to quality, consumers should look to ingredients that are as close to nature as possible.” 

“For example, our Cardiose ingredient for cardiovascular health has the industry’s highest 2S-2R hesperidin isomer ratio (85% to 15%), which mirrors the more powerful 2-S hesperidin isomer’s predominance in natural forms, such as fresh oranges or orange juice. This means it is twice as bioavailable as standard hesperidin ingredient solutions because of the natural 2S-hesperidin and its micronized particle sizes, which enhances absorption.”

Gut-heart axis

Miquel Bonachera, co-founder at AB-Biotics, says that probiotics for cardiometabolic health offer significant opportunities to meet consumer demand for natural and science-backed ingredients that enable early intervention. 

Bonachera adds that recent research emphasizes the interconnectedness of health areas, such as weight management, and cardiometabolic disorders, like dyslipidemia and fatty liver disease, to overall cardiovascular health. 

Probiotics for cardiometabolic health work along the gut-heart axis on early intervention and preventive health.“In addition, scientific studies have linked gut dysbiosis to various cardiovascular conditions. These developments have highlighted microbial balance as a key area for early intervention and, in turn, probiotics as an attractive option to help modulate cardiometabolic markers and support heart health.” 

Bonachera notes that using clinically validated ingredients helps overcome regulatory approvals, consumer education on efficacy, and product differentiation challenges. He says scientists have identified probiotic strains that can contribute to cardiometabolic well-being. 

“For example, our blend of strains Lactiplantibacillus plantarum KABP-011, L. plantarum KABP-012, and L. plantarum KABP-013, marketed as AB-Life — the only probiotic with clinically proven atheroprotective effects thanks to its significant impact on key cardiovascular markers.” 

This formulation was developed based on AB-Biotics’ precision approach to probiotics. Bonachera explains that the company selected strains that could support cardiovascular health by helping regulate lipid metabolism and support cholesterol excretion. 

“These benefits have been validated in clinical trials, where AB-Life has shown capacity to reduce low-density lipoprotein (LDL) cholesterol, commonly referred to as ‘bad cholesterol,’ and total cholesterol levels in patients with mild to high hypercholesterolemia.”

Moreover, Bonachera claims AB-Life was recently clinically shown to impact LDL particle size and apolipoproteins — relevant biomarkers in cardiovascular health — in healthy but overweight individuals.

Active and sports nutrition potential

Amid an expanding sports nutrition market, Balchem’s Ripcke says that fitness enthusiasts and athletes form a key consumer demographic aiming to promote cardiovascular health and performance through supplementation.

“This presents an exciting opportunity for brands to tap into new audiences with solutions tailored to their specific support and individual health goals.”

Ripcke says that fitness enthusiasts and athletes aim to promote cardiovascular health and performance with supplements.To raise awareness of vitamin K2’s role in heart health and overall well-being, Balchem recently announced a partnership between K2Vital and the FC Bayern women’s soccer team. 

“This collaboration reflects our shared mission to educate consumers and inspire healthier lifestyles,” says Ripcke. “At the same time, we aim to deliver exceptional value to our B2C co-branding partners.” 

Pisoni from Gnosis by Lesaffre also sees sports supplements and active nutrition as an opportunity to incorporate a heart-healthy ingredient. 

“The connection between a robust cardiovascular system and physical performance is clear. A well-functioning heart ensures efficient oxygen delivery to muscles and supports endurance and stamina, which is key for athletes. As athletes continually seek to maximize their capabilities, prioritizing heart health is foundational.” 

She highlights the sports nutrition applications of salidroside, an ingredient that can support heart health by improving oxygenation and stamina. 

“Gnosis by Lesaffre’s Landkind Pure Salidroside is clinically proven to deliver this heart-health benefit,” Pisoni adds. “One study confirmed Landkind Pure Salidroside’s ability to support VO2 max and decrease fatigue (time to exhaustion) during high-intensity exercise.”

“Landkind is produced through innovative fermentation techniques, enabling delivery of the bioactive salidroside without requiring overharvesting of the native Rhodiola rosea plant, which is now considered endangered and protected.”