The report covers heart benefit foods, using the strict market definition used for functional foods in other Leatherhead reports: “everyday food and drinks
products (not pills or potions) that bear a health claim implying that the product has a physiological effect over and above that of just nutrition (e.g.
can help lower cholesterol as part of a low-fat diet, helps maintain a healthy
heart, etc.
The following key areas for Heart Benefit foods are covered in detail in the
Market Situation section of the report:
Fats and oils - covering cholesterol-lowering and circulatory-health margarine
and spread products, primarily with phytosterols/phytostanols or omega-3 fatty
acids, in the US, Europe and Australia, and functional cooking oils in Japan.
Cereal products - primarily focusing on wholegrain and oat-based breakfast
cereals
Soya products - mainly focusing on soya milk and soya beverages promoted
on a heart-health platform
Dairy products - including yoghurts and dose-delivery drinks with
phytosterols/phytostanols, and dairy products with omega-3 fatty acids and
bio-active peptides.
Eggs - focusing primarily on omega-3 and DHA-fortified eggs
Bakery products - primarily breads with wholegrains
Soft drinks - including products using phytosterols, omega-3 fatty acids, and
antioxidants
The Product Trends section analyses recent new product activity and for
convenience products have been grouped into cholesterol-lowering foods and
drinks, circulatory health foods and drinks, anti-hypertensive foods and drinks
and antioxidant heart health foods and drinks, although some products are
multibenefit, are positioned on more than one of these platforms and as such
are included in both sub-sections of the report.
The key objectives of this report are to:
• Quantify the current market for Heart Benefit foods around the world,
focusing on the key European markets of France, Germany, Italy,
Spain and the UK; the US; Japan; and Australia
• Review the relative importance and future potential of each of the major
sub-sectors, looking at market, product and ingredient activity
• Assess the nature and prevalence of heart and circulatory disorders,
reviewing scientific evidence linking the effects of certain ingredients
and elements of the diet on these conditions
• Identify key product sectors for current and future development of the
market, presenting an A-Z of potential heart health ingredients,
discussing their technical properties, sources and availability
• Highlight potential directions for future growth looking at market and
product directions, as well as the indications that may be inferred from
recent patent activity
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