This Frost & Sullivan research service titled InvestFrost Chemicals - U.S. Heart Health Ingredients Market provides growth monitor, investment themes, key developments, and attractiveness for U.S. heart health ingredients. In this research, Frost & Sullivan's expert analysts thoroughly examine the markets for phytosterols, omega-3, soy protein, and beta-glucan.
Market Overview
Increasing Health Consciousness among Consumers Provides Positive Momentum for the U.S. Heart Health Ingredients Market
The American Heart Association has revealed that approximately 80.7 million people in the United States suffer from one or more forms of cardiovascular disease. A dietary perspective toward heart health can moderate cholesterol reduction in a range of food and beverage and dietary supplement applications. “Improved consumer awareness on benefits of heart health ingredients coupled with the aging baby boomers population conscious of living healthy life is expected to be beneficial for the market,” notes the analyst of this research service. “In addition, the growing numbers of people with risk factors such as obesity and diabetes present a huge customer base for heart health ingredient manufacturers” In particular, the theme of prevention by healthy eating and lifestyle is better than cure is expected to pick up momentum. Ageing citizens in the U.S. aspire to lead their old age without significant activity limitations. The life expectancy at birth, at 65 years, and 75 years in 2005 was 77.8 years, 18.7 years, and 12.0 years, respectively. However, the healthy life expectancy at birth in 2005 was 69 years.
Although the prospects for the market look encouraging, there are some challenges that are preventing the market from achieving significant headway. “The threat of substitution by other ingredients and food products intended for the improvement of heart health and the growing competition from Asian manufacturers are the prominent bottlenecks confronting the industry,” notes the analyst of this research service. “Hence phytosterols, beta-glucan, omega-3 fatty acids, and soy protein, are in a highly competitive marketplace wherein they are challenged for share not only with other ingredients but also with food products with innate heart health benefits.” Like the heart healthy ingredients, food products such as whole grains, olive oil, canola oil, and nuts have obtained qualified heart health claims from the U.S. FDA. Chinese suppliers are providing heart healthy ingredients such as Omega-3, phytosterols, and soy protein at costs 15 to 20 percent lower than that offered by U.S. manufacturers. Asian manufacturers are cashing on the advantages of lower overheads, cheap labor, and favorable exchange rates.
There is a noticeable increase in consumer acceptance of ingredients and products with sound scientific backup which have been recognized by the FDA for their contribution towards heart health. U.S suppliers are utilizing these credentials to gain marketing mileage for their products. As a consequence, consumer awareness of soy protein, omega 3, and plant sterols has expanded greatly. In the U.S., consumer awareness of soya as a healthy product improved by 85 percent in 2008 from 74 percent in 2004. Surveys point to the fact that 31 percent of consumers believed that apart from other benefits, soya contributes greatly to a reduction in coronary heart disease. Also, the market has witnessed an increase in the number of product launches bearing Omega 3. This category of ingredients comprises one of the most aggressively branded and marketed ingredients toward heart health. Intense media attention on omega 3 fatty acids has contributed to the high levels of consumer recognition. According to the Mintel Database, there were 102 Omega 3 bearing product launches in 2004 compared with 262 products in 2007. Besides, the maximum number of product launches of plant sterols was registered between 2002 and 2008.
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