Growing interest in heart health products reflects the broader demand for functional food and drinks. Consumers are generally aware of the importance of maintaining good cardiovascular health and that something needs to be done in order to reverse the increase in related health problems such as diabetes. However, inhibitors such as trust issues regarding functional products still remain.
Scope
Detailed insights and analysis documenting the drivers and inhibitors of heart health enhancing products
Analysis documenting the relative importance consumers place on cardiovascular health and how this varies by socio-demographics
Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this growing segment
Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia.
Highlights
Consumers are clearly concerned by the healthiness of their hearts but sedentary lifestyles and the prevalence of fatty foods and beverages mean that the number of heart health problems is increasing year-on-year. The threat of obesity, diabetes and cardiovascular disease is growing all the time.
Consumers do believe that certain foods can have a positive impact on long-term and current health. This has helped facilitate wider acceptance of the term 'functional foods'. Fiber and omega-3 are two ingredients which particularly resonate with consumers for their heart health benefits.
More can be done to raise awareness of heart health problems and the actions that can be undertaken to prevent them. Women mistakenly believe breast cancer to be a greater threat to them than cardiovascular disease. Ensuring that consumers understand the real implications of heart health problems is key to maximizing interest in the category.
Reasons to Purchase
Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards heart health enhancing products
Market understanding: identify the key heart health growth markets and product innovation trends in 15 countries across four territories
Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving dietary preferences
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