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Heart Health - US - May 2015

Heart Health - US - May 2015

About 85.6 million Americans are living with some form of CVD (cardiovascular disease), also known as heart disease, which includes HBP (high blood pressure), heart attack, chest pain, heart failure, and the after effects of stroke. CVD is the leading cause of death in the US as well as globally and has a significant financial impact on more than just sufferers.

This report looks at the following areas:

Many Americans are living with a heart disease risk factor
Heart health issues have grown over the past 5 years
Age is a primary risk factor, which impacts heart health perspectives
Lack of bodyweight awareness can cause unrealized heart health risk


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Personal concern with health ailments, February 2015
Figure 2: Experienced or have concern about developing heart health issues, 2010 and 2015
Figure 3: Personal concern with health ailments, by body mass index, February 2015
The opportunities
Figure 4: Attitudes towards preventative measures for heart health, February 2015
Figure 5: Sources of heart health information, by age, February 2015
What it means
THE MARKET
What you need to know
Heart disease is the leading health concern in the US
AHA creates Life’s Simple 7 to address key heart health risk factors
Market conditions
Heart disease remains the leading cause for concern
Figure 6: Heart disease prevalence, among US adults aged 20+, 2012
Figure 7: Incidence of heart disease risk factors, among US adults aged 20+, 2012
AHA goal to improve future cardiovascular health may miss desired target
Financial impact of CVD is high and projected to increase considerably
Figure 8: Estimated direct and indirect costs of CVD and stroke in US, 2011
Figure 9: Projected total costs of CVD in US, 2015-2030
Market factors
Seven key metrics define ideal cardiovascular health
Figure 10: American Heart Association Life’s Simple 7, definitions of ideal cardiovascular health metrics
Heart disease risk determined by major and contributing factors
KEY PLAYERS
What you need to know
Emotional connection is key
Skepticism surrounds branded efforts; some miss out on claiming benefits
Improvements in product labeling and mobile health will drive future of market
What’s working?
American Heart Association’s #lifeiswhy campaign gets personal
Figure 11: American Heart Association, Life is Why, 2014
A comprehensive toolkit is created to promote American Heart Month
Figure 12: February national health observances toolkit – heart health, 2015
Bayer’s online tool measures cardiovascular risk factors
Government health groups champion for heart health
RESEARCH METHODOLOGY
What’s struggling?
Aligning with consumers expectations
Figure 13: Sources of heart health information, February 2015
Minor share of margarine, oil, butter, and mayo products tout heart benefits
What’s next?
Proposed changes to the Nutrition Facts label
Figure 14: Current Nutrition Facts, Proposed Nutrition Facts, and Proposed Dual Column Nutrition Facts
New developments in mHealth will collect, advise, and analyze heart health
Google [x] is developing a pill to pre-emptively detect health issues
THE CONSUMER
What you need to know
Consumers recognize many risk factors, but some uncertainty still exists
Past heart issue experience is low, but concern has increased overtime
Adults concerned with heart health focus on exercise and diet changes
Heart health consumers are utilizing prescriptions and dietary supplements
Consumers naturally turn to professionals for heart health guidance
Contributors to Heart Disease
Consumers cannot single out sole contributor to heart disease; many exist
Figure 15: All perceived contributors to heart disease, by gender, February 2015
25-34 age group and minority consumers note fewest risk factors
Impact of fat type on heart disease is somewhat polarizing
Figure 16: Effect of fat type on heart disease, February 2015
The heart health consumer
Low number of heart disease sufferers, but concern is high
Figure 17: Personal concern with health ailments, February 2015
Figure 18: Experienced or have concern about developing heart health issues, 2010 and 2015
BMI is a leading heart health risk factor and concerns reflect this
Men more likely to report having heart health issues
Age is a primary risk factor for heart health, which impacts concerns
Figure 19: Personal concern with health ailments, by body mass index, February 2015
Figure 20: Personal concern with health ailments, by gender, February 2015
Hispanic adults are more likely to have heart health on the mind
Figure 21: Personal concern with health ailments, by age, February 2015
Figure 22: Personal concern with health ailments, by race/Hispanic origin, February 2015
Managing heart health through lifestyle
Concerned adults are using several strategies to aid heart health
Figure 23: Methods used to manage heart health, February 2015
Emphasize diet changes for heart disease prevention and management
Consumers are seeking foods with specific heart health claims
Figure 24: Methods used to manage heart health, February 2015
Women are more proactive about diet, but not for heart health
Figure 25: Watching diet for heart health-related reasons, by gender, November 2013-December 2014
Engage active consumers
Income impacts heart health management
Figure 26: Methods used to manage heart health, by household income, February 2015
Managing heart health through medication and dietary supplements
Prescription medications are utilized for serious diseases
Figure 27: Use of prescription or nonprescription drugs, by heart ailment, November 2013-December 2014
Figure 28: Headache/pain reliever use for heart-related reasons, by heart attack/stroke sufferers, November 2013-December 2014
Consumers are turning to supplements for heart health
Figure 29: Vitamin and dietary supplement product launches, by claim, 2010-14
Figure 30: Attitudes toward preventative measures for heart health, February 2015
Sources of heart health information
Professionals are sourced more often after experiencing heart health issue
Figure 31: Sources of heart health information, February 2015
Older adults seek experts, younger adults consult less formal sources
Figure 32: Sources of heart health information, by age, February 2015
25-34 segment most likely to be interested in screening and education
Figure 33: Attitudes toward preventative measures for heart health, February 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms

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