Industry experts say natural supplements and ingredients can halt cardio vascular disease (CVD) from happening so shoppers don’t have to become one of the millions who suffer from heart disease in America. “Optimal health is dependent upon optimal nutrition while we are healthy,” said Melissa Wilson, MS, food science, J.R. Carlson Laboratories. “Heart health nutrients—antioxidants, vitamins and minerals and fish oils—should be taken for prevention.”
Keri Marshall, M.D., medical director at Gaia Herbs, echoed that thought. “The heart health products we put in the marketplace are things that individuals could use when they are at a high risk for heart disease, but not quite there yet,” she said.
However, it may not be an easy task to get consumers to go for preventive measures. “Getting into people’s thick skulls that heart health is a serious matter and should not be ignored until it’s too late when dangerously potent pharmaceutical drugs and respirators are hooked up,” said Herb Joiner-Bey, scientific advisor to Barlean's Organic Oils. “The general population must invest in preventive measures beginning with simple nourishment through a healthy common-sense diet.”
If retailers and product manufacturers can get consumers to go for prevention, many more shoppers besides for the ones diagnosed with a heart illness can use these products. With a wide audience base and science-backed ingredients, this market should continue to grow. Sunil Kohli, COO, Health Plus Inc., sees it that way. “The most significant trend is that more and more products that are ‘heart friendly’ are being launched with no abatement in sight. These products include foods and beverages, for both niche markets and mainstream. It’s a great category.”
A great category indeed. In fact, other market segments can eat their hearts out that so many products reduce cholesterol, lower blood pressure and improve CVD, which is much-needed in today’s society.