Heart health matters, but it’s not a priority

Heart health is the number one wellness concern for global consumers, with 38% of consumers saying this is their biggest health concern. This comes in front of other key areas, such as digestive health, cognitive function, and mental wellbeing.

However, only 16% say they look to improve their heart health over the next year. This highlights a gap between consumer attitudes and their behavior. Despite being concerned about the wellness of their heart, consumers often deprioritize this in favor of day-to-day wellbeing, like energy or mood. 

This shift is driven by modern lifestyles. Busy lives, financial strain, and rising stress mean many people are simply trying to ensure day-to-day wellbeing is met, rather than planning for long-term health. As a result, brands need to talk about how heart health products can offer everyday benefits, not just longevity.

For consumers, symptoms aren’t uncommon

Whilst most consumers are not actively looking to address or improve their heart health, many suffer from symptoms related to this. 24% of consumers suffer heartburn at least occasionally, whilst, 22% report high cholesterol levels. 

Many of these issues link back to lifestyle. Poor diet is one factor, whether this is because eating healthy is becoming more expensive, or because consumers turn to convenience foods in times of stress. Some consumers find it difficult to have a healthy lifestyle.

Meanwhile, 14% exercise less than once a week. Consumers know their habits may be contributing to heart health problems, but they still aren’t making proactive changes. This is where products with added benefits become attractive.

Consumers want products that do the work

With barriers to healthy living on the rise, consumers increasingly turn to food and drink to support wellness. When asked which products they choose for a health boost, four of the five top answers include fruit and vegetables, milk, yogurt, nuts and seeds, which are naturally linked with plant sterols. Even if consumers don’t know the science behind this, they associate these foods with heart benefits and feel good choosing them.

This also explains why product claims matter. Consumers show strong interest in food and drink that offers active heart support, with claims such as “helps lower cholesterol” and “aids with tiredness” appealing to over 40% globally. However, brands must spotlight benefits clearly and consistently, because claims are often more influential than ingredient mentions alone.

Awareness is of plant sterols

Almost half of global consumers say they have heard of plant sterols (45%). But, familiarity doesn’t always equal understanding. Only 17% both know what plant sterols are, and link them correctly to heart health benefits. Alongside this, while many say a claim influences their purchase, only 19% feel it has a high level of impact.

This signals an opportunity. Brands must improve education, but do so in a clear, benefit-first way. Consumers don’t want technical explanations, they want reassurance that a product works, is easy to add to daily life, and has proof behind the claim.

The opportunity: Make heart health simple

To succeed, brands should link plant sterols to everyday benefits like energy and vitality, not just long-term cholesterol control. Use of simple language, knowing many consumers check nutritional labels for less than 10 seconds, is important. As well as pairing ingredient claims with proven results, which builds trust.

Consumers want to feel healthier without changing everything about their lifestyles. Products that make heart health convenient, tasty, and scientifically credible can bridge the gap between concern and action. Plant sterols are a great tool for this, however, communication of their benefits will be key.

Discover what’s next in heart health with FMCG Gurus’ Trend Report: Heart Health and Plant Sterols – 2025. For more details, contact us at info@fmcggurus.com.