Heart Health: Ingredients and Consumer Attitudes

21st November 2023


In today’s health-conscious society, the connection between good heart health and overall wellness has caught the attention of consumers. While many individuals feel satisfied with their current heart health, there is a growing demand for products that enhance long-term heart health. Consumers recognize that certain heart health issues stem from factors such as diets and lifestyles. This has prompted a desire for heart-healthy options in product categories. Some of these categories include the breakfast category, with a demand for natural and healthier ingredients.

Moreover, a significant proportion of consumers are concerned with feeling constantly tired. This highlights the holistic interconnection of heart health with other aspects of well-being, such as sleep health and immunity. As a result, consumers seek products with multiple health claims. Multifunctional products are deemed more effective, convenient, and valuable by consumers. Nevertheless, brands must ensure that they validate their health claims to prevent misinformation and misdiagnosis. This is particularly important in an era of skepticism including issues like health-washing and green-washing.

Heart Health, Consumer Insights, Market Research, Ingredients, Claims, Consumer Attitudes, FMCG.

Attitudes and Behaviors

The COVID-19 pandemic led to a heightened global focus on health. This resulted in increased consumer attention to various health issues. The surge in interest is reflected in the demand for information on improving heart health and consumer preferences for products that support heart health. Also, consumer interest in immunity-boosting products was significant.

In today’s post-pandemic world, consumers are looking for products that support heart health for the purpose of improving physical appearance and self-confidence. This suggests a heightened emphasis on aesthetics and self-improvement in today’s world, underlining the trend towards holistic well-being.

When asked about steps taken to enhance heart healthiness, the most common responses included consuming a diet rich in fruits and vegetables and engaging in regular exercise. Incorporating a variety of fruits and vegetables into one’s diet can lead to a more balanced and heart-healthy lifestyle. Similarly, regular exercise contributes to strengthening the heart muscle, reducing stress, and aiding in blood pressure and sugar level management.

Heart Health, Consumer Insights, Market Research, Ingredients, Claims, Consumer Attitudes, FMCG.

Addressing Heart Health

Consumers are actively addressing heart health issues, with many aiming to enhance their heart health through increased physical activity and over a third seeking to modify their diet and improve their sleep habits. Furthermore, diabetes is closely related to heart health. This is because individuals with diabetes face heightened risks of heart disease due to elevated blood sugar levels, hypertension, inflammation, and an increased tendency for blood clotting. Embracing a heart-healthy lifestyle, which includes regular exercise and a balanced diet, is crucial for lessening these risks.

In addition, the quality and duration of sleep can significantly affect heart health and overall well-being. Inadequate sleep can lead to elevated blood pressure, heightened stress levels, inflammation, and disruption of restorative functions. Sleep health also plays a vital role in regulating blood sugar levels. Insufficient sleep can potentially lead to insulin resistance, a risk factor for type 2 diabetes and heart disease. Prioritizing consistent, high-quality sleep is essential for promoting heart healthiness.

Ingredients & Claims

Consumers are increasingly adopting a proactive and natural approach to mitigating the risk of heart disease. Products that address health concerns align with the growing interest in holistic health and may be perceived as more convenient and cost-effective compared to prescribed medications. It is crucial for these products to be backed by scientific evidence to enhance consumer trust. These products have the potential to support consumers in achieving their health objectives.

Supplements can bridge nutritional gaps in consumers’ diets, particularly for those not obtaining sufficient nutrients through meals. They offer a convenient means to ensure a consistent intake of essential nutrients, vitamins, and minerals, which is particularly appealing to individuals with hectic lifestyles or dietary restrictions. The increasing popularity of options such as chewables and liquids indicates that consumers are willing to balance efficacy, convenience, and sensory appeal, seeking products that seamlessly integrate into their daily routines.

This article is based on FMCG Gurus: Exploring Heart Health – Global Report 2023. For more information, please click here.

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