A new consumer survey conducted by global wellness company Lycored (Secaucus, NJ) found that dietary supplement users are not entirely sure which forms of cholesterol are “good” and which are “bad.” In the survey, which was carried out in June and included 329 supplement users in the United Kingdom, 82% of consumers said that they were aware that there were two main forms of cholesterol, and that one was considered “good,” while the other was considered “bad.” However, when asked which was which, 58% of those consumers incorrectly identified LDL cholesterol as “good” cholesterol. The company said that consumers’ failure to correctly identify “bad” cholesterol highlights the importance of consumer education.
As Lycored noted in the press release, higher levels of oxidized LDL cholesterol in the blood have been associated with a risk of developing cardiovascular disease; thus, it is highly important that consumers understand the differences between the two main forms of cholesterol.
Zev Ziegler, head of global brand and marketing, Lycored, commented: “Too often, nutrition marketing is about making claims for products without considering how much the user really knows. Most consumers understand that there's ‘good’ cholesterol and ‘bad’ cholesterol, but beyond that, things get a bit hazy. Our research highlights the importance of educating consumers—not just selling to them.”
The company added that it is committed to highlighting “the responsibility of manufacturers to support consumer education.” To that end, Lycored’s “Lycopedia” interactive educational hub, which “explains the health benefits of lycopene at different stages of life,” is one example of how the company is helping to educate consumers about the role nutrition plays in cardiovascular health. According to the company, its cardio-grade tomato extract ingredient, Cardiomato, has been shown to reduce levels of oxidized LDL cholesterol.