Hearty demand: Cardiovascular health supplements are still popular with seniors

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Nutritional Outlook, Volume 26, Issue 3

What are the emerging trends in heart health supplements?

The heart health supplements market is still growing robustly, particularly among aging consumers. While previous market trends showed consumers adopting supplements only once health problems arose, emerging research indicates aging consumers are increasingly proactive and are taking a preventative approach to heart health.

As consumers seek to live longer and stay healthier into old age, cardiac health has come into sharp focus for seniors and older adults. Here are some of the ways heart health supplements are evolving to meet this demand.

Brands Emphasize Science in Marketing Campaigns

Consumers are increasingly focusing on extending their longevity and living healthier in old age. In doing so, they’re looking for solutions with a critical eye.

Christopher Shade, PhD, founder and CEO of wellness brand Quicksilver Scientific, says aging consumers are increasingly sophisticated in their understanding of heart health strategies, and they’re looking for high-quality, personalized solutions.

“We’re seeing more consumers who are focused on longevity,” Shade says. “They’re asking questions about aging well. From a brand perspective, it’s important to bring research and education to these consumers. They’re often highly educated and knowledgeable about what they want.”

While consumers typically took a reactive approach in the past, Shade says aging consumers are now more proactive. These consumers are no longer waiting for health problems to arise; instead, they’re looking to prevent health problems, and they’re eager to adopt strategies tailored to their individual needs. That’s why Shade says it’s important for brands to bring research and education to these consumers, and to describe the science behind products.

Formulations Target Comprehensive Heart Health

Emerging heart health supplements are taking a holistic approach to heart health. Irfan Qureshi, ND, vice president of product development, research, and quality assurance at wellness company Healthy Directions, says heart health supplements are now evolving to provide more comprehensive coverage.

There is an increasing recognition that heart health is about more than just cholesterol support or the functioning of the heart itself, Qureshi says. “Products now address additional concerns like mitochondrial function, inflammatory markers, endothelial function, circulation and blood vessel health, and the heart-brain connection,” Qureshi says. “Newer ingredients offer multiple benefits across the category. [This includes] ingredients that target inflammation.”

While established heart health ingredients like coenzyme Q10 and magnesium are still playing a role in this market, Qureshi says herbal and botanical ingredients rich in polyphenols are now entering the heart health space in addition to ingredients that target inflammation. These include resveratrol, citrus bergamot, and curcumin from turmeric.

“Probiotics have also entered the space, with research showing various strains promoting heart health, including a reduction in inflammation as well as support for healthy cholesterol levels,” Qureshi explains. “There is now recognition among consumers that lifestyle factors alone may not be enough to maintain a healthy heart in old age; supplements should be seen as a key [component]…for improvements in heart health.”

Unique Opportunity for Supplements

The healthy-aging market offers a unique opportunity for heart health supplements. Shade points out that aging touches every part of the body, including the digestive system. That means as consumers age, their appetites drop and their digestive systems slow. As a result, aging consumers may struggle to meet their nutritional needs through diet alone.

“Conventional supplements taken by mouth may also lose effectiveness, with only a small fraction of the compounds metabolized,” Shade explains. “Fortunately, we have the technology to deliver supplements in highly bioavailable formats. Quicksilver Scientific’s liposomal delivery system allows nutraceuticals to pass between cells and enter the bloodstream after ingestion, reaching the harsh digestive tract that may not be optimally functioning in many aging people.”

Heart Health Market Primed for Growth

The heart health supplements market is expanding as aging consumers begin to prioritize preventive solutions. Consumers are no longer approaching heart health in a reactive manner; instead, aging adults are proactively seeking out ways to maintain their heart health well into old age before problems arise.

Brands are responding to this demand with a renewed focus on science-driven educational marketing that highlights supplements’ unique role and opportunity in promoting heart health. Ingredients like botanicals, minerals, and curcumin are all finding room to play in this arena. As the population gets grayer, expect more opportunities for proven ingredients that can provide comprehensive cardiovascular support.