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Cardiovascular Health

Hale and Hearty!

by Lisa Schofield | February 1, 2016

The cardiovascular support category is teeming with new entrants based on research; here’s how to rev it up without skipping a beat.

February may be American Heart Month—but truth is, everyone should be aware of their cardiovascular system every single day. And apparently, savvy health-oriented Americans have received that message; the category is quite exhilarating.

Natural health retailer Eunice Green, owner of Green’s Nutrition in California, observed, “The cardio-support supplement category has really grown in the last few years. I think the reason is that more and more people are aware of the bad side effects of drugs, especially statin drugs.”

At Pharmaca, a healthy living/wellness chain headquartered in Boulder, CO, Don Summerfield, vice president of integrative medicine, reported that the store has experienced solid year-over-year growth in cardiovascular support supplements. “Our customers continue to have strong interest in clinically supported heart health dietary supplements, especially products supporting healthy lipids and cholesterol level,” he related. “The disease state treatment product categories, such as red yeast rice and B12, B6 and folate homocysteine-modulating supplements, continue to experience strong double-digit growth, whereas preventative care products such as coenzyme Q10, garlic and resveratrol supplements are growing at single-digit rates.”

Natural Selection

Retailers continue to have so many choices for selling heart-healthy products; but shelf space is, of course, finite. As more and more are launched, how do you choose wisely?

Jay Levy, director of sales with California-based Wakunaga of America Co., Ltd., noted that although health trends promoted in mass media can give certain heart health supplements a temporary boost in popularity, a product that is effective and rooted in solid science will generate more lasting appeal. It’s also beneficial if the product works on different aspects of heart function. “Many heart-specific supplements are now promoted for their preventive benefits and target a growing number of new risk factors that have been clinically identified over the past decade such as inflammation, homocysteine and arterial calcification,” he observed.

Marci van der Meulen, retail division national sales manager for California-based Nordic Naturals, stated, “The heart-health supplement section in a natural products store bears a heavy responsibility.” Customers trust the retailer to carry high-quality, safe, effective products that are backed by research. To meet these high expectations, she emphasized, it is imperative that retailers (and their staff) perform due diligence about the product and the manufacturer. Questions include: Are their products efficacious, supported by numerous clinical studies with dose-specific results? Is there a strong body of scientific evidence supporting the cardio-protective benefits of their formulas? Are their products third-party tested for purity, freshness and concentration? Does the company provide a certificate of analysis for each product? Are the company’s heart-health products its core competency, or a line extension?

“Retailers and consumers alike are confronted by a crowded heart-health category,” commented Dan Lifton, CEO, Quality of Life Labs, New York. He said he believes that where retailers have an advantage is in their own experience—knowing which brands have heart-healthy supplements supported by science and which brands offer sales support for retail (ie, shelf-talkers, product-one-sheets, etc.) and which brands do not.

Some of Green’s favorite products in this category are the ubiquinol form of CoQ10 and also products with arginine and citrulline, as they create nitric oxide. “Nitric oxide is a wonderful vasodilator and also keeps the endothelium soft and supple,” she explained. “I also find that more people are aware of keeping homocysteine levels down and I will recommend folic acid for that.”

Summerfield said he particularly likes the new coenzyme Q10 products formulated with PQQ (pyrroloquinoline quinone), an important antioxidant that promotes the creation of new mitochondria, which in turn supports heart health function. “PQQ is a relatively new ingredient on the market and is still in the early stages of gaining customer support,” he observed. “I personally am a big fan of Host Defense Reishi Mushroom, Gaia Herbs Hawthorne Berry and Nordic Naturals Ultimate Omega fish oil supplements for heart health. I take these supplements regularly as my whole-food, heart-health supplements of choice.”

Consumer Cardio Concerns

At Pharmaca’s stores, the typical first question consumers have about cardio-support supplements is if they will interact with prescription medications they are taking, reported Summerfield. “Many customers seeking cardio-support supplements are usually taking high blood pressure medicines, blood thinners and or a cholesterol-lowering medicine and may be looking for alternative options or supportive supplements to nourish and strengthen their cardiovascular systems,” he said. “It is important to address these questions in partnership with the customer’s pharmacist or primary care provider.”

The second question, Summerfield added, is usually about navigating the plethora of product choices in the heart health section. Pharmaca uses a product recommendation principle that is value based instead of price based called “Best, Better, Good.” This retailer highlights a product’s features, attributes and benefits that are best suited for the customer’s personal health care needs.

At Green’s Nutrition, “Customers are very concerned about keeping their cholesterol down and they want to take care of this in a safe way. They also are concerned about high blood pressure and often have trouble with medications and getting the right dosage,” Green related. Whether targeting the Baby Boomer or Generation X (Gen Xers) consumer, said van der Meulen, a direct correlation exists between current research outcomes and the range of heart-health products available at retail stores. In years past, she observed, heart-health supplements primarily focused on supporting healthy cholesterol, triglycerides and blood pressure levels. Most products were formulated with a single-nutrient/single-purpose approach, and the shelves were lined with bottles of individual nutrients like omega-3 fish oils, hawthorn berry, folic acid, red rice yeast and garlic. “As clinical research progresses (and consumers become more informed), a shift toward condition-specific products, containing clinically significant levels of nutrients that work synergistically, has emerged,” she said.

In the consumer mindset, explained Cheryl Myers, chief of education and scientific affairs at EuroPharma, Inc., Wisconsin, heart health doesn’t always immediately lend itself to a sense of self-improvement or physically noticeable benefits like weight loss and fitness do. “I think that heart health promotions can be a bit more of a challenge for retailers. You have to be able to stress the urgency of the issue. High blood pressure, for instance, constantly creates damage in the body and the ramifications of that (including a heart attack or stroke) can strike without warning.”

Concerns about metabolic syndrome, which silently creeps into existence, is also a thriving concern among both Generation X and Baby Boomers who are made aware of this condition by their physicians. According to Neil Levin, CCN, DANLA, nutrition education manager for Illinois-based NOW Foods, “metabolic syndrome is a more reliable predictor of diabetes and cardiovascular disease than total cholesterol, and three out of five of its potential symptoms (high fasting blood sugar, high triglycerides, high waistline measure, low HDL cholesterol, high blood pressure) are today considered more relevant to health outcomes.”

For example, he noted, the ratio of total-to-HDL cholesterol is now commonly found on lab tests; an indication of its newfound importance. The allopathic choice of treatment in these situations is to prescribe administration of statins to curtail the progression—”despite the lack of evidence that cholesterol is a cause, rather than a symptom, of their patients’ problems,” Levin stated. But those embracing a more holistic and evidence-based approach will look at the wider range of factors, such as the metabolic syndrome variables, and alter diet, lifestyle and supplementation appropriately.”

There are some differences between the Baby Boomers and Gen Xers when it comes to cardio concerns. In van der Meulen’s viewpoint, statistically speaking, Baby Boomers experience higher rates of chronic heart conditions than Gen Xers. Consequently, she observed, Baby Boomers, who are deliberate in their use of nutritional supplements and perceive supplements as a priority in a healthy lifestyle, tend to proactively seek more complex heart-health formulas to address their current health conditions.

“Gen Xers, meanwhile, are also dedicated to supporting their heart health, and are especially driven to purchase products aimed at providing cardio-protective benefits,” van der Meulen described. “As well, they are keenly aware of family members’ heart-related conditions and their strong hereditary implications. Having grown up alongside the supplement industry, Gen Xers naturally embrace prevention and consistently seek quality, natural products with solid clinical research to back up their use and effectiveness.”

Levy, who also sees a difference between the generations concerning supplementing for heart health, observed, “Baby Boomers are often trying to manage an existing cardiovascular problem or risk factor such as high cholesterol or high blood pressure. Gen Xers, on the other hand, are more focused on prevention in an effort to age well and sidestep the cardiovascular maladies that plague their parents. It’s a more proactive approach that is rooted in diet, exercise and preventive supplementation.”

Myers agreed, noting that consumers in their 30s and 40s now are more primed to start preventative routines earlier than the Baby Boomers did; this generation, she said, have typically changed habits only being informed by their physicians that their numbers—blood pressure, blood sugar, triglycerides and cholesterol—are rising and increasing risk for heart disease. “As natural medicines and dietary supplements gain in awareness and distribution, younger and younger people are learning that taking a few steps while still healthy might prevent major problems down the road,” she stated.

A Few Promo Ideas

Not only throughout February, but all year, clever signage such as “Have a Heart!” or “Don’t be Heartless,” will generate intrigue for the heart-health supplements—and foods/beverages—categories in the store.

Myers said she likes poster positives that emphasize benefits—for example, “For every 10 percent you lower your blood pressure, you have also dramatically lowered your risk of heart attack and stroke.” Or, “For every 1 percent you raise HDLs, men have a 2 percent reduction in heart risk and women have a 3 percent reduction.” Developing posters and messaging that focuses on actionable changes that produce real benefits can be very compelling, Myers continued.

Some ideas to incur buying include linking a heart-health supplement with a heart-healthy food; buy both and receive a discount. If you have organic produce, for example, hook up a garlic supplement with a pound of organic garlic.

Another logical and interesting link is between cardio support and younger athletes and fitness enthusiasts who require top-shape cardiovascular function to power them through their physical endeavors. According to Levin, showcasing heart health for athletes and active adults should be an ongoing activity that can be promoted throughout the spring, summer and fall for outdoor sports and even in the winter for cold weather sports.

“Gym workouts also are typically year-long, augmented by outdoor activities,” he explained. “Heart and cardiovascular health are basic to all kinds of activities, at all times. With the increased use of fitness trackers, more and more people are aware of their heart rates when they exercise, so contests and giveaways featuring these devices could capture an active and affluent market year round.”

Myers said she believes that creative “healthy heart and exercise” promotions are perfect to kick off during spring when people head back outdoors and become more active. She suggested retailers bring in guest speakers who are experts on heart health and serve a buffet of heart-smart foods (including dark chocolate, which many may find surprising). “These are fun options to build excitement around the topic,” she commented. “The important thing is to keep any event informative without being overwhelming and, dare I say it, lighthearted.” VR

For More Information:
EuroPharma, (866) 842-7256
Nordic Naturals, (800) 724-6600
NOW Foods, (800) 999-8069
Quality of Life Labs, (877) 937-2422
Wakunaga of America Co., Ltd., (800) 421-2998

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