Pump Up the Volume of Heart Health Product Sales

by Lisa Schofield | January 31, 2025

The cardio-care category has morphed in a dramatic fashion over the past few years. Here’s a profile of what it looks like now.

In the quest for improved health and well-being, focusing on protecting heart function is often not a priority—but it should be. And it is now easier than ever to open this discussion with a wider variety of customers than in previous days when the category was mostly shopped by older people.

And, thanks to acceptance by and support from the medical community, retailers are seeing strong traffic for this category, according to Travis Lemon, certified herbalist and owner of Tulsi at the Market in Huntington, WV.

“I think that customers and many doctors are doing a pretty good job of learning about cardiovascular-supporting supplements. We have quite a few doctors who send their patients to our store for omega-3s, CoQ10 and other cardiovascular supporting supplements.”

However, he noted that the importance of proper diet and wellness-focused lifestyle is often overlooked by physicians and their patients, and he strongly suggests leaning into a plant-based diet.

“I’m a big plant-based diet advocate and even if folks aren’t willing to adopt a totally plant-based diet, I always suggest adding more plants into their daily meals,” he related. “I usually suggest a few books and encourage them to talk with their doctors about including a little diet and lifestyle changes into their heart healthy regimen. From my experience just a little push in that direction can be helpful.”

Weighting Around

Of course, focusing on renovating how and what one eats can improve cardiovascular function in the longer-term, and right now, the second month of the year, most people are still concentrating on getting rid of the holiday pounds.

Those new “New Year’s resolution” customers who are overweight and seeking products to keep them on the right track also should be encouraged to add a cardiovascular-support supplement. The good news is that such customers are likely very open to adding support supplements for healthy weight loss and maintenance.

Jolie Root, senior nutritionist and educator, Carlson Labs, Illinois, said attaching heart health to weight loss as a growing area of opportunity for 2025. “Cardiovascular issues are not just about the heart and blood vessels; they are intricately linked to various lifestyle factors, including obesity and elevated blood sugar levels,” she stated. Excess body weight forces the heart to work harder to pump blood and the increased necessary force increases blood pressure, a risk factor in heart attack.

In overweight or obese people, cardiovascular health is also often impacted by high blood sugar: according to Root, high blood sugar levels significantly heighten cardiovascular risk. She explained, “When blood sugar remains high over time, it causes damage to blood vessels and nerves controlling the heart. This process involves inflammation and oxidative stress, contributing to arterial stiffness and plaque buildup—a precursor to heart disease.”

A popular supplement the last couple of years is berberine, touted for weight loss. According to Root, berberine has been studied and seen to improve weight management, A1C, waist circumference, and omega-3s support changes in body composition. Mechanisms include activation of metabolic mechanisms: GLP1, AMPK, insulin sensitivity, increased production of ATP, and omega-3s support activation of PPARs that regulate lipid and glucose metabolism, which can help improve metabolic homeostasis and support cardiometabolic health.

Cholesterol is a player on this stage as well, as obesity can cause lipid imbalance (high levels of LDL and low levels of HDL), which causes plaque buildup in cardiovascular arteries, causing the heart to work excessively hard to pump blood through constricted arteries.

Omega-3 EFAs (essential fatty acids), notably DHA and EPA, are primarily consumed for heart health benefits, and research has also demonstrated positive impacts on related cardiometabolic factors.

“The leading heart-health dietary supplements consumers turn to are the omega-3 fatty acids DHA and EPA,” said Ståle Søfting, sales and marketing director, GC Rieber VivoMega, Norway. “This is because clinical studies have shown that EPA and DHA help protect the heart in various ways, including inhibiting plaque formation, maintaining healthy blood pressure, and healthy triglyceride levels. Specifically, published clinical evidence has shown that omega-3 can increase HDL cholesterol levels and lower triglycerides by 15 percent to 30 percent.

Additionally, research has shown that even in small doses, EPA and DHA can help reduce blood pressure in individuals with elevated levels. Other studies have demonstrated that EPA and DHA may also thwart plaque from concentrating in the arteries and help to stabilize plaque that has begun to build up. Most significantly, Søfting noted, EPA and DHA have been shown to reduce abnormal heart rhythms.

Clinical research has indicated that the beneficial effects increase with the continued intake of EPA and DHA omega-3s for heart health. “Highly concentrated omega-3 oils, like our VivoMega fish and algae oils, enable high EPA and DHA applications in a smaller pill, which can increase dose regimen compliance of recommended daily EPA/DHA intake,” he described.

“The links between cardiovascular health, abnormal blood sugar, and obesity have been growing for years and the connection is conclusive,” asserted Cheryl Myers, chief of scientific affairs and education, Wisconsin-based EuroPharma USA.

For example, a cross-sectional analysis of 52,006 participants weighted to represent 264,664,915 U.S. adults born between 1929 and 1999 was published in JAMA (December 2023). The authors found “population-level improvements in total cholesterol and triglyceride levels decelerated and adverse trends in glucose levels accelerated in more recent birth cohorts, which was partially mediated by concurrent increases in BMI (body mass index).”

Semaglutide Tide

Perhaps the biggest news that will affect the heart-support supplement category in your stores going forward is the forthcoming use of semaglutide (i.e., Ozempic and Wegovy) injections to prevent adverse cardiovascular events. In 2020, the FDA (U.S. Food and Drug Administration) approved the use of Ozempic to reduce the risk of major adverse cardiovascular events (MACE) in adults with type 2 diabetes and known heart disease.

The approval is now widened, and this is substantiated by a 2023 study published in the New England Journal of Medicine showing it may reduce the risk of heart attack in adults without diabetes. The study included 17,604 non-diabetic obese/overweight adults with cardiovascular disease. Researchers found that participants who took semaglutide for more than three years had a 20 percent lower risk of heart attack, stroke or death due to cardiovascular disease, “Our findings show that the magnitude of this treatment effect with semaglutide is independent of the amount of weight lost, suggesting that the drug has other actions which lower cardiovascular risk beyond reducing unhealthy body fat,” commented John Deanfield, lead author on the study, in a press release.

And yes, when the commercials start peppering your favorite cable channels, you will likely see weight-loss and blood sugar-support customers seep into the heart-health category.

Cardiometabolic health, defined by five characteristics—waist circumference, blood glucose, triglycerides, HDL amount and blood pressure—is the gravitational pull of the semaglutide tide.

Dayna Dye, education content writer, Florida-based Life Extension, observed, “The past year has witnessed the phenomenal success of GLP-1 receptor agonist medications which are game-changers for obese individuals who face significantly increased risks of diabetes and cardiovascular disease.”

She continued, “Dramatic weight loss associated with GLP-1 agonists will significantly benefit the cardiovascular health of those who use these medications. However, being overweight or obese is just one of many contributors to cardiovascular disease. While many individuals are addressing their cardiovascular concerns with heart health products, these nutrients are also used by a large number of people as long-term preventives and whole-body health support.”

Jay Levy, director of sales, Wakunaga of America Co., Ltd., California, observed, “Marketing gurus and celebrity influencers have solely focused on GLP-1 agonists as an easy way to lose weight, typically to the exclusion of discussing their other health benefits.”

Vincent Hackel, CEO, JBSL-USA sees a downside to GLP-1 agonists that may be a boon to retailers. The price of a typical prescription makes it inaccessible to many people. And although taking semaglutide may help provide a jumpstart to better cardiovascular function, diet and supplementation can help boost the effects. And, he projected, “Consumers will not stop seeking foods and supplements that will continue to support their heart health, regardless of the existence of semaglutide.”

Cardio-Fitness

As the New Year’s resolutioners are incorporating healthier habits, most are engaging in fitness and exercise, and here too, heart health is critical. “Cardio” goes hand-in-hand with weight-bearing exercise, but many customers don’t link the jumping around and getting winded with actual heart health. But they should.

Søfting explained that there is an upside to focusing on heart support to ensure good, effective fitness routines. “Improved cardiovascular fitness enhances oxygen uptake and boosts cardiovascular efficiency during intense physical activity. Additionally, heart health plays a crucial role in recovery and adaptation to training.”

The paradox, said Vanessa Pavey, ND, education scientist for Life Extension, is that a “strong heart enhances exercise endurance; and on the flip side, physical activity is needed for building a strong heart muscle.”

Indeed, Levy agreed, cardiovascular health is essential for athletic performance in all types of sport and fitness activities. Optimal heart function provides oxygenated blood to muscles, eliminates metabolic waste and regulates body temperature during exercise. In fact, he said, athletes who have excellent cardiovascular function exhibit robust aerobic capabilities, greater endurance and shorter recovery periods than individuals with moderate cardiovascular health.

“Optimizing cardiovascular health with targeted supplementation can enhance performance by increasing strength, resilience, endurance and recovery,” he commented. “One of the best ways to assess cardiovascular fitness is by measuring VO2max (volume-maximal-oxygen-consumption). VO2max refers to the maximum amount of oxygen that a person can utilize during intense exercise.”

He added that several nutrients/supplements can improve VO2max and cardiovascular function. For example, studies suggest that vitamin D may help optimize cardiovascular function by regulating blood pressure and endothelial function.

Exercise also improves vessel elasticity, blood pressure and overall cardiovascular health, according to Pavey. One herb for heart health is Terminalia arjuna bark extract standardized to polyphenols and glycosides which has been used prominently in ayurvedic medicine to promote cardiac output. Compared to the fruit, leaf, root and seed, the arjuna bark is substantially richer in polyphenolic compounds and flavonol glycosides. The proposed mechanism of action is through a positive inotropic effect. The phytoconstituents in arjuna bark help modify the force and speed of the contraction of the heart muscles. By improving the heart muscle “squeeze” this can increase the amount of blood that is pumped with each heartbeat.

This is demonstrated by a randomized, double-blind, placebo-controlled, parallel trial investigating the effects of T. arjuna 400 mg for eight weeks on left ventricular ejection fraction (LVEF) in 32 healthy males who regularly engage in endurance exercise. (Ejection fraction is a measure of the heart’s blood-pumping strength and efficiency.) “The arjuna group demonstrated improved LVEF by a clinically significant 3.7 percent, showing arjuna may benefit those who have already healthy or even mildly reduced LVEF,” Pavey reported.

During exercise, the metabolic demands of contracting muscles increases, necessitating adequate and unimpeded blood flow, according to Hackel. In tandem, blood pressure must be regulated to ensure the organs receive blood to maintain proper functioning. When these needs are combined, the heart must work harder to deliver the necessary quantity of blood to its destination in the body.

“JBSL-USA’s NSK-SD nattokinase can be useful for healthy individuals by improving blood flow, which may be beneficial to individuals with poor circulation,” he said. “It can also be helpful in sports and fitness where benefits can be seen when improving blood flow, which more efficiently delivers oxygen to muscles.”

Further, there is a link between oxidative stress and cardiovascular insufficiency. According to Levy, oxidative stress can generate inflammation, encourage the development of atherosclerosis and hypertension, and contribute to cardiac remodeling. He commented, “While there are numerous antioxidants on the market that can address oxidative stress, emerging evidence suggests that antioxidant-rich aged garlic extract (AGE) not only reduces oxidative stress, it also improves arterial stiffness and aerobic fitness in middle-aged recreational athletes.”

CoQ10 is another antioxidant that can support cardiovascular health by enhancing mitochondrial energy and improving cardiac output, Levy added. “When combined with AGE, clinical trials show that CoQ10 reduces inflammation, improves vascular elasticity and endothelial function, and helps to prevent the progression of coronary atherosclerosis.”

CoQ10 is also cited as a powerful heart ally by Myers to support a consistent supply of energy. She explained that the heart is one of the most energy dense tissues in the body. It requires enormous energy to function, and each heart cell contains up to 8,000 mitochondria. “In addition to being a potent antioxidant, CoQ10 facilitates mitochondria efficiency,” she stated. EuroPharma’s Chewable CoQ10 features the company’s gamma cyclodextrin system called GammaSorb, making it eight times better absorbed than traditional CoQ10 powder, so much more effective for the heart.

Similarly, Myers added, grape seed extract OPCs have been shown to reduce oxidative stress, reduce blood pressure (which reduces stress on the heart muscle), helps keep blood vessels open and resilient. EuroPharma’s Clinical OPC Grape Seed Extract VX1 is a “super-potent antioxidant and is different in that the OPCs are standardized to an absorbable small size. Large size OPCs cannot be absorbed,” she described.

Some supplements cover many bases for supporting overall cardiovascular function.

Wakunaga’s Kyolic AGE has been the subject of numerous clinical human trials, Levy pointed out. In the cardio-support arena, one 12-week intervention of 1.2 mg of AGE resulted in a decrease in systolic blood pressure and low-density lipoprotein in participants with higher than normal blood pressure.

Another study found that those in the AGE group experienced a 21.6 percent improvement in arterial elasticity as well as a significant drop in both systolic and diastolic blood pressure. Other research found that supplementing with Kyolic AGE improves endothelial function, lessens the progression of coronary calcification, reduces the amount of unstable low-attenuation (soft) plaque, improves micro-circulation, and reduces left ventricular myocardial mass—an important marker used to predict a future heart attack.

Yes, February is heart health month, and for savvy retailers, it can be promoted and serve as a launching point to draw attention to the benefits of focusing on supplements, diet, exercise and other lifestyle habits that protect the heart’s ability to love your customers back.VR