Supplements believed to maintain and promote heart health continue to grow in 2021.

In February, thoughts turn to love—whether platonic, romantic or familial. As Americans celebrate Valentine’s Day, however, perhaps a box of fresh vegetables or visitor passes to the local gym would be more appropriate than the typical gifts of roses and chocolates to express our love. Why?

Heart disease remains the leading cause of death in the country, according to statistics from the Centers for Disease Control and Prevention (CDC). Its website states that about one out of every four deaths in the U.S. is caused by heart disease. On top of the emotional devastation, the disease also costs the country financially: about $219 billion annually. Other countries aren’t faring a lot better. It’s estimated that 7.2 million people each year die from heart disease around the globe.

In our modern society, most believe heart disease should be a tragic health concern of the past. Yet, rather than odds of avoiding heart disease improving, for most Americans, they are worsening. So, what options do individuals have to protect themselves from the disease? Are there any new ingredients, trends, or studies point that point to a shift in the future of heart disease? And what does the future hold for those who currently suffer from heart disease, or may further down the road?

Heart Health: Then & Now

Historically, the only treatment for a “bad heart” was bed rest and the avoidance of any strenuous activities which might further weaken the organ. With the founding of the American Heart Association (AHA) in 1924, new research and help for those dealing with heart disease were brought to light. Since that time, everything from pacemakers to defibrillators to CPR has helped lengthen the lives of many.

Still, there have been a lot of myths and misconceptions as to what heals—and hurts—the heart. Over time our understanding of the disease has changed, as have preventative measures. Take for instance the belief that was held strongly by many in the 1980s around a low-fat diet and its prevention of heart disease. In her article in Journal of the History of Medicine and Allied Sciences, Ann F. La Berge, wrote, “Was low fat the only thing that mattered for good health? … No wonder consumers were confused and assumed that low fat was what really counted in terms of health. It was possible to think that if a food were low fat, one could eat to appetite. We begin to see how a profusion of products low in fat but high in sugar and calories might ironically promote the fattening of America, even while being labeled heart-healthy.”

Since obesity is a factor in heart disease, the “fattening of America,” as La Berge stated was a worrisome side effect of low-fat eating.

Following that, Americans were told that eggs—previously demonized as sources of high cholesterol, were once again safe to eat. Now, faced with a plethora of information and diet options—everything from keto to plant-based and many more besides—many Americans aren’t sure what to do to improve their heart health.

Thankfully, clear guidelines are available. Getting regular exercise, maintaining a healthy weight and not smoking are a few essentials recommended by the CDC. Others include being mindful of choosing health-promoting food and drinks, reducing your blood pressure, effectively managing a diabetes diagnosis, and similar preventative care measures.

Certain ingredients too, have been tested and proven useful in the heart health category. Senior Research & Development Specialist, Jennifer Weinhardt, of Bluebonnet Nutrition in Texas, stated that helpful products in the heart health arena include red yeast rice, plant sterols, and CoQ10. “These ingredients are all part of our top-selling CholesteRice Vegetable Capsules,” said Weinhardt.

Jay Wilkins, founder, and formulator at Bionox, in Georgia, agreed that CoQ10 and red yeast rice are effective in promoting heart health. He also added “nitric oxide precursors like arginine, citrulline and beets, and for other issues, taurine,” along with magnesium, potassium, berberine, EDTA, and d-ribose may help individuals who are seeking to improve the overall health of their hearts.

Justin Marsh, CEO of Arthur Andrew Medical in Arizona, stated, “Systemic enzymes are lesser-known ingredients, but they are very important. Nattokinase and serrapeptase, the foundation of our product Neprinol, defend against fibrin—a protein clotting factor that limits the ability of blood cells to flow freely—and help maintain healthy blood viscosity,” stated Marsh. “Additionally, vitamins D3 and K2, the foundation of our newest product KD Ultra, have a synergistic relationship to defend the cardiovascular system from unwanted calcium accumulation.”

James VanBrocklin, COO, and business development manager at NutraLinkUSA, in South Carolina, noted that although the statistics around heart health are dire, there is a silver lining. “… consumers are turning overwhelmingly to self-care that includes vitamins and supplements, exercise and eating a healthier diet,” VanBrocklin stated. “For the supplement companies, this reflects in a growing demand for formulas needed that address these issues.”

Is the Heart Health Market Strong?

“Heart health supplementation is looked at as an essential category,” said Wilkins. He believes people are seeking natural solutions and that the term “self-care” has never been more important. “There are tremendously beneficial and well-researched holistic ingredients that address blood pressure, atherosclerosis, elevated cholesterol, congestive heart failure and more,” Wilkins noted. “These types of supplements will continue to grow in research by scientists and interest by the consumers.”

Van Brocklin agreed. “The issues our clients are addressing are both preventative as well as curative in the area of heart health. The trend we are seeing, which is reflected in the accelerated sales of supplements in 2020, is the consumers’ interest in self-care and the willingness to try new ingredients as well as formulations,” he noted.

Annie Eng, CEO of HP Ingredients in Florida, is likewise encouraged by the current heart health market. “The market is full of opportunities to serve millions of consumers who are now more health-minded because of the pandemic,” said Eng. “Although many are buying supplements through the mainstream outlets such as drug stores when questions arise, many go to specialty retailers to obtain more guidance and a more valuable dialogue about which heart supplements are most suitable for their individual needs.” She said that most consumers don’t begin to be concerned with heart health until their 40s.

Heart Health Products and Ingredients in the Marketplace: New & Upcoming

Weinhardt stated that ingredients such as hawthorn, taurine, vitamin B6, magnesium and CoQ10 are all part of the company’s heart health product, Bluebonnet’s Targeted Choice Blood Pressure Support. “It is a wholesomely crafted blend of complementary vitamins, minerals and sustainably harvested or wildcrafted herbal extracts, as well as amino acids plus CoQ10 to help maintain blood pressure levels already within the normal range.” Keeping the product vegan, soy-, gluten- and milk-free and non-GMO (genetically modified organism) were other important considerations. Each of the incorporated ingredients said Weinhardt, help the body in different ways—from causing blood vessels to relax to inhibiting sodium and water retention, and more.

Bionox has a few different cardiovascular products on the market and others that are soon-to-be-released. “Bionox’s foundational interest is in nitric oxide (NO) nutritional precursors like arginine and beets,” said Wilkins. The company’s flagship product he says is M3 Ultimate Nitric Oxide Nutrition. Wilkins stated that “NO has been touted by cardiovascular researchers to be the miracle molecule cardiovascular cure.”

Additionally, the company will launch two new nitrate-based NO nutraceuticals by the end of the first quarter of 2021. “These products will include saliva strips that allow you to monitor your dietary nitrate consumption and nitric oxide potential,” said Wilkins. Another product the company recently introduced is an oral chelation product called Chelanox Ultimate Heavy Metal Detox. “Oral chelators are deigned to chelate or ‘grab a hold of’ unwanted metals and minerals and help escort them out of your body,” explained Wilkins. “Heavy metal toxicity and calcium deposits cause assault to the arteries.”

Cheryl Myers, chief of scientific affairs and education at EuroPharma, Inc., in Wisconsin, said she believes that the market is strong because unfortunately heart health issues aren’t dissipating. She noted that overlapping cardiovascular concerns, such as hypertension, blood sugar issues and other issues that fall into the “metabolic syndrome” category can thankfully be addressed with the same nutrients that heart disease is. “And, of course, there’s the role of inflammation behind each of these concerns—which may not seem as obvious to customers,” said Myers. “So, I think these are additional potential areas for retailers to focus on as well. But no matter what the specific heart-related condition, there’s no way a nutrient can help unless it is well absorbed,” Myers pointed out. “And the importance of that cannot be overestimated, which is why absorption and bioavailability are so central to our product line.”

EuroPharma, Inc., has had two recent additions to its product line: Berberine MetX Ultra Absorption and CoQ10 Chewable. These use an enhanced delivery system—gamma-cyclodextrin—said Myers, which has been shown to boost the absorption of multiple nutrients. “This delivery method has been demonstrated to significantly enhance the absorption of a variety of ingredients, meaning much higher levels reach the bloodstream,” Myers said.

She noted, “In the case of berberine, this is especially important. Even though it has been recommended for balancing blood sugar and type 2 diabetes, reducing high cholesterol and triglyceride levels, and for overall cardiovascular health, it is tough for the body to absorb and use berberine effectively.” This is why high dosage levels—about 1,500 mg daily—for the nutrient are recommended, Myers explained. “It takes that much to overcome absorption barriers. Even then, it’s estimated that only about five percent of any given dosage of berberine actually makes it into the bloodstream.”

Arthur Andrew Medical has recently launched a new product, KD Ultra. “KD Ultra is the only dietary supplement on the market that combines full spectrum blends of vitamin K2—all four chains: MK4, MK6, MK7 and MK9—with vitamin K1, vegan-sourced vitamin D3 and the enzyme lipase for optimal absorption,” said Marsh. “Menaquinones (K2s) are necessary to shuttle calcium away from the arteries and properly channel them into bones where they belong.”

These innovative ingredients and further studies in this area shine a positive light on the future of heart health products.

Studies and Trends: What’s New in Heart Health Products?

Wilkins noted that there are more than 140,000 studies on NO to date and that interest continues in this area. “I think products that address the inner parts of the artery—endothelium and glycocalyx—are key,” he said. “Supplements for detoxification of causes to arterial damage like heavy metals and infections will be important. Probiotics are finding their place in cardiovascular care.”

Ramona Billingslea, manager at Betsy’s Health Foods in Texas, stated that there are definite preferences for the delivery methods customers reach for. “Most of our heart health products are in capsule or soft gel form, which are the two most popular forms,” she said. “Most people don’t want to mess with liquids, and gummies tend to have added sugars no one needs. Tablets are generally too hard to swallow for many people. That leaves capsules and soft gels.”

Another trend that she’s noticed is that of manufacturers’ putting more information on the label about the benefits a particular product offers. This is both a plus and minus for retail establishments, Billingslea said. “On one hand, this makes it easier to go over a product with a consumer on the retail floor. On the other hand, the trend seems like manufacturers are going to cut out the middleman. The more information a consumer has on the product itself, the less likely the consumer will need a retail experience in order to purchase the product,” she noted. “So, this trend is a double-edged sword that may benefit internet sales more than brick and mortar retail sales.”

Eng noted that since the pandemic more consumers have begun to understand the link between heart health and overall health. “… consumers are understanding that heart health isn’t isolated—good health and supplements such as those that support immune health have a side effect of boosting overall health and well-being,” she said. “This means that your customers are more readily open to ‘trying out’ a heart health supplement when they come in looking for supplements for stress, energy, sleep, or a multi, for example.”

Another trend observed by Eng is that more consumers are becoming aware of metabolic syndrome (MetS) and its association with non-alcoholic fatty liver disease state (NAFLD) and how cardiovascular status impacts both, she said.

HP Ingredients offers Bergamonte, which is a nutritional compound that has been shown to manage the characteristics of MetS, Eng explained. “Bergamonte BPF reduced LDL small-size, atherogenic particles, and enhanced large-size anti-atherogenic HDL lipoprotein particles. This effect, combined with a reduction of inflammatory biomarkers, suggests that Bergamonte consumption leads to a reduction of atherogenic risk in people with MetS.”

Ross Pelton, RPh, CNN, PhD, is the scientific director for Essential Formulas at Essential Formulas Incorporated in Texas. He noted that two trends should be of interest to manufacturers and retailers. Pelton stated that “An increasing awareness of the role that an altered microbiome and dysbiosis play in risks for cardiovascular disease,” is one. The second, Pelton explained, is, “An increasing awareness of the role that probiotic and postbiotic metabolites play in reducing risks for cardiovascular disease.”

According to Marsh, the promotion of vitamin D and calcium supplementation to promote strong bones and immune health might not have been beneficial to those with heart health issues. “According to Integrative Medicine: A Clinician’s Journal (IMCJ), this might have been a dangerous recommendation—IMCJ suggests a large consumption of calcium can contribute to heart disease, which could explain some of the heart problems we see today,” he said. “Average Americans are not deficient in calcium, but rather lack vitamin D which helps process calcium correctly.”

Marsh went on to explain, “A recent clinical study published in the International Journal of Endocrinology revealed that vitamins D and K are intrinsically dependent on one another and both play a key role in calcium metabolism. They work together to prevent calcium buildup in blood vessels, contributing to a well-functioning cardiovascular system, and accurately shuttle calcium away to build stronger bones,” he said. “Vitamin D3 and vitamin K2 sales are on the rise because of this discovery.”

Retailers Get Creative & Manufacturers Support Their Efforts

Having products with ingredients that consumers recognize and are seeking out is important. Billingslea noted that often customers come into Betsy’s Health Foods looking for a certain product that they’ve read or heard about or researched independently. Tapping into these “trending products” like turmeric, berberine and ubiquinol which are thought to support the cardiovascular system, Billingslea noted, is beneficial for everyone involved—the consumer, the manufacturers and the retailers. “When you get the right combinations in products, it helps you meet consumers where they are, so to speak. They come in having read about potentially helpful ingredients, and you get to have products that reflect those trends—the fact that these trends are backed by some sound science and not just bandwagon wishing is a vital component of this kind of help from manufacturers,” she said.

Pelton noted that Essential Formulas provides written materials and PowerPoint trainings for retailers, in addition to the FAQs on its website. He also writes articles and blog posts aimed at further educating retailers, answering common questions, and sharing exciting news about the newest research in the field.

Brochures, sell sheets and respondent customer care are all areas in which Bionox assists retailers in differentiating its products from others. Additionally, Wilkins noted that the company offers a 15 percent opening order discount. EuroPharma, Inc., too, offers literature and sales materials, along with webinars, customized educational sessions and personalized customer service, according to Myers. “If any retailer has a request, we are absolutely willing to meet their needs. After all, our roots are in retail,” Myers noted. “Terry Lemerond, our president and founder, started in the health food industry as a store owner, so it is imprinted in our company DNA to be ready to help.”

Arthur Andrew Medical supports retailers in several ways as well. It offers monthly promotions, print and digital marketing, on-demand product training and co-op marketing opportunities, said Marsh. Additionally, the company has professional sponsorships, in-store demos, and staff training opportunities, and free product literature and samples. “Currently we are offering online training seminars to support and educate our customers and their staff,” said Marsh. NutraLinkUSA believes that critical certifications—such as kosher, USDA (U.S. Department of Agriculture) Organic, halal, Non-GMO certified, and NSF to name just a few—are essential to support its manufacturers. “These standards and certifications help the manufacturers build trust with the customers at a retail level,” said VanBrocklin.

What’s the Outlook for Heart Health Products in the U.S.?

“Heart health food and supplement products are booming,” said Marsh. “According to the CDC, the leading cause of death in the United States is heart disease. Heart health is directly linked to our food supply, high in refined carbohydrates, hydrogenated oils and processed sugars, leading to obesity and changes to our cholesterol,” he noted. “As this problem grows heart health products and food categories will undoubtedly be at the forefront of our industry for the foreseeable future.”

Weinhardt noted, “There is a need for beneficial heart health products. Consumer demand is great because improving heart health even a little bit can have drastic effects on overall health.” She gave the example of a single subcategory of cardiovascular health: blood pressure. “Hypertension—defined as a systolic greater than 140 mmHg and diastolic greater than 90 mmHg—has become one of the most common diseases globally and is considered a public health challenge because of its association with morbidity and mortality,” said Weinhardt.

“It is a primary risk factor for cardiovascular diseases such as coronary heart disease, stroke, congestive heart failure, and peripheral vascular disease. Lowering blood pressure, whether by diet and exercise and/or heart-healthy products, has been linked to 35 percent to 40 percent reductions in stroke incidence, 20 percent to 25 percent in myocardial infarction, and 50 percent in heart failure.”

Weinhardt believes that the market for heart health products will continue to experience growth in the years to come. “Presently, heart health is the number one health concern for both men and women in the U.S,” she said. “That statistic alone is enough to warrant a quest for improving heart health. However, more than that, heart health is a serious issue. This is because heart disease has few symptoms, and there is not a one-size-fits-all approach to maintaining heart health, making it a difficult and complex issue to tackle.”

With an increased interest in overall health by most Americans due to the pandemic, the focus on supporting a heart-healthy lifestyle is on the rise. As more consumers increase their activity level and focus on a heart-healthy way of eating, interest in products that support heart health is likely to naturally increase as well. VR

For More Information:

Arthur Andrew Medical, https://arthurandrew.com/
Bionox, https://bionoxusa.com/
Bluebonnet, https://bluebonnetnutrition.com/
Essential Formulas, https://essentialformulas.com/
EuroPharma, www.europharmausa.com
HP Ingredients, www.hpingredients.com
NutraLinkUSA, www.nutralinkusa.com

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