Manufacturers say good choices and good information are the best ways to tackle heart health issues, and customers are seeking the best recommendations for both.

The World Health Organization (WHO) stated that cardiovascular disease is not only the No. 1 killer in America, it is the No. 1 killer in the world. WHO adds that tobacco use, an unhealthy diet, physical inactivity and harmful use of alcohol increase the risk of heart attacks and strokes.

In the U.S., the Baby Boomers are now in their late 50s to mid-60s, and are overweight, sedentary and very possibly the first generation to have a shorter lifespan than the previous generation.

“Thus it is imperative that manufacturers, marketers and retailers emphasize not just dietary supplements, but an entire lifestyle change that includes discovering healthy foods, exercise as well as dietary supplements,” said Michael Smith, vice president of Specialty Enzymes & Biotechnologies (Chino, CA).

Dr. Perry Chinn, chiropractor and general partner/co-creator of Acctrix/CPG Inc. (Bellevue, WA), also noted that cardiovascular disease and circulatory disorders (e.g. complications of diabetes, etc.) continue to be the leading cause Of death and disability in the U.S. and most of the industrialized world. “We have become far too dependent on the standard American diet of high sugar, high fat and pre-processed, food-like substances to our incredible misfortune when it comes to health. The epidemic of obesity and chronic health conditions in the U.S. are a testament to this.”

Of Interest to Manufacturers

With the U.S. suffering epidemic levels of cardiovascular disease and diabetic conditions, gaining the upper hand in controlling these issues will be crucial for a healthy future, and cholesterol management will be imperative to that endeavor, said Dave Barton, director of education with Enzymedica, Inc. (Port Charlotte, FL). “The popularity of pharmaceutical options for heart heath would indicate a huge marketplace for natural options for maintaining healthy cholesterol,” he added.

Enzymedica is utilizing nattokinase, an enzyme affecting heart health. Its formula contains the most potent amount is Natto-K™, a blend that includes NSK-SD®, which has been shown to have a high fibrinolytic (breaks down fibrin) and antioxidant activity.

Nattokinase has been the subject of 17 studies, including two small human trials. Researchers from JCR Pharmaceuticals, Oklahoma State University and Miyazaki Medical College tested nattokinase on 12 healthy Japanese volunteers (six men and six women between the ages of 21 and 55) . The tests indicated that the natto generated a heightened ability to support circulation. On average, the volunteers’ ELT (a measure of how long it takes to dissolve a blood clot) dropped by 48 percent within two hours of treatment. An additional study showed an 11 percent decrease in blood pressure after just two weeks.

“New scientific insights are emerging every day and manufacturers are exploring botanicals and nutraceuticals that have potential for heart health,” said Julie Dennis, national science educator with Source Naturals/Planetary Herbals (Scotts Valley, CA). “In determining which products to market, leading manufacturers prefer to offer products reflecting gold standard studies (e.g. double-blind, placebo- controlled trials, conducted on human beings).”

At Inca Life (Pembroke Pines, FL), Owner Diana Rabanal said manufacturers are also concerned about using as much organic raw materials for their products and minimizing the use of preservatives and added chemicals. “For example, chemicals are used to extract fish oils for supplements, but there’s been a fairly recent production of Sacha Inchi Oil supplements from a nut rich in omega-3 originating from the Peruvian Amazon.The nut does not contain any chemical preservatives and is cold pressed first to extract the oils to ensure they have not been adulterated in any way,” said Rabanal, whose company manufacturers Sacha Inchi Oil supplements.

The product Acctrix is based primarily on the Nobel Prize of 1998 showing the importance of L-arginine and proper levels of nitric oxide, Chinn said. “Of latest interest is the role of the metabolic factor, ADMA, or asymmetric dimethyl arginine. This antagonist of L-arginine and nitric oxide is perceived to be the most accurate marker of cardiovascular risk, as well as many other debilitating disorders. High levels of ADMA indicate a higher risk of stroke and other cardiovascular risks.”

Chinn noted that the company would soon be releasing the only available low-tech lab test for the presence and quantity of ADMA in the blood stream. “This test has a very high accuracy rate and will be used in conjunction with the distribution and education efforts of our product Acctrix. The release of this test has generated significant interest and excitement within the industry and we anticipate that it will revolutionize the prevention aspects of this industry.”

Specialty Enzymes and Biotechnology is investigating heart health systemically, Smith said. “I think it is more productive and accurate to view heart health as cardiovascular health. Inflammation, hypertension, excessive fibrin production, blood viscosity, atherosclerotic plaques, C-reactive protein and high homocysteine levels are all potential risk factors for coronary heart disease, stroke and periphera Vascular disease,” he said. “Therefore, natural supplements that directly reduce the deleterious effects of these risk factors are very desirable. This is especially true since these risk factors tend to increase with age.” Systemic enzyme therapy is the cutting edge for cardiovascular health, according to Smith. “The systemic enzymes are an exciting area of investigation.

Systemic enzymes are predominantly protease enzymes. One of the oldest and best known is bromelain, which is derived from the stem of pineapples,” Smith explained. Like Enzymedica, Specialty Enzymes and Biotechnology is also interested in newer protease enzymes including nattokinase (NattoSEB®), as well as serratiopeptidase (aka Peptizyme SP®) and blended combinations that employ one or both of these with other proteases.“These two enzymes, in particular, exhibit profound fibrinolytic as well as anti-inflammatory activity,” he added.
“The potential for use in inflammatory and cardiovascular conditions is significant.Our own proprietary blend, Exclzyme EN, has demonstrated significant antiinflammatory activity as well as a significant reduction in C-reactive protein.”

Other Trends

Research into endothelial function has increased and manufacturers are looking into new ingredients that focus on those results, said Rob Maru, vice president of innovation and brand development with Reserveage Organics (Gainesville, FL). For example, cocoa has been proven to lower blood pressure levels, reduce frequency of heart attacks, stroke, diabetes and cancer, and increase longevity.

With this in mind, Reserveage Organics is introducing an organic cocoa supplement product called CocoaWell, which will be in stores early February. “CocoaWell is a novel product that delivers the heart health benefits of dark chocolate without the sugar, fat and calories. Cocoa is rich in the antioxidant flavanol epicatechin and is one of the healthiest foods you can consume,” said Maru.

Reserveage’s new interest in cocoa stems from research completed by Harvard Medical School professor Norman Hollenberg, MD, PhD. He has studied the Kuna Indians, indigenous to Panama, for 20 years and found they drink up to 40 cups of natural cocoa a week and have less than 10 percent the incidence of the most common killer disease of mainlanders, specifically heart disease. Reserveage’s CocoaWell mimics the Kuna’s culture and is recommended for lowering risks.

It was the interest in vegetarian ingredients that motivated Source Naturals and Planetary Herbals to launch chia seed products providing the highestknown plant source of the omega-3 ALA, said Dennis. Chia is native to central and southern Mexico and Guatemala.

Chinn added that heart health trends are pointing to a better understanding of the role nutrition plays in the prevention and reversal of a wide variety of cardiovascular and circulatory conditions.“Heart health is a sum result of many different areas of nutrition, personal care—including exercise and stress reduction—as well as clinical intervention. Natural health products such as Acctrix utilize the latest benefits and science of how the body works, and then contributes to the body’s innate ability to restore balance and homeostasis in the body.”

Consumer Reality Check

Kaitlyne O’Brannon, vitamin and sports nutrition buyer for Greenlife Grocery in Asheville, NC, said she has found her customers are sometimes afraid to try natural products for heart health problems.As for younger customers, she has observed they are more proactive in the immune health category and by taking multivitamins and greens; heart health regimens generally begin later in life.

Inca Life’s Rabanal said that’s true even with regards to omega-3s.

“Consumers have an overall idea of the importance of taking omega-3 supplements to promote cardiovascular health, but typically those consumers are aware of this because they are at high risk and have been advised by their physician.
There appears to be less awareness for healthy people to know the importance of an intake of omega-3 for prevention of cardiovascular diseases.”

Another issue has to do with consumers’ uncertain financial situations that make them think of natural supplements as an expendable expense rather than a necessity. “So there needs to be a change in this way of thinking,” Rabanal added.

But Chinn expressed that the common sense of eating naturally and supplementing with high-quality nutrients is not a difficult concept for the U.S. consumer.
“What is a challenge is the nature of our society and the need for immediate gratification, particularly in high-stress, fastpaced lifestyles,” he said.

Then there is cost. “Many people choose not to put priority for natural, high-quality foods,” Chinn added. “We spend much less per capita—about seven percent—on food, whereas other countries with better health statistics— France for example—spends more like 15 percent of their income. We want our food fast and cheap, and the result tends to be negative in terms of the statistical incident of conditions such as heart disease.

“The tendency toward utilizing vitamins and nutrients as a ‘get well quick’ approach to wellness without addressing many of the lifestyle issues that largely contributed to the problem in the first place can give the consumer a false sense of security,” Chinn continued.“So my counsel would be (and is) that the consumer utilize the science of these products, but also take on the accountability of addressing the lifestyle challenges.”

Dennis reported that this behavioral change may already be in the works.
“Increasingly, consumers are taking a comprehensive and proactive approach to health care. For heart health, this means not just eating oats in the morning or taking a capsule of vitamin E with lunch,” she said. “For example, a comprehensive approach to heart health may now include incorporating supplements rich in flavonoids, supplements with antioxidant and cholesterol-balancing activity, as well as making healthier lifestyle choices including increased exercise and decreased stress.

“A good majority of consumers know very little, at best, about supplements,” Dennis said. “Conversely, with many people becoming more proactive about managing their health, as well as doing online research, this paradigm is shifting.”

Roy Upton, herbalist and director of Planetary Herbals, agreed. “The internet is now putting actual scientific research into the hands of consumers in a way that is historically unprecedented.This means consumers are becoming more informed about information that has been common knowledge in the health food industry for decades; that a large number of supplements are beneficial in promoting all aspects of a healthy cardiovascular system.”

Upton noted that consumers are increasingly moving away from a silver-bullet approach and are realizing the need for a comprehensive strategy including a healthy diet, lifestyle and incorporating key supplements as part of their personal wellness program. “Fortunately, there is a wide range of dietary supplements available to support a comprehensive protocol that provides botanical and nutritional insurance for long-term cardiovascular health.”

Ingredients for Heart Health

There are many nutrients found in foods that can support a healthy heart including omega-3s found in fish, fiber in oats and sterols found in nuts. “Unfortunately, most Americans are not getting sufficient amounts of these heart healthy nutrients in their diets. Supplementation may help support nutrient balance,” said Roy Upton, herbalist and director of Planetary Herbals. As more research is showing the incredibly beneficial effects botanical and nutritional supplements have in promoting a healthy heart, elasticity in the cardiovascular system and healthy circulation, it is becoming clear that improving cardiovascular health involves lifestyle and dietary choices, such as incorporating dietary supplements for support.

“Botanicals can provide a range of cardiosupportive properties including the flavonoids found in horse chestnut and hawthorn,” Upton added. “Flavonoids strengthen coronary output, have antioxidant activity, and maintain the strength and integrity of capillary and arterial walls. Other botanicals like grape seed extract and pine bark help support heart health because of their antioxidant activity.” Still other botanicals, such as guggul and garlic, which are found in Planetary Herbals products like Guggul Cholesterol Compound™ and CholestGar™, support healthy cholesterol levels.

Nutraceuticals can also provide support for a healthy heart. Source Naturals offers Ubiquinol CoQH, a relatively new form of the potent antioxidant CoQ10. “This form offers the same broadranging benefits, but with increased absorption resulting in higher concentrations of CoQ10 in the blood,” he explained.

“Ubiquinol has been shown to provide powerful antioxidant defense as well as supporting the body’s cardiovascular and energy systems by aiding in the synthesis of mitochondrial ATP.”

Source Naturals Coenzyme Q10 with Bioperine® is also unique in adding Bioperiner, an extract of black pepper which may enhance absorbing CoQ10.

In addition, the company introduced patented Sytrinol™ as part of the Cholesterol Rescue™ family of products.“Sytrinol targets customers wishing to maintain cholesterol levels already within a normal range,” Upton explained. “Research indicates that Sytrinol may assist in maintaining a balanced production of cholesterol via the liver, which plays a significant role in total cholesterol levels compared to cholesterol coming from dietary sources.”

Finally, Planetary Herbals launched PlantiOxidants™, which provides a comprehensive variety of botanicals targeting antioxidant protection including green tea with polyphenols, mangosteen fruit rind with flavonoids and bilberry with anthocyanidins.