Someone in the U.S. has a heart attack roughly every 40 seconds. This alarming statistic from the American Heart Association paints a concerning picture of the state of heart health in America. However, understanding the gravity of the situation is half the battle towards addressing the issue. With that in mind, we got in touch with leading industry experts to understand the current landscape, explore today’s support options, and find out which trends will dominate the space in the new year.

Shifting to Preventative Measures

Events like the global pandemic of 2020 have contributed to the hyper-aware, health-conscious society in which we currently find ourselves living. Consumers are no longer simply reacting to health issues once they have set in, but instead are opting for preventative measures to help fend off the potential health issues of tomorrow. 

That health-heightened awareness has led to a shift in consumer approaches to heart health, says Nicole Lemus, Director Americas, Gnosis by Lesaffre. “There has been a significant shift toward proactive and preventative measures for heart health, with an increasing focus on managing existing conditions and stopping cardiovascular issues before they arise. Consumers are more informed about the significant role lifestyle management, including nutrition, plays in heart health. They are looking for natural supplement products that support blood pressure and cholesterol levels, keep inflammation under control, and enhance overall function and circulation.”

Changes in consumer perspective towards heart health and cardiovascular disease (CVD) presents a chance to look at the category in fresh ways. “For nutraceutical developers, the CVD landscape presents both challenges and significant opportunities,” notes Gareth Clark, Sales Director at ACI Group. “The growing recognition of preventable risk factors, including unhealthy diets, sedentary lifestyles, smoking, and excessive alcohol consumption, is driving demand for innovative solutions that integrate nutrition science with health promotion. Additionally, external factors such as environmental pollution exacerbate cardiovascular risks by elevating blood pressure, glucose, and lipid levels, offering another area for targeted innovation.”

Changes in heart-health markers are having a considerable impact on today’s consumer. Jesse Lopez, CEO and Founder, SourceOne Global Partners, explains, “There is a greater focus on much smaller heart-health targets. What were healthy cholesterol or triglyceride levels only a few years ago are now considered too high. Additional evidence has emerged that inflammation markers like C-reactive protein (CRP) play a greater role in heart health than previously known. Some studies indicate inflammation plays a bigger role in heart disease than unhealthy lipid levels.”

With all of this new information, a greater sense of consumer consciousness has emerged. “Over the decades, the biggest change I have observed in the heart-health category is consciousness,” says David Winston RH(AHG), President & Rounder, Herbalist & Alchemist. “Today, everyone is aware of what lifestyle choices support cardiovascular health: a healthy diet (reducing sodium, trans fats, free fructose, and simple carbohydrates), good quality sleep, managing stress, and regular exercise. Herbs, with their long history of clinical use to support heart health, can be an effective way to support cardiovascular health as well.” 

The renewed focus on body weight in 2024 also presents opportunities. Experts are still conducting studies to determine the correlations between obesity and CVD risk. Vincent Hackel, President and CEO JBSL - USA, has been closely observing consumers’ interest in weight management and the weight-loss effects of GLP-1 to see what impact, if any, the trends will have on the wellness space. “Weight management is top of mind for consumers in the U.S., where nearly one in three adults struggle with obesity, according to a recent survey by McKinsey & Company; 60% of U.S. consumers in the survey said they are currently trying to lose weight,” Hackel reports. “While exercise was the most reported weight management intervention in the McKinsey survey, more than 50% of U.S. consumers considered prescription medication, including glucagon-like peptide-1 (GLP-1) drugs, to be a ‘very effective’ intervention. Given the recent GLP-1 weight loss trend, it is too early to understand how it will affect the broader consumer health and wellness market.”

Another trend influencing heart health is the focus on active aging. “Heart health still has growth potential since Healthy Aging has been trending, and with our large selection of products we have something for everyone,” says Neil E. Levin, CCN, DANLA, NOW Senior Nutrition Education Manager. “During COVID and post-pandemic there has been consistent growth in products that support cardiovascular health, and the category is positioned to continue growing through 2032 (Cardiovascular Health Supplements Market Size – 2032 Report). There are numerous products that can be used to support cardiovascular health, and with such a large array of options consumers can tailor an approach that meets their needs.” 

Multi-Billion Dollar Category

Consumer interest in cardiovascular health presents tremendous financial opportunities for ingredient suppliers, brands, and natural products retailers operating within the space. 

“The heart-health category has been transformed over the years into a multi-billion dollar category, with sales exceeding $3.4 billion,” shares Ron Martin VP, Kaneka North America, Head of Kaneka Nutrients. Martin shared data revealing that the top five nutrients within the heart-health category are:

• CoQ10
• Omega-3
• B vitamins 
• Multivitamins 
• Magnesium 

“The CoQ10 category is the top-selling nutrient in the heart-health category with $479 million in sales, eclipsing Omega 3, with nearly 15% of all sales in heart health being for CoQ10,” Martin reports. He also notes that magnesium is showing the fastest growth rate of any single nutrient at 8.3%. “We anticipate seeing magnesium continue this growth and surpassing B vitamins and multivitamins in this space.” 

Pointing to another data set, Ståle Søfting, Sales & Marketing Director, GC Rieber VivoMega, says heart-health staples like omega-3s are running up the numbers for the industry. “The global cardiovascular health supplement market size in 2022 was valued at $9.1 billion and is expected to grow at a CAGR of 7.5% through 2032 (Global Market Insights). The increasing aging population and the prevalence of heart-health issues continue to be strong factors that influence the category. Consumers, who trust and turn to ingredients like omega-3s, CoQ10, magnesium, and turmeric/curcumin, provide a stable foundation for the market. However, the leading heart-health dietary supplements consumers turn to are the omega-3 fatty acids DHA and EPA, which accounted for $2.5 billion of the cardiovascular supplements market in 2022.”

The growth of the market is an opportunity to add to the omega-3 influence by studying new ingredients and delivery formats, says Rob Brewster, President, Ingredients by Nature. “The global heart health supplement market is estimated to be $10.9 billion by 2024, growing at a CAGR of 9.9% by 2034, reaching $27.9 billion,” Brewster says. “Consumers are becoming more proactive in the heart-health category, and some of the well-established heart-health ingredients include omega-3s, vitamins, minerals, K2, probiotics, and CoQ10 with antioxidants such as polyphenols (also known as flavonoids) showing great promise in the category.”

According to Myriam Snaet, Head of Market Intelligence and Consumer Insights at BENEO, products are created with the understanding that consumers want something familiar and easy. “In our complex modern lives, simplicity is an appreciated asset. When it comes to supporting heart health in the area of food and drink, easy-to-understand ingredients are in demand. It is well-known that dietary fiber is good for our overall health, including a healthy heart. That is also reflected in BENEO’s recent survey, where 6 in 10 U.S. consumers associated whole grains with heart health. As a whole grain ingredient that is additionally rich in beta-glucans, Orafti ß-Fit is ideally suitable for products in the heart-health arena. This ingredient can be used in a wide range of applications, including baked goods (cakes, muffins, bread), pasta, and cereals as well as dairy and dairy alternatives. The BENEO-Technology Center developed, for example, a multigrain biscuit, whole-meal pasta, and tortillas, all coming with a boost of fiber and beta-glucans while providing a great taste profile.”

Thies Ripcke, Director Business Development and Strategic Marketing, K2VITAL, Balchem Human Nutrition and Health, credits increased research for a rise in popularity of heart-health products. “Consumers are increasingly doing their own research, scrutinizing product labels to ensure they include high-quality ingredients with demonstrated benefits,” Ripcke explains. “A substantial 63% of users actively seek out science-backed supplements with superior effectiveness. This focus on science will be a key driver for the nutrition industry, and heart-health products are no exception. In fact, we are seeing a surge in popularity of ingredients with science-backed benefits for heart health, like vitamin K2 and magnesium. Studies have demonstrated a direct connection between a higher intake of vitamin K2 and a lower risk of coronary heart disease, while magnesium has been shown to help lower blood pressure, thereby enhancing cardiovascular efficiency.”

Ongoing research is critical to support current heart-health claims, as well as to discover additional mechanisms of action, Brewster adds. “This is especially applicable in finding cross-functionality within ingredients and their synergistic impacts when combined. I also expected brand manufacturers to start introducing new delivery formats for heart health ingredients to cater to various generations and support the consumer’s journey to improved health. The heart health market is ready for innovative products, including botanicals like Sytrinol and clinically studied strains of probiotics.”

Lemus and the Gnosis by Lesaffre team are looking to take advantage of the growing demand by paying attention to the ingredients creating potential for new products. “Recently, vitamin K2’s role in cardiovascular health has been growing recognition, creating a new opportunity for heart-health product launches. Vitamin K2 helps activate proteins that regulate calcium in the body, inhibiting arterial calcification and increasing arterial flexibility, which is critical to maintaining heart health. Also, an up-and-coming ingredient such as Salidroside, a prominent bioactive from the adaptogen Rhodiola rosea, is gaining traction for its ability to support VO2 max and decrease fatigue (time to exhaustion) during high-intensity exercise. This ingredient will be more commonly found in supplements targeting overall cardiovascular health, especially sports nutrition.”

At Cargill, Bret Barhoover, Marketing Manager for Specialized Nutrition, says the focus is on science to determine what delivers. “Plant sterols are present in many vegetable oils, seeds, nuts, and grains, and have been shown to reduce cholesterol when consumed as part of a healthy diet. Here in the U.S., plant sterols are backed by an FDA health claim and recommended by the National Cholesterol Education Program (NCEP) of the National Institutes of Health. Just two grams of plant sterols daily, as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease. That’s a compelling message, especially as consumers increasingly prioritize health and wellness. Cargill’s line of CoroWise plant sterols includes options that are water- and oil-dispersible and suitable for a wide range of foods, beverages, and supplements.”

Forecasting the Future

As 2025 gets underway, companies are starting to reveal their thoughts on the next trendsetter within the space. Lena Burri, Ph.D., Director R&D, Human Health & Nutrition, Aker BioMarine Human Ingredients, thinks krill oil is next up. 

“Omega-3 fatty acids have been a staple for heart health for many years as they are proven to protect the heart by influencing key risk factors for heart disease," Dr. Burri says. "They have been shown to lower triglycerides, reduce blood pressure, improve heart rate, decrease blood clotting, and improve blood vessel function, while also reducing inflammation-related markers. Krill oil has shown positive effects on the lipid profile, reducing LDL cholesterol and triglycerides while increasing HDL cholesterol levels. With these valuable health benefits, I predict that krill oil, and omega-3s in general, will continue to have an important seat at the table for heart health in 2025 and beyond....I also believe that science will continue to play a crucial role in the future of krill oil and heart health. Research and data-based claims tend to build trust, as consumers increasingly seek transparency and evidence to support the effectiveness of products. For example, consumers want assurance that the products they purchase will deliver on their promises. Science-backed claims from clinical trials help establish trust and validate the efficacy of a product.”

Indeed, options to support heart health are growing as emerging science reveals a new cast of heart-healthy supplements. “From our view at Natures Crops, the conventional role that omega-3 flax and fish oil sources have played in supporting heart health are getting an update,” reports Greg Cumberford, VP Science & Regulatory, Natures Crops International. “For decades, doctors and dieticians around the world have advised people to supplement with fish oil to raise their EPA levels and support heart-healthy lipid markers. SDA-rich Ahiflower oil, nature’s highest source of omega-3s, has new evidence from a human dietary trial that showed Ahiflower oil tripled EPA levels in just 20 days in healthy young males. Ahiflower oil also favorably shifted the entire anti-inflammatory profile via key EPA-related metabolites (oxylipins) in these subjects. So in effect, Ahiflower oil is doing the same things fish oil does, but from a regeneratively farmed, fully traceable, food-flexible delivery source.”

In the new year, probiotics are expected to keep playing a front and center role amongst consumers. This is also true when it comes to heart health according to Jordi Riera, Chief Business Officer at Kaneka Probiotics. "Among the wide choice of supplements, probiotics are attracting the interest of the scientific community. Scientific findings have demonstrated that the microbial imbalance of the gut may play a role in cardiovascular health, so it’s really not a surprise that probiotics are gaining significant traction as a vehicle to support heart health, which we see as a key trend to capitalize on in 2025."

Michael Crabtree, Director of Scientific Affairs and Product Development, Bioenergy Life Science (BLS), sees the heart-health space evolving much like other areas within the natural space. It’s all about personalization. “The future of cardiovascular wellness is embracing proactive, personalized approaches to heart health. BLS is at the forefront of these efforts by leveraging our expertise and ingredient offerings that promote awareness and maintaining cardiac wellness. BLS recognizes the importance of empowering consumers with the tools and knowledge needed to take control of their heart health. Advocating for early detection, through both innovative testing and educational initiatives, positions BLS as a leader in proactive wellness. As cardiovascular health becomes increasingly personalized, the combination of novel NAD+ diagnostics, targeted nutraceuticals like RiaGev, a novel, patented, synergistic complex of D-Ribose and Nicotinamide (vitamin B3), and a focus on early detection will pave the way for more effective heart health strategies. By integrating advanced scientific research with consumer-facing innovations, BLS is empowering individuals to make informed decisions about their health and take proactive measures to maintain it."

Read on for insights into building trust in the natural products industry.