Heart Health Customers Seek “Calm,” Survey Suggests

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Secaucus, NJ—Over a third of consumers are more likely to buy a cardiovascular health product if the packaging includes the word “calm,” according to a survey from Lycored.

Lycored surveyed 505 men and women over the age of 50 in the U.S. and U.K., according to a press release regarding the survey. Participants were asked what they saw as the most important ways to support their heart health; 67% said they had improved their diet with the aim of improving cardiovascular health, and 53% said they had increased their exercise levels.

59% agreed with the statement: “I believe in a holistic approach to cardiovascular wellness, including physical, mental, and nutritional elements.” Among U.S. consumers specifically, that number jumped to 65%. To this end, 41% of participants overall—and 48% of those in the U.S.—had made attempts to increase their calmness in order to protect their cardiovascular health. 95% of participants said they found the idea of being able to “calm your heart” appealing and 35% of the participants said they would be more likely to buy a product for cardiovascular health if its packaging included the word “calm.”

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Golan Raz, Head of Lycored’s Global Health Division, said in the release: “Scientific studies increasingly show that our day-to-day thoughts and feelings affect levels of stress on our bodies. Consumers understand this, which is why many are consciously trying to increase their daily calm. For manufacturers of products about cardiovascular health, there is a possible lesson here about positioning. It could be time to shift the value proposition from a negative—the avoidance of risk—to a positive—the promotion of calm.”

Lycored manufactures Cardiomato, a cardiovascular health ingredient that has been shown to help maintain blood pressure within normal range, reduce levels of LDL cholesterol, and support a healthy circulatory system, the release says.

Karin Hermoni, Head of Science, Health, at Lycored, added: “We cultivate emotional wellness by balancing our experiences through our lifestyle choices. In the same way we can actively promote overall physical balance through factors like nutrition. Calm and balance, on both an emotional and a cellular level, can give us an overall ‘wellness-boost’ which increases the body’s natural resilience and helps it cope with challenges.”

The findings can be downloaded here.

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