Consumers are generally aware of the importance of maintaining good cardiovascular health and that something needs to be done in order to reverse the increase in related health problems, such as diabetes, the report states. However, inhibitors such as trust issues regarding functional products still remain.
Consumers are clearly concerned by the healthiness of their hearts, but sedentary lifestyles and the prevalence of fatty foods and beverages mean that the number of heart health problems is increasing year-on-year. The threat of obesity, diabetes and cardiovascular disease is growing all the time.
Consumers do believe that certain foods can have a positive impact on long-term and current health, helping facilitate wider acceptance of the term “functional foods.” Fiber and omega 3s are two ingredients that particularly resonate with consumers for their heart health benefits.
More can be done to raise awareness of heart health problems and the actions that can be undertaken to prevent them. Women mistakenly believe breast cancer to be a greater threat to them than cardiovascular disease. Ensuring that consumers understand the real implications of heart health problems is key to maximizing interest in the category, the report concludes.
Countries covered in this report include France, Germany, Italy, the Netherlands, Spain, Sweden, UK, U.S., Australia, Japan, South Korea, China, India, Brazil and Russia.