Most consumers do not know which kind of cholesterol is considered bad for health, new research by Lycored has shown. The global wellness company surveyed 329 dietary supplement users in the UK (160 men and 169 women), carried out online in June 2017. All respondents took dietary supplements at least once a week.More than eight in ten (82%) said they were aware that there are two main forms of cholesterol, one considered “good” and one considered “bad.”

However, when they were asked which was considered good, 58% named LDL rather than HDL. In fact, high levels of oxidized-LDL cholesterol in the blood are associated with risk of cardiovascular disease. By contrast, HDL is often known as “good” cholesterol.
Lycored believes the findings highlight the responsibility of manufacturers to support consumer education. Zev Ziegler, head of global brand & marketing, health at Lycored, said: “Too often, nutrition marketing is about making claims for products without considering how much the user really knows. Most consumers understand that there’s “good” cholesterol and “bad” cholesterol, but beyond that, things get a bit hazy. Our research highlights the importance of educating consumers – not just selling to them.”

Commenting on the research in a blog post, consumer nutrition expert Amie Valpone said: “There is so much ‘noise’ out there, and if we don’t educate ourselves about what we’re putting in our body, we’re giving our power away and we’re lost. People want to live and eat healthier, but they need support and proper education on the subject to increase their understanding.”

Cardiomato, Lycored’s cardio-grade tomato extract, has been shown to reduce levels of oxidized LDL. The company has worked with distributors, nutritionists and clinicians on initiatives to help educate people on the role of nutrition in cardiovascular health. Earlier this year, Lycored launched “Lycopedia”, an interactive educational hub which explains the health benefits of lycopene at different stages of life.