The US makes up the largest single heart health food and drinks market, capturing around two thirds of the overall sector ($6.8bn in 2009), and is forecast to reach $10.5bn by 2015. In terms of product category, bakery and cereals dominates the heart health food and drinks market.

1. The Future of Heart Health Food and Drinks
Published: November 2011
No. of Pages: 90
Price: $ 2875
Cardiovascular disorders such as elevated blood cholesterol levels, hypertension, and
impaired blood circulation represent a major public health issue and are the number one
cause of mortality globally. The WHO estimates that 29% of all global deaths in 2004 were
due to cardiovascular diseases. This report examines the emerging market for food and
drink products that target heart health.
FEATURES AND BENEFITS
• Examine market data illustrating the size of the heart health products market.
• Utilize product launch analysis to assess the potential of individual product categories for
future innovation.
• Use clinical trials analysis to identify the ingredients being used to target heart health.
• Use a patents landscape to examine the manufacturers who are innovating with heart
health ingredients.
• Understand why the functional food market is encouraging the convergence of the food
and pharma industries.
HIGHLIGHTS
• The US makes up the largest single heart health food and drinks market, capturing around
two thirds of the overall sector ($6.8bn in 2009), and is forecast to reach $10.5bn by 2015.
In terms of product category, bakery and cereals dominates the heart health food and
drinks market.
• Hot and soft drinks made up almost a third of the heart health market during 2008–10 in
terms of NPD. Fruit juices, tea, and dairy drinks were the most significant sub-categories in
terms of product launches with heart health claims. Manufacturers are utilizing many
different ingredients including omega-3, phytosterols, and various vitamins.
• The first health claims authorized by the European Commission pertained to
cardiovascular health benefits. Plant phytosterols have been approved to lower blood
cholesterol levels, water-soluble tomato concentrate for helping healthy blood flow, and
more recently oat beta-glucan has been authorized to carry a cholesterol reduction health
claim.
YOUR KEY QUESTIONS ANSWERED
• How much is the heart health food and drinks market worth?

2. • How does heart health compare to other therapeutic areas in terms of new product
development?
• Which categories are most commonly used for heart health-orientated products?
• Which companies are leading the way in terms of innovation in heart health ingredient
development?
• How will regulatory changes affect this market?
Table Of Contents
About Business Insights
Disclaimer
EXECUTIVE SUMMARY
Market dynamics
New product developments
Clinical trials and patents landscape
Regulatory landscape in Europe
Introduction
What is this report about?
Report methodology
Report structure
Heart health food and drinks defined
Cholesterol reducing ingredients
Circulatory health promoting ingredients
Antihypertensive ingredients
Antioxidant ingredients
Market dynamics
Summary
Introduction
Cardiovascular disease
Hypertension
Dyslipidemia
Preventative healthcare
Market overview
Market size by ingredient
Market size by region
Market size by food and drinks category
New product developments
Summary
Introduction
New product development by product category
Bakery and cereals
Beverages
Dairy products
Oils and fats
New product development by region
Case study: Smart Balance
Company overview
Products overview

3. Growth strategies
Sales and distribution
Marketing
Manufacturing
Competition
Intellectual property
Research and development
Clinical trials and patents landscape
Summary
Introduction
Clinical trials analysis by heart health ingredients
Clinical trials analysis by time period
Clinical trials analysis by region
Patents landscape for heart health ingredients
Patents analysis by ingredient
Patents analysis by time period
Patents analysis by region
Patent analysis by company
Regulatory landscape in Europe
Summary
Introduction
European food law
The Nutrition and Health Claims Regulation
Authorized heart health claims
Future health claims
Set for rejection
Conclusions
Conclusions
Introduction
A shift to targeted functional foods
(Untitled sub-section)
The future of heart health by region
Future trends in the heart health food and drinks arena
Future heart health ingredients
Regulatory outlook
LIST OF TABLES
Table: Estimated prevalence of hypertension across the seven major markets, 2010
Table: Estimated prevalence of dyslipidemia across the seven major markets, 2010
Table: Value of the functional drinks market across the seven major markets ($bn), 2010–
14
Table: Heart health food and drinks market value ($m) in the seven major markets, 2009–
15
Table: Heart health food and drinks market by ingredients ($m) in the seven major
markets, 2009–15
Table: Value of the heart health food and drinks market ($m) across the seven major
markets, 2009–15
Table: Market size by heart health food and drinks category ($m), 2009–15
Table: Patents activity related to heart health ingredients, 2007–10
Table: DSM's IP portfolio, by composition, formulation, and disease

4. Table: Vitamins and minerals positively evaluated by EFSA for heart health claims
Table: Other substances positively evaluated by EFSA for heart health related claims
Table: Top five product tags on heart health products launched in 2010
LIST OF FIGURES
Figure: Cardiovascular disease etiology
Figure: The role of food and pharmaceuticals in the healthcare continuum
Figure: Prevention of heart disease through the use of heart health ingredients
Figure: Target areas for functional food and drinks launches (%), 2008–10
Figure: Heart health food and drinks market value ($m) in the seven major markets,
2009–15
Figure: Share of heart health food and drinks market by ingredients (%), 2009–15
Figure: Heart health food and drinks market by product category ($m), 2009–15
Figure: Therapeutic areas targeted by new functional food and drinks launched during
2008–10 (%)
Figure: New product development in heart health food and drinks market by key product
categories (%), 2008–10
Figure: Kellogg's Smart Start breakfast cereals in "toasted oat" and "original antioxidants"
varieties
Figure: Arnold Product's Sandwich Thins Naturals pre-sliced bread rolls
Figure: Zola's Acai Daily Wellness Shot containing daily required antioxidants
Figure: Bolthouse Farms' Heart Healthy Pear Merlot apple juice blend with Barliv barley
betafiber
Figure: Zymes LLC 's OmegaChill Heart and Mind Health Super Water
Figure: Smart Balance's HeartRight fat free milk
Figure: Unilever's Promise buttery spread
Figure: Winona food's line of heart-healthy oils
Figure: Crisco's Puritan canola oil with omega-3 DHA
Figure: Share of new product development in heart health food and drinks by region (%),
2008 and 2010
Figure: Smart Balance's range of products
Figure: Clinical trials landscape related to heart health ingredients, 2007–10
Figure: Changes in the clinical trial landscape, 2007–10
Figure: Ongoing clinical trials related to heart health ingredients, by region, December
2010
Figure: Patents landscape related to heart health ingredients, 2007–10
Figure: Changes in the patents landscape, 2007–10
Figure: Number of patents related to heart health ingredients filed, by region, 2007–10
Figure: Top 15 companies publishing patents for digestive ingredients, 2007–10
Figure: A shift to targeted functional food and drinks
Figure: Healthy aging – maintaining functional capacity over lifetime
Figure: Growth by age group (% of total country population), 2000–20
Figure: Symbols on food and drinks authenticating heart health benefits
Figure: Comparative analysis of clinical trials and patents landscape, 2007–10
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