Heart Health Food and Drinks NPD in cardiovascular health, hypertension and cholesterol reduction

Executive Summary 8
Growth opportunities 8
Innovation and NPD 9
Key trends 10
Conclusions 11

Chapter 1 Introduction 14
What is this report about? 14
The heart health food and drinks market defined 14
Report structure 15
Research methodology 15

Chapter 2 Growth opportunities 18
Summary 18
Introduction 18
Cardiovascular disease prevalence 19
Hypertension prevalence 20
Heart health food and drink sales 22
Sales per capita and per key market 23
Conclusion 24

Chapter 3 Innovation and NPD 26
Summary 26
Introduction 26
NPD by condition 27
NPD by product category 28
Share of heart health food and drink launches 29
Product tag analysis 32
The evolution of NPD by flavor 33
NPD by region 34
Key innovators 35
Kellogg’s 35
Nestlé 37
PepsiCo 38
Unilever 39

Chapter 4 Key trends 42
Summary 42
Introduction 43
Tougher regulation over health claims favors prudence over boldness 43
General heart health continues to dominate claims 46
Condition-specific claims 47
Cholesterol reduction 47
Plant sterols 47
Omega-3 fatty acids 48
Antioxidants 49
Dietary fiber 50
Hypertension 50

Chapter 5 Conclusions 54
Summary 54
Introduction 54
Market focus 54
Product development 55
Promotion 56

Index 57

List of Figures
Figure 3.1: Percentage share of heart health products launched, by trend, 2004-2007 28
Figure 3.2: Percentage growth in heart health food and drinks launched, by category, 2004-2007 29
Figure 3.3: Percentage share of heart health products launched in each category, 2004-07 30
Figure 3.4: Percentage share of heart health products launched, by category, 2004-07 31
Figure 3.5: Percentage share of heart health products launched in each region, 2004-2007 35
Figure 3.6: Kellogg’s Kashi Heart to Heart cereals 37
Figure 3.7: Nestlé’s NesVita Pro-Heart Probiotic Drink 38
Figure 3.8: Quaker Take Heart Instant Oatmeal 39
Figure 4.9: Nabisco’s Triscuit baked whole grain wheat crackers 44
Figure 4.10: RD Foods’ Right Direction Oatmeal cookies 45
Figure 4.11: Alixir Cor Pane ai Cereali 45
Figure 4.12: Unilever’s Becel Omega 3 plus margarine 46
Figure 4.13: Nuttelex’s Pulse Spread 48
Figure 4.14: Unilever’s Maya Pro-Activ yogurt drink 48
Figure 4.15: 2Tang Green Tea 49
Figure 4.16: Kellogg’s Guardián Cereal 50
Figure 4.17: Work with Water’s 120/80 blood pressure lowering spring water 51

List of Tables
Table 2.1: Prevalence of cardiovascular disease in the 7 major markets, 000’s, 2005 19
Table 2.2: Estimated prevalence of hypertension in the five major EU markets, 2005–10 21
Table 2.3: Sales of heart health food and drinks, $m, 2006-2010 22
Table 2.4: Per capita spend on heart health food and drinks, $, 2006-2010 23
Table 3.5: Top 15 product tags on heart health products launched, 2005-2007 32
Table 3.6: Top 15 flavors in heart health products launched, 2005-2007 33