Here’s how heart health ingredients are advancing.

The panel:

Annie Eng, CEO, HP Ingredients, Bradenton, FL, https://hpingredients.com

Denisse Colindres, Senior Manager, Nutrition Communication, Beneo-Institute, Mannheim, Germany, www.beneo.com

Greg Cumberford, Vice President of Science & Regulatory, Natures Crops, Winston-Salem, NC, www.naturescrops.com

Nicole Lemus, Director, Americas, Gnosis by Lesaffre, Lille, France, www.gnosisbylesaffre.com

Shelby Agan, Senior Scientific Affairs, Manager, Nutrition21, Saddle Brook, NJ, www.nutrition21.com

Tammi Higgins, Senior Vice President, Commercial, Lycored, Branchburg, NJ, www.lycored.com

Thies Ripcke, Director of Business Development and Strategic Marketing, K2VITAL, Balchem, Montvale, NJ, www.balchem.com

Vincent Hackel, CEO & President, JBSL-USA, Walnut Creek, CA, www.jbsl-net.com

The cardiovascular supplements market is a rapidly growing niche for formulators, with Fortune Business Insights forecasting a 6.1 percent compound annual growth rate through to 2032.1 Consumers are increasingly interested in maintaining their cardiovascular health, especially as they age. As such, there’s a growing opportunity for proven ingredients that can protect and promote heart health in a safe manner. Nutrition Industry Executive (NIE) has invited a panel of experts to discuss this emerging heart health trend and advise the industry on how best to select ingredients and formulate new products.

NIE: What trends are emerging in heart health ingredients?

Eng: We see ingredients that address the modulation of inflammatory response. According to a research feature published by the National Heart, Lung and Blood Institute,2 inflammation interacts with lipids in the bloodstream, which elevates the risk of cardiovascular disease. Peter Libby, MD, a cardiovascular medicine specialist at Brigham and Women’s Hospital and the Mallinckrodt Professor of Medicine at Harvard Medical School, is studying this association to identify the mechanisms behind the link. The goal is to be able to determine both blood lipids and inflammation earlier.

A study published in the New England Journal of Medicine finds that measuring C-reactive protein, an inflammatory marker, and two types of blood fats can predict a woman’s risk of cardiovascular disease 30 years in advance.3

Colindres: Data from the Centers for Disease Control and Prevention (CDC) indicate that there is a substantial economic burden of heart disease in the U.S., costing about $219 billion each year. That number includes health care costs, medications, and also premature death. A recent BENEO survey demonstrates that in the U.S., one in four consumers are personally affected by issues like cholesterol or hypertension, and another third is concerned about their heart health without being affected. The good news is that the heritability of cardiovascular disease is low, meaning that individual behavior and environment can make a difference. Data from BENEO’s recent survey about healthy aging shows that consumers are increasingly aware of this, with three in four globally recognizing that the journey to aging starts early on in life. As a result, BENEO is seeing strong momentum for natural approaches to heart health. Diet plays a central role, with more consumers turning to essential nutrients like whole grains and fiber for cardiovascular support. Indeed, six in 10 U.S. consumers associate whole grains with heart health.

Cumberford: With the recent U.S. election driving heart healthy dietary policy changes, a minor trend in confronting the pro-inflammatory, heart-unhealthy effects of industrial seed oils is about to be a major trend in 2025 and beyond. More consumers, dieticians and health practitioners will advise people to be mindful of the types of ultra-processed fats and sugars in their diets, and to favor heart-healthy oils containing higher omega-3s and lower omega-6s. Doing this, alongside adopting an active lifestyle supported by a largely plant-based, Mediterranean-style diet will gain more popular momentum as more people focus on lowering their biological age.

Lemus: The heart health category continues to see dynamic growth, driven by an increasing focus on preventative care and wellness. Consumers are more informed than ever about the role of nutrition in supporting heart health, and as a result, we are witnessing a growing interest in ingredients that offer scientifically backed cardiovascular benefits. Another emerging trend is the increasing understanding of the connection between arterial stiffness and high blood pressure. These two phenomena are closely linked in a harmful cycle: As arteries stiffen with age, blood pressure rises, which, in turn, increases arterial stiffness, putting more stress on the heart and raising the risk of cardiovascular disease. Maintaining or improving arterial elasticity is crucial to breaking this cycle and reducing cardiovascular risk.

Agan: Consumers are becoming more educated on the many health benefits of nitric oxide. With more—and younger—consumers taking an interest in proactive, healthy aging processes, nitric oxide supports cardiovascular health and more, such as cognitive health and men’s sexual health, all of which are facets of healthy aging. But heart health isn’t just about the heart: It’s about the whole cardiovascular system, including the miles of vascular network that depend on a constant, flexible supply of nutrients and oxygen to meet the body’s needs at all moments of the day. As consumers expand their health goals to supporting the entire cardiovascular system, they’re looking beyond just maintaining healthy blood pressure or cholesterol levels to also support healthy blood flow and more.

Higgins: Consumers today are increasingly prioritizing nature-based, holistic solutions for heart health and overall healthy aging. A significant trend we see is the focus on reducing inflammation and oxidative stress, which are key contributors to cardiovascular issues. Consumers are also looking for products that can be easily integrated into their daily routines, such as functional foods, beverages and supplements. This shift reflects a broader trend of proactive health management and prevention, where individuals are looking to support longevity and overall well-being through sustainable, everyday choices.

Ripcke: More and more consumers are taking a proactive and preventive approach to long-term health and well-being, and heart health plays a major role in this journey. We’re seeing more people taking supplements from a younger age. This changing demographic tells us that shoppers’ general awareness of the importance of taking care of our health from a young age is increasing. What’s more, during times of financial strain, consumers are making more deliberate decisions about the products they buy, carefully evaluating whether they truly deliver real value. As such, we are seeing a surge in popularity of heart health ingredients with science-backed benefits like vitamin K2 and magnesium.

Hackel: At the AHA (American Heart Association) conference this November, it was mentioned that hypertension is still the number one contributor to cardiovascular death, and there has been a lot of research on how reducing hypertension can also have beneficial effects on subjects with health conditions such as diabetes and obesity. There is also an increasing amount of research going on surrounding alternative prevention and treatment options to anticoagulation drugs, which may not be effective in certain prevention and treatment applications, and which have risky side effects such as bleeding. Some trends that we might see based on the recent research may be products that target a combination of health conditions rather than just being a standalone heart health product, such as heart health and diabetic support products. Another recent study published this year showed that patients who were infected during the first wave of COVID-19 showed a significant increase in the risk of heart attack and stroke for up to three years afterward. With more research coming out showing how COVID-19 can increase the risk of cardiovascular events, this may contribute to an increase in consumer demand for heart health ingredients that have shown to help decrease the risk of heart attacks and strokes.

NIE: Can you share a recent study on your company’s heart health ingredient that demonstrates its safety and efficacy?

Eng: Bergamonte (Citrus bergamia Risso) is a patented standardized extract with a unique active flavonoid profile (neoeriocitrin, neohesperidin, naringin, brutieridin and melitidin), and has 15 published pre-clinical and clinical. A newer 2022 clinical trial published in Nutrients is a comparison study led by bergamot research expert Rocco Mollace, MD, who found it exhibited superior cholesterol impact benefits when compared to red yeast rice.

Colindres: Beneo’s Orafti β Fit is a whole-meal flour that is made from the ancient grain barley. It has a high fiber content and is rich in beta-glucan, both of which are key ingredients for heart health. Beta-glucans are supported by extensive scientific evidence, including over 120 human intervention studies, demonstrating their ability to manage blood glucose response and blood cholesterol levels, which is directly linked to a reduced risk of coronary heart disease. Importantly, only cereal beta-glucans like those in Orafti β Fit are backed by approved health claims from major authorities such as EFSA (European Food Safety Authority), FDA (U.S. Food and Drug Administration), and other national bodies.

Cumberford: In our latest published human crossover trial, dietary Ahiflower oil tripled plasma EPA levels in only 20 days. Three published human clinical trials have now shown that Ahiflower oil raises circulating EPA levels efficiently and safely with no side effects. Raising omega-3 EPA levels has been the target of numerous dietary intervention trials focusing on cardiovascular health and avoiding risks of major adverse coronary events. Furthermore, Ahiflower oil is nature’s richest source of omega-3 fatty acids at 65 percent. With widespread concern about the effects of industrial seed oils driving up people’s chronic inflammation levels and raising cardiovascular disease risk, Ahiflower oil naturally helps balance out the pro-inflammatory effects of these oils. Ahiflower oil has been shown in numerous human and animal trials to support a comparable or superior anti-inflammatory response compared to fish oil at similar intakes.

Lemus: Our newest human clinical study on MenaQ7 is under peer-review for publication sometime in early 2025. This research will shed light on important new findings about vitamin K2’s efficacy on heart health; results will be announced, and other educational outreach efforts will commence, following publication. We have also just submitted a publication for review discussing the role of vitamin K2 in cognitive function as demonstrated by the link between vascular health and brain function.

Beyond its proven ability to reverse arterial stiffness via keeping calcium away from being deposited into the arteries, a recent study showed how MenaQ7 supports healthy blood pressure by activating Matrix Gla Protein. MenaQ7 supplementation was found to enhance cardiovascular artery endothelial function, reducing oxidative stress and inflammation.

Agan: Nutrition21 offers Nitrosigine, a patented complex of bonded arginine silicate and a superior nitric oxide-boosting ingredient. Nitric oxide promotes the health of the entire cardiovascular system in multiple ways; it causes the smooth muscle cells surrounding blood vessels to dilate to support the movement of blood, and it also moves into the blood itself, helping to keep all the constituents moving smoothly and easily. In a randomized, placebo-controlled, double-blind study in healthy younger adult men and women (mean age 22 years), Nitrosigine significantly increased vasodilation by 23 percent compared to placebo in just two hours. Nitrosigine quickly and effectively boosts nitric oxide production in the body at a remarkably low dose compared to many other nitric oxide boosters. Importantly, no increase in heart rate in blood pressure was observed in any clinical studies with Nitrosigine, confirming its role as a daily non-stimulant nitric oxide booster.

Higgins: Results from a new study published in Antioxidants suggest Lycomato and similar phytonutrient-rich compounds could serve as potential agents to improve mitochondrial function, reduce oxidative stress, and protect against cellular damage – all factors that contribute to heart health. Additionally, research in Nutrients showed that Lycomato lowers LDL cholesterol and improves blood pressure as well as blood vessel function. The benefits extend to support a healthy blood lipid balance and a healthy circulatory system.

Ripcke: A recent study highlighted the effect of 360 micrograms per deciliter of MK-7 Vitamin K2 on arterial elasticity in vitamin K-deficient kidney transplant recipients after 12 weeks; the study concluded that K2 intervention supports healthy progression of arterial stiffness. At Balchem, we’ve tested our own Vitamin K2 MK-7, K2VITAL DELTA—the world’s only patented microencapsulated vitamin K2 MK-7. The recent AVADEC trial is a clinical trial investigating the impact of vitamin K2 and D supplementation on coronary artery calcification (CAC) progression, which is strongly associated with a higher risk of heart disease and negative cardiovascular events. The study found that vitamin K2 and D supplementation in a subgroup analysis of participants at high risk of CAC with no prior ischemic heart disease significantly slowed down the progression of the CAC score. What’s more, the number of adverse events in patients – including myocardial infarction, coronary revascularisation and all-cause death—was lower in the group receiving vitamin K2 MK-7 and D supplementation compared to placebo.

Hackel: NSK-SD has more than 20 human studies showing efficacy and safety in lowering hypertension, degrading blood clots, preventing clumping of red blood cells and platelets, and improving blood flow. The most recent study, published last year, showed that nattokinase can accelerate skin temperature recovery after cold water immersion. Skin temperature is largely controlled by skin surface blood flow, and the findings further substantiate the results of a previous study that showed nattokinase improves blood flow. It was also noted that nattokinase did not disturb the body’s normal circulatory response or the sympathetic nervous system.

NIE: What should manufacturers keep in mind when selecting ingredients for heart health?

Eng: One of the most important considerations is the assurance of a consistent and reliable supply through a robust supply chain. Heart health ingredients often require specific sourcing, and its essential to work closely with ingredient suppliers who can provide a steady, uninterrupted supply. This is particularly critical when sourcing materials from different continents, as global logistics challenges can impact availability.

Colindres: Manufacturers should prioritize scientifically proven, natural ingredients that deliver multiple benefits and that can be easily communicated to consumers. Transparency is key – ingredients with approved health claims and clear benefits that can be featured on product packaging will resonate strongly with today’s health-conscious consumers.

Cumberford: From a heart-healthy omega-3 intake perspective, many manufacturers of foods and beverages have their hands tied. Incorporating meaningful amounts of fish oils into popular, convenient heart-healthy foods really hasn’t been possible due to unappealing sensory and shelf-life challenges. Ahiflower oil clears this hurdle. Its clean, neutral taste has been harnessed into truly great-tasting powder and emulsion forms that easily achieve nutrient claims.

Lemus: Manufacturers should focus on ingredients that offer high bioavailability to ensure optimal absorption and effectiveness. This is where advanced formulations, like Quatrefolic for folate and MenaQ7 for vitamin K2, stand out. These ingredients provide superior bioavailability, making them more effective in delivering heart health benefits. But beyond the basic such as transparency and science, look for academic relationships that substantiate the quality of the science. Also, check if the ingredient you are looking at is available in different forms for inclusion in a wider range of products beyond tablets and capsules.

Agan: Today, supporting heart health can me more than just supporting healthy blood pressure and cholesterol levels. It includes supporting blood vessels. Nitric oxide (NO) boosters can help to promote overall heart health. Additionally, choosing well-known cardiovascular health ingredients like garlic or CoQ10 and pairing with an NO-booster can offer multiple benefits that help support cardiovascular health.

Higgins: Heart health is a holistic concern that affects multiple aspects of overall health. It’s essential for manufacturers to consider ingredients with the most efficacy that can address multiple mechanisms of action for heart health. Lycomato is beneficial for blood pressure, blood flow, and reducing levels of oxidized LDL cholesterol, and it has antioxidant and anti-inflammatory properties. This is particularly important in today’s stressful world, as stress at a cellular level can negatively impact heart health.

Ripcke: When formulating with vitamin K2, it’s important to incorporate the highest possible percentage of all-trans MK-7 to ensure efficacious solutions that meet label claims. The vitamin K2, found in nature, exists in an all-trans form. The molecule’s seven double chemical bonds are set in a linear configuration, which is what makes the vitamin highly bioactive. When producing vitamin K2, production and stability issues make it extremely difficult to create an all-trans molecule, presenting excessive cis isomers instead of the more biologically effective trans isomers.

Hackel: Choose ingredients that have been confirmed for identity and have human clinical trials on safety and efficacy to back them. For example, we are seeing a great amount of products labeled as “nattokinase” but when tested for identity show up to be a completely different enzyme. It’s important to thoroughly vet these products and see if they have real data to back their claims.

NIE: Do you have any tips for manufacturers when formulating new heart health products?

Eng: Study what’s out there, how it’s manufactured, and how it’s marketed. You don’t want to be a “me too” without any attractive points of differentiation. And you absolutely want to ensure that the consumer can easily research how the contents work. In the product package, consider providing a detailed insert about the science behind the formulation, including any supporting clinical studies.

Colindres: The ideal ingredient should deliver on different dimensions: nutritional benefits, health efficacy and technical performance. Consumers won’t compromise on taste and texture, so an ideal ingredient needs to balance functionality with sensory appeal.

Cumberford: Many people prefer to consume heart health products in food, beverage, or squeeze-pack formats that are convenient and portable. Pill fatigue is real, especially for seniors. Making more heart healthy omega-3 rich choices available in snack foods, ready-to-drink (or ready-to-mix) beverages made from whole (not purified or ultra-processed) ingredients will broaden people’s choices.

Lemus: We encourage brands to begin targeting the younger generations for long-term heart health as they age, encouraging making heart health a priority.

Agan: Think about whole body health, not just the heart. Cardiovascular health is multifactorial and includes healthy circulation, inflammation modulation, and more. Thus, choosing ingredients that support these various areas helps to create a product that can target multiple facets of heart health to promote overall health.

Higgins: Effective heart health solutions need to consider long-term support and prevention. Look for nature-based ingredients that help the body maintain balance over time and stay within normal clinical ranges.

Ripcke: Today’s consumers want it all—they’re seeking solutions that address multiple health areas at once and can be easily integrated into their daily routines. Formulating with multiple ingredients can be a way for brands to differentiate their offering and stand out in a competitive market.

Hackel: Heart health can mean different things such as the health of your blood cells, your platelets, your blood flow, or the health of your arteries. When formulating, it’s important to provide a more comprehensive heart health product by examining all the different aspects of cardiovascular health and finding ingredients that benefit each of them. NIE

References:

1 Fortune Business Insights. “Cardiovascular health supplements market size, share & industry analysis, by type (natural supplements and synthetic supplements), by ingredients (vitamins & minerals, herbal extracts, and others), by dosage form (tablets, capsules, and others), by distribution channel (hospital pharmacies, drug stores & retail pharmacies, online pharmacies, and others), and regional forecast, 2024-2032.” Published online November 18, 2024.

2 National Heart, Lung, and Blood Institute. “Immune function, inflammation, and cardiovascular disease.” Published online November 12, 2024.

3 Ridker PM et al. “Inflammation, cholesterol, lipoprotein (a), and 30-year cardiovascular outcomes in women.” The New England Journal of Medicine, vol. 391 no. 22 (December 5, 2024). Published online August 31, 2024.

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