Heart health supplements: Formulation strategies
5 Min ReadDoug Lynch of MarketWell Nutrition and Stephanie Redmond of Dr. Stephanie’s discuss cardiovascular health with SupplySide Supplement Journal editor Devon Gholam. Cardiovascular health isn’t the. . .
5 Min ReadDoug Lynch of MarketWell Nutrition and Stephanie Redmond of Dr. Stephanie’s discuss cardiovascular health with SupplySide Supplement Journal editor Devon Gholam. Cardiovascular health isn’t the sexiest supplement category, but the importance of the heart cannot be understated. How can formulators support this vital system yet draw the attention and loyalty of consumers?Industry experts share their top takes on heart health and provide formulation suggestions, from science-backed ingredients to product positioning. Cardiometabolic health is the new heart healthCardiovascular health is yesterday’s news — the industry is shifting toward cardiometabolic as metabolic-related diseases such as obesity and type 2 diabetes interconnect with heart health. Doug Lynch, CEO of MarketWell Nutrition, said that much of the stress on the healthcare system stems from cardiovascular and related issues. In 2020, one-third of adults received medical care for cardiovascular risk factors and conditions, and the economic burden of cardiovascular health in the U. S. is predicted to increase through 2050, according to a report from theAmerican Heart Association. Related:Vitamin K2MK7 slows arterial calcification, two-year study finds“We are moving more toward a better understanding of cardiometabolic health at this stage, with a lot of focus on increasing your healthspan and lifespan,” he said. Stephanie Redmond, Pharm. D. , founder of supplement brand Dr. Stephanie’s, noted that highinsulin levels decrease nitric oxide production, which impacts blood flow. Insulin resistance also contributes toarterial stiffening. Heart health is different for women than menThe American Heart Association’sGo Redcampaign has increased awareness in recent years of the different symptoms women face during heart attacks, but that’s just one difference that surfaces for women. “Epidemiological investigation has shown that the incidence of cardiovascular disease in premenopausal women is lower than that in men, and the incidence of cardiovascular disease in postmenopausal women is significantly higher than that in men,” according to a 2021 report inOxidative Medicine and Cellular Longevitypointing to the cardioprotective effects of estrogen. This has significant implications for hormone replacement therapy and dietary supplements supporting hormonal balance, if started at the right time. New research has also demonstrateddifferences in circulation between sexesand that women are more likely tosuffer cardiovascular events with a lower plaque burden. Redmond pointed out sex differences in morbidity and mortality, stating that women are more likely to die after experiencing a stroke or heart failure. “We are still learning so much about cardiovascular health in women because we were not fairly represented in a lot of the original trials,” Redmond said. Related:Cardiovascular health: Circulation innovationOld and new ingredients for heart health formulationsTried-and-true “oldies but goodies” likeresveratrolandcurcuminremain popular choices for supporting cardiovascular health, but the options go far beyond traditional heart health ingredients. Omega-3s top Lynch’s list. Ingredient options go beyond fish oil with the advent of algae-based solutions. “The stories are not done, and if I was stuck on a desert island (omega-3s) would be one of the few supplements I’d want,” Lynch said. Other ingredient options Lynch and Redmond suggest for heart health supplements include:Gamification could improve complianceCardiovascular health isn’t as sexy and isn’t top of mind for younger generations, Redmond said. But Lynch has one suggestion that could improve interest and compliance — gamification. And the strategy to get there? Wearables. Devices that can remind consumers to take supplements or help them compete against themselves and measure progress have great potential to increase compliance, Lynch believes. “We are an immediate gratification society, so being able to pair these ingredients that are more responsive to and trackable by those types of devices, those that are experiential” can make or break a formulation, Lynch said. As consumers increasingly have the ability to measure biomarkers like VO2max and other parameters linked to cardiovascular health thanks to wearables, seeing the results in real time can make a meaningful impact on their well-being. Holistic formulations are key to gaining interestDifferent generations have different reasons for purchasing heart health supplements. Younger generations and millennials may be drawn more to claims of cellular health and longevity, Redmond suggested, while older generations may look for products to address side effects, such as low energy or libido, of changing cardiovascular health. While consumers want immediate results, this doesn’t always pair well with cardiovascular health, Lynch said. The key — pairing need states and ingredients that make sense to the end consumer. Use one ingredient that provides immediate results, like a noticeable change in blood pressure or blood sugar, with others that provide lasting benefits. Formulate with ingredients that not only benefit cardiovascular health but also support other tangential consumer concerns. To watch the entire discussion with Doug Lynch and Stephanie Redmond, check out the SupplySide Supplement Journal Educational Serieswebinar on cardiovascular health. About the AuthorEditor, SupplySide Supplement JournalDevon Gholam, Ph. D. , is an editor at SupplySide Supplement Journal. She has been in the functional food and nutraceutical industry for nearly two decades, with a career touching on product development, innovation, technical sales and technical writing at companies such as the Kellogg Co. , Ganeden Biotech (now part of Kerry) and Step Change Innovations. Gholam is passionate about women's health and the impact of GLP-1 medication on the food, beverage and supplement industries. She is eager to share her trademark passion for knowledge and credible science to help foster an innovative and collaborative spirit within the nutraceutical community.