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Business Intelligence for the Consumer Goods Industry
Business Insights' portfolio of consumer goods management reports are designed to help you make well informed and timely business decisions. We understand the problems facing today's consumer goods executives when trying to drive your business forward, and appreciate the importance of accurate, up-to-date, incisive product, market and company analysis. We help you to crystallize your business decisions. The strength of our consumer goods research and analysis is derived from access to unparalleled databases and libraries of information and the use of proprietary analytic techniques. Business Insights reports are authored by independent experts and contain findings garnered from dedicated primary research. Our authors' leading positions secure them access to interview key executives and to establish which issues will be of greatest strategic significance for the industry. Our consumer goods portfolio of reports can be used across a wide range of business functions to assess market conditions and devise future strategies and cover the food, drink, health, cosmetics, toiletries, dairy categories and key consumer issues including eRetail and marketing.

Key issues examined by this report...
• High CVD prevalence rates to drive growth in heart health food and drinks. Cardiovascular disease prevalence rates in the developed world are high, ranging from 8% in Japan to 12% in Germany.
• Global sales for heart health food and drinks are growing rapidly and are set to reach a total value of $7.7 billon in Europe and the US by 2010. In 2007, the tot al value of the US heart health food and drinks market was $5.0bn.
• Increasing regulatory scrutiny over health claims made by food and drinks manufacturers. Increasing regulatory controls over claims made on bioactive ingredients is likely t o have a positive effect on NPD for products claimed to be low in unhealthy ingredients, whilst reducing output in those based on bioactive agents.

Heart Health Food and Drinks
NPD in cardiovascular health, hypertension and cholesterol reduction
The heart health food and drinks market has seen continued development and a generation of products targeting specific conditions such as blood pressure and cholesterol reduction, have been the focus of innovation. However, the market is beginning to shift again, this time towards more ‘natural’ heart health products which promote an overall, holistic and everyday approach to heart health. Heart Health Food and Drinks is a new management report published by Business Insights that analyzes the underlying growth drivers for the heart health foods and drinks market, assesses future sales prospects in key geographical markets, reviews the latest innovations trends and offers actionable recommendations for food and drinks manufacturers. It examines the latest actual and forecast data for hypertension and cardiovascular disease prevalence, heart health food and drinks sales values, as well as unique data on product innovations for all the key product groups. Develop more effective strategies for heart healthy food and drinks using this report’s analysis of the development of the market by country and product category.

This new report will enable you to...
• Identify key players in the heart healthy food and drinks market including Kellogg’s, Unilever, Nestlé and PepsiCo. These companies have adapted core ranges and launched new products in order to benefit from the trend in heart healthy food and drinks.
• Anticipate the impact of key trends in the heart healthy food and drinks market and quantify the new and emerging opportunities using epidemiology data for 7 key markets including France, Germany, Italy, Spain, the UK, the US and Japan.
• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 900 heart health food and drink products launched between 2004 and 2007. Analysis was conducted in terms of positioning, category, region, product tag and flavor.

Your questions answered...
• Who is the most innovative player in heart health food and drinks?
• How is the heart health food and drinks market changing?
• Which countries have the highest r ates of hypertension and cardiovascular disease?
• What are the key trends in heart health food and drinks?
• Which country currently spends the most on heart health food and drinks?

Some key findings from this report...
• Blood pressure focused NPD is on the decrease, from a 14.4% share of all heart health products launched in 2004 to 13.3% in 2007.
• Prevalence rates for hypertension are higher than those for cardiovascular disease; expected to reach 30.0% in France and to get as high as 45.6% in Spain in 2007.
• “Natural” remains the most used product tag on heart health products. 6.9% of heart health products launched in 2007 claimed to be natural.
• Sales of heart health food and drinks will reach a combined total value of $7.7 billion in Europe and the US by 2010. This represents a CAGR of 6.4% over the period 2006-2010.
• Unilever is the largest contributor to heart health food and drinks NPD. The company tends to focus on development of cholesterol reducing dairy products.

Table of Contents
Heart Health Food and Drinks
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