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The Future of Heart Health Food and Drinks – 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?
• 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?

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