Extensive media coverage has heightened consumer awareness about the fatality of cardiovascular disease (CVD) and the ill effects of obesity, heightening interest towards low fat and heart-healthy food products.
New analysis from Frost & Sullivan (food.frost.com), European Heart Health Ingredients Market, finds that the market earned revenues of $545.0 million in 2008 and estimates this to reach $2.0 billion in 2014.
"A variety of ingredients positioned for heart-health, with their functional benefits, is increasingly used for the fortification of various food and beverage applications," says Frost & Sullivan Research Analyst Chandrasekhar S. "The preventive cost of CVD by virtue of these ingredients is much cheaper for the consumers than the cost of its treatment."
However, the heart health ingredients market is greatly restrained by the European Union (EU) food-labelling directive of 2000, which prevents health claims being made on products. For instance, in the United States, the health claim given to barley beta-glucans by the Food and Drug Administration (FDA) helps it differentiate from other fibres in the competitive market scenario. A similar European regulation would benefit the European heart health market.
Nonetheless, European manufacturers have submitted their dossiers to the European Food Safety Authority (EFSA) for the usage of health claims for their ingredients, focussing more on scientific and research back up to establish the effects of the ingredients on the human heart.
"Manufacturers, with the help of industry associations such as the Global Organization for Eicosapentaenoic acid and Docosahexaenoic acid (GOED) are lobbying for the usage of health claims," notes Chandrasekhar. "They are also involved in extensive branding and promotional activities to increase consumer awareness on CVD and the positive impact of the various ingredients, thereby enhancing the credibility of such awareness campaigns."
Overall, heart health ingredients manufacturers can retain their competitive edge by utilizing an astute combination of research, product development and marketing strategies.
If you are interested in a virtual brochure, which provides manufacturers, end users, and other industry participants with an overview of the European heart health ingredients market, then send an email to Katja Feick, Corporate Communications, at katja.feick[.]frost.com, with your full name, company name, title, telephone number, company email address, company website, city, state and country. Upon receipt of the above information, an overview will be sent to you by email.
European Heart Health Ingredients Market is part of the Food & Beverage Ingredients Growth Partnership Service program, which also includes research in the following markets: Southeast Asia nutraceuticals report, the U.S. and European dietary supplements market, the U.S. and European omega-3, and omega-6 markets. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants. Interviews with the press are available.
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European Heart Health Ingredients Market