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In many cases, the end of the year gives you time to step back and take stock of the last 12 months. This is when many of us take a hard look at what worked and what did not, complete performance reviews, and formulate plans for the coming year. For me, it is all of those things plus a time when I u...
Market Research Report -- U.S. Largest Single Heart Health Food and Drinks Market

ROCKVILLE, MD -- (Marketwire) -- 11/09/12 -- has announced the addition of the new report "The Future of Heart Health Food and Drinks," to their collection of market reports.

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.

The U.S. 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.

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