“Cardiovascular calm” messaging has consumer appeal, Lycored research shows

The idea of “calm” resonates with consumers of products for cardiovascular wellness, research has shown

Lycored surveyed 505 men and women in the US and the UK. All were older than 50, the age group most likely to purchase supplements for cardiovascular wellness.

They were asked what they saw as the most important ways to promote their cardiovascular wellness. Scoring highest was nutrition, with two thirds (67%) saying they had improved their diet to protect their cardiovascular health. This was higher than the number who had increased their exercise levels (53%).

Most of the respondents saw their cardiovascular health in holistic terms. Six in ten (59%) agreed with the statement: “I believe in a holistic approach to cardiovascular wellness, including physical, mental and nutritional elements.”

This figure was even higher among US consumers (65%).

Perhaps reflecting this, many said they were consciously trying to introduce more calm into their lives. Four in ten (41% overall), and 48% of those in the US, had made attempts to increase their calmness to protect their cardiovascular health.

Almost all (95%) said they found the idea of being able to “calm your heart” appealing, and more than a third (35%) said they would be more likely to buy a product for cardiovascular health if its packaging included the word “calm.”

Golan Raz, Head of Lycored’s Global Health Division, said: “Scientific studies increasingly show that our day-to day thoughts and feelings affect levels of stress on our bodies. Consumers understand this, which is why many are consciously trying to increase their daily calm."

"For manufacturers of products for cardiovascular health, there is a possible lesson here about positioning. It could be time to shift the value proposition from a negative – the avoidance of risk – to a positive – the promotion of calm.”

Lycored is the manufacturer of Cardiomato, a proprietary mix for cardiovascular supplements. It has been shown to help maintain blood pressure within normal range, reduce levels of LDL cholesterol and support a healthy circulatory system.

Karin Hermoni, Head of Science, Health, at Lycored, said: “We cultivate emotional wellness by balancing our experiences through our lifestyle choices. In the same way we can actively promote overall physical balance through factors such as nutrition."

"Calm and balance, on both an emotional and a cellular level, can give us an overall ‘wellness-boost’ which increases the body’s natural resilience and helps it cope with challenges.”

The research was done online in November 2019. The findings are published in a White Paper, “Calm: The New Concept at the Heart of Cardiovascular Wellness.”

Companies