The world’s most (un)wanted

Published: 29-Jul-2014

Cardiovascular disease is the world\'s number one killer, accounting for 30% of deathsand expected to take more than 23 million lives a year by 2030

It’s the number one killer in the world, taking 17.5 million lives in 2008 and accounting for 30% of deaths. According to the World Health Organization, it will take more than 23 million lives by 2030. It is cardiovascular disease, a range of associated ailments involving the heart, blood vessels and blood cells.

Yet, however prevalent it is, it is preventable by minimising the risk factors: lack of physical activity, tobacco consumption and an unhealthy diet. The severity of the cardiovascular disease issue can be shown through worldwide government interventions regarding trans fat — unsaturated fat that increases the risk of coronary heart disease — and their contributors, specifically partially hydrogenated oils. Partially hydrogenated oils are utilised in processed foods to improve flavour and shelf-life, but it is also the major dietary source of trans fat.

Numerous countries require labels and limits; some even go as far as to ban them. For instance, Denmark banned partially hydrogenated oils in 2003. The United States is now deciding whether or not they want to follow suit. According to the Center for Disease Control and Prevention, eliminating trans fats from our diets could prevent up to 7,000 deaths from cardiovascular disease and 20,000 heart attacks per year. The US FDA issued a Federal Register Notice to rescind partially hydrogenated oils from the GRAS list in November. If rescinded, they would be considered to be a food additive and premarket approval would be necessary to market.

As governments attempt to remove ingredients to prevent cardiovascular disease, manufacturers attempt to add ingredients, taking the angle of prevention through nutrition. This angle takes advantage of the increasing consumer awareness on health and the means by which dietary supplements, foods and beverages have an impact. We have already witnessed a rise in the cardiovascular health category. According to Nutrition Business Journal, sales are expected to grow by 5.6% to US$2.424bn for 2013 and reach $2.565bn by 2014.

As with any growing category, innovation is the focal point in differentiating one’s product from another. In terms of dietary supplements, foods and beverages for cardiovascular health, innovation involves the ingredients. As consumers become more familiar with functional ingredients, they are moving further beyond ingredients that are simply good for your overall health and seeking ingredients that target specific functions. Here are some examples of ingredients targeting specific functions within the cardiovascular system:

Chia Seeds are a potent source of omega-3s, which help to prevent cardiovascular disease (as part of a diet low in saturated fat and rich in monounsaturated and polyunsaturated fats; they are also said to lower blood pressure, cholesterol and triglycerides.

Hawthorn is a potent source of flavonoids, antioxidants that help to strengthen blood vessels and improve blood circulation; hawthorn is also traditionally known to help with heart failure, a condition in which the heart is unable to pump oxygen-rich blood to the rest of the body, causing weakness.

Hibiscus is also a potent source of antioxidants, including anthocyanins, flavonoids and polyphenolics, which help to protect the blood vessels and heart from oxidative damage, as well as prevent the oxidation of LDL cholesterol; it is also said to lower blood pressure.

Psyllium is a potent source of dietary fibre; soluble fibre, in particular, helps to lower the risk of cardiovascular disease by slowing the absorption rate of LDL cholesterol and spikes in blood sugar; it is also said to lower blood pressure.

Other heart healthy ingredients are acai, acerola, alfalfa, beetroot, blueberry, broccoli, capsicum, cocoa, carrot fibre, garlic, ginkgo, grape seed, green tea, hesperidin, mung bean, papaya, pomegranate, red clover tops, rosemary, spinach, sunflower seed and yucca. With not only a variety of cardiovascular diseases, but also the complexity of each, a blend of several of these heart healthy ingredients is another method with which to differentiate one’s product in the market — targeting multiple symptoms with function-specific ingredients.

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