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Heart Health - US - May 2015

About 85.6 million Americans are living with some form of CVD (cardiovascular disease), also known as heart disease, which includes HBP (high blood pressure), heart attack, chest pain, heart failure, and the after effects of stroke. CVD is the leading cause of death in the US as well as globally and has a significant financial impact on more than just sufferers.

This report looks at the following areas:

  • Many Americans are living with a heart disease risk factor
  • Heart health issues have grown over the past 5 years
  • Age is a primary risk factor, which impacts heart health perspectives
  • Lack of bodyweight awareness can cause unrealized heart health risk


While death rates have declined in recent years due to advancements in medicine, the majority of Americans are living with at least one type of risk factorThis is an opportunity for companies to build awareness through the introduction of products and services to prevent and manage specific heart health ailments.

This report covers the market for heart health and consumers suffering with heart health issues, including heart disease, heart attack, heart failure, high blood pressure/hypertension, cardiovascular disease, strokes or arrhythmia and the following risk factors: high cholesterol, diabetes, and overweight or obesity.

Given the link between the presence of one heart health issue and the development of another, this report discusses both treatment and prevention methods concurrently throughout.

Incidences of heart health issues and concerns have grown over the past five years. The majority of consumers are likely to be living with an ailment that predisposes them to heart disease and these risk factors impact their heart health perceptions. And, management of heart health is influenced by the growing focus on health in general. As such, there is an opportunity to target heart-conscious consumers and position heart-healthy products within overall healthy behaviors.

 

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Many Americans are living with a heart disease risk factor
            • Figure 1: Personal concern with health ailments, February 2015
          • Heart health issues have grown over the past 5 years
            • Figure 2: Experienced or have concern about developing heart health issues, 2010 and 2015
          • Age is a primary risk factor, which impacts heart health perspectives
            • Lack of bodyweight awareness can cause unrealized heart health risk
              • Figure 3: Personal concern with health ailments, by body mass index, February 2015
            • The opportunities
              • Growing concern suggests openness for products to manage heart health risk factors
                • Healthy food choices and physical activity should be promoted for heart health
                  • Figure 4: Attitudes towards preventative measures for heart health, February 2015
                • The age impact on heart health opinions proves the case for tailored messaging
                  • Figure 5: Sources of heart health information, by age, February 2015
                • Room for growth in usage of medication and dietary supplements for heart health
                  • What it means
                  • The Market – What You Need to Know

                    • Heart disease is the leading health concern in the US
                      • AHA creates Life’s Simple 7 to address key heart health risk factors
                      • Market Conditions

                        • Heart disease remains the leading cause for concern
                          • Figure 6: Heart disease prevalence, among US adults aged 20+, 2012
                          • Figure 7: Incidence of heart disease risk factors, among US adults aged 20+, 2012
                        • AHA goal to improve future cardiovascular health may miss desired target
                          • Financial impact of CVD is high and projected to increase considerably
                            • Figure 8: Estimated direct and indirect costs of CVD and stroke in US, 2011
                            • Figure 9: Projected total costs of CVD in US, 2015-2030
                        • Market Factors

                          • Seven key metrics define ideal cardiovascular health
                            • Figure 10: American Heart Association Life’s Simple 7, definitions of ideal cardiovascular health metrics
                          • Heart disease risk determined by major and contributing factors
                          • Key Initiatives – What You Need to Know

                            • Emotional connection is key
                              • Skepticism surrounds branded efforts; some miss out on claiming benefits
                                • Improvements in product labeling and mobile health will drive future of market
                                • What’s Working?

                                  • American Heart Association’s #lifeiswhy campaign gets personal
                                    • Figure 11: American Heart Association, Life is Why, 2014
                                  • A comprehensive toolkit is created to promote American Heart Month
                                    • Figure 12: February national health observances toolkit – heart health, 2015
                                  • Bayer’s online tool measures cardiovascular risk factors
                                    • Government health groups champion for heart health
                                    • What’s Struggling?

                                      • Aligning with consumers expectations
                                        • Figure 13: Sources of heart health information, February 2015
                                      • Minor share of margarine, oil, butter, and mayo products tout heart benefits
                                      • What’s Next?

                                        • Proposed changes to the Nutrition Facts label
                                          • Figure 14: Current Nutrition Facts, Proposed Nutrition Facts, and Proposed Dual Column Nutrition Facts
                                        • New developments in mHealth will collect, advise, and analyze heart health
                                          • Google [x] is developing a pill to pre-emptively detect health issues
                                          • The Consumer – What You Need to Know

                                            • Consumers recognize many risk factors, but some uncertainty still exists
                                              • Past heart issue experience is low, but concern has increased overtime
                                                • Adults concerned with heart health focus on exercise and diet changes
                                                  • Heart health consumers are utilizing prescriptions and dietary supplements
                                                    • Consumers naturally turn to professionals for heart health guidance
                                                    • Contributors to Heart Disease

                                                      • Consumers cannot single out sole contributor to heart disease; many exist
                                                        • Figure 15: All perceived contributors to heart disease, by gender, February 2015
                                                      • 25-34 age group and minority consumers note fewest risk factors
                                                        • Impact of fat type on heart disease is somewhat polarizing
                                                          • Figure 16: Effect of fat type on heart disease, February 2015
                                                      • The Heart Health Consumer

                                                        • Low number of heart disease sufferers, but concern is high
                                                            • Figure 17: Personal concern with health ailments, February 2015
                                                            • Figure 18: Experienced or have concern about developing heart health issues, 2010 and 2015
                                                          • BMI is a leading heart health risk factor and concerns reflect this
                                                            • Figure 19: Personal concern with health ailments, by body mass index, February 2015
                                                          • Men more likely to report having heart health issues
                                                            • Figure 20: Personal concern with health ailments, by gender, February 2015
                                                          • Age is a primary risk factor for heart health, which impacts concerns
                                                            • Figure 21: Personal concern with health ailments, by age, February 2015
                                                          • Hispanic adults are more likely to have heart health on the mind
                                                            • Figure 22: Personal concern with health ailments, by race/Hispanic origin, February 2015
                                                        • Managing Heart Health through Lifestyle

                                                          • Concerned adults are using several strategies to aid heart health
                                                            • Figure 23: Methods used to manage heart health, February 2015
                                                          • Emphasize diet changes for heart disease prevention and management
                                                            • Consumers are seeking foods with specific heart health claims
                                                              • Figure 24: Methods used to manage heart health, February 2015
                                                            • Women are more proactive about diet, but not for heart health
                                                              • Figure 25: Watching diet for heart health-related reasons, by gender, November 2013-December 2014
                                                            • Engage active consumers
                                                              • Income impacts heart health management
                                                                • Figure 26: Methods used to manage heart health, by household income, February 2015
                                                            • Managing Heart Health through Medication and Dietary Supplements

                                                              • Prescription medications are utilized for serious diseases
                                                                • Figure 27: Use of prescription or nonprescription drugs, by heart ailment, November 2013-December 2014
                                                                • Figure 28: Headache/pain reliever use for heart-related reasons, by heart attack/stroke sufferers, November 2013-December 2014
                                                              • Consumers are turning to supplements for heart health
                                                                • Figure 29: Vitamin and dietary supplement product launches, by claim, 2010-14
                                                                • Figure 30: Attitudes toward preventative measures for heart health, February 2015
                                                            • Sources of Heart Health Information

                                                              • Professionals are sourced more often after experiencing heart health issue
                                                                • Figure 31: Sources of heart health information, February 2015
                                                              • Older adults seek experts, younger adults consult less formal sources
                                                                • Figure 32: Sources of heart health information, by age, February 2015
                                                              • 25-34 segment most likely to be interested in screening and education
                                                                • Figure 33: Attitudes toward preventative measures for heart health, February 2015
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms

                                                                      Companies Covered

                                                                      To learn more about the companies covered in this report please contact us.

                                                                      Heart Health - US - May 2015

                                                                      £3,174.67 (Excl.Tax)