The market is also very fragmented, consisting of a whole range of products, varying from existing repositioned and reformulated brands within large and mature segments, such as breakfast cereals, to small sectors made up of products containing relatively new ingredients, such as phytosterols and bioactive peptides. In general, growth in the new markets is much faster, as it is from such a small base. However, this sector necessitates high levels of investment in product development and promotional activity/consumer education.
Interest in Foods Dependent on CVD Risk
Diseases of the circulatory system (including coronary heart disease and stroke) account for 31% of male and 36% of female deaths in the U.S. A key factor in the growth of interest in cardiovascular health foods is the rising consumer interest in the role of diet in health, generally, and a desire to take a more active role in promoting and optimizing personal health and well-being. Within the cardiovascular health area, consumers tend to know they or their partner may be at risk and are more likely to want to take responsibility for minimizing that risk as much as possible, including through diet.