Nourishing a healthy heart is a robust $7.18 billion market of food products making cardiovascular health-related claims in the U.S. (See Prepared Foods, May 2010, p. 14. Digital issue available at www.PreparedFoods.com.) Food and drink product launches with heart-health positioning have nearly tripled over the past five years, as shown by data from the Innova Database. The U.S. and Europe have dominated this activity, accounting for two thirds of heart-health launches recorded by Innova Market Insights, with cholesterol-reduction products continuing to prevail.

Product developers of functional foods and supplements have a variety of ingredients to consider, as research emerges on their benefits.