NMI Study Finds that 100 Million U.S. Adults are Managing Heart Health

Harleysville, Pa. (May 2006) – The Natural Marketing Institute (NMI), the leading provider of strategic consulting, consumer insights and market research services for the health, wellness and sustainability marketplace, today expanded on one of the key trends it has identified as having a significant impact in 2006.

As heart disease continues to be a leading cause of death of both men and women, consumers indicate a strong and growing interest in heart health. According to NMI’s Health & Wellness Trends Database™, nearly half of adult consumers (45%) are concerned with preventing heart disease and more than half (55%) are defined as “Heart Managers” – those currently managing heart disease, high cholesterol or high blood pressure.

According to NMI Managing Partner Steve French, “The good news is that consumers can control many of the factors that contribute to cardiovascular disease through diet and lifestyle modifications. We’re seeing more people using fortified and functional products and foods with less sugar, salt, fat and cholesterol.” This trend is indicative of a growing number of consumers who realize the connection between diet and heart health and are seeking a healthier lifestyle through the foods they buy for themselves and their family.

% of Heart Managers indicating their usage of the following products in the past year:

• Heart-healthy: 86%
• Low-fat: 87%
• Fat-free: 83%
• Low-sodium: 82%

“Heart Managers also exhibit other behaviors that show proactive heart health management. They are more likely to check for cholesterol (46%) and trans-fat (37%) on food and beverage labels as compared to the general population/primary grocery shoppers,” states French.

With such a large portion of the population managing heart health, high awareness and increasing concerns, consumer interest in the concept of eating for heart health and new nutritional supplements will accelerate heart healthy products in the marketplace.


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NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. For more information on NMI’s trend reports, proprietary databases and other services, visit NMI’s web site at www.NMIsolutions.com.