Consumers Want Wellness Solutions that Target Heart Health
When it comes to heart health, consumers have shifted their focus from reactive to proactive. Rather than waiting until middle age, younger generations are purchasing wellness products designed to improve heart health. In 2021, heart health claims were featured on one in five new supplement products. This represented a 50% increase over those launched the year prior. The message is clear: consumers want wellness solutions that target heart health.
New Twist on the Top Ways to Improve Heart Health
For ages, the top three go-to ways to improve heart health have been exercise, stress management, and diet. New trends point to a bit of a twist on these traditional approaches. Engaging the cardiovascular system through high-intensity interval training (HIIT) and resistance training are now seen as more effective than jogging or standard aerobic exercise. To combat stress, deep breathing exercises and calming strategies have become popular daily practices within workplaces and schools. Regarding diet, low fat, low cholesterol fads historically received the most attention. Current trends point away from calorie counting and emphasize whole, unprocessed foods rich in antioxidants.
Supplementation to improve heart health is also on the rise. 87% of consumers take supplements daily. The global heart health supplements market alone is projected to grow by 4.8% CAGR within the 2022 to 2027 forecast period. These reports reveal that consumers want to prioritize cardiovascular wellness. But which supplements are most effective when it comes to improving heart health?
Recently, a new review paper was published that discussed the benefits of carnosine for heart health. It highlighted the important role of carnosine in myocardial function and health, including an overview of the metabolic pathway of carnosine in the myocardial tissue. The review pointed to carnosine as a solution to support heart muscle strength and endurance.
Scientifically-Proven Heart Health Benefits of SR CarnoSyn®
Consumer demand for heart health supplements is clearly on the rise, but which supplements are proven to work? Supplementing with SR CarnoSyn® beta-alanine is the fastest, most effective way to increase carnosine levels in the body and is consistently proven to provide multiple benefits, including cardiovascular support. Carnosine promotes healthy circulation and helps regulate muscle contractions and protects against lipid peroxidation in the body. Studies show detoxification by protection from oxidative stress. Carnosine also supports healthy circulation and already-healthy blood pressure levels through vasodilation.
SR CarnoSyn® is the only patented, sustained-release version of beta-alanine that offers consumers scientifically-proven benefits. A study on the impact of the sustained release formulation revealed a significant increase in muscle carnosine content and isometric exercise performance after initiating a muscle-fatiguing protocol. The benefits of beta-alanine were enjoyed by the participants without the paresthesia commonly associated with the rapid release formulation.
Many mechanisms of action have been explored and revealed, including a recent study protecting against lipid peroxidation. Like the previous study, it was conducted during high-intensity training exercises. Just one week of high-dose SR CarnoSyn® beta-alanine ingestion was shown to benefit heart health by protecting against lipid peroxidation beyond performance. The purpose of the study was to review the impact of beta-alanine supplementation on athletes and carnosine-acrolein adduct in skeletal muscle.
These novel findings not only have the potential to directly benefit athletes who engage in intensive training regimens, but also allow researchers to explore the role of muscle carnosine in detoxifying reactive aldehydes in diseases characterized by abnormal oxidative stress.
Learn more about how you can deliver the scientifically-proven heart health benefits of SR CarnoSyn® to your consumers and keep pace with the rising global demand.
 Mintel Reports: The Vitamins, Minerals and Supplements Shopper, US, 2021