IMPROVING
CARDIOVASCULAR
HEALTH
NATURALLY
THEMATIC SERIES N°1
OVERVIEW
THE UPWARD MARCH
OF CARDIOVASCULAR
DISEASE
17.5 million people die from cardiovascular
disease annually – 31% of all deaths globally1.
The sad reality, and the good news, is that
most of these deaths could be prevented.
Quietly fed by a slow-burning mix of behavioral,
environmental, genetic and ethnic risk factors,
cardiovascular disease can take decades to raise its
head. The seeds of cardiovascular disease are planted
from early on in life, facilitated by urbanization and
globalization.
With aging populations growing in most OECD
countries, and earlier onset in emerging economies,
cardiovascular disease will continue its upward march.
There is room and a need for more action.
DIRECT/INDIRECT
MEDICAL COSTS: US CVD ($US BILLIONS)2
1093.9 $
444.2 $
690.3 $
THE URBANIZATION
CONTRADICTION
While planned and well-managed urbanization
contributes to improvements in overall prosperity,
increased life expectancy, lower infant mortality and
wider access to education and health care, there are
downsides.
Urbanization has also played a pivotal role in the
transformation of lifestyles and environments. And with
that, comes an increase in many non-communicable
diseases such as cardiovascular disease and diabetes,
which are more prevalent in urban environments.
Two major contributing factors are:
• Nutrition transition: from less whole, traditional and
homemade food to more quick-to-prepare, processed
foods with higher fats and sugars; and higher
consumption of meat and dairy.
• Inactivity: urban dwellers often work in factory,
office or service settings with longer periods of relative
inactivity, together with armchair leisure. Children
spend more time on home-based sedentary leisure,
with less access to outside activity.
GLOBAL
URBANIZATION EVOLUTION3
54%
2010 2020 2030
66%
30%
1950 2014 2050
P.2
OVERVIEW
GLOBALIZATION AS A VECTOR
OF THE URBAN LIFESTYLE
Globalization provides roadways for societal change,
opening the doors to new models of consumerism and
consumption:
• Market liberalization enables the implantation of
transnational companies and supermarkets, with new
and processed food choices, fast foods, improved
storage and distribution and cheaper prices.
• Agricultural liberalization and technology change
how and which food is produced, is available, and how
and where it is sold and at what prices.
• Advertising and targeted marketing of industrially
produced food brands, beverages, alcohol and
tobacco, along with culture and leisure are broadcast
into cities and rural areas alike.
• Geographic mobility can put people into urban
settings amidst entrenched lifestyles, with little
information to enable healthy decisions.
THE MARCH OF
CARDIOVASCULAR DISEASE
Urban lifestyles play a major role in the development of
health risk factors and the continuing upward march of
cardiovascular disease.
Increased interest
for natural solutions
rising selfcare
market
STATE OF
THE MARKET
Globalization
Increased
consumption
of dietary
suppplements
Urbanization
Family/hereditary
awareness
SOCIAL
EVOLUTIONS
Healthcare
professional
recommendation
Richer,
processed food
BEHAVIORAL
RISK FACTORS
CONSUMER
DRIVERS
Web Research for
self-medication
Faster, more
stressfull life
@
Sedentary
lifestyle
Raised
blood lipids
Obesity
METABOLIC
FACTORS
FOR CVD
High blood
pressure
Diabetes
P.3
OVERVIEW
FOCUS ON MAJOR
CARDIOVASCULAR
RISK FACTORS
EATING INTO ILLNESS
Global obesity doubled between 1980 and 2008 and
continues to rise.
The globalized route into urbanization results in overnutrition of children and teens through processed,
calorie-rich, but nutrient-poor foods. The ensuing
issues of overweight and obesity set young lives on
a road to the onset of cardiovascular disease. In the
United States over the last 30 years, childhood obesity
has doubled and teen obesity quadrupled 4.
For today’s adults, this translates into nearly 2 billion
overweight worldwide, of which over half a billion are
obese6. A nutritional lifestyle that has endowed nearly
40% of the world’s population with a cardiovascular
disease risk factor, additionally contributing to the
onset of diabetes and hypercholesterolemia.
THE SILENT KILLER
From 1980 to 2008, the number of people diagnosed
with hypertension rose from 600 million to 1 billion.
And in 2013, hypertension-related complications
resulted in over 9 million deaths7.
Hypertension is particularly insidious as there are often
no symptoms. Some 25-30% of the adult population,
suffer from undiagnosed pre-hypertension – blood
pressure of between 120-139mmHg over 8089mmHg8. This makes prevention and early treatment
both urgent and possible.
While some progress has been made in developed
countries thanks to anti-tobacco campaigns and
heightened awareness of the dangers of a high-sodium
diet and stress, hypertension remains widespread and
is on the rise in emerging economies. More prevalent
among men in developed countries, hypertension is
spread almost equally between men and women the
emerging regions.
Maintaining arterial elasticity is vital for optimal blood
flow and is a major factor in preventing and reducing
hypertension.
HYPERTENSIVE
OVERWEIGHT
ADULTS IN
2014
ADULTS IN
5
2014
6
22% 23.2% 18.2%
39% 58.6% 61.3%
GLOBAL
OBESE
ADULTS IN
13% 23%
GLOBAL
P.4
EUROPE
EUROPE
AMERICAS
AMERICAS
EUROPE
2014
GLOBAL
THE URBAN HEALTH DILEMMA
6
The dilemma for today’s urbanite is literally “how to
have their cake and eat it too”. To strike a balance
between enjoyment and excess; between effort and
easy living. It’s a unique ‘first-world’ paradigm, but one
that is also beginning to apply to urbanized populations
in the emerging world.
26.8%
AMERICAS
Living in an environment where food is abundant,
technology is modifying activity levels, leisure time is
increasing and consumerism is invasive, people find it
challenging to take charge of their health.
Dietary supplements can help to fill health gaps;
supporting improved cardiovascular health within the
realities of urban lifestyle.
FOCUS
THE DIETARY
SUPPLEMENT
LANDSCAPE
In 2014, more than 75% of Americans were using
some type of dietary supplement.
The urban consumer relies primarily on healthcare
professionals for dietary supplement prescriptions, with
word of mouth recommendations in second place.
Internet is an important tool for educated consumers
to study up on active ingredients, manufacturers and
research results, putting more power in their hands.
The result is increasing demand for natural, safe and
ethical healthcare products.
HERBAL PRODUCT SALES FOR
CARDIOVASCULAR CATEGORY 9
PLAYING BY THE RULES
Regulators across the US and Europe are tightening
the procedures and definitions around health and
nutritional claims. In December 2015, the US FDA
elevated the status of the Office of Dietary Supplement
Programs to enhance the effectiveness of dietary
supplement regulation.
Consumer pressure has seen product labeling
evolve to ensure more traceability and transparency.
Suspicious of big business, they are also looking to
independent quality and ethical certifications as proof
of compliance.
As regulators step up, there is increasingly less
scope for unsubstantiated claims on packaging and
increased onus for manufacturers to provide for factual
ingredient information.
This is especially true in Europe, where the use of
health claims on botanical supplement labels is
strictly regulated. This creates challenges for both
manufacturers – to create meaningful labels that meet
regulatory requirements; and consumers – to get a
clear picture of the health benefits.
For some manufacturers, this will need to translate into
proactive rigor, or risk losing consumer trust and brand
reputation.
Even strong brands will retain long-term consumer
loyalty, and out-live the fierce competition only through
efficient, safe and high-quality products.
USA
1717.60 M$
2015 : 1554.40 M€
All of which offers unique opportunities for innovative
natural products to step up to the global chronic health
challenges and prove what is a reality... That nature is
full of beauty, surprises and efficient
active ingredients.
WESTERN EUROPE
528.80 M$
2015 : 478.60 M€
P.5
SOLUTIONS
NATURE’S
CONTRIBUTION TO
CARDIOVASCULAR
HEALTH
Natural ingredients have come full circle from age-old
preventative and curative use in traditional societies
and folk medicine, into the households of today’s
urbanites.
Olive leaf: The olive is famous for its central
place in the Mediterranean diet, with the fruit and
the tree rich in health benefits. The olive leaf is
packed with choline, polyphenols and flavonoids.
Oleuropein, the main polyphenol, contributes to
the prevention of atherogenesis and LDL oxidation
and thus, the enhancement of blood flow; as well
as relieving hypertension and diabetes.
Modern technology now allows concentrated
extraction of these valuable active ingredients and
their transformation into effective products to fit with
today’s lifestyles, addressing specific health needs and
nutrient gaps.
In the domain of cardiovascular health, a number of
natural extracts have proven their worth.
• Garlic: A complex botanical which
can reduce levels of cholesterol
and LDL oxidation, as well as
hypertension and the development
of atherogenesis.
• Red rice yeast: Part of many traditional Asian diets,
it is known to be beneficial in maintaining normal
cholesterol levels, and benefits from an EU accredited
health claim. Most red rice yeast supplements also
contain CoQ10, to offset loss of this
enzyme, which has antioxidant
properties and is essential for
cell growth and maintenance.
• Omega 3: Research has shown that Omega 3
deficiency is a factor for cardiovascular disease.
Sourced from plant (flaxseed, chia…) or animal
sources (fish and krill oil…),
Omega 3 fatty acids can
slow the development of
atherosclerosis, and reduce
triglycerides and blood
pressure.
P.6
Hawthorn: WHO recognizes the value of
hawthorn to help cardiovascular function and
reduce stress. Well-known in traditional herbal
medicine across Europe and the US, its leaves
and flowers which are full of flavonoids, enhance
coronary blood flow and oxygen utilization, have a
hypotensive effect, strengthen heart contractions
and rate, and act as a mild heart tonic.
Research and development continues to
unlock more of nature’s efficacy in support
of cardiovascular health – particularly in
the domains of blood circulation and weight
management.
SOLUTIONS
NATUREX: A NATURAL
SOLUTIONS PROVIDER
INNOVATING
CARDIOVASCULAR
HEALTH NATURALLY
HEALTHY WEIGHT FOR A
HEALTHY HEART
The urban consumer understands the impact of
overweight and obesity on heart health. A US market
study showed that improving overall health and preventing
cardiovascular disease were important aims, and that
consumers are willing to use natural, safe and efficient
dietary supplements as part of a healthy eating program10.
Multiple scientific studies confirm and quantify Svetol’s
efficacy in three areas: BMI reduction, fat burning, and
very importantly, glucose regulation, which is a common
denominator in both obesity and diabetes.
The offer is built on two strategic focuses: achieving
natural efficacy while meeting consumer demand
and growing the Heart Health category with a new
mechanism of action. Success is based on several
factors:
• Deep knowledge of markets, consumers and health
issues
• Stable active ingredients, which deliver clinically
proven and demonstrable benefits
• Bona fide health and authorized nutritional claims,
understood by consumers
• Good manufacturing practices and compliant
suppliers
• Clear and complete information on the ‘what’ and
‘how’ of the product
• Reliable and experienced partners to get innovative
solutions which consumers can connect with.
Aware that a consumer focus approach is key to
achieving performance, Naturex provides three
marketing angles that relate to specific consumer
profiles and purchasing behavior. The idea is to tailor
the offering and the packaging to each sales channel
and customer type.
A
B
C
HEALTHY ARTERIES FOR A
HEALTHY HEART
Flavanols are proven to improve endothelial function: the
elasticity of blood vessels and subsequent blood flow –
thereby contributing to a reduction in hypertension and
increased heart function. However, extracting good quality
plant-based flavanol in sufficient amounts for nutraceutical
supplement applications has been a challenge… until now.
Combining quality sourcing (collaboration with Barry
Callebaut Group, the world’s leading manufacturer of cocoa
products), technology, extensive scientific data, and an
accredited European health claim, high-quality & patented
cocoa flavanols are an innovative active ingredient, targeting
endothelial function. Endothelial dysfunction is recognized as
one of the earliest sign of cardiovascular disorders.
raw material
extraction
B. Channel 2: sold in pharmacies for health-conscious consumers
C. Channel 3: sold in drugstores and natural food stores for
wellness-seeking consumers
High quality and relevant healthcare products for the
right people at the right time.
high flavanol
cocoa extract
concentration
D
PATENTESS
E
C
O
PR
EFSA
13.5
drying
A. Channel 1: prescribed by healthcare practitioners to their patients
Stop by Naturex’s booth at Vitafoods Europe
2016 to learn more about cocoa flavanols and
cardiovascular risk factors management.
powder
formulation
P.7
SUMMARY
KEY INFORMATION
AT A GLANCE
17.5
66%
of the world’s population
will be living in
million
urban by
areas
2
this represents
31%
people die from
CVD every year
of all deaths globally
2050
increasing many
health risk factors
40%
billion
of the world’s population
overweight
adults worldwide
have a cardiovascular
death risk
1
billion
25 to 30%
of adults are diagnosed
with pre-hypertension
more
than
HERBAL PRODUCT
SALES FOR
CARDIOVASCULAR
CATEGORY
75%
people are diagnosed
with hypertension
americans were using
some sort of dietary
supplement in 2014
USA
1717.60 M$
2015: 1554.40 M€
Nature’s arsenal
against CVD:
garlic
red rice
yeast
WESTERN
EUROPE
528.80 M$
2015: 478.60 M€
hawthorn
olive
leaf
CocoActiv, EFSA 13.5 Health Claim
flavanols increase blood vessels elasticity by
P.8
23%
SOURCES
1 World Health Organization, CVD factsheet, 2015,
available at: http://www.who.int/mediacentre/factsheets/
fs317/en/
2 Journal of American College of Cardiology, Worldwide
Environment of CVD, 2012, available at: http://content.
onlinejacc.org/article.aspx?articleid=1485688
3 Department of Economic and Social Affairs of the
United Nations, World Urbanization Prospects, The 2014
Revision, 2014 available at: http://esa.un.org/unpd/wup/
World Health Organization, Commission on social
determinants and Health: Globalization, Food and
nutrition, 2007, available at: http://www.who.int/social_
determinants/publications/globalization/en/
4 Centers for disease control and prevention, Childhood
obesity facts, 2013, available at: http://www.cdc.gov/
healthyschools/obesity/facts.htm
5 World Health Organization, Global health observatory
data, 2015, available at: http://www.who.int/gho/ncd/
risk_factors/overweight/en/index1.html
6 World Health Organization, Obesity and overweight
fact sheet, 2015, available at: http://www.who.int/
mediacentre/factsheets/fs311/en/
World Health Organization, Global Health observatory
data, 2015, available at: http://www.who.int/gho/ncd/
risk_factors/blood_pressure_prevalence/en/index1.html
7 World Health organization, A global brief on
hypertension, 2013 available at: http://www.who.int/
cardiovascular_diseases/publications/global_brief_
hypertension/en/
8 Forum Med Suisse, La préhypertension, un concept
utile?, 2008, available at: http://www.medicalforum.ch/
docs/smf/archiv/fr/2008/2008-03/2008-03-253.pdf
Design & supervision: Havas Worldwide Paris /
writing: Mensquare / pictures: Shutterstock.
Non-contractual pictures and illustrations.
9 Euromonitor international, Consumer health:
Euromonitor from trade sources / international statistics
10 IPSOS, Dietary Supplement Research, 2014
P.9
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Your Natural Selfcare team.
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