The health and wellness business landscape has been shifting a lot in recent years as consumers have become more focused on their health.
In fact, according to the American Heart Association, 47% of Americans have at least one of three risk factors that contribute to heart disease. As diet shift to help deal with this growing challenge, brands are starting to shift as well.
To get to some greater insight, NielsenIQ hosted a conversation with Paul Brown, registered dietitian and Data Transformation Analyst at NielsenIQ Label Insight. Check out some important takeaways below.
Q: What is a heart-healthy diet and who is it best suited for? Are there populations where a heart-healthy diet is NOT advised?
A: A heart-healthy diet emphasizes an overall increase in fruit and vegetable consumption; prioritization of whole grains and increase of fiber intake; limiting the amount of added salts and sugars; and choosing lean sources of protein.
This diet is geared towards individuals who are at risk or currently have heart disease; however, the recommendations for a heart-healthy diet are overall beneficial and easy to implement that the general population could follow them with no problem.
Q: What beverages/drinks fit into a heart-healthy diet?
A: While a heart-healthy diet can accommodate most individuals’ taste in beverages; however, avoiding high-fat beverages, such as non-dairy creamers, and heavily processed, sugar-sweetened beverages, is encouraged. The industry responds in kind, touting heart-healthy claims to ensure greater transparency and choice for the consumer. NielsenIQ’s share of department index for AHA Stated Heart Healthy claims are at 501, with 65% of market share and stated Hypertension support at 207 with 25% of market share.
Alcohol consumption should be moderate, limiting intake to 1 serving a day for women and 2 servings a day for men. The Category Development Index notes a high share of department index of 321 for stated Heart Health claims for wine.
Q: How do trendy diets like keto and paleo differ from a heart-healthy diet? What does the science say about these fad diets and their impact on heart health?
A: Trendy diets, such as keto and paleo, are generally more restrictive with what individuals can and cannot eat when compared to a heart-healthy diet. As with many fad diets, there is little concrete, research-based evidence that keto or paleo diets are beneficial long term for cardiovascular health. However, a “heart-healthy” diet has been extensively researched and is proven to be effective for the treatment and prevention of cardiovascular disease.
What Does This Mean For Small Businesses?
If you are in the food or Bev/al space, you can either benefit or be hurt by this shift in the market. Luckily, many new health and wellness businesses have been able to highlight the health benefits of their products in their CPG marketing efforts. You can gain market share with wellness-minded consumers without having to change your products. You just need to know where to start.
That’s why we recommend checking out Byzzer Total Wellness. You can get the business-ready insights to inform your marketing, product innovation, and growth strategies by understanding your marketplace in a way that consumers shop. The insights are delivered as reports, ready to be used by all of your stakeholders for immediate decision-making. You’ll be able to measure sales and growth by product attribute, optimize your assortment to meet preferences, capitalize on new opportunities, provide the best packaging details, make the correct attribute claims, and excel as a CPG brand as wellness becomes mainstream.
Learn more about Total Wellness here.
This content was originally posted on NielsenIQ.com. For the full interview, check out the post here.