Contents:

Heart Health Food and Drinks Executive Summary Growth opportunities Innovation and NPD Key trends Conclusions Chapter 1 Introduction What is this report about? The heart health food and drinks market defined Report structure Research methodology Chapter 2 Growth opportunities Summary Introduction Cardiovascular disease prevalence Hypertension prevalence Heart health food and drink sales Sales per capita and per key market Conclusion Chapter 3 Innovation and NPD Summary Introduction NPD by condition NPD by product category Share of heart health food and drink launches Product tag analysis The evolution of NPD by flavour NPD by region Key innovators Kellogg’s Nestlé PepsiCo Unilever Chapter 4 Key trends Summary Introduction Tougher regulation over health claims favors prudence over boldness General heart health continues to dominate claims Condition-specific claims Cholesterol reduction Plant sterols Omega-3 fatty acids Antioxidants Dietary fibre Hypertension Chapter 5 Conclusions Summary Introduction Market focus Product development Promotion Index List of Figures Figure 3.1: Percentage share of heart health products launched, by trend, 2004-2007 Figure 3.2: Percentage growth in heart health food and drinks launched, by category, 2004-2007 Figure 3.3: Percentage share of heart health products launched in each category, 2004-07 Figure 3.4: Percentage share of heart health products launched, by category, 2004-07 Figure 3.5: Percentage share of heart health products launched in each region, 2004-2007 Figure 3.6: Kellogg’s Kashi Heart to Heart cereals Figure 3.7: Nestlé’s NesVita Pro-Heart Probiotic Drink Figure 3.8: Quaker Take Heart Instant Oatmeal Figure 4.9: Nabisco’s Triscuit baked whole grain wheat crackers Figure 4.10: RD Foods’ Right Direction Oatmeal cookies Figure 4.11: Alixir Cor Pane ai Cereali Figure 4.12: Unilever’s Becel Omega 3 plus margarine Figure 4.13: Nuttelex’s Pulse Spread Figure 4.14: Unilever’s Maya Pro-Activ yogurt drink Figure 4.15: 2Tang Green Tea Figure 4.16: Kellogg’s Guardián Cereal Figure 4.17: Work with Water’s 120/80 blood pressure lowering spring water List of Tables Table 2.1: Prevalence of cardiovascular disease in the 7 major markets, 000’s, 2005 Table 2.2: Estimated prevalence of hypertension in the five major EU markets, 2005–10 Table 2.3: Sales of heart health food and drinks, $m, 2006-2010 Table 2.4: Per capita spend on heart health food and drinks, $, 2006-2010 Table 3.5: Top 15 product tags on heart health products launched, 2005-2007 Table 3.6: Top 15 flavours in heart health products launched, 2005-2007

Companies Mentioned

Kellogg’s Nestlé’s Quaker Take Heart Instant Oatmeal Nabisco’s RD Foods Alixir Cor Unilever’s Nuttelex’s Unilever’s 2Tang PepsiCo Work with Water