Brands can benefit from turning down the volume, according to the white paper, “Calm: The new concept at the heart of cardiovascular wellness.”
Lycored, a manufacturer of cardiovascular supplements, explored heart health concerns, cardiovascular wellness strategies, and consumer needs from supplements. They also tested their new concept of “cardiovascular calm.”
“Calm and balance, on both an emotional and a cellular level, can give us an overall ‘wellness-boost’ which increases the body’s natural resilience and helps it cope with challenges," said Karin Hermoni, head of Science, Health at Lycored.
Survey
Over 500 men and women in the United States and the United Kingdom were surveyed. The participants were all over the age of 50, the most likely demographic to purchase dietary supplements for cardiovascular wellness.
Key findings
Participants were asked, “How appealing do you find the idea of being able to ‘calm your heart’ in the same way you can ‘calm your mind’?” Nearly all US respondents (99%) said they found the concept either very appealing or somewhat appealing. Furthermore, 35% of consumers overall, and 43% of those in the US said they would be more likely to buy a cardiovascular heart health product if its branding or packaging included the word “calm.”
The survey also explored what consumers said were the most important ways to promote cardiovascular wellness. At the top of the list was a healthy diet at 67%. Just over half of respondents said they had increased their exercise levels.
The report was revealed that consumers are consciously trying to chill out. Just under half (48%) of the respondents in the US reported that they pursued ways to introduce calm into their lives to support their cardiovascular health.
Most of the respondents in the US (65%) agreed with the statement, “I believe in a holistic approach to cardiovascular wellness, including physical, mental and nutritional elements.”
The power of positive messaging
Golan Raz, head of Lycored’s Global Health Division, said: “Scientific studies increasingly show that our day-to day thoughts and feelings affect levels of stress on our bodies. Consumers understand this, which is why many are consciously trying to increase their daily calm. For manufacturers of products for cardiovascular health, there is a possible lesson here about positioning. It could be time to shift the value proposition from a negative – the avoidance of risk – to a positive – the promotion of calm.”
Lycored is the manufacturer of Cardiomato, a proprietary mix for cardiovascular supplements. It has been shown to help maintain blood pressure within normal range, reduce levels of LDL cholesterol and support a healthy circulatory system.
Heart health manufacturers aren’t the only ones promoting calm. Products in a variety of categories are emerging as the ‘self-care’ trend pushes its way into consumer priorities. Just this year, we’ve seen a number of new launches, including One Daily Multi-herbal Stress Relief from New Chapter, Calm, a hemp-infused drink by Mood 33, CBD Keep Calm Gummy from Medterra and Full Spectrum Hemp Extract Chill Mood gummy by Vitafusion.