Consumers recognize Cognis heart ingredient, finds survey
Results from a third party survey conducted in January reveal that almost half of consumers interested in managing their cholesterol were familiar with Cognis’ Heart Choice ingredient.
The findings demonstrate potential two-way benefits of branding relationships between ingredient suppliers and finished product manufacturers, a strategy that is being increasingly used in the marketing of foods and beverages with added health benefits.
Branding partnerships
According to Cognis, consumer awareness of its Heart Choice ingredient jumped 14 percent in one year, during which two bread products and a number of supplement products containing the ingredient were launched in the market.
These products include Arnold and Brownberry breads, which carry the ingredient’s logo and claim to be able to help reduce cholesterol by up to 15 percent when combined with a healthy diet and exercise.
Nutrition bars and supplement products made with the ingredient include Natrol’s Cholest Intercept and Iceland Health’s Omega-3 Cholesterol Health, sold in retailers such as Rite Aid and Walgreens.
If used in sufficient quantities, products formulated with the ingredient can carry a US Food and Drug Administration (FDA) unqualified health claim that states consumption of sterol-imbued products "may reduce the risk of heart disease". This claim that can be used if products contain 0.65g of sterol esters or 0.4g of free phytosterols.
Survey findings
The nationwide telephone survey, commissioned by Cognis and conducted by Gfk Custom research North America, polled 1,000 randomly selected American adults in January 2009.
Among consumers interested in managing their cholesterol, 46 percent said they were familiar with Heart Choice. This compares to 32 percent awareness reported in a similar survey the year before.
“In similar surveys to date, Heart Choice was rated second in awareness over all other plant sterol branded ingredients, with only Benecol having a higher consumer awareness,” said Cognis. Benecol is produced by Finnish firm Raisio.
Market
According to Mintel’s Global New Products Database (GNPD), there were 72 sterol-containing food and beverage launches in 2007 with 27 in North America, 25 in the Asia Pacific and 18 in Europe.
In 2006, there were 45 products launched in Europe, only three in the Asia Pacific and 18 in North America, for a total of 67 globally.
In 2003, there were only six products debuted globally.
