Elizabeth Brewster

  Except for the 1918 flu epidemic, heart disease has been the leading cause of death in the United States every year since 1900. And the latest data from the American Heart Association (AHA; Dallas) suggest that the deadly effects of cardiovascular disease (CVD) aren’t likely to abate any time soon: In 2004, the most recent year for which AHA has compiled statistics, CVD was an underlying cause in more than one-third of all U.S. deaths.

  With Americans’ growing penchant for packing on pounds, it’s no surprise that obesity-related diabetes is on the rise too: Nearly 21 million men, women, and children suffer from diabetes today, and their numbers are expected to swell to more than 48 million by 2050, according to the Centers for Disease Control and Prevention (CDC; Atlanta).

As the body of peer-reviewed research on cognitive-function ingredients continues to grow, omega-3 is just the tip of the iceberg for natural alternatives to prescription drugs, say industry experts.

The good news is that there’s growing evidence nutritional supplements can play a key role in treating people with heart disease.

How will the new products fare in the market? That depends on how the science behind them stacks up. Here’s a look at the latest crop of ingredients to keep an eye on in 2006.

Consumers’ thirst for functional beverages shows no signs of drying up any time soon. Industry forecasters are projecting a $6.4 billion combined market for sports beverages, energy drinks, and enhanced waters by 2009, according to Datamonitor (New York City).

The more consumers learn and remember about brain and memory support supplements, the more likely they are to turn to them for a mental boost.

Fueled by the low-carb craze and the high-energy needs of serious athletes, a new wave of nutrition bars is packing in protein from a variety of ingredient sources, in a multitude of combinations. Consumers are also raising the bar on the level of good taste and indulgence they expect, but many are clearly looking for a protein source when they reach for a nutrition bar these days.

If recent newspaper headlines are any indication, there are good days ahead for bone and joint support products.