‘Cardiovascular calm’ messaging has consumer appeal, Lycored research shows

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According to consumer research conducted by Lycored (Secaucus, NJ), the idea of calm resonates with consumers who purchase cardiovascular wellness products. Lycored surveyed 505 men and women in the United States and United Kingdom over the age of 50, the age group most likely to purchase supplements for cardiovascular wellness. They were asked what they saw as the most important ways to promote their cardiovascular wellness. Scoring highest was nutrition, with two thirds (67%) saying they had improved their diet in order to protect their cardiovascular health. This was higher than the number who had increased their exercise levels (53%).

Not only that, but most of the respondents saw their cardiovascular health in holistic terms. Six in ten (59%) agreed with the statement, “I believe in a holistic approach to cardiovascular wellness, including physical, mental and nutritional elements.” This figure was even higher among U.S. consumers (65%).

Perhaps reflecting this attitude, many respondents said they were consciously trying to introduce more calm into their lives. Four in 10 (41% overall), and 48% of those in the United States had made attempts to increase their calmness to protect their cardiovascular health.

Almost all (95%) said they found the idea of being able to “calm your heart” appealing, and over a third (35%) said they would be more likely to buy a product for cardiovascular health if its packaging included the word calm.

“Scientific studies increasingly show that our day-to day thoughts and feelings affect levels of stress on our bodies,” Golan Raz, head of Lycored’s global health division, said in a press release. “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.”

“We cultivate emotional wellness by balancing our experiences through our lifestyle choices,” said Karin Hermoni, head of science, health, at Lycored, in a press release. “In the same way we can actively promote overall physical balance through factors like nutrition. 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.”

The research was carried out online in November 2019. The findings are published in a white paper, “Calm: The new concept at the heart of cardiovascular wellness”