Is the market potential growing for the use of sterols in foods, beverages and dietary supplements?
LT: The statistics on heart diseases are sobering with approximately 30% of all global deaths involving cardiovascular issues with cholesterol identified as a major risk factor. Increasingly, consumers want to take control of their own health. These proactive wellness seekers are a major force – the numbers are growing. And especially for those with borderline cholesterol levels, many of whom were affected by the change in guidelines regarding target cholesterol levels. Now, for the first time, these consumers considered at risk, can use sterols to actually move their cholesterol levels out of the borderline category. Trends research expert Elizabeth Sloan, Ph.D. found that cardiovascular health ranked as the “best opportunity” in functional foods for the 2-5 years by half of the largest 400 multinational food companies surveyed. Natural ingredients followed closely behind with 45% and cholesterol reduction was cited by 42% of respondents. While word is catching on in the food category
