Cholesterol-lowering remains one of the most sought after nutraceutical solutions. Ninety-Eight million (44%) of U.S. adults over age 20 have total cholesterol levels higher than 200 mg/dL; more than 33 million with levels higher than 240 mg/dL (AHA, 2011).
 
According to SymphonyIRI’s “2010 OTC Medications Report,” 50.5 million U.S. households have a member with high cholesterol—projecting an annual market potential for cholesterol-lowering OTCs and dietary supplements of more than $8 billion.
 
Moreover, with two-thirds (69%) of adults having had their cholesterol levels checked in the last year, LDL (bad) cholesterol levels are also getting much needed attention. In this vein, 73 million  (33%) of adults have LDL levels higher than 130 mg/dL—this includes 8% of male and 7% of female teens. Nearly two-thirds (63%) of adults are now aware of LDL cholesterol, creating high market potential for LDL-lowering ingredients, e.g. plant sterols/phytosterols (AHA, 2011). 
 
Sales of low/“lowers” cholesterol foods reached more than $10 billion in 2009 per the Nielsen Co. One-third (33%) of shoppers look for a low/lowers cholesterol claim; the 10th most sought after food/drink health claim (FMI, “Shopping for Health, 2010”). Among shoppers who have, or perceive they’re at risk of high cholesterol, 76% have changed their food buying habits.
 
Perhaps, most important the heart market is shifting from one of prevention to risk factor reduction. Interest in cholesterol-lowering has increased significantly among young Gen Yers: 40% are concerned about their cholesterol level vs. 54% Gen X and 65% of Boomers (Hartman Group, 2010).
 
Market Potential
 
According to Sloan Trends’ TrendSense model, phytosterols, which crossed into the Popularization Phase in 2008-09, are currently a highly marketable opportunity only among very health conscious, condition-specific and specialty/channel shoppers. Phytosterols crossed over the Medical Threshold nearly a decade ago, signaling the beginning of a long-term sustainable trend.
 
While Medical Counts have tripled during the past 10 years, they’re still at a relatively low level, and although fast-accelerating, they are not of a magnitude to drive growth in Consumer Counts quickly toward the mass market (Commercialization). If research activity continues at the present rate, phytosterols will likely cross into Commercialization in about one to one-and-a-half years. A wait-and-watch posture is best for mainstream marketers.
 
While plant sterols have been flirting with crossing the Medical Threshold for most of the last decade, they are not a viable marketing option at this time; although they’ll likely get a beneficial boost if phytosterols continue to move mainstream. 
 
Lastly, with very low awareness surrounding both plant and phytosterols—and recognition of their link to heart health and LDL-cholesterol lowering even smaller—they should be supported in formulations with other familiar cholesterol-lowering ingredients.