Research published in the journal Epidemiology in May suggests hypertension might be much more prevalent in young people than previously thought, affecting 19% of adults between the ages of 24 and 32.

Analysis compared hypertension estimates from two studies: the National Longitudinal Study of Adolescent Health (Add Health) Wave IV (2008)—a nationally representative field study of 15,701 participants aged 24-32—and the 2007-2008 U.S. National Health and Nutrition Examination Survey (NHANES). Hypertension rates were higher in Add Health compared to NHANES (19% vs. 4%), but self-reported history was similar (11% vs. 9%).

In the U.S., where coronary heart disease is the leading cause of death, risk assessment must be a priority and accurate blood pressure measurement is essential, researchers said. “The prevalence of hypertension among Add Health Wave IV participants suggests an unexpectedly high risk of cardiovascular disease among U.S. young adults and warrants further scrutiny.”

As someone who falls near the middle of that 24-32 age range, I admit to being pretty surprised by this study’s results. And as researchers noted, many people in this age group who have high blood pressure might not be aware of the issue, which may be just as alarming.

Young people are bombarded by pitches for sports performance products, energy boosters and sleep aids. (See any contradictions here?) Recently, you may have seen coverage of melatonin-fortified Lazy Cakes brownies, which have drawn the ire of responsible industry, and reignited arguments about the distinction between conventional foods, dietary supplements and the former masquerading as the latter.

My point is that I’ve never felt like part of the target market for heart health—or the need to be. So I’m not necessarily looking for heart health supplements geared specifically toward young people. But in light of this new research on hypertension, I wonder if we need to rethink our current understanding and approach to maintaining a healthy heart, throughout life. After all, stressors influencing the well-being of young people today are unique, and not the same as they used to be.

We pay so much attention to the health of children and Baby Boomers—and we should. But sometimes the real needs of the 20- and 30-somethings get lost in the melatonin-laced brownie mix, so to speak.