With one in three adults already afflicted with high blood pressure (HBP)—and the incidence of stroke increasing in those under age 65 and in children—there will be unprecedented demand for products that help lower/manage blood pressure, improve artery health/circulation, prevent platelet aggregation and help cope with the various “side effects” of HBP (e.g., erectile dysfunction).
 
According to SymphonyIRI’s November 2010 “Over-the-Counter (OTC) Medication” report, 50 million U.S. households have a member treating HBP, representing a potential $7.8 billion annual market opportunity for OTC products, including supplements; the 27 million households with heart problems or stoke, $4.2 billion. 
 
Although IRI reports 87% of HBP sufferers rely on prescriptions to treat their condition, 50% also focus heavily on diet. While lower sodium, fat, calorie and high-fiber foods are “important,” sugar-free candy, ground decafe coffee and sugar substitutes are also popular with HBP consumers (IRI). Concern surrounding high sodium levels is also driving new concerns for adequate potassium and magnesium. (For a more detailed discussion of low sodium’s market potential, see the March 2011 TrendSense column.)
 
For supplement marketers, HBP represents a myriad of targeted opportunities. Uncontrolled blood pressure can result in stroke, heart, artery and kidney damage, vision/memory loss and erectile dysfunction. Smokers, diabetics, African Americans, oral contraceptive users, post-menopausal women, low-level estrogen users, women with high job strain, as well as those who have high cholesterol or are overweight/obese are at greatest risk, according to the American Heart Association (AHA).
 
Nine in 10 (88%) consumers say they’ll go to the doctor less and self-treat more even as the economy improves. Although 80% are aware of their high blood pressure and 71% are treating it, only 48% have it under control per AHA.
 
Market Potential
 
According to Sloan Trends’ TrendSense Model, HBP and stroke are among the largest and fastest-moving nutraceutical markets, having reached “Mega Mass Market” status. Their enormous level of Medical Counts—approaching 100,000 new studies a year for HBP—have been accelerating rapidly during the last decade, propelling both these markets into Mega status around 2007-2008, when the CDC/NIH and the AHA moved center-stage with new data, media programs and the American Stroke Association on these growing public health issues. Even though Medical Counts appear to be flattening, HBP and stroke will continue their Mega status for years to come.
 
Kid’s high blood pressure is another virtually untapped segment, which has quickly and quietly reached mass-market status.