The heart health products market is strong and growing, driven by rising demand for cardiovascular support among aging consumers.
The heart health products market is growing rapidly as consumers increasingly focus on cardiovascular health. One market report by Grand View Research says that the global heart health supplements market is projected to grow at a CAGR of 8.6 percent from 2025 to 2030, eventually reaching a value of $16.72 billion. Consumers are paying more attention to heart health than ever as heart disease grows all over the world. As the heart health products market grows, expect innovations in ingredient development to bring new products to the market. Here’s what retailers should know about cardiovascular support supplements.
Heart Health Market Has a Strong Pulse
The heart health products market is performing well. Carl Germano, CNS, CDN, is the vice president of ingredient supplier Verdant Nature in Lewes, DE, a consultant with supplement brand Bluebonnet Nutrition in Sugar Land, TX, and a board-certified clinical nutritionist. Germano noted that heart health dietary supplements are seeing strong growth all over the world, despite more aggressive regulatory scrutiny. Germano said the market is slowly shifting toward evidence-backed ingredients like lipids, sterols, hawthorn, vitamin K2, magnesium, garlic and nattokinase.
“Growth is driven by aging populations, rising cardiometabolic risk, and greater consumer focus on preventive health,” Germano explained. “Omega-3s remain the dominant heart health ingredient, accounting for an estimated 40 percent of category value in some forecasts. Emerging opportunities are strongest in combining cardiometabolic support with increased focus on weight, sleep and stress connections to cardiovascular outcomes.”
Retailers are also noticing that the demand for heart health products is holding strong. Travis Lemon, certified herbalist and owner/operator of supplement retailer Tulsi in Huntington, WV, explained that he’s seeing steady demand for heart health products compared to last year. However, he’s noticing that emerging heart health formulas are starting to include adaptogens like holy basil and ashwagandha to provide stress support. Meanwhile, Lemon said, consumers are looking for formulas geared toward healthy circulation.
“The brands we work with at Tulsi have mainly focused on formulas that support cardiovascular health, as well as some stress support,” Lemon said. “I have noticed more doctors and health professionals suggesting companion products like CoQ10, magnesium and omega-3s for patients on certain prescription medications.”
Ingredient Innovations Create Flexible Formulations
Heart health formulations are becoming more flexible and diverse as emerging ingredients give formulators more options. Agustin Quancard, founder of supplement brand Codeage in Boca Raton, FL, said that form-factor innovation and diversified product formats are increasingly popular, making products like Codeage’s Liposomal COQ10 MAX and Wonder Heart part of a growing segment of modern supplement delivery.
“Wonder Heart is vegan, non-GMO (genetically modified organism), free from major allergens, and with no artificial fillers, aligning with rising consumer interest in cleaner ‘free-from’ supplements,” Quancard explained.
Quancard noted that typical heart health supplements rely on ingredients like omega-3 fatty acids, plant sterols and stanols, antioxidants like vitamins and CoQ10, minerals like magnesium, and other cardioprotective compounds. He said there’s an increasing emphasis on natural, clean-label ingredients like plant-based oils, non-GMO sources, allergen-free formulas and vegan-friendly supplements.
GC Rieber VivoMega Sales and Marketing Director Ståle Søfting in Norway said that consumers are increasingly interested in vegan-sourced omega-3 options, such as microalgae. This shift has been influenced by changing values, dietary choices and market innovations that affect product development and go-to-market strategies.
“While marine omega-3s continue to be regarded as the gold standard for cardiovascular support, the demand for vegan, microalgae-derived EPA and DPA is growing rapidly,” Søfting said. “Consumers are increasingly prioritizing sustainability, traceability, and clean-label alternatives that do not compromise efficacy.”
Søfting also noted that brands are moving toward higher-potency, smaller-dose formats to help alleviate pill fatigue.
CoQ10 and marine-derived omega-3 fatty acids continue to remain highly popular heart health supplements among consumers. EuroPharma Chief of Scientific Affairs and Education Cheryl Myers in Green Bay, WI, said these two ingredients are considered essential for heart health. As a result, EuroPharma offers unique options for both ingredients.
“Our Chewable CoQ10 Enhanced Absorption boosts absorption with our gamma cyclodextrin process called GammaSorb for 800 percent better absorption than traditional CoQ10 powder, making it far more effective for the heart,” Myers explained. “VectoMega delivers DHA and EPA omega-3 fatty acids along with naturally occurring phospholipids and peptides from salmon—and only salmon. It’s not a fish oil, so no rancidity, but a salmon extract that is better absorbed and much more stable.”
Myers noted that other nutrients are becoming strong contenders for heart health applications. EuroPharma’s branded Aronia Berry 300 delivers a clinically studied aronia berry extract containing unique polyphenols that protect the endothelial surface of blood vessels, help maintain healthy cholesterol levels, and offer overall antioxidant and cardiovascular support.
“Another highly sought-after heart-supporting supplement is Red Sage Plus,” Myers said. “It’s a combination of red sage and red ginseng. Both ingredients are hydroponically grown, avoiding the problems associated with pesticides, soil contaminants and weather variability. Red Sage Plus promotes a powerful increase in nitric oxide release from the endothelial cells, which is cardioprotective and supports healthy blood pressure. The herbs also balance cholesterol levels.”
Consumers’ Heart Health Concerns, Examined
Heart health remains top of mind for consumers of all ages, with older consumers looking to correct heart health issues and younger consumers seeking preventive solutions. Germano said that consumers are currently worried about high blood pressure, cholesterol, weight management, and the long-term risk of heart attack, stroke and heart failure. These consumers, Germano explained, are increasingly aware of how stress, poor sleep and medication adherence (or lack thereof) as everyday behaviors can quietly drive future cardiovascular events.
“The big headline concerns are hypertension and high cholesterol as the main drivers of future cardiovascular disease globally,” Germano said. “Meanwhile, rising obesity and diabetes, especially in younger and middle-aged adults, are feeding into heart disease. Heart failure is a growing epidemic, with lifetime risk now roughly one in four and strong links to cardiometabolic comorbidities.”
Germano also explained that, according to large global projections, the dominant risk factors for heart disease through 2050 will continue to be high blood pressure, poor diet and elevated cholesterol. Surveys highlight that people strongly associate stress with heart risk, Germano said, but many still underestimate the impacts of alcohol, sleep deprivation and inconsistent use of prescribed heart medications.
“A sizeable share of adults admits to skipping doses of statins, blood pressure medicines or aspirin while simultaneously expressing preference for natural options like supplements,” Germano said. “This reflects the tension between medical therapy and self-directed prevention. Consumers also worry about hidden risks such as lipoprotein, kidney involvement in heart disease, inflammation and long-term damage from COVID-era lifestyle changes.”
Quancard noted that consumers are primarily invested in preventive cardiovascular care. Many people, he said, are looking for ways to support heart health before disease appears, rather than waiting to treat issues after onset. These consumers are actively looking for solutions that are natural, clean-label and allergen-free.
“With rising awareness of additives, allergens and synthetic ingredients, consumers want transparent, minimal-ingredient, vegan and non-GMO options,” Quancard explained. “But busy lifestyles are making supplements in easy-to-use formats like soft gels and liquid sachets more attractive than traditional tablets and capsules.”
Søfting noted that high blood pressure remains one of consumers’ top concerns regarding heart health:
“According to the World Health Organization, an estimated 1.4 billion adults aged 30-79 globally were living with hypertension in 2024, representing roughly one-third of this population. Managing cholesterol levels—particularly LDL cholesterol—is another major concern. Many consumers are aware of the connection between elevated LDL and cardiovascular disease risk but are seeking solutions beyond prescription medications.”
Myers, meanwhile, explained that consumers are increasingly understanding the links between stress, obesity, high blood sugar and cardiovascular disease. She said that many consumers are focused on controlling intermediate issues like rising blood pressure while also trying to prevent more serious cardiovascular problems like coronary artery disease.
Emerging Studies Demonstrate Efficacy
New clinical and preclinical studies are proving that heart health supplements work. Myers pointed to several studies on EuroPharma’s Aronia Berry 300 and Red Sage Plus, noting that these products have demonstrated strong efficacy:
“Aronia berries are packed with anthocyanins, nutrients that reduce inflammation and oxidative damage, which are key mechanisms of virtually every disease, including heart disease. Extracts from these remarkable berries have shown excellent results.”
Myers noted that aronia berry extract has been shown in clinical studies to prevent oxidation and inflammation that damage arteries and create LDL cholesterol more likely to clump together. One clinical study using an aronia berry extract standardized for a high concentration of polyphenols found that aronia berry extract supplementation reduced cholesterol concentration by 22 percent, reduced lipid peroxidation by 40 percent, and improved blood flow in just two months. Another clinical study found that aronia berry extract reduced systolic and diastolic blood pressure as well as LDL cholesterol and triglyceride levels.
Meanwhile, Quancard explained that supplement manufacturers are increasingly focusing on bioavailability and delivery method, with rising interest in liposomal delivery. There’s also growing demand for clinical validation of heart health supplements specifically.
Germano said that manufacturers are gravitating toward studies that generate clear, marketable outcomes on cardiometabolic risk and support more proven data positioning for supplements. The current focus, he said, is on demonstrating real movement in lipids, inflammation, blood pressure and recurrent-event risk, rather than on generic “supports heart health” narratives.
According to Germano, finished-product manufacturers are particularly interested in clinical trials that track standard lipid panels plus inflammatory markers, include composite cardiometabolic endpoints, and use more mechanistic endpoints like gene expression and endothelial markers to differentiate next-generation ingredients.
“There is growing attention on studies in people with established heart disease, especially in post-myocardial infarction populations, where incremental benefits can sound compelling even if the supplement is an adjunct to medication,” Germano explained. “Manufacturers also track clinical data in specific niches such as heart failure, atrial fibrillation and cardiometabolic syndrome, looking for botanicals or micronutrients that can support quality of life, exercise tolerance or surrogate markers without crossing into drug-claim territory.”
Manufacturers Support Retailer Sales
Manufacturers of heart health supplements are supporting retail sales of these products in a variety of ways. Quancard noted that manufacturers and finished-product brands are offering diverse product formats like liquid pouches, liposomal delivery and vegan & allergen-free supplements to appeal to a broader customer base. Meanwhile, he said, supplement brands are improving their online and retail distribution channels to make supplements available through e-commerce from vitamin retailers as well as through traditional retail channels.
Myers, meanwhile, said that manufacturers can support retail sales of their supplements by providing educational opportunities and promotional materials to help in-store staff and customers become more knowledgeable about products. At EuroPharma, that means developing educational presentations for store staff, providing customer-facing sales materials like brochures, and giving retailers scientific resources to help answer any questions they may have. Germano said that manufacturers are supporting retail sales by collecting evidence, continuing education initiatives, and integrating digital and in-store activation around heart health solutions rather than just single SKUs.
“The emphasis is on clinically framed, clean-label, merchandising bundles, and data-driven promotions that map directly onto consumers’ fears about blood pressure, cholesterol and cardiometabolic risk,” Germano explained. “Manufacturers are investing in clinical research and science-backed formulations, then translating that into retailer-friendly claims, training and sell-in decks so stores can present products as credible preventive tools rather than just as generic vitamins.”
Larger players in the heart health space are expanding their heart health product lines into tiered systems, using a “Good, Better, Best” range to let retailers build clear shelf sets and price ladders. Meanwhile, Germano noted, manufacturers are supplying retailers with planograms, seasonal themes and product bundle ideas to simplify shopper choices.
Heart Health Market Heats Up
Germano explained that the heart health supplements market is moving toward a more personalized, plant-forward, cardiometabolic-focused place. Stronger clinical support for supplements and tighter integration with digital tools are driving innovation in this category.
“Future growth will lean on cleaner ingredient profiles, smarter delivery systems, and data-driven programs rather than standalone pills,” Germano noted. “Manufacturers are expected to expand from generic heart support into clearly defined needs like triglyceride control, vascular elasticity, keeping blood pressure within normal range and recovery after cardiac stress. Combinations targeting broader cardiometabolic health are forecasted to become core to heart health portfolios rather than peripheral SKUs.”
Germano also noted that natural and plant-based products will dominate the heart health supplements market, with natural formats holding roughly 70 percent market share. Key drivers of growth in this category, he said, will include algae-derived omega-3s, sterols, polyphenols and traditional herbs layered with core nutrients like CoQ10. Some of the emerging next-generation concepts, he said, will include creatine repositioned for cardiac energy metabolism, adaptogens for stress-linked cardiometabolic risk and postbiotics or targeted probiotics for the gut-heart axis.
The heart health supplements market is rapidly expanding as more consumers of all ages begin to prioritize cardiovascular health. Product formulations are becoming more flexible and diverse, with ingredients like plant sterols and CoQ10 finding their way into supplements. A growing consumer demand for clinical validation is prompting ingredient suppliers and finished-product brands to invest in more clinical studies that examine a broader range of cardiovascular outcomes. Meanwhile, manufacturers are supporting retail sales by providing educational materials and integrating digital and in-store experiences to better appeal to consumers. As more VMS consumers take their cardiovascular health to heart, this niche will see more diverse supplement options arise to meet demand, giving retailers a range of clinically backed options to appeal to consumers’ heart health needs.VR
For More Information:
Bluebonnet Nutrition, https://bluebonnetnutrition.com
Codeage, www.codeage.com
EuroPharma, www.europharmausa.com
GC Rieber, www.gcrieber.com
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