The global cardiovascular health supplements market was estimated at $10.24 billion in 2024 and is projected to grow at a CAGR of 8.6% from 2025 to 2030, according to Grand View Research. An aging population and increased prevalence of heart-related diseases have been driving consumer awareness about the importance of heart health. This recognition has increased interest in preventive healthcare, with individuals seeking dietary ingredients and supplements shown to support their cardiovascular health.

Market Landscape

Heart disease remains the leading cause of death in the U.S., with about one in five people dying from heart conditions in 2022, according to the Centers for Disease Control and Prevention.

“Cardiovascular health remains a top concern for many consumers,” said Jenna Nelson, marketing manager, Health & Nutrition, Cargill. “HealthFocus International research finds heart health among the top health benefits sought by consumers from functional foods and beverages.”

High cholesterol is another key concern that impacts a significant portion of consumers, she added. “Consumption of plant sterols in food or as a dietary supplement is one lifestyle modification consumers may not know much about that may help to support healthy cholesterol levels,” said Nelson.

With rising healthcare costs, consumers are prioritizing preventive wellness, noted Jordi Riera, chief business officer, Kaneka Probiotics. “Additionally, enhanced training in preventive care in healthcare professionals has led to increased heart health awareness in consumers, and increased demand for solutions that support medical interventions.”

Interest in cardiovascular health should be considered in the broader context of healthy aging, he added. “It’s no secret that heart health is an essential piece of the healthy aging puzzle and any change in heart and vascular function can ultimately impact quality of life.”

Estimates from the American Heart Association suggest at least 60% of the adult population in the U.S. will be affected by heart disease by 2050. “There is huge potential here for supplement brands” to support younger consumer groups earlier in life before problems develop, said Riera.

“One major influential factor on consumer choice in the heart health space is scientific research that validates an ingredient’s effectiveness,” he added. “As a result, ingredients with strong clinical research, such as probiotics, offer brands an opportunity to differentiate and support consumers in this area.”

Consumer demand for natural ingredients in dietary supplements is also contributing to growth in heart health products, said Sébastien Bornet, vice president of global sales and marketing, Horphag Research. “The benefits offered by evidence-based natural cardiovascular health supplements — such as high energy, vitality, and increasing blood circulation — have contributed to their growing adoption.”

People are turning to supplements to maintain healthy cholesterol levels, support circulation, and overall heart function, he added.

“While individuals who have a history of heart conditions in their family and individuals over the age of 50 are the main buyers of heart health products, there is also an emerging consumer demographic who is getting more invested in their heart health in their 20s and 30s, seeking ways to support cardiovascular health before problems arise,” said Bornet. “Research and educated consumers continue to drive market trends. Ingredients backed by scientific research, like Pycnogenol (French maritime pine bark extract), align with this preference for evidence-based natural solutions.”

Consumers are more aware now than ever before about the role of nutrition in supporting heart health, said Nicole Lemus, director Americas, Gnosis by Lesaffre. “As consumers continue to spend on genetic testing, health tracking devices, and apps, there is a demand for customized heart health product solutions,” she said. “With wearables that monitor heart rate, blood pressure, and other metrics like heart rate variability and sleep scores becoming more integrated into consumers’ daily lives, these devices, along with personalized supplements, will give individuals the ability to be proactive in managing and optimizing their cardiovascular health.”

Personalization is a significant trend in the heart health products industry, said Vincent Hackel, CEO, Guzen Development/JBSL-USA. “Consumers are looking for products tailored to their specific health needs and preferences. Advances in genetic testing and personalized nutrition are enabling companies to offer customized heart health solutions.”

Along with interest in healthy aging, the COVID-19 pandemic increased attention on the importance of maintaining good health, including cardiovascular health.

“The coronavirus was found to have a more severe impact on individuals with pre-existing heart conditions, which led many people to become more conscious of their heart health,” Hackel said. “This increased awareness impelled the demand for cardiovascular health supplements as individuals sought ways to mitigate their heart-related problems.”

Steve Fink, vice president of marketing, PLT Health Solutions, said many of the solutions in today’s cardiovascular health supplements market are the same as 10-20 years ago.

“Ingredients tend to improve blood lipid profiles, reduce inflammation, enhance blood flow, and support vascular function.” However, he added, “more products are combining these ingredients and benefits into multi-benefit products that address a broad spectrum of cardiovascular health opportunities. Another trend is the proliferation of new delivery systems—particularly beverages.”

Annie Eng, CEO, HP Ingredients, noted the impact of GLP-1 receptor agonist drugs on cardiovascular support. “This will inject the category with excitement and activity,” she said.

These new drugs have been researched for efficacy on reducing blood sugar, reducing weight, “and now for protecting heart function in populations with obesity and high blood sugar. These are metabolic imbalances at the core. Therefore, heart-health products aimed at a more well-rounded target — cardiometabolic support — is where the landscape is fertile for opportunities.”

There is strong correlation between obesity and cardiometabolic disease, she continued, “and research has found that significant percentages of individuals who are obese and overweight have much higher rates of Type 2 diabetes and ischemic heart disease.”

“Approximately 2.5 billion people globally have a metabolic disorder and obesity with a tendency of high localization of fat in the liver, which affects the development of cardiometabolic risk,” said Eng. “And we know that dietary supplementation incorporated into a healthy lifestyle can help dramatically reduce key cardiometabolic characteristics, and improve cardiovascular protection.”

Missed Opportunities

Many aspects of cardiovascular health can be addressed by supplements, said Fink, from blood pressure and vascular health to blood sugar management and weight management. “At the same time, there is an incredibly broad range of supplement types that are used to support cardiovascular health ranging from polyphenols to weight management products.”

PLT’s cardiovascular health solutions include a range of ingredients that offer different opportunities for developing heart health products, he said. “These include clinically studied ingredients like the MegaNatural line of grape seed polyphenols featuring MegaNatural-BP Cardio Health Support and menatto Vitamin K (MK-7). Another ingredient is Hytolive Olive Fruit Polyphenol that can deliver the benefits of the Mediterranean Diet in a supplement form.”

Fink noted two opportunities in today’s market, one long-term and the other more immediate.

“Using supplements to support cardiovascular health is a long-term commitment starting at whatever age and extending for a lifetime,” he said. “Consumers need to both trust and fall in love with the products they use. Trust in this case starts with solid clinical science backing the ingredients and includes things like ingredient identity and traceability. Sustainability of ingredients goes a long way to helping people fall in love with what they are buying. These issues pave the way for the success of branded ingredients in cardio health formulations and we’re seeing many companies opt for branded ingredients in their formulations.”

The short-term opportunity lies in delivery systems, Fink said. “We’re seeing a dramatic increase in the adoption of functional beverages in cardio health and across all health categories.”

In addition to growing evidence supporting vitamin K2 as an essential heart-support ingredient, research and ingredients revitalizing the homocysteine angle of supporting heart health is another opportunity not to be overlooked, said Lemus. “Elevated homocysteine levels are associated with an increased risk of cardiovascular disease, therefore, focusing on reducing homocysteine production is an area of renewed interest.”

Another exciting opportunity is in sports supplements and active nutrition, she said, “where incorporating a heart-healthy ingredient makes complete sense. The connection between a robust cardiovascular system and physical performance is clear. A well-functioning heart ensures efficient oxygen delivery to muscles and supports endurance and stamina, which is key for athletes. As athletes continually seek to maximize their capabilities, prioritizing heart health is simply foundational.”

Ingredient and Research Trends

Plant sterols and omega-3 EPA and DHA are examples of ingredients that offer science-backed, heart-health-supportive benefits, said Nelson.

Plant Sterols. “Plant sterols are components unique to plants that are structurally similar to cholesterol found in animal tissues. When consumed, plant sterols can compete with cholesterol for absorption in the gut. Our plant sterols are derived from plant sources and are formulated for use in food, beverages, and dietary supplements.”

Backed by more than 50 years of research, numerous studies have shown that intake of plant sterols (approximately 1-3 grams per day) can reduce low-density lipoprotein (LDL) cholesterol, such that the U.S. Food and Drug Administration has authorized a health claim describing the relationship between plant sterol consumption and the reduced risk of heart disease.

“Cargill’s line of CoroWise plant sterols includes options that are water- and oil-dispersible and suitable for a wide range of foods, beverages, and supplements,” said Nelson. “They are easy to use, with no impact on taste or texture of finished products.”

Omega-3s. Meanwhile, the FDA permits a qualified health claim that consuming EPA and DHA omega-3 fatty acids in food or dietary supplements may reduce the risk of hypertension and coronary heart disease (CHD).

The Global Organization for EPA and DHA Omega-3s (GOED) has established official daily intake recommendations based on the current body of evidence, including 500 mg for the general healthy adult population in order to lower the risk of CHD. Higher intake (greater than 1 gram per day) is supported for a range of additional health conditions (e.g., blood pressure, triglycerides).

Cargill now offers algal DHA oil, which Nelson said contributes “to the maintenance of normal blood levels of triglycerides, a type of fat the body stores for energy. Because the human body may not produce enough DHA on its own, additional dietary sources may be needed to meet recommended intake levels. While traditionally these sources have been obtained from fish or fish oil, Cargill now offers an alternative, renewable source to address consumer demand.”

Probiotics. Emerging research has demonstrated that microbial imbalance in the gut may play a role in cardiovascular health, said Riera. “Probiotics are gaining significant traction as a vehicle to support heart health due to their involvement in regulating lipid metabolism and managing cholesterol levels—thereby contributing to cardiometabolic wellbeing.”

Kaneka Probiotics uses a precision approach to probiotics to develop solutions that have targeted mechanisms of action for cardiovascular health, he added, noting the company’s blend of strains Lactiplantibacillus plantarum (L. plantarum) KABP-011, L. plantarum KABP-012, and L. plantarum KABP-013, marketed as KABP Cardio.

“This patented probiotic blend supports cardiovascular health by regulating lipid metabolism and supporting cholesterol excretion, acting on several metabolites, including bile salts,” Riera said. “The strains, L. plantarum KABP-011, L. plantarum KABP-012, and L. plantarum KABP-013, have been shown in in vitro studies to produce Bile Salt Hydrolase (BSH), an enzyme which degrades bile salts in the intestine, at high levels compared to other reference strains. Bile salts are synthesized in the liver from cholesterol, therefore the elimination of bile salts results in higher mobilization of circulating cholesterol stores to replace them.”

The specific strains in KABP Cardio have also been shown to bind cholesterol in vitro, which could further prevent its absorption into the blood and facilitate its excretion, Riera noted.

“What’s more, L. plantarum KABP-011, L. plantarum KABP-012, and L. plantarum KABP-013 produce high levels of short-chain fatty acids (SCFA) butyric acid and propionic acid in vitro which, when produced in the gut, can help support healthy blood cholesterol levels by helping the body regulate its own synthesis of cholesterol and/or redistributing cholesterol from plasma to the liver.”

In a recent study, Kaneka Probiotics’ patented formulation was, for the first time, clinically shown to support heart health by impacting LDL particle size and apolipoproteins, relevant biomarkers in cardiovascular health, Riera said.

“These results demonstrate the ability of this combination of strains to support healthy cholesterol levels including the modulation of bile acid serum pool and regulation of circulating lipoproteins. What’s more, the findings further support novel and alternative avenues for the development of natural, safe, and science-supported probiotic solutions for heart health.”

Vitamin K2. Awareness of vitamin K2 as an essential heart-health ingredient is at an all-time high, said Lemus. “MenaQ7 Vitamin K2 as MK-7 is supported by human clinical studies that go back more than a decade, with clear proof it improves heart health. Beyond its proven ability to reverse arterial stiffness via keeping calcium away from being deposited into the arteries through activating K2-dependent protein Matrix Gla Protein (MGP), our MenaQ7 Vitamin K2 as MK-7 has been proven to: reduce inflammation and oxidative stress in human cells; and lower oxidative stress in human smooth muscle cells and increase ATP production.”

Further, vitamin K2 as MK-7 has demonstrated benefits to enhance cardiac output and support muscle health, said Lemus.

Folate. Where homocysteine is concerned, manufacturers can consider that folate—not folic acid—has been shown to reduce excess homocysteine (HCy). A 2015 meta-analysis showed that the elevated HCys level is an independent predictor for cardiovascular status.

“Our Quatrefolic active folate (5-methyltetrahydrofolate) has been shown to help reduce homocysteine levels,” said Lemus. “In one study, hypertensive participants consumed either 400 μg of Quatrefolic plus vitamins B6, or a conventional vitamin supplement with a high dose of folic acid (5 mg/day). The result showed a significant homocysteine reduction compared with baseline in the Quatrefolic group. Further, the researchers found that nearly 56% of the Quatrefolic group achieved ideal homocysteine levels.”

Antioxidants and Bioactives. Meanwhile, salidroside, a potent bioactive will gain further attention due to its potential to support heart health by improving oxygenation and stamina, Lemus suggested. “Gnosis proudly offers LANDKIND Pure Salidroside, which is clinically proven to deliver these health benefits and is produced through innovative fermentation techniques. Thus, it delivers the bioactive salidroside without having to overharvest the native Rhodiola rosea plant, which is now considered endangered and protected.

PLT Health Solutions’ MegaNatural–BP is a unique grape seed extract made in California from unfermented red and white varietal wine grape seeds, noted Fink. “This clinically studied, patented ingredient can be used as part of a healthy diet to help maintain healthy regulation of blood pressure. Clinical studies show the efficacy of MN-BP at 150-300 mg per day. MegaNatural–BP is ideal for use in supplements and in functional foods and beverages.”

Supported by eight human clinical studies, MegaNatural–BP was developed using a special patented process to reduce the molecular size of the polyphenols in the grape seed extract, Fink said, “to provide more biologically active polyphenols with improved bioavailability and greater absorption compared to other commodity grape seed extracts in the market. It has a high content of polyphenolic compounds (94%), is made up principally of catechin units, and has a mean degree of polymerization of 2.4.”

HP Ingredients’ Bergamonte (Citrus bergamia Risso) is a patented, standardized extract that has a unique active profile of flavonoids such as neoeriocitrin, neohesperidin, naringin, brutieridin, and melitidin, according to Eng.

“We also call it BPF (bergamot polyphenolic fraction),” she said. “Of its more than 15 clinical studies (pre-clinical and clinical), a 2022 study published in Nutrients stands out. This comparison study led by bergamot research expert Rocco Mollace, MD, found it exhibited superior cholesterol impact benefits when compared to red yeast rice.”

Bergamonte is highly versatile, she added. “It is water-soluble and easily masked. It can be incorporated into capsules, tablets, soft gels, instant powder drinks, gummies, chews, and even chocolate. In addition, HPI offers Infused Bergamot dehydrated fruit tea that can be steeped in hot water.”

Horphag Research’s flagship ingredient, Pycnogenol, is a potent antioxidant shown to help improve circulation, normalize blood pressure, lower cholesterol, reduce inflammation in the body, and reduce risk factors associated with metabolic syndrome, said Bornet.

“Pycnogenol is supported by a vast catalog of clinical research for its heart health benefits. A 2017 study on Pycnogenol found that daily supplementation helps to normalize cardiovascular risk factors in perimenopausal women after 6 months of supplementation. A 2015 study on Pycnogenol found the antioxidant may improve endothelial function in patients with borderline hyperglycemia, hypertension, or hyperlipidemia after 12 weeks of supplementation. A study from 2012 found that Pycnogenol naturally improves circulatory and endothelial function in patients with a history of heart attack compared to a placebo group. And studies have shown Pycnogenol to naturally reduce cardiovascular risk factors in diabetic individuals, including lower blood sugar levels, LDL (low-density lipoprotein) cholesterol, and blood pressure.”

Enzymes. Digestive enzymes are the enzymes that consumers know best, noted Hackel, but there are other specialized enzymes that provide health benefits.

“Nattokinase is a perfect example. A serine protease enzyme, nattokinase is the most-researched heart-health enzyme and is a powerful fibrinolytic, meaning that it can support healthy blood flow by impeding clot formation and travel to organs,” he said.

Mechanistic research has found that NSK-SD nattokinase promotes and protects overall cardiovascular health through the following activities:

• Enhances the production of Tissue Plasminogen Activator (t-PA);
• Reduces Plasminogen Activator Inhibitor Type 1 (PAI-1);
• Activates Pro-Urokinase;
• Promotes normal clotting (directly degrades fibrin);
• Inhibits platelet and red blood cell aggregation; and
• Reduces production of C-reactive protein, a pro-inflammatory marker.

“One of the most significant factors of concern about heart health is high diastolic and systolic blood pressure,” said Hackel. “In all six JBSL human studies, participants with varied blood pressure parameters (such as hypertension, risk of hypertension, high blood pressure, and uncontrolled systolic hypertension) supplementation with NSK-SD nattokinase was found to reduce systolic and diastolic readings.”