The data indicates that launches of products related to heart health have nearly tripled over the past five years and accounted for almost 1.5% of total food and drink launches recorded over the 12-month period to the end of April 2010. This is up from less than 0.7% in 2005.

The bakery and cereals sector dominates, with over a quarter of the total, ahead of dairy products with 12%, ready meals and meal components with 10% and soft drinks with 9%. Other sectors with significant numbers of heart-health-related launches include hot beverages, meat, fish, eggs, fruit, vegetable products and soups, sauces and seasonings.

While these products are taking an overt heart health positioning, there are many other products where the benefit may be implied but is not specifically stated. Ingredients that fall into this category include omega-3 fatty acids, wholegrains, oats and soy, although these have also been linked with other health benefits, such as joint health and cognitive health for omega-3 fatty acids.

Continued growth rates will depend on pricing, regulatory, industry and supplier issues, according to Innova Market Insights' head of research Lu Ann Williams.