Food & Beverage Asia June/July 2020

6
NEWS
Lycored’s research shows “cardiovascular calm” messaging has
consumer appeal
The idea of “calm” resonates with
consumers of products for cardiovascular
wellness, a Lycored research revealed.
Entitled Calm: The new concept at the heart
of cardiovascular wellness, the research
showed that 67% of the respondents
indicated they had improved their diet to
protect their cardiovascular health. This
was higher than the number who had
increased their exercise levels.
Most of the respondents saw their
cardiovascular health in holistic terms.
59% of the respondents agreed with the
statement, “I believe in a holistic approach
to cardiovascular wellness, including
physical, mental and nutritional elements”.
This figure was particularly high among the
US consumers at 65%.
Reflecting this, many stated they were
consciously trying to introduce more calm
into their lives. Four in 10, and 47% of
those in the US, had made attempts to
increase their calmness to protect their
cardiovascular health.
95% of the respondents indicated they
found the idea of being able to “calm
the heart” appealing, and 35% of the
respondents stated they would be more
Lycored’s research revealed that over a third of consumers are more likely to buy a product for cardiovascular health
if its packaging includes the word “calm”
likely to buy a product for cardiovascular
health if its packaging included the word
“calm”.
Golan Raz, Head of Global Health Division
for Lycored, said, “Scientific studies
increasingly show that our day-today
thoughts and feelings affect levels
of stress on our bodies. Consumers
understand this, which is why many are
consciously trying to increase their daily
calm. For manufacturers of products for
cardiovascular health, there is a possible
lesson here about positioning. It could be
time to shift the value proposition form
a negative – the avoidance of risk – to a
positive – the promotion of calm.”
Lycored is the manufacturer of Cardiomato,
a mix for cardiovascular supplements.
According to Lycored, it has been shown to
help maintain blood pressure within normal
range, reduce levels of LDL cholesterol,
and support a healthy circulatory system.
Karin Hermoni, Head of Science, Health,
Lycored, concluded, “We cultivate
emotional wellness by balancing our
experiences through our lifestyle choices.
In the same way, we can actively promote
overall physical balance through factors
like nutrition. Calm and balance, on both an
emotional and a cellular level, can give us
an overall ‘wellness-boost’ which increases
the body’s natural resilience and helps it
cope with challenges.” ■
Fi Asia 2020 postponed to December
Informa Markets and PT Pamerindo
Indonesia, the organisers of Fi Asia 2020,
have taken the decision to reschedule the
event. Originally scheduled from 9-11 Sep
2020, Fi Asia will now take place from 9-11
Dec 2020 at Jakarta International Expo,
Jakarta, Indonesia. The decision was made
following extensive consultation with the
relevant authorities and stakeholders, as
well as travel restrictions and uncertainty
due to the COVID-19 pandemic.
In a statement, the organisers are confident
that the revised dates will allow more time
for normality and confidence to return to
the marketplace, ease travel restrictions,
and provide better conditions for exhibitors
and visitors to engage.
The organisers’ focus remains to provide
an event of enhanced quality, with more
exhibitors and trade buyers to make Fi
Asia 2020 a success. They also recognise
the importance of maintaining business as
usual in this climate, and with this in mind,
are continuing to work on new ways to stay
connected and bring greater value to the
Fi Asia community. ■
FOOD & BEVERAGE ASIA JUNE / JULY 2020