Sydän- ja verisuoniterveyttä edistävien funktionaalisten elintarvikkeiden markkinoinnista

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Suomen sydänliitto ry listaa sivuillaan sydän- ja verisuonitautien riskitekijöiksi kohonneen verenpaineen, kohonneen kolesterolin ja tupakoinnin. Tuttua kauraa siis. Myös ylipaino ja etenkin keskivartalolihavuus mainitaan, sillä ne liitetään kohonneen verenpaineen ja edelleen sydäntaudin riskiin.

Perinteinen ravitsemusneuvonta ohjaa riskiryhmiä vähentämään kokonaisenergiaa, suolaa ja kovaa rasvaa, ja lisäämään kasviksia, kuitua ja pehmeää rasvaa. Tämän tietää jokainen suomalainen jo peruskoulun terveystietotunneilta. Silti sepelvaltimotaudilla on edelleen kansantaudin status.

Tässä on sydän- ja verisuoniterveyteen vaikuttavien funktionaalisten elintarvikkeiden markkinarako. Laihduttaminen on vaikeaa. Ruoan ravintosisällön omatoiminen arvioiminen on vaikeaa. On paljon näppärämpää, kun kaupassa voi valita hyllystä tuotteen, jonka pakkauksessa selkeästi kerrotaan sen olevan kevyt ja vähäsuolainen ja hyväksi sydämelle.

Euroopan elintarviketurvallisuusviranomainen (European food safety authority, EFSA) jaottelee elintarvikkeisiin liitettävät väitteet kahteen ryhmään, ravitsemusväitteisiin ja terveysväitteisiin. Sydän- ja verisuonisairauksien ehkäisyssä ravitsemusväitteiden, eli ihan minkä tahansa elintarvikkeen energia-, sokeri-, suola-, kuitu- ja rasvahappopitoisuuksista kertovien tekstien tarkkailu olisi ensiarvoisen tärkeää. Mutta kaikkein eniten keskitytään kuitenkin niihin funktionaalisten elintarvikkeiden esittämiin terveysväitteisiin, sillä niiden lupaukset ovat paljon vaikuttavampia, ja vaativat kuluttajalta vähemmän omatoimisuutta. Ajatuksena on, että vanhan suosikkimargariinin vaihto uuteen kolesterolia alentavaan merkkiin korjaa ongelman, ja muuten voi elämää sitten jatkaa entiseen malliin. No, onhan siellä se pienellä präntillä tai hengästyttävällä lukunopeudella mainittu disclaimer, ”osana terveellistä ruokavaliota”, mutta terveellisyyskin on niin kovin subjektiivinen käsite…

Funktionaalinen elintarvike on tuote, jonka jokin ainesosa on kliinisin kokein todistettu terveyttä edistäväksi, tai jonkin sairauden riskiä vähentäväksi. EFSA voi myöntää luvan käyttää terveysväitettä näitä ainesosia sisältävien tuotteiden markkinoinnissa. Tällä hetkellä EFSA:n rekisterissä on suoraan tai välillisesti sydämen ja verisuonten terveyteen vaikuttavia terveysväitteitä melko pienelle joukolle erilaisia aineita. Vaikutusmekanismit sydän- ja verisuoniterveyteen liittyvät joko

kolesteroliin:

  • Tietyt rasvahapot: EPA/DHA rasvahapot, linolihappo ja alfalinoleenihappo (ALA)
  • Tietyt kuidut: beta-glukaani, glukomannaani, guarkumi, pektiini ja hydroksipropyylimetyyliselluloosa
  • Kasvisterolit ja -stanolit
  • Ravintolisissä käytetyt kitosaani ja punariisi

verenpaineeseen:

  • Kalium
  • EPA/DHA rasvahapot

sydämen normaaliin toimintaan:

  • Tiamiini (B1)
  • Magnesium

Kursorinen tarkastelu kahden suuren ruokakaupan hyllyjen väleissä ei tuonut tietoisuuteeni mitään yllättävää.  Beta-glukaanin terveysväite kaurahiutaleissa ja leivässä, steroleita ja stanoleita levitteissä ja “tehojuomissa”. Myöskään mediassa en ole näiden muutaman viikon tarkkailujakson aikana nähnyt kovinkaan montaa aihepiirin mainosta. Pirkko Mannola muistuttaa aika ajoin ”Kävelemään sydämeni puolesta”, mutta Keke Armstrong tai Erkki Liikanen eivät ole käskeneet selvittämään sydämeni ikää vähään aikaan. Okei, tässä saattaa olla se ongelma, etten ole näiden tuotteiden ja mainosten kohderyhmää, ja ne saattavat siksi sujahtaa huomaamatta ohi, vaikka yleensä kaikkea elintarvikealaan liittyvää yritänkin seurata.

Suurimmassa osassa edellä listatuista aineista on EFSA myöntänyt luvan käyttää terveysväitettä koko populaatiolle, lukuunottamatta lapsia. Yleisesti kuitenkin kolesteroliin tai verenpaineeseen vaikuttavia tuotteita ei ole järkevää markkinoida henkilöille, joilla ei näiden asioiden kanssa ole ongelmia. Suomessa sydänongelmien yleisesti ajatellaan olevan ikääntyvien miesten juttu, ja täkäläisen mainonnan kohderyhmän voisi sanoa olevan keski-ikäisten miesten vaimot. Tästä kertoo jo mainoskasvoiksi valikoituneiden julkkisten kavalkadikin.

Maailmalla on kuitenkin jo herätty siihen tosiasiaan, että sydäntaudit ovat naisilla nykyään todennäköisempi kuolinsyy kuin miehillä. Ja ikäryhmäkin, jolle mainontaa kohdistetaan, on aivan toinen kuin Suomessa.Kanadalaisessa Becel-kampanjassa ei vedotakaan keski-ikäisen miehen vaimoon, vaan kouluikäisen lapsen äitiin:

 

 

Millaisia tuotteita sitten voitaisiin kehittää tulevaisuudessa uusille sydämensä terveydestä kiinnostuneille kohderyhmille? Otetaan esimerkiksi Evolus-tuotteet, Valion 2000-luvun alun innovaatio, joissa maitohappobakteerikäyminen tuotti tripeptidejä, jotka vaikuttivat verisuonien seinämää supistavaa angiotensiinihormonia muokkaavan peptidyylidipeptidaasientsyymin toimintaan. Evolus-tuotteiden idea oli siis alentaa verenpainetta rentouttamalla verisuonten seinämiä. EFSA ei kuitenkaan hyväksynyt Evolus-tripeptideille terveysväitettä, ja tuotteet hävisivät markkinoilta. Olisiko Valion silti kannattanut taistella Evoluksen puolesta? Tuoteperheelle oli jo syntynyt vahva brändi, ja sen vaikutus verenpaineeseen miellettiin tieteellisesti todistetuksi. Olisiko ollut mahdollista tehdä Evolukselle ”Actimelit”, eli lisätä tuotteeseen jotakin muuta ainetta, jolle tuotteen käyttämä terveysväite on hyväksytty?

Tarkasteltaessa aiempaa listaa, nähdään että verenpaineeseen liittyvä terveysväite on vain kaliumilla sekä DHA ja EPA rasvahapoilla. Yhdysvalloissa on jo markkinoilla DHA-maitoja, ja EFSA:n mielipiteen mukaan 40mg/100g omega-3-rasvahappoja sisältävä maitojuoma saisi käyttää väitettä. Amerikkalaisessa ”aivomaidossa” on 13 mg DHA:ta desilitrassa, ja sen kokonaisrasvapitoisuus on 3,3 %. Saataisiinkohan 40 mg sisältävästä maidosta ravintoprofiililtaan hyväksyttävä?

Kaliumia taas maito sisältää jo luonnostaan, mutta voidakseen käyttää verenpaineen alentamiseen liittyvää terveysväitettä, 100 g maitoa pitäisi sisältää 15 % vaikuttavasta annoksesta, joka EFSA:n mukaan on 3100mg/päivä. Siis maidon kaliumpitoisuutta pitäisi luonnollisesta 150mg/100g:sta yli kolminkertaistaa 465mg/100g:aan. Kalium on suurina pitoisuuksina kitkerää, mutta ehkä maun voisi peittää jollakin, olihan ensimmäinen alkuperäinen Evolus-tuotekin mustikan makuinen maitojuoma. Kaakaossa on luonnostaan paljon kaliumia. Ehkä markkinoilla nähdään tulevaisuudessa verenpainetta alentava kaakaojuoma! Sitten mainonta on Suomessakin ehkä jo kohdistettu pykälää nuoremmalle sukupolvelle.

 

3,053 thoughts on “Sydän- ja verisuoniterveyttä edistävien funktionaalisten elintarvikkeiden markkinoinnista”

  1. “Ajatuksena on, että vanhan suosikkimargariinin vaihto uuteen kolesterolia alentavaan merkkiin korjaa ongelman, ja muuten voi elämää sitten jatkaa entiseen malliin.” Tällaiseen lopputulemaan voi toki kuluttaja tulla. Se ei kuitenkaan ole EFSAn tavoite eikä väiteasetuksen tarkoitus. On hyvä tiedostaa, että väiteasetus ja EFSAn arvioima tieteellinen näyttö liittyvät liiketoimintaan, jossa kaupataan kuluttajille tuotteita terveysväittein. Tälle toiminnalle on syytä asettaa yhteiset pelisäännöt. Terveysväitteiden on oltava tosia – kuluttajaa ei saa johtaa harhaan.

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  2. Evolus- tuotteet olisivat olleet mielenkiintoinen kokeilu, ja mielestäni olisi kannattanut tutkia ja panostaa tuotteiden maitohappobakteerikäymistä tarkemmin ja vaikka välissä lisätä tuotteeseen esim. vitamiineja ja tehdä “actimelit”, kuten kirjoittaja osuvasti ilmaisi.

    Kuitenkin vuonna 2009 miesten kuolleisuus sydäntauteihin (USA:ssa) oli 25%, kun taas naisten vastaava luku oli 24%.
    http://www.cdc.gov/women/lcod/2009/index.htm
    http://www.cdc.gov/women/lcod/2009/index.htm#all

    Onko tullut asiasta jo uudempaa tietoa kuin tuo vuoden 2004 raportti?

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  4. Kiitos, Tuuli (et al?) mainiosta kirjoituksesta! Markkinoiden vaikutus tuotteiden olemassaoloon on armoton, kuten myös monesti Efsan arvioinnin.

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  7. Kiinnostuin erityisesti verenpaineeseen liittyvistä terveysväitteistä. Suomessa kohonnut verenpaine on monien ongelma. Tuliko vastaan muita tuotteita kuin tuo Yhdysvalloissa oleva maito?

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