Consumers Overwhelmingly Prefer Oat Ingredients

DEVON, PA – Three times as many consumers would buy products to help lower cholesterol if they are made from oats versus a product that just states “clinically proven to reduce cholesterol,” according to a survey of 1,000 adults by The Natural Marketing Institute for Nurture, Inc., maker of OatVantage™ – the first and only highly concentrated source of cholesterol-lowering oat soluble fiber. OatVantage is an all-natural, highly concentrated oat bran ingredient that provides 18 times the cholesterol-lowering soluble fiber found in oats, making it ideal for dietary supplement applications.

According to the survey, 46% of all consumers would be more motivated to purchase products to manage their cholesterol if they are made from oats, compared to only 17% who would purchase products “clinically proven to reduce cholesterol.” The least likely reason why consumers would buy products to help manage their cholesterol is because they are “derived from plant sterols.” Less than 1% of all consumers and those actively managing their high cholesterol would purchase products because they are made from plant sterols to manage their cholesterol, according to the survey.

Attributes That Impact

Purchase Decisions

All Consumers


Made From Oats


Clinically Proven To Reduce Cholesterol


From A Natural Ingredient


From A Whole Food Source


Not From Genetically Modified Ingredients


From Plant Sterols


“Only 2% of the 105 million adults who have elevated cholesterol or high cholesterol, and do not take statin drugs, currently purchase dietary supplements to help lower cholesterol,” said Griff Parker, Chief Executive Officer of Nurture, Inc., manufacturer of OatVantage. “This research indicates that the increased market availability of already known and trusted oat-based dietary supplements has the potential to fuel the expected dramatic growth of the emerging cardiovascular health market.” In fact, 63% of consumers managing their cholesterol selected oats as a preferred cholesterol-reducing ingredient, far out-scoring any other nutritional ingredient, including soy and Omega-3’s.

The top two reasons why consumers prefer to manage their cholesterol with oat-based products, according to the survey, are:

· Oats are safe and trusted.

· Helps lower cholesterol like a bowl of oat cereal.

For those patients with elevated cholesterol (i.e., 200-240 mg/dL), physicians typically do not recommend prescription drugs. Instead, they encourage patients to lower their cholesterol through diet and exercise. By incorporating 1.4 grams of OatVantage in their products, manufacturers are able to make a compelling label claim – “Helps Lower Cholesterol.” This was the first food-specific health claim approved by the U.S. Food and Drug Administration (FDA). With the concentrating technology developed by Nurture, marketers of dietary supplements can get 1.4 grams of OatVantage into two capsules.

In 1997, after reviewing numerous clinical studies, the FDA determined that diets high in oat bran and low in fat may reduce the risk of coronary heart disease by lowering total and LDL (“bad”) cholesterol levels. Research reported by the American Heart Association indicates that for every 10% reduction in cholesterol, the risk of death from heart disease decreases 15%.

“OatVantage is a powerful tool that consumers can easily adopt in their efforts to manage their own cholesterol levels,” Parker said. “OatVantage provides several additional cardiovascular health benefits, including managing blood sugar levels and decreasing appetite (weight control).”

OatVantage is available in dietary supplements, nutritional bars and beverages, and is sold at more than 10,000 health food stores, vitamin shops, and other retail outlets nationwide, including The Vitamin Shoppe, Vitamin World, and GNC, and under the Nature’s Way brand in many health food stores. The product is marketed under the OatVantage label, as well as in other branded products that include OatVantage as the key ingredient.

About Nurture, Inc.

Nurture, Inc. is a developer, manufacturer, and marketer of proprietary, high value-added ingredients derived from oats for use in a variety of nutritional and personal care applications. The company’s flagship product, OatVantage, offers consumers the highest concentration of soluble oat fiber available today, and has been proven to lower LDL cholesterol, help manage blood sugar levels, and may assist in weight management.

Nurture, Inc. is headquartered in Devon, Pennsylvania, with a state-of-the-art manufacturing facility in Missoula, Montana. Additional information is available at and

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