Greg Kitzmiller09.01.03
Going Mainstream With Low-Carb Products
There has never been a better time for companies to go low-carb.
By Greg Kitzmiller
Almost 19 million U.S. households are following some form of low-carb diet, according to the Natural Marketing Institute (NMI), Harleysville, PA, and only recently have nutrition experts begun to admit that while a low-carb, high-fat diet is not ideal, a modified version may be a good idea. The only sector left to play catch-up is the mainstream food industry, which continues to monitor this trend, while supplement makers and candy firms take advantage.
Research Update
The scientific information on the health benefits of a low-carb regimen continues to emerge. The following is a recap of the most recent highlights.
A review of studies by Brevata and others published in the Journal of the American Medical Association (JAMA) in April concluded that weight loss associated with low-carb diets comes from lower caloric intake (JAMA, 2003;1837–1850). In concluding that there was not sufficient evidence to recommend such diets, the most significant outcome of this publication was likely that low-carb diets did not seem to have an adverse effect on fasting serum glucose, fasting serum insulin levels or blood pressure. In other words, perhaps according to researchers, low-carb diets are not as bad as once thought.
In May, a study by Samaha and others published in the New England Journal of Medicine (NEJM) found that subjects on a low-carbohydrate diet lost more weight than subjects on a low-fat diet. In addition, subjects had greater decreases in triglyceride levels (NEJM 348; 2074 – 2081).
The Harvard Health Letter that same month published an article headlined, “Is the Atkins Diet on to Something?” where they concluded that while such diets are not ideal, carbohydrate restriction is nonetheless effective in controlling weight and that a moderate intake of fat may actually aid weight loss, especially since the diet may be more satisfying (Harvard Health Letter, May 2003; 28(7):1-2). Researchers, however, suggested substituting fish for steak or bacon.
By July the Journal of Family Practice recommended consideration of a low-carbohydrate diet for healthy obese patients based on a study at the University of Cincinnati showing that patients on a very low-carbohydrate diet lost more weight and fat mass than those on a low-fat diet (Journal of Family Practice, July 2003;52(7):515 – 516).
It is clear that the consensus on low-carb diets is changing to a degree within the eyes of the scientific community. In just a few short months in 2003 researchers have slowly started to reverse their stand on low-carb diets and admit that there may actually be some benefit.
Taking Advantage of the Trend
Of course, everyone knows that Dr. Robert Atkins was the guru who made the low-carb diet famous and published what became best selling books for his devotees. And there are literally legions of consumers who can attest to the diet and how it changed their lives. Yet now that the concept of lowering carbs seems to be hitting the mainstream with full force, what is the industry doing to capitalize? Not a lot.
Tackling Obesity
According to Steve French, executive vice president of NMI, many firms are looking at ways to cut carbs and reduce or revise sweeteners as a reaction to accusations that food and beverage firms have been major contributors to the nation’s (world’s) overweight/obesity problem. As a consequence, Mr. French says some retailers are now demanding that manufactures provide more low-carb items.
Besides chocolates and candies, Wal-Mart spokesperson Karen Burk said she doesn’t see any other major products taking advantage of the low-carb trend. “Wal-Mart has seen a steady increase in customer demand of sugar-free candies in the last two years in both sugar-free hard candy and in the newer introduction of sugar-free chocolates. New technology has really had an impact on producing better quality sugar-free chocolate.”
Conclusion
Mr. French said that 60% of respondents in its NMI 2002 annual study, reported cutting back on carbs, even if not attached to a specific low-carb diet. Hopefully America’s conservative food makers won’t waste too much time studying the low-carb trend and letting it pass them by. For now, listing the amount of carbs on the product label seems like a sure-fire way to get consumers’ attention.NW