Obesity rates in the U.S. have reached a staggering 27.1%. Many consumers are looking to supplements for help.
Obesity rates in the U.S. have reached a staggering 27.1%, according to a recent Gallop Poll, and the International Association for the Study of Obesity reported an estimated 1 billion overweight adults internationally, as well as 475 million that are obese.
In an attempt to save their health and shrink their waistlines, many consumers are looking to supplements and functional foods/beverages. SPINS reported sales of vitamins and supplements targeting weight loss reached $779.6 million on significant growth of 16.2% for the 52 weeks ending July 6, 2013. Based on SPINS sales data, the following are the top 5 primary ingredients found in supplement products marketed for weight loss.
(All SPINS data refers to the 52 weeks between 7/7/12 and 7/6/13 in the Combined Natural + Conventional AOC Channel, excluding Whole Foods.)
Developing into an all-star macronutrient, protein has emerged as a key contributor to managing appetite and weight gain. In addition to supporting lean muscle mass and preventing the depletion of muscle as a result of age-related sarcopenia, protein has been shown to help increase the feeling of satiety, leading to more moderate and controlled eating.
A variety of protein ingredients have seen significant growth while others have declined over the past year. Milk protein supplements increased 7.1% in sales, amassing approximately $149.5 million; multisource protein without soy earned $91.6 million on 21.2% growth; multisource protein with soy earned $14.8 million on 23.7% growth; whey and milk protein sales grew 26.1% to $17 million; and whey protein alone fell drastically (49%) to $17.6 million. Look for new protein sources to continue gaining favor with consumers.
Though caffeine sales have basically been flat, this long-time staple still holds solid ground within the category. Growing at about 1%, caffeine products marketed for weight loss still brought in $77.4 million.
The research supporting caffeine as a weight loss supplement isn’t entirely conclusive, however, according to the Mayo Clinic it can aid in weight management by helping to suppress ones appetite; burning calories by means of thermogenesis; and by helping with water retention, since caffeine is a natural diuretic.
Derived from raw or unroasted coffee beans, green coffee extract has become a popular supplement for weight management because of its ability to inhibit the enzyme glucose-6-phosphatase, which helps form sugar, or glucose, in the liver. Specifically, the chlorogenic acid found in this natural extract supports glycemic control, which in turn can lead to the prevention of weight gain and potentially glycemic disorders such as diabetes.
SPINS reported that green coffee extract products were worth about $71.6 million. Thanks to promotion on the Dr. Oz Show, sales grew an astounding 2,654.6% from 2012, when it brought in just $2.6 million.
Green tea derived from the plant Camellia sinensis has long been a staple in Asian cultures. Today, people around the world are adopting green teas and green tea supplements into their health regimens in order to manage their weight.
Containing both catechins and caffeine, which have the ability to increase metabolic function, manufacturers of supplements, functional foods and beverages have turned to this natural ingredient in appealing to a growing audience of consumers.
However, SPINS reported that the green tea and green tea supplement market was down 20.8%, bringing in $73.5 million, compared to $92.8 million a year ago.
Dr. Oz’s introduction of raspberry ketones to his audience helped propel this ingredient into the mainstream. Today, ketones account for roughly $48.9 million in the weight loss supplement category—an increase of 641.1%.
Found in the aromatic component in raspberries and other fruit, ketones have been shown to prevent and improve obesity and fatty liver in certain animal models. Researchers found that after 10 weeks of supplementation, mice fed raspberry ketones along with a high fat diet had less fat stored in the liver and abdomen then those that didn’t. Further, ketone supplementation was found to increase the breakdown of fat cells by increasing norepinephrine-induced lipolysis.