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Functional products find their role in helping consumers fight the growing obesity epidemic.
September 9, 2013
By: Lisa Olivo
While 2011 and 2012 saw decreased obesity rates in the U.S., 2013 is living large. A recent Gallop Poll showed that adult obesity in the U.S. has reached 27.1%, surpassing 2012’s rate of 26.2%, and the trimmer days of 2008 when the rate stood at 25.5%. With a rapid increase in prevalence, it’s not surprising the American Medical Association officially recognized obesity as a disease this year, a move that will have implications for the way the general population perceives obesity, as well as how healthcare and insurance providers deal with the condition. The U.S. is not alone in this battle. The World Health Organization (WHO) reported that global obesity has nearly doubled since 1980. Additionally, according to the International Association for the Study of Obesity there are an estimated 1 billion overweight adults in the world today, with 475 million that are obese. Combined, the global population of obese and overweight adults tops the number of people living in China, the nation with the highest population in the world. Whereas past generations dealt with famine and starvation, today 65% of the world’s population lives in countries where being overweight and obese kills more people than being underweight. Being overweight or obese is the fifth leading cause of death globally, according to the WHO, killing 2.8 million adults each year. Consumers today are identifying the serious health risks associated with being overweight or obese, and are making changes to their diet and physical fitness routines. In addition, dietary supplements targeting weight loss have been a popular option for consumers looking to improve their health. Market research firm SPINS, Schaumburg, IL, reported that within the vitamins and supplements market, weight loss is the fastest growing category, beating out digestive health, cold and flu, energy support and eye health. The combined natural and conventional channels (excluding sales from Whole Foods) is valued at nearly $780 million, up 16.2% from 2012. Too Good to Be True? FDA has kept a watchful eye on weight loss products to ensure public safety. For example, FDA recently warned consumers that a product under the name Fat Zero, which supposedly offered a “natural” weight loss solution with the aid of green tea, bee pollen and lotus seed, contained sibutramine, a prescription drug with potentially dangerous side effects. Fat Zero also contained phenolphthalein, a potentially carcinogenic laxative. FDA similarly warned against a tainted supplement under the name of Fruit & Plant Slimming, which boasted natural ingredients, yet contained sibutramine. Obviously many producers and manufacturers of weight loss supplements are concerned that such warnings will scare off potential consumers. Paul Dijkstra, CEO of InterHealth Nutraceuticals, Benicia, CA, explained, “Reputability, efficacy and safety are bigger issues in this category than any other. The focus needs to be on education, particularly in this segment where there are literally hundreds of weight loss products on the market, many of which are ineffective. Wild claims combined with negative media coverage have made consumers wary. Weight loss supplements continue to represent important sales drives, but many in the industry are waiting to see how negative attention will affect long-term category growth.” While news of tainted supplements may scare off some consumers, Dr. Mehmet Oz, cardiac surgeon and host of The Dr. Oz Show, is bringing tons of positive media attention to the weight loss/management segment. Within the past few years, he has featured numerous products supporting weight management, and explained the science and efficacy behind them to his massive audience. “His discussions of key ingredients have spurred significant category growth,” said Scott Steil, president of Nutra Bridge, Shoreview, MN. “It is too early to anticipate and quantify the exact market growth, but in my opinion, it will lead to the best growth rates in the past five years. Dr. Oz has been very good at exposing consumers to the best-in-class weight loss products.” Many of the ingredients Dr. Oz has introduced to his viewers have become household names overnight. Chris Oesterheld, assistant vice president, Jiaherb, Inc., Parsippany, NJ, predicted the “‘Dr. Oz Trio’—raspberry ketone, green coffee bean and Garcinia cambogia—will continue its popularity until the next new thing is discovered.” Thanks in part to Dr. Oz’s introduction to the masses, ingredients such as green coffee extract and ketones have become some of the most successful products in the market. SPINS reported that green coffee extract is worth nearly $72 million in combined conventional all outlet categories, which is an increase of 2,654.6% from 2012 when the ingredient was only worth about $2.6 million. Similarly, ketones grew 641.1% from 2012, representing a market of approximately $49 million. Key Ingredients Several formulation approaches come into play for product developers in the weight loss arena. “Contemporary ingredients that are being promoted for weight management span a wide range, primarily because there are multiple aspects to weight management,” said Lorraine Niba, PhD, business development manager, global nutrition, for Ingredion, Westchester, IL. “Therefore, there are satiety ingredients, such as soluble fibers and whole grains; stimulants and metabolic boosters, such as extracts and bioactives; and components that increase fat burning, such as ephedrine; as well as absorption blockers.” Satiety Ingredients. By eating certain functional foods rich in protein or fiber, or consuming supplements that help one feel full sooner, dieters are able to better control their intake and avoid overeating. Dr. Niba predicted that ingredients supporting satiety show the greatest potential for future sales growth within this category for several reasons. First, she explained, “satiety ingredients that influence appetite and hunger such as soluble fibers and whole grains continue to show sustained growth and retain consumer interest. In addition, emerging clinical studies are validating a scientific basis for their satiety effect, and their ability to help consumers reduce their food intake, thereby managing their weight. These studies demonstrate that multiple physiological mechanisms are involved, possibly increasing their efficacy.” Further, Dr. Niba cited data from a 2011 Gallup Study of Satiety, which found “an astounding 74% of consumers reported that they could successfully lose weight if they could manage their hunger. This represents a 4% increase over the 2009 satiety survey. In the same survey, 45% of consumers reported that they were aware of food and beverage products that help with satiety and feeling full longer.” In a 2012 HealthFocus study, 74% of survey respondents indicated they were interested in fiber for satiety, she added. Ingredion’s all-natural Hi-maize resistant starch is obtained from the company’s proprietary high-amylose corn. In clinical studies, Hi-maize was shown to “increase satiety and reduce food intake, primarily as a result of its fermentation in the colon, which in turn triggers satiety and appetite-related hormones.” The company also produces NUTRIOSE soluble fiber, a corn or wheat-based soluble fiber that similarly promotes satiety. In beverages, NUTRIOSE has been shown to reduce caloric intake, as well as promote significant reduction in body weight in clinical trial test subjects. DSM Nutritional Products, Parsippany, NJ, has also developed a range of ingredients to offer appetite-suppressing support to dieters, including Fabuless, a patented natural lipid emulsion consisting of droplets of palm oil coated with oat oil. According to Caroline Brons, senior marketing manager, “Because of its composition, Fabuless is not digested as quickly as normal fat is, and as a result, it reaches the ileum (small intestine) relatively intact. Undigested fat triggers a specific site for satiety within the ileum, telling the brain through the release of a hormone (GLP-1) that the body is comfortably satisfied. This signaling mechanism, also called the ‘ileal brake’ causes satiety, which in turn causes a person to eat less.” DSM also produces OatWell oat beta-glucan, a soluble fiber that “promotes fullness by increasing GI viscosity—the food bolus reaches further into the GI tract, which inhibits the release of ghrelin and increases GLP-1 and peptide YY,” said Marlena Hidlay, marketing analyst with DSM. Protein has also become one of the most popular satiety ingredients in today’s market as a result of consumer education explaining its link to lean muscle mass. In fact, a report published in the Journal of Nutrition Education and Behavior found that 43% of U.S. women age 40-60 reported eating more protein to lose weight. SPINS reported that protein sourced from milk accounted for nearly $150 million in sales; multi-sourced protein without soy accounted for about $92 million; and whey protein supplements brought in about $18 million. Extracts & Bioactives. Extracts and bioactives can offer significant stimulant and metabolic boosting effects that can aid in the weight loss process. Many natural extracts provide support to consumers looking to reign in their excess weight, as part of a balanced diet and exercise routine. Slimaluma, from Anaheim, CA-based Gencor, is a natural weight management supplement derived from Caralluma fimbriata. Jith Veeravalli, president and CEO, explained, “For centuries, the herb Caralluma fimbriata has been used to alleviate hunger pangs. For example, tribal hunters in indigenous parts of India have traveled into the forest for days at a time carrying only a few pieces of this plant. They sustained themselves simply by chewing and eating the stems of Caralluma fimbriata. Gencor developed and patented a standardized extract of Caralluma fimbriata to develop its weight management ingredient Slimaluma.” Rouen, France-based Nexira also offers several weight management products that boast natural origins and are backed by clinical testing. The company’s Cacti-Nea is a cactus fruit extract that is a natural diuretic, offering benefits for weight management and beauty from within. Additionally, Nexira offers ID-alG, a brown seaweed extract that helps control caloric intake; and NeOpuntia, a patented powder of Opuntia ficus indica, which interacts with ingested fats to impede their digestion and absorption. Derived from the rind of a rich, pumpkin-like fruit from Southeast Asia, the extract of Garcinia cambogia has quickly become a weight loss favorite. InterHealth offers Garcinia cambogia extract under the brand name Super CitriMax. The company’s Mr. Dijkstra stated, “Super CitriMax helps to maintain healthy weight by suppressing appetite and increasing satiety while inhibiting fat production. Published peer-reviewed clinical research demonstrates that Super CitriMax increases weight loss partly because of its ability to increase satiety and reduce calorie intake.” InterHealth also offers Meratrim, a proprietary blend of two plant extracts—Sphaeranthus indicus flower heads and Garcinia mangostana. “Meratrim has been shown in two randomized, double-blind, placebo-controlled clinical studies to significantly reduce body weight, BMI and waist circumference in two weeks. Meratrim appears to achieve this by modulating the accumulation of fat while simultaneously increasing fat breakdown,” said Mr. Dijkstra. Fucoxanthin, an extract derived from Japan’s wakame seaweed, has also emerged as an ingredient for weight management products, as it has been scientifically shown to suppress white adipose tissue (WAT) in the gut. Research has indicated that fucoxanthin intake was correlated with reduced blood glucose and plasma insulin, in addition to increased levels of docosahexaenoic acid (DHA). As a result, scientists have determined that fucoxanthin is an important bioactive carotenoid that could help prevent metabolic syndrome. Nutraceuticals International Group, Paramus, NJ, manufactures FUCOPURE brand fucoxanthin. The company also produces a-LACYS RESET, a patented ingredient composed of alpha-lipoic acid (ALA) and cysteine. According to Jamie Spell, managing director, “It was tested in vitro and in vivo to support weight management application showing a direct lipolytic action and indirect metabolic effect on burning excess fat. Its metabolic influence is exerted through mitochondria, the energy engine inside the cells.” Pycnogenol French maritime pine bark extract from Switzerland-based Horphag Research was found to help reduce waistline obesity when paired with healthy diet and exercise. Test subjects reached non-obese levels after three months as well as a healthy body mass index. Sébastien Bornet, director of global marketing, noted that the “study was conducted at the Italian University of Chieti-Pescara with 130 subjects, between 45 and 55 years old, who presented with all risk factors of metabolic syndrome, which include waistline obesity. The results showed that risk factors of metabolic syndrome were all significantly improved with supplementation of Pycnogenol.” Absorption Blockers. Carbohydrate and starch blockers have also gained popularity in the weight loss market thanks in part to Dr. Oz’s endorsement. Sabinsa Corporation, East Windsor, NJ, has developed Fabenol, “an alpha-amylase inhibitory natural extract obtained from Phaseolus vulgaris [the common kidney bean], which blocks the digestion of dietary starch,” explained Dr. Reza Kamarei, vice president, science and technology. He stressed that, “Fabenol is not directly involved in the weight loss process, however, it indirectly supports weight loss as it supports the inhibition of sugar formation from starch breakdown.” The company also offers the ingredients Citrin, GarCitrin, ForsLean and LeanGard all targeted toward weight management. Research on carb blockers published in Nutrition Journal demonstrated Phase 2 Carb Controller from Pharmachem Laboratories, Kearny, NJ, led to weight loss with doses of 500-3,000 mg per day, in either a single dose or in divided doses. Additional clinical studies also showed that Phase 2 has the ability to reduce the post-prandial spike in blood glucose levels. Thermogenic Ingredients. Thermogenic fat burners have been experiencing steady growth, according to Abhijit Bhattacharya, COO, OmniActive Health Technologies, Morristown, NJ. “With the FDA banning an increasing list of synthetic and/or dangerous ingredients because of health concerns, consumers have been moving toward options derived from natural ingredients with long established histories in the human diet, like capsicum (red hot peppers). We are also seeing a growing demand for the inclusion of thermogenic ingredients in products tailoring to the healthy lifestyle market.” OmniActive offers Capsimax Capsicum Beadlets, a proprietary encapsulated form of highly concentrated natural capsicum fruit extract manufactured from the active principles of hot red peppers. Nutratech, Inc., West Caldwell, NJ, offers Advantra Z, a thermogenic ingredient derived from bitter orange extract. Bob Green, president of Nutratech, noted that Advantra Z is the “only Citrus aurantium, bitter orange, or citrus extract product protected under U.S., Canadian and European patents for, but not limited to: stimulating thermogenesis, reducing weight, increasing the percentage of lean muscle, improving athletic performance and suppressing appetite.” Humanetics Corp, Minneapolis, MN, along with its sales team from Nutra Bridge, Shoreview, MN, produces the thermogenic ingredient 7-Keto (3-acetyl-7-oxo-dehydroepiandrosterone), which is a non-stimulant that helps the body to burn fat more efficiently through the increased activity of key fat burning enzymes. Nutra Bridge’s Mr. Steil explained that a person’s natural supply of 7-Keto is typically depleted by 50% by the the age of 40, resulting in the body’s inability to burn fat as efficiently as it did in younger years. Through multiple clinical studies, the company has found that 7-Keto increases metabolism by 5.4% compared to placebo (a restricted calorie diet) and contributes to 200% more weight loss compared to diet and exercise alone. Essential Nutrients. Nutrients such as L-carnitine are also effective in improving energy metabolisim in those looking to control weight. L-carnitine’s primary role in the body is the transportation of long-chain fatty acids into the mitochondria where they are broken down to generate energy. By supplementing with this essential nutrient, the goal is to use stored fat mass in the body, and convert it into usable energy. A recent study assessing Carnipure L-carnitine from Lonza, Basel, Switzerland, found that 500 mg daily, along with motivational training, showed a statistically significant reduction in body weight after four weeks. In addition, those receiving L-carnitine and motivation training had the largest decrease in blood triglyceride levels. Weight Gain Culprits To put it simply, most people with weight issues have an imbalance between energy intake and expenditure. “Over time, our energy balance has slowly become distorted, caused especially by changes in modern society,” noted DSM’s Ms. Brons. This imbalance is often created and perpetuated by societal factors. “Portion sizes have increased throughout the years,” Ms. Brons continued. “And many cultures see eating as a social activity. On the other side of the balance, life has become more sedentary. We don’t move around as much as we used to (no need to hunt for our food); everything we need is close to our home. Overall, this modern lifestyle results in an imbalance of the body’s energy household, where fat storage is promoted.” Sabinsa’s Dr. Reza believes factors contributing to the global weight problem are multifaceted and “extend from inherent biological traits to environmental, socio-economic and behavioral factors.” Others, such as Mr. Bhattacharya of OmniActive point to the wide accessibility of processed food and it’s growing presence around the globe. “Contrary to popular belief, this epidemic isn’t just affecting those who are well fed. Cheaper refined foods are taking the place of vegetables and grains in many parts of the world. Processed, high-calorie foods with excessive amounts of sugar and saturated fats are becoming increasingly part of global diets because of their affordability, longer shelf life and convenience.” Refined sugar, or simple carbohydrates from starches, can easily lead to excess body fat and other health issues. “Consumers are getting the message that it’s the simple carbs, which quickly turn to sugar, that are causing weight gain, and we’ve seen a tremendous growth in the ‘carb blocker,’ sector,” said Mitch Skop, senior director of new product development, Pharmachem. Thom King, president of Steviva Ingredients, Portland, OR, pointed out, “The average American consumes more than 100 grams of sugar every day. The safe dosage is around 25 grams based on activity level. Aside from portion control, eating too much sugar is what scientists continue to claim is causing such a huge rise in Diabesity.” As a result, low glycemic index (GI) products are growing in interest among health conscious consumers. “Ingredients that do not spike blood sugar are always popular in the weight loss/management category. Non- or low-caloric sweeteners, as well as replacements for high fructose corn syrups, have been seeing huge gains, particularly ingredients that are all-natural,” said Mr. King. The effects of a stressful lifestyle can also lead to weight gain, said Omar Trejo, administrative assistant for Liquid Health, Inc., Murrieta, CA. “A less recognized contributor to obesity is the cortisol hormone, which is released in the body when placed under high levels of stress.” He suggested that stress levels within today’s society are at an all-time high thanks in part to economic hardships, and our fast-paced lifestyles. Bruce Abedon, PhD, director of scientific affairs for NutraGenesis LLC, Brattleboro, VT, agreed, citing that stress “can often lead to consumption of calorie-laden comfort foods containing refined carbohydrates and fats.” In a double-blind, placebo-controlled clinical trial of Sensoril standardized Ashwagandha extract (manufactured by Natreon, Inc., New Brunswick, NJ, and exclusively marketed in North America by Nutragenesis) it was found that the ingredient reduced levels of stress by 69.9% and cortisol by 24.2%. Dr. Abedon noted, “This helps provide resistance to stress-related appetite and food cravings so that a person may better achieve their weight management goals.” Applications & Delivery Weight management solutions come in various shapes and sizes to appeal to a vast audience with different needs and desires. Meredith Schneider, PhD, regional sales manager, North America, for Stepan Lipid Nutrition, Maywood, NJ, reported growth “across a variety of markets, including supplements, functional products, beverage and sports nutrition products. ‘Convenience’ products including ready-to-drink (RTD) beverages and bars in both health food and mass markets will drive growth in the category.” Healthy meal replacement products focusing on portion control are also seeing growth, with options ranging from nutrition bars, to RTD smoothies, to powdered mixes and more. “Meal replacements are hot,” said Laura Troha, industry marketing manager for dietary supplements, BASF Nutrition & Health, Florham Park, NJ. “This includes RTD and powdered weight loss as well as breakfast and nutritional drinks. According to Mintel, the U.S. meal replacement beverage segment owns a 67% market share in the category, with growth of 16% in 2012 to reach nearly $3.1 billion. This trend is driven by consumer demand for convenient nutrition.” Ms. Brons of DSM also noted the “increasing demand for satiety products such as high protein yogurts, oatmeal packs, satiety chews and gummies and squeezable gels.” For some consumers, the delivery method isn’t as important as the function the supplement offers. Increasingly, consumers are looking for benefits in their supplements that go beyond weight loss. “Ingredients offering multiple benefits will be viewed as simple solutions to complex conditions,” said Mr. Bornet of Horphag Research. “Consumers are often looking for multiple-application solutions as they see how one aliment may affect another. For instance, type II diabetes may be associated with weight, and weight with joint or circulatory health.” Key Consumers A 2012 Gallup Study on weight management found the most common dieters are women of all ages, non-college educated individuals and singles. Results of the study also demonstrated that attitudes toward weight and dieting greatly varies by gender, age and BMI. For example, researchers found that 67% of women said they were self-conscious about their weight vs. 54% of men. Women were also more likely to be looking for a new weight loss approach (53% vs. 44% for men). In general, men were more likely never to have had a problem with their weight (48% vs. 33% women) and are more likely to prefer exercise over dieting as a weight loss approach (69% vs. 55% women). Age also plays an important factor in motivation for losing weight. Ms. Brons of DSM pointed out that 18-34 year olds are more likely to diet to improve their appearance, where those over 50 look at weight loss as an issue of health preservation. Mr. Veeravalli of Gencor suggested weight management was especially important to the aging population, particularly women. “As adults age, energy metabolism changes so that fat cells start storing more and releasing less. While this is part of the normal aging process for all adults, it is especially true for women. In aging females, fat cells take on the added task of generating estrogen. In addition, women lose an average of one pound of muscle per year as they age. Over time, this lower muscle density can result in declining metabolism levels, making weight loss even more difficult.” Ms. Troha of BASF also pointed to the issue of age-related weight gain and muscle loss as an important motivator within the aging population. “We lose 1% of lean muscle mass per year after 40,” she said. “Muscle mass and strength are key indicators of longevity. Healthy aging consumers link having a lean and toned body to youth.” BASF’s ingredient Tonalin CLA (conjugated linoleic acid) is naturally sourced from safflower oil, and directly addresses muscle loss. While the older population makes up a strong segment of the overweight or obese population, unfortunately, a much younger demographic does too. The USDA reported the incidence childhood obesity has tripled over the past 30 years. Today, nearly one in three U.S. children and adolescents are overweight or obese. “The school lunch program has been a pretty big disaster. Childhood obesity is experiencing a greater growth than adult on-set,” said Mr. King of Steviva, noting that targeting childhood obesity is one of his company’s core objectives. “Parents give their kids flavored milk to get their daily dose of dairy. Flavored milk can have more than 25 grams of sugar per serving. Based on three servings per day, this is tantamount to feeding a child three Snickers bars.” The Road Ahead While a plethora of product options are available to consumers looking to reign in their waistline, education promoting healthy eating and exercise habits is still key to addressing this pressing global health issue. USDA has initiated efforts to aid consumers with dietary reference tools like ChooseMyPlate.gov; the Healthy Hunger-Free Kids Act of 2012, which aims to provide students with healthier school meals; as well as promoting fresh fruits and vegetables to low-income families through the Supplemental Nutrition Assistance Program (SNAP). The agency also continues to collaborate with First Lady Michelle Obama on the Let’s Move! initiative, which helps to promote healthy eating and exercise among young children. What’s most important is that consumers realize there is no “magic bullet” for weight loss, but rather a combination of heath conscious choices that can help make a difference. “Nevertheless,” said Mathieu Dondain, director of marketing & communication for Nexira, “even if consumers would like to dream, they should be aware that miracle solutions do not exist and that weight management products should always be associated with physical exercise and a well-balanced diet.” Mr. Veeravalli of Gencor similarly stated, “While supplement products cannot biologically or chemically alter the important lifestyle factors that contribute to increased overweight and obesity, they can serve as tools that help improve nutrition, metabolism, hunger/appetite control and body composition.”
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