Healthy Weight Loss

by Hilary Daninhirsch | April 30, 2019

Consumers are looking for healthy and tasty weight-loss options that don’t weigh down their lifestyles.

“You are what you eat” is an old adage, but one that has never been more true, especially as scientific research continues to evolve about the relationship between food and health. It is safe to say, then, that the key to maintaining or restoring good health is a nutritious diet and keeping your weight at a healthy number.

The vast majority of consumers want to stay healthy or get back on track toward good health, but many find it difficult to do so. And with the prevalence of fast, convenient and processed foods, coupled with busy lifestyles that leave little room for cooking nutritious meals, it is no wonder that the obesity epidemic is rocking the country, even reaching children.

Obesity is known to raise the risk for a number of diseases, such as cardiovascular, high blood pressure, high cholesterol and diabetes.

The Centers for Disease Control and Prevention has released some alarming statistics: As of 2017, almost 40 percent of adults were obese, translating into over 93 million obese adults in this country. For children between the ages of 2-19, the prevalence was 18.5 percent, affecting 13.7 children and adolescents.

Adult and childhood obesity is more prevalent in the Hispanic and African-American populations, with 47 percent and 46.8 percent respectively, though the Caucasian population is not far behind, with 37.9 percent. The Asian population had the lowest incidence, at 12.7 percent. Of all groups, middle-aged adults between the ages of 40-59 were the highest risk, with 42.8 percent of that age group categorized as obese.

That last figure correlates with the most common demographic for this product category, which is middle-aged women, noted Dr. Michael Smith of Life Extension, a manufacturer based in Florida. However, men and women of all ages are regular consumers of weight management products, said Andreas Koch, marketing manager with Pure Essence, a manufacturer headquartered in Nevada.

“This growing prevalence of obesity indicates that as children grow into adulthood, they are continuing the cycle of unhealthy habits that were taught to them as children. This new information portrays a health care system that is continuing to be weighed down with those secondary complications associated with obesity, such as type 2 diabetes, hypertension, hypercholesterolemia and more. It’s clear that the need for nutrition products overall is at an all-time high,” said Jennifer Weinhardt, BS, MS, senior research & development specialist at Bluebonnet, a Texas-based manufacturer.

One of the biggest obstacles for dieters is the inability to keep the weight off long-term, which leads to yo-yo dieting, a major problem for many in this country. “In order to keep weight off, we have to ask ourselves, ‘Why am I gaining weight in the first place?’ said Smith. “There are certain metabolic conditions, such as hormonal imbalances, insulin and blood sugar issues, loss of lean muscle mass and chronic stress that have to be corrected if dieters want to lose weight and keep it off. Until they correct the underlying weight-gain mechanism, they will yo-yo the rest of their lives,” added Smith.
Consumer Concerns

Based on the statistics of overweight consumers in this country, as well as the increased risk for weight-related diseases, it follows that losing weight is a top health priority for many. Several of the biggest concerns when it comes to weight loss are losing it in a healthy way, not compromising on taste, and seamlessly integrating a weight loss plan into their lifestyle, said Dr. Andrew Abraham, founder and CEO of Orgain, a manufacturer based in California.

There are a multitude of diets that crop up regularly, contributing to consumer confusion. Paleo, Keto, Mediterranean, DASH, Whole30 and Flexitarian are just a few examples of well-known diets, all of which have different philosophies and regimens. And then there are diet apps that allow you to track your food intake and daily exercise.

Dianna Singh owns two California-based health food stores: Elk Grove Vitamins and Cameron Park Vitamins. She said that the vast majority of her customers are lost when it comes to nutrition and how to lose weight in a healthy way. “They are not sure what to ask for. Usually it’s what’s the latest fad and what is blasted on social media. So, for now it’s all about Keto!”

Rather than carry every brand of the same category, she keeps it simple, choosing only high-quality products, and she makes sure to get to know the manufacturers. “Too many choices, the customer gets lost. A few choices, quality and the best ingredients make for an easier decision,” she said.

Ramona Billingslea, marketing manager at Betsy’s Health Foods in Houston, TX, said that sometimes customers know what they’re looking for, while at other times, they seek out advice. Either way, Billingslea said that the staff engages the customer in a discussion to help identify their needs and goals. “We work one-on-one with our customers in the store. Asking the right questions of customers to learn their eating and exercise/lifestyle habits can really help you get the right products in the customers’ hands to lead to a satisfactory shopping experience,” she said. She added that her store maintains a blog that features articles on weight management and a myriad of nutrition topics.

Market Facts and Figures

The demand for products to assist with weight-loss efforts is at an all-time high, consistent with the obesity epidemic plaguing the country, and the demand does not seem to be dissipating.

“With 12 percent of American adults actively engaged in using weight-management products, they’re increasingly turning to specialized food and drinks, including low-calorie foods, bars and pre-packaged foods,” said Abraham. “The demand for nutritional products globally continues to rise, but our goal is to respond to consumer demand for clean, simple and organic ingredients that still taste delicious.”

“According to Marketdata LLC, the total weight loss market is expected to grow 3.2 percent in 2018 to a value of $70.3 billion, with commercial chains and meal replacements leading the way,” said Smith.

As for the types of products that are trending, Smith, again reporting from Marketdata, said, “Meal replacements, including shakes and nutrition bars, are posting strong growth and are still popular. Through 2022, sales of shakes and bars will outpace the growth of over-the-counter diet pills (7.2 percent per year vs. 4.8 percent).”

Jery Cochern, owner and chief formulator of Pure Essence, agreed that the demand for weight-management products is at an all-time high. “With more and more weight-adding carb snacks, even in the natural health space, plus the starches and sugars in traditional food channels and more people resigned to fast food due to ‘time budgets,’ demand to losing weight is the highest ever and shows no sign of reversing. But, there’s also the healthy weight gain space, with both women and men wanting to reshape their bodies by adding muscle,” he said.

Available Products and Ingredients

Not counting protein powders or products in the blood sugar management category, Billingslea said that her store carries around 15 SKUs dedicated to weight management. “This year, we’ve shifted from some of the more traditional products like Garcinia cambogia to products like Health Direct’s AminoSculpt collagen and Natural Factor’s PGX,” she said, adding that the latter are more popular with consumers as they have benefits beyond just weight management support and tend to bring in repeat customers.

Smith of Life Extension said that meal replacement bars, shakes and appetite control bars are growing in popularity, replacing thermogenic and lipogenic nutrients, and fat and sugar blockers, which he says is the mainstay of the industry. “But formulators are realizing the tremendous impact appetite control nutrients can have for dieters—dieters of any weight loss program. As an example, raw spinach extracts contain compounds called thylakoids. These compounds bind to dietary fats and delay the emptying of stomach contents into your lower digestive system. This in turn triggers appetite-suppressing hormones. These hormones promote satiety and reduce your urge to snack,” said Smith.

Pure Essence manufactures daily supplements that “ … provide the widest possible array of micronutrients to help you digest foods more efficiently,” said Cochern. One of Pure Essence’s weight management products is Real-Zymes, which contains digestive enzymes that can work with any diet.

“We recently launched the world’s first diet-specific digestive enzyme supplements because, by helping you digest a Keto or Paleo or Mediterranean or any other kind of diet more efficiently, you’ll get more nutrients per calorie into your blood,” said Cochern.

The company’s product has already won some industry awards, such as the 2019 NEXTY award for Best New Supplement.

Bluebonnet manufactures hundreds of products, including many in the weight management category. “Today, we have more farm-to-table, whole food and whole food-based products with sustainable, non-GMO (genetically modified organism), and USDA (U.S. Department of Agriculture) Organic ingredients than ever,” said Weinhardt.

Some of the company’s weight management product categories include probiotics, optimizers of lipid metabolism, blood glucose/insulin modulators and mood-elevating supplements. Bluebonnet’s bestselling weight management product is the Skinny Garcinia Vegetable Capsules—Garcinia cambogia is a South Asian fruit extract. Weinhardt said that when combined with proper diet and exercise, the formula may help support healthy weight management by decreasing fatty acid synthesis while also burning fat and converting it to energy, helping insulin transport glucose into cells where it can be used for energy, and supporting healthy levels of serotonin in the brain that helps curb appetite and promote a sense of wellbeing.

Orgain has been in the business of making organic, clean nutrition products for the past decade, such as shakes, protein powders and protein bars. While the company’s products aren’t specifically geared toward weight loss, they are often used for weight management, said Abraham, with the goal of either gaining or losing weight. For example, he said, “We have many bariatric patients who use Orgain Organic Protein Shakes to ensure they are meeting their nutritional requirements from whole-food based ingredients, while minimizing caloric intake. Many of our products are very low on the glycemic index as well, so diabetics and those watching their sugar intake can freely enjoy Orgain shakes as a healthy part of their diet. Those who need to gain weight can enjoy our Organic Meal Powder in a smoothie with fruit and almond milk, or drink Organic Nutrition Shakes as a supplementary source of calories and nutrients.”

He reported that bestsellers across the board are the Organic Plant Based Protein Powder and the Organic Nutrition Shakes.

As the Keto diet is trending, the company has released a new product called the Keto Collagen Protein Powder, which contains a combination of MCT oil powder with grass-fed, pasture-raised collagen. With a 2:1 ratio of protein to fat, it comes in chocolate and vanilla flavors.

Another new product is Organic Protein & Superfoods Powder, with 50 organic super foods in every serving, along with 21 grams of organic plant-based proteins.

Merchandising/Marketing

Nutrition and weight management products are in high demand, but it can’t hurt to display them in such a way that makes them more appealing and noticeable. At Betsy’s Health Foods, Billingslea said that some of their favorite products in this category are placed on end caps. Plus they have a dedicated section in their store devoted to these products.

Educating the consumer goes a long way toward making sales; that is why it is important that retailers stand behind their products as well as have in-depth knowledge about ingredients, function, etc. Manufacturers also should provide educational literature and be available to provide training or answer questions for both the end consumer and the retailer. For example, Pure Essence provides retailers with many helpful tools, including, but not limited to, comprehensive floor displays, modular counter displays, shelf-talkers, educational brochures and the like.

Singh said that her priority is to, “Educate, educate, educate! We really talk with our customers and ask a lot of questions; therefore, we know we can better help with their decision,” she said. Singh added that she carries a lot of Garden of Life products, and it is a huge asset to have the company representatives demonstrate the product in-store.

One merchandising tip to promote interest in products is to hold in-store health symposiums and invite subject matter experts, suggested Koch.

And always use social media to the fullest by posting health-related links and highlighting relevant products.

Not a Quick Fix

Consumers wish to lose weight quickly, but often, said Billingslea, they are looking for a magic bullet. “In general they are looking for products to help them burn fat, keep appetites at bay, reduce cravings, and maintain energy while trying to manage their weight,” she said. The challenge, she said, comes with being tactful with customers who are looking for that quick fix to lose weight and engaging them in discussion about exercising more and eating less, despite the existence of products that can support them nutritionally.

Cochern echoed this. “The industry must find a good balance between selling sensible products and educating consumers about wise dietary choices, calorie consumption, etc. In our opinion, weight management should be gradual and sustainable, and that is about dietary choice and calorie consumption.”

Consumers are seeking convenience when it comes to food preparation, and that extends to their weight-loss products. However, said Weinhardt, convenience foods are a primary underlying cause for weight issues. “While supplements can be beneficial in supporting healthy weight management, they don’t do all the work for you. Supplements are just that: a supplement to an overall healthy diet and lifestyle, and they should be treated as such,” she said. VR