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Checking the Numbers

by Janet Poveromo | November 1, 2011

According to Nutrition Business Journal, consumer sales of supplements for diabetes reached $1 billion in 2010—a six percent growth over 2009 sales. The American Diabetes Association has published data showing that in the U.S. alone, in 2010, $218 billion was spent on medical expenditures on diabetes-related illnesses. An estimated 366 million people worldwide now suffer from diabetes and the global epidemic is getting worse. Recently, The International Diabetes Federation described the number of cases as “staggering,” with one person dying from diabetes every seven seconds.

Bryan Hatcher, sales and marketing manager with Vita Logic Vitamins (Columbus, GA), noted that 25.8 million children and adults in the U.S—8.3 percent of the population—have diabetes, “We believe the correct approach is to address blood sugar control before it develops into full-blown diabetes, at the first signs of blood sugar instability,” he said. “For example, when someone experiences mood swings, sugar cravings, headaches, cold hands and feet, concentration problems or fatigue, all of which can be signs of fluctuating blood sugars. Our blood sugar formula works equally well during these early warning signs and after a diagnosis.”

The state of this market is characterized by explosive opportunity, added Mitch Skop, senior director of new product development with Pharmachem Laboratories Inc. (Kearny, NJ), who agreed that an emphasis should be placed on gaining control.

“We’ve seen a significant spike in younger people who have erratic blood sugar response and advised by their physicians to change their lifestyle habits or suffer eventual diabetes. The good news is that through proper diet and supplementation, individuals can manage healthy blood sugar response.”

Future of the Category

“Fundamental nutritional issues also factor into diabetes, and this is where natural products can come into the picture,” said Oron Cohen, herbalist with GreenSilk LLC (Pasadena, CA). He pointed out that according to Global Industry Analysts, Inc. (GIA), the global herbal supplements and remedies market is forecasted to reach $93.15 billion by the year 2015. “Escalating prices, tighter budgets, high health care and lifestyle costs have actually driven consumers toward the more economical, healthier and safer option of alternative medicine and dietary supplements for relief from physical and mental disorders,” Cohen added. “In the U.S. alone, the sales of vitamins and supplements at the retail level has progressed steadily from 5.5 percent annual growth in 2007 to 7.5 percent in 2009, bringingU. S. retail sales to $9.4 billion a year.”

There are seven million people who have diabetes and not yet diagnosed and 79 million who are prediabetic according to the American Diabetes Association. “So obviously there is a great opportunity for the natural products industry to show tangible results especially if we can reach these people sooner rather than later,” noted Hatcher. “This can increase legitimacy for the industry and demonstrate a need for natural products in mainstream treatment plans.”

With quite a pool of potential customers, is the public aware of natural products available to help manage a healthy glucose response? “Many consumers are aware of the lifestyle changes that can help, but they are not as informed about the great results we are seeing with natural supplements,” said Hatcher. “This information is beginning to be disseminated via the internet and other media outlets such as radio and television as the research is starting to accumulate.”

Ingredients and Science

Cinnamon, gymnema sylvester, fenugreek and bitter melon plus EFAs and antioxidants are coming to the forefront of blood sugar control. The products that not only address the blood sugar itself but also more holistic products that help with neuropathy and eye/circulatory health are really beginning to shine in this market, said Hatcher.

Getting Radio Play

To best sell products that address healthy blood glucose, nationally there needs to be more direct to consumer marketing that includes mainstream publications and other media outlets including radio and television, said Bryan Hatcher, who works in sales with Vita Logic Vitamins, a supplement manufacturer.“Health fairs, fundraisers and other public venues can also make an impact as these products can have profound effects on glucose levels when sampled. Getting health care professionals including physicians to recognize the benefits of natural products is a must for the future.”

Hatcher added that educating people on the seriousness of unregulated glucose is perhaps the biggest challenge.“They need to understand that the underlying complications such as blindness, amputation, heart disease, stroke, high blood pressure and kidney disease can possibly be avoided if we recognize and address uncontrolled blood sugar as early as possible.”

Regarding consumer knowledge of natural options, Jamie Stuckert, store manager with Peachtree Natural Foods in Columbus, GA, said, “Our perspective is quite a bit different.” That is because storeowner, Duke Liberatore, co-hosts the No. 1 nationally syndicated health talk show in the nation with Dr. Jan McBarron, called “Duke and the Doctor.”

“We have a base of listeners to the radio program. So it’s not just people coming in asking about products,” Stuckert explained. “They know about the products the store carries and specifically inquire.”

Of course, there are the customers who may not listen to the radio program, but are nonetheless curious about options and choices available to them. “They are frustrated with pharmaceutical drugs,” Stuckert said.

One product often recommended by McBarron—and therefore sold frequently in the store—is Vita Logic’s Blood Sugar Formula. “It is a superb combination,” said Stuckert. “A lot of people will seek ingredients such as cinnamon, and it’s in there.

It’s a go-to.

“The topic [of blood sugar] is epidemic,” Stuckert added. “It is a daily question we get in the store, without a doubt.”

InterHealth Nutraceuticals (Benicia, CA) predicts its Zychrome™ ingredient will reinvigorate the blood sugar market as the next generation in chromium supplementation. “The clinical results we’ve seen as well as the published preclinical data are very promising,” said Paul Dijkstra, company CEO. “This is a step in the right direction in managing insulin function and ultimately blood sugar control for millions of Americans.”

The ingredient is a patent-pending chromium complex consisting of chromium, niacin and L-cysteine (chromium dinicocysteinate). Published preclinical research demonstrates that Zychrome increases glucose control and insulin regulation, and decreases inflammatory markers and oxidative stress.

A study published in the May 2008 (volume 8, issue 25) edition of the journal Nutrition Research shows Pycnogenol®, an antioxidant plant extract from the bark of the French maritime pine tree, reduces blood sugar in type II diabetes patients, allows people to lower their antihypertensive medication and improves cardiovascular disease(CVD) risk factors. The study, conducted at the University of Arizona, Tucson, indicates Pycnogenol may serve as a potent adjunct to prescription medications for the 20 million people in the U.S. living with diabetes.

Originally developed as an ingredient to aid in weight control, Pharmachem Laboratories’ Phase 2 Carb Controller white bean extract has been generating interest for use in supplements geared toward healthy management of blood sugar—primarily because it reduces the digestion of dietary starches which are converted to glucose, and eventually fat, if not burned by the body, according to Skop.

For instance, an article in a 2010 issue of The Open Nutraceuticals Journal, a peer-reviewed publication, describes two double-blind human pilot studies demonstrating the ability of Phase 2 Carb Controller to decrease glucose absorption.

The article, “Investigation of an Amylase Inhibitor on Human Glucose Absorption after Starch Consumption,” by Joe A. Vinson, Hassan Al Kharrat and Donna Shuta, University of Scranton, concluded, “The bean extract has in vivo efficacy for inhibition of starch absorption and may prove beneficial in weight reduction in individuals consuming large amounts of starch. It also may inhibit starch-induced hyperglycemia in normal and diabetic subjects.”

When participants consumed four slices of white bread and margarine with or without Phase 2, glucose absorption, as measured by the area under the plasma glucose time curve, was inhibited by 66 percent in the Phase 2 group.
Accordingly, only one-third of the carbohydrates in the bread were absorbed. In addition, the glucose returned to baseline earlier than the control.

Phase 2 Carb Controller has also been shown to significantly reduce the glycemic index (GI) of white bread in a clinical study performed by Jay Udani,MD. The study demonstrated a reduction of the GI of white bread with the addition of adequate amounts of Phase 2 brand white bean extract in powder form.

“Healthy blood sugar management is derived from the synergy of various natural ingredients along with proper diet and physical activity,” added GreenSilk’s Cohen. “The basis of this synergy in GreenSilk’s formulations comes from a medicinal plant known as mulberry leaf.Over the last several years there have been a variety of clinical trials on the effects of mulberry leaf conducted all over the world. Despite the lack of awareness in the U.S., the mulberry leaf has quickly gained support from doctors and medical researchers by producing significant results stabilizing blood sugar levels and inhibiting carbohydrate absorption in subjects without any adverse side effects.”

In one clinical trial, mulberry leaf was shown to inhibit carbohydrate absorption by 21 percent resulting in less elevation of post-meal blood sugar levels and lower calorie intake. Additional clinical studies proved that 1g three times daily for four weeks reduced fasting blood sugar levels by 27 percent, compared to an eight percent reduction with a known pharmaceutical drug; three times greater results.

“After years of research, we find mulberry leaf to be the herb of the era,” said Cohen. “Based upon scientific evidence one of the most unique qualities of the mulberry leaf is that it contains compounds that inhibit intestinal enzymes from passing sugars into the bloodstream, known as 1- Deoxynojirimycin (1-DNJ),” he added.Additional studies show that healthy people who used 1.2g of mulberry leaf Powder did not experience a hypoglycemic reaction. Mulberry leaf extract contains compounds that help stimulate insulin secretion; reduce LDL levels; reduce arterial plaque; promotes circulatory health; assists in digestion and metabolism; contributes to weight loss and management; improves liver and kidney function and is shown to improve skin conditions. In addition, the mulberry leaf is full of antioxidants, high levels of protein, amino acids, iron, calcium, vitamin A, C and B family of vitamins making it a great supplement for anyone.

Practicality

“From our standpoint,” noted Skop, “manufacturers want to see doubleblind, placebo-controlled published studies that show ingredients are effective in reducing starch absorption and the glycemic index of foods.”

At Pharmachem Laboratories, “We’re also always interested in seeing studies demonstrating how such ingredients work in common dietary situations,” he added. “While many people who are told by their doctors that they are in the stages of pre-diabetes may overhaul their diets—many others do not. We cannot force people to abandon simple carbs and sugars in favor of loading up on complex carbs and fiber. How do ingredients work in those with elevated blood sugar response when they still enjoy the ice cream or potato chips while watching ‘Monday Night Football’ or ‘Dancing with the Stars’?”

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