Maintaining a healthy weight can be challenging, particularly since the pandemic began. Supplements, along with healthy lifestyle changes, can make the struggle easier.

Maintaining a healthy weight is difficult for many Americans for several reasons. Fluctuations in weight can be attributed to stress, medication, socioeconomic status, food deserts, physical inactivity and the hazardous chemicals that are often put into processed foods. According to Jamie Luu, RDN, LDN, nutrition and strategy manager at Almased USA (Wellington, FL), Research and Markets found that “the global weight-loss supplement market was expected to reach $87.70 billion by the end of 2021 and is projected to grow at a compound annual growth rate (CAGR) of 7.84 percent, reaching $128.36 billion by 2026.”

This staggering growth within a relatively brief timeframe indicates that Americans are increasingly struggling with their weight and are interested in natural products that will help them manage it. According to the Centers for Disease Control and Prevention (CDC), “From 1999-2000 through 2017-2018, [U.S.] obesity prevalence increased from 30.5 [percent] to 42.4 [percent].” This increase is concerning, as being overweight or obese can have serious consequences for health. The National Institute of Diabetes and Digestive and Kidney Diseases listed some of the possible consequences as “type 2 diabetes, high blood pressure, joint problems and gall stones, among other conditions.”

Obesity, according to the CDC, affects some groups more than others. “Non-Hispanic Black adults (49.6 [percent]) had the highest age-adjusted prevalence of obesity, followed by Hispanic adults (44.8 [percent]), non-Hispanic White adults (42.2 [percent]) and non-Hispanic Asian adults (17.4 [percent]),” their website states. Furthermore, “The obesity prevalence was 40.0 [percent] among adults aged 20 to 39 years, 44.8 [percent] among adults aged 40 to 59 years and 42.8 [percent] among adults aged 60 and older.”

The Impact of COVID-19 on Weight

A recent spike in interest for healthy weight maintenance and weight-loss supplements was due to the COVID-19 pandemic. An article on the American Psychological Association’s (APA) website, titled “The Extra Weight of COVID-19,” stated that “An APA Stress in America survey conducted in late February 2021 found 42 [percent] of U.S. adults reported undesired weight gain since the start of the pandemic, with an average gain of 29 pounds.” Also in the article, David Sarwer, PhD, director of the Center for Obesity Research and Education at the College of Public Health at Temple University, commented that “‘The stress, isolation and challenges of making life work over the past year have necessitated changes in our behavior … For those of us in the obesity field, the weight changes aren’t surprising—but they are concerning.’”

The article also noted that the disparities among races were amplified by the pandemic, as non-White groups were disproportionately affected. “People in marginalized groups are more likely to live in ‘food deserts,’ with limited access to fresh foods,” the article continued. “That lack of access to healthy food was even more challenging during lockdown orders. Compared with privileged groups, at-risk populations are less likely to have access to safe outdoor green space—and research has shown that the average body mass index of a community is lower in places with greater access to parks and public recreation lands.”

Just like COVID-19 has led to weight gain for many people, obesity can worsen outcomes for those who contract the disease. The CDC stated that “Having obesity increases the risk of severe illness from COVID-19. People who are overweight may also be at risk.” In addition, obesity may triple the risk of hospitalization due to a COVID-19 infection and is linked to impaired immune function and decreased lung capacity and reserve, making ventilation more difficult.

Kurt Cameron, CMO, Diem Direct (Ann Arbor, MI), observed that the pandemic “has impacted us in so many ways, and it’s had a big impact on the weight management market. As gyms shut down and people quarantined, many people gained weight and are now trying to shed those ‘pandemic pounds.’ Conversely, many people harnessed the societal changes to make positive changes in their lives, which include healthier eating, increasing activity and renewed focus on fitness, weight and personal care.”

Echoing Cameron, Luu explained that the healthy weight maintenance market has been impacted “For worse, [through] greater ubiquity of super-size-friendly fast-food restaurants and junk food in supermarkets,” and “for better, [through] consumers wanting to lose pandemic-caused weight gain.” In this way, the pandemic has had a positive impact on some people, as they realized how important it is to maintain their overall health. As a result, the healthy weight maintenance category has held up well. In addition, “Even though the fitness industry lost over $20 billion, the 2021 IHRSA Global Report predicts a comeback for that segment as well.”

Trends/State of the Market

Michael A. Smith, MD, director of education and spokesperson, Life Extension (Fort Lauderdale, FL), noted that “Weight-maintenance products appeal across the board through generations. However, their format and approach to health differ in importance based on the generation group. Younger generations tend to focus more on wellbeing citing how they feel, whereas older generations tend to focus more on numbers and health outcomes, such as weight or blood pressure.” However, he stressed that “Customers have become weary of products in this category from marketing that has often overpromised results and underdelivered. There is also an enormous amount of information for weight management available through the internet and social media with a slew of diets, pills and potions all claiming to be the secret component for lasting change.” The conflicting information with a lack of scientific backing, he continued, can be overwhelming for consumers, and has undermined the weight maintenance category from meaningful growth.

As far as trends, Cameron explained that “we see a trend toward novel delivery systems and strategies that go beyond simple supplementation. According to Allied Market Research, the ‘better for you’ segment, which includes food and beverages, is leading the weight management market, while lower calorie sweeteners represented the strongest potential for growth.” He added that dietary supplements in more conventional formats continue to attract consumers due to their familiarity and ease of use, which is what ultimately attracts consumers to buy what they buy.

There are several natural weight maintenance solutions on the market that are backed by scientific studies that show efficacy when taken along with lifestyle changes, and they can be sold in natural health food and supplement stores.

Healthy Weight Maintenance Solutions

“In 1985, our CEO’s father, Herbertus Trouillé, was determined to help his patients battle metabolic syndrome, a cluster of conditions caused by poor eating habits,” said Luu. “As a result, he created a low-glycemic, high-protein metabolic-boosting formula, one that supports metabolism and healthy blood sugar levels, all leading to weight loss and healthy weight maintenance.”

Luu noted, however, that Almased is not a weight-loss product, per se. “It is a metabolic health product that helps people achieve better health that includes weight loss, something which regular diet changes, alone, cannot typically achieve.” Almased, she stated, “starts with the cause of weight gain by helping to reset metabolism, as opposed to just reducing calories. It’s a simple, wholesome, clean-ingredient metabolic health supplement—one backed by over 30 years of published science—that addresses all the main foundations of healthy weight loss: metabolism, satiety, sugar intake and energy balance, all without stimulants.” The company has recently released a new Almond-Vanilla flavored powder to accompany their neutral flavored powder.

Luu also shared that a new study published in 2021 provided further evidence that Almased “can offer a metabolic advantage compared to a diet consisting of the same number of calories, but with a lower proportion of protein and nutrients comparable to a typical North American diet.” It was found that those who took Almased experienced “higher energy expenditure, increased fat oxidation and negative fat balance.” Additionally, another 2021 study concluded that in addition to weight loss, Almased was associated with healthier glucose levels.

For Life Extension, according to Smith, weight maintenance has always been an area of focus. “In 1981, we introduced DHEA as an anti-aging hormone and discussed how it helps to maintain a healthy weight. Our first textbook, published in 1997, included a protocol on weight management and discussed nutrients such as chromium, fiber and magnesium.” Still today, the company offers several high-quality supplements for healthy weight maintenance that are effective with healthy diet and exercise. “Our most popular supplement that fits in this category is our AMPK Activator, which is also taken to promote healthy aging. It contains extract from citrus peel called hesperidin and an extract from a plant called G. pentaphyllum, which has been shown to be activators of AMPK, a metabolic enzyme that helps convert fat and sugar into energy,” he said.

The product is also backed by scientific studies. “In a 12-week, randomized, controlled trial of 80 overweight participants, G. pentaphyllum extract resulted in significantly reduced fat deposits and subcutaneous (under the skin) fat, resulting in a 6.3 [percent] reduction in total fat area.”3 In addition, “Hesperidin has clinical evidence of its weight management effects, but it also provides multiple other health benefits, such as promoting a healthy response to inflammation and supporting vascular health.”2,3

Life Extension also offers Advanced Anti-Adipocyte Formula with African mango and optimized saffron. The two ingredients, meratrim and African mango, help fight fat cell growth.4,5 The company’s newest product is called Body Trim & Appetite Control, which, Smith explained, “features Metabolaid—a combination of lemon verbena and hibiscus extracts, which can help support a healthy weight by modulating hunger/satiety hormones such as ghrelin (hunger hormone) and GLP-1 (a satiety hormone).”6,7 He also shared that this product is particularly unique because, he said, no other nutraceutical company offers this combination. Additionally, the company encourages people to take the supplement in conjunction with an app to help users stay on track.

Diem Direct came into the weight management market from a unique place. “While working with the ingredient Adiposano, originally developed for support of joint comfort, we discovered that the mechanism of action makes it equally relevant to weight management,” said Cameron. “When our partners introduced us to the innovative aXivite phenylcapsaicin ingredient, we knew that these two ingredients together would create an effective alternative to all the ‘me too’ products on the market.”

Diem Direct offers two weight management products. The company’s No. 2 bestselling SKU overall, Metabolic Support, features their “exclusive Adiposano glycosaminoglycan complex. [The product] addresses the intersection of weight and joint comfort by modulating the activity of white adipose tissue to alter the expression of pro-inflammatory compounds and metabolic hormone-like substances.”* The other product is Thermogenic Weight Management, [which] combines Adiposano with aXivite, a natural capsaicin analog that is safer, better tolerated and more effective at lower doses compared to conventional chili extracts. aXivite complements the activity of Adiposano while exerting its own activity to help burn fat and control appetite.”*

The Adiposano complex in Metabolic Support is supported by multiple human clinical trials, while the company’s new aXivite ingredient is supported by an exhaustive pharmacokinetic study along with an in-vitro comparative study and ongoing human trials expected to be published in 2022, according to Cameron.

Hannah Braye, head of technical advice at ADM Protexin (Miami, FL) stressed that there is no magic pill for weight loss. “Focusing on a balanced whole-foods diet, high in fruits, vegetables, good quality protein and natural healthy fats is recommended rather than embarking on overly restrictive crash diets.” She added, “Finding a physical activity you actually enjoy is also likely to help [consumers] succeed.” Braye then listed a few supplements that those looking for help with weight maintenance may want to consider: fiber, probiotics and protein.

“Fiber plays a key role in regulating appetite,” she explained. “Studies have found that increasing fiber intake can help aid weight loss, independent of other factors. Easy ways to increase fiber intake through diet include having porridge with milled flax seed for breakfast, eating two portions of fruit and five portions of vegetables a day, adding lentils, beans and pulses to salads, soups and dishes such as stews, casseroles and shepherd’s pie, and switching to whole grain varieties of bread, pasta and rice. Increasing fiber through supplementation may also be useful.” For example, Braye stated, certain types of fiber have been shown to be particularly effective for weight loss, such as Konjac Glucommanan, which has been shown to contribute to weight loss as part of an energy restricted diet.

When it comes to probiotics, Braye stated that “An imbalance of gut bacteria (known as dysbiosis) has been seen in those who overeat and make poor food choices. In fact, research is indicating that dysbiosis may cause overweight individuals to retain more calories from the food they eat and influence food cravings.” Some foods that can be eaten to balance gut bacteria include fermented ones such as sauerkraut, kimchi, live yogurt, kefir and kombucha, and avoiding processed sugary foods. In addition, taking a live bacteria supplement such as ADM Protexin’s Bio-Kult Advanced Multi-Strain Formulation, which contains 14 different strains, may be of benefit. “Live bacteria supplements have been shown to influence the composition of the gut microbiota, improve gut integrity and restore the microbial shifts characteristic of obesity.”

Claire Barnes, registered nutritional therapist and technical advisor at ADM Protexin, added that “being overweight may not be solely related to overconsumption and lack of exercise. The bacteria that live in our gut can also have a huge influence over what we crave and how much weight we gain.” Based on studies, she continued, “Overall, multi-strain live bacteria supplements appear to be more effective than single strains in reducing a number of factors associated with obesity.”

Lastly, Braye noted that sufficient dietary protein has been shown in studies to assist with weight loss. “This is likely because we use more energy digesting protein (the thermogenic effect) and protein helps us to feel full longer, reducing the need to snack.” She advised that consumers should eat quality protein, such as organic/grass-fed meat, fish, eggs, beans, legumes, nuts, seeds, peas or tofu with each meal and snack, especially after exercise. Adding a good quality protein powder to one’s diet can also be useful.

From a Retailer’s Perspective

Ellen Milstead, owner, Erma’s Nutrition Center and Natural Market located in Nassau Bay, TX, has been in business since the 1960s and has supplied healthy weight maintenance supplements since then. “Questions about weight-maintenance products are a constant at any store that sells supplements,” she said. “We’ve noticed an increase in questions and purchases in 2021 since excess weight gain was a side effect of 2020.”

The store is selective about which products they carry. “We really love products with unique and studied ingredients,” Milstead explained. “When customers see and feel a positive difference, they’ll be in to buy again. There are a lot of weight-maintenance products on the market, but few that offer real results.” The staff at Erma’s pride themselves on staying up-to-date and educated on all of their products and look to new items to keep their selection fresh.

“We find that most customers prefer capsules because they’re easy and there is no taste to deal with,” said Milstead when asked about preferred delivery methods. She concluded, “Our hottest selling product lately is Metabolic Support by Omne Diem—we’ve just ordered their newest product, Thermogenic Weight Management and have a waiting list for it. Our customers love the brand and the research behind it.”

Advice for Retailers

As far as providing support for retailers who want to sell weight management products, Almased participates in “product samplings with instructions, product displays and printed copies of handouts and brochures,” according to Luu. “Retailers and consumers can have access to our staff nutritionist as well to help educate customers on how to use Almased for the best experience and results.” Furthermore, the company works with manufacturers on product giveaways and free gift with purchase opportunities, as well as demo stations to make smoothies.

Life Extension, according to Smith, offers “a wide array of newsletters, blogs, eBooks and magazine articles.” In addition, they offer a training library filled with resources, staff education, webinars and Zoom meetings with “live, engaging walk-throughs spotlighting our new ingredient research,” and custom live education programming, in which retailers can have a one-on-one session with a member of their education team to ask questions.

Lastly, Diem Direct provides retailers with several “in-store sales aids including literature, shelf talkers, posters, displays and samples. We also invest heavily in consumer and retailer education and advertising,” Cameron said. “We offer personal training for retail staff and we always welcome the opportunity to host in-store events for education and sampling.” He also stressed that “merchandising is often the key to success with any product, but especially when you’re targeting a seasonal buyer. January is one of the biggest months of the year for the natural products industry, and a lot of that revenue is due to new customers flooding stores to address resolutions (and undo dietary damage done during the holiday season).” He stated that it’s important to merchandise with displays, endcaps, etc. that are front and center and address their “resolution solutions.”

Ultimately, eating a healthy diet, maintaining a healthy gut, staying active and supplementing with clinically proven ingredients can put consumers on the right path toward losing and maintaining their weight. VR

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

References

1 Park, Soo-Hyun et al. Obesity (Silver Spring, Md.) vol. 22,1 (2014): 63-71.

2 Ohara, Tatsuya et al. Nutrition Journal vol. 15 6. 19 Jan. 2016.

3 Rizza S et al. J Clin Endocrinol Metab. 2011;96(5):E782-E792.

4 Kudiganti, V et al. Lipids in Health and Disease. 2016;15(1):136.

5 Oben, JE et al. Lipids in Health and Disease. 2008;7(1):44.

6 Boix-Castejón, Marina et al. Food & Function vol. 9,6 (2018): 3173-3184.

7 Serna, Ana et al. European Journal of Nutrition. 10.1007/s00394-021-02678-x. 30 Sep. 2021 -body trim (no app).

For More Information:

ADM Protexin, www.protexin.com
Almased, www.almased.com
Diem Direct, www.diemdirectllc.com
Life Extension, www.lifeextension.com

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