New Strategies for Weight Management

by Lisa Schofield | May 1, 2025

The weight-loss category has received a refresh thanks to big pharma. Here’s how to make the most of this sector to help your customers slim down while “healthing” up.

Acustomer walks into your store—“Hey, what do you have that’s like Ozempic so I can get my body summer ready?”

If their BMI (body mass index) doesn’t exceed 30, they can’t get the popular injection. This is, in reality, a good thing. But for people who want to drop a few sizes, the idea of an agent that reduces appetite so significantly that pounds melt off is alluring.

“Customers are still looking for that ‘silver bullet,’ a magic supplement that will make weight loss fast and easy,” said retailer Alina Hornfeldt, co-owner, St. Paul, MN-based Mastels. “Unfortunately, we all know that it just doesn’t exist. It’s sometimes frustrating dealing with sensationalist headlines like “nature’s Ozempic.”

In agreement is fellow retailer Ramona Billingslea, marketing manager and educator of Betsy’s Health in Spring, TX, who said, “Many people still want what we all wish was possible, which is that ‘magic bullet’ pill that will make weight loss easy-peasy, but that supplement does not exist.”

According to Dayna Dye, education content writer, Florida-based Life Extension, the approval and widespread acceptance of glucagon-like peptide-1 (GLP-1) receptor agonists is a medical milestone in weight-loss therapies. She reported that Life Extension tracked a decline in weight management product sales coinciding with the rise in prominence of GLP-1 receptor agonist therapies that has leveled during 2025. As of 2024, approximately one in eight adults are on these medications. But they only seem to have a one-year window of use: a study that included 195,915 new users of GLP-1 receptor agonists found that 36.5 percent discontinued using them after 12 months.

Recent SPINS data shows that weight management formulas have grown by 23.5 percent in the Natural Expanded Channel over the 52 weeks ending Feb. 23, 2025, with growth continuing to accelerate in recent time periods, pointed out Nicole Mahr, brand education & engagement manager, New York-based Country Life Vitamins.

“Additionally, social media trends over the past five years have helped boost awareness and education around natural weight-support ingredients like colostrum and berberine.”

Neil Levin, CCN, DANLA, senior nutrition education manager for NOW, Illinois, also shared some stats: According to the Institute of Health Metrics and Evaluation, 30 percent of the world’s population is either obese or overweight. “Individuals who are overweight can also develop diabetes and other health-related issues, so we have seen a renewed interest in the weight-management category,” he commented. This is underscored by data from Grandview Research showing that this category is anticipated to grow 9.94 percent from 2023-2039.

Another reason for the growth, Levin added, is that health and wellness social media influencers have been creating content focusing more on metabolic health and balancing blood sugar levels, and how fiber, protein and berberine can help with satiety.

Indeed, social media content creators, who tend to work with brands and do a fair amount of research, are driving the notion that losing weight is a lifestyle, not a quick fix.

Slawomir Gromadzki, MPH, nutritionist, HealthAid America, California, observed that what makes the [GLP-1] trend “different from past weight-loss fads is the shift toward metabolic health over quick fixes. Consumers are now looking beyond calorie-cutting and stimulants, instead seeking ingredients that support blood sugar balance and insulin sensitivity.”

He even predicts that by the end of 2025, we can expect the GLP-1 support category to continue a rapid expansion, with brands formulating multi-functional products that combine metabolic, digestive and appetite-regulating benefits.

Straight-up weight-loss products may be highly sought after, but, according to Maggie McNamara, vice president of global marketing for Texas-based Gencor, consumers are increasingly exploring the natural products aisle for support products, such as nutrient-dense meal replacements, and multivitamin-mineral complexes, among other supplements, “mainly because many eat less but still want to make healthy choices.”

Additionally, she noted, for those currently on the GLP-1-agonists, there is a growing interest in muscle-supporting products to counter potential muscle loss and in weight-management support both during and after the drug therapy. And, as the costs of such drugs are excessive, she emphasized, “affordability is also a significant factor for shoppers. This creates an excellent opportunity to offer support through dietary supplements, functional foods and beverages designed to assist users in their weight management journeys.”

Mastel’s never had an extensive weight-loss department, according to Hornfeldt. She shared, “When having the conversation with customers about GLP-1s, we end up in many areas of the store: protein, probiotics, etc. So, in a way the whole store is supportive of the entire person’s health journey, not just one little weight-loss section. Removing any stigmas or taboos people feel about taking prescriptions to assist them with diabetes or for weight loss is crucial in building trust and supporting our customers.”

There is a huge difference in how consumers approach weight loss today than a mere five years ago. According to Tim Prince, chief sales executive for Michigan-based OmneDiem, more consumers seeking to lose weight and get in good shape know they need to support overall well-being instead of just a quick fix. Additionally, they are using wearable devices to help. “If you add in stronger digital literacy through social media influence and other online communities, there is a great deal of data to empower consumers to make choices. This new level of education is allowing consumers to personalize their approach to weight management which is a direct result of their own improved self-education,” he commented.

Myth Busting

Billingslea related that some customers have seen information on social media that is usually far-fetched. They also often don’t realize that weight management is a multi-faceted proposition, involving factors like adrenal, blood sugar and thyroid health, as well as looking at food choices and regular exercise.

The downside of GLP-1s being a commonly discussed solution to weight loss is that it encourages the belief in and desire for that “magic pill” approach, necessitating the conversation about how dietary supplements in general work and are sold, followed by educational discussions about how the ingredients and products containing them help the body to slowly and steadily lose fat in a healthier manner. “Many ingredients can work in healthy synergy, to more personalize the formulated solution,” commented Rob Brewster, president, Ingredients by Nature, California. He added that many people also mistakenly believe that supplement solutions are expensive. “When comparing efficacious supplements for weight loss to the month’s price of the medications often not covered by insurance, the supplements come out looking very strong.”

And, in addition to the GLP-1s almost immediately experienced effects, many consumers believe that dietary supplements are ineffective for weight management, McNamara pointed out. Innovators in this category have made significant advancements over the past five to 10 years by introducing new clinically supported ingredients. These products have been shown to accomplish several goals for the weight-loss consumer: help reduce cravings, increase feelings of fullness, improve metabolic markers, promote fat burning, build muscle, satiety and more. “Retailers can use this information to reassure consumers and boost their confidence in the effectiveness of today’s weight-management products,” she said.

In Dye’s view, a pervasively common myth is that natural weight loss products are unproven and unsafe. There are key distinctions, she noted. ‘Nutrients that support a healthy weight and are available without a prescription can be confused with ‘supplements’ for weight loss or other uses available over the counter in gas stations or online that may contain substances that have not been shown to be safe or effective.”

However, she explained, nutrients that support weight loss have been the subject of studies that have demonstrated effectiveness and can include ingredients that have been used for significant periods of time without adverse effects. And although these nutraceuticals are not a quick fix like approved pharmaceuticals, such as GLP-1 receptor agonists, they do not cause the detrimental side effects such as nausea and upset stomach. Further, she added, “natural weight-loss products should be used in conjunction with a healthy diet and regular physical activity. Due to the significant adverse effects of being overweight, natural weight-loss products can become part of a nutritional regimen that supports long-term healthy living.”

In the weight loss supplement sector, said Gromadzki, “misconceptions are everywhere.” Consumers looking for a quick fix often misunderstand how dietary supplements work, what they can realistically achieve, and how to use them effectively. And, he emphasized that while demand for clinically backed nutraceutical and botanical solutions is growing, “misinformation can lead to unrealistic expectations, misuse and skepticism.”

Retailers also may be operating under some misinformation too—that the most common motivation to lose and manage weight is solely about appearance, pointed out Mohini Joshi, vice president brand experience, Nature’s Bounty, New Jersey. “The increasing demand for weight management support often centers around reaching and maintaining an ideal weight that will positively impact many other aspects of a person’s overall health,” she commented. “As more people begin to think about their weight differently, more consumers are looking for products and ways to manage their weight without a hefty price tag.”

Weighty Offerings

Obviously, the weight-management category is, shall we say, hefty. This is attractive as it provides tremendous choice in how your customer wants to tackle his/her weight loss. It is different for everyone.

For example, women often have more challenges with weight loss. “We spent time listening to women share their struggles with weight management, and their desire for dietary supplements that are cost-effective and backed by nutrition research,” said Joshi.

The Nature’s Bounty Metabolism Booster supplement features a clinically studied blend of citrus extracts, including orange and grapefruit, to help boost fat metabolism and reduce waist circumference. Black ginger extract helps promote abdominal fat loss and supports a healthy metabolism. The product formulation is a 100 percent drug-free option that features clinically studied plant-based actives and is non-GMO (genetically modified organism) and gluten free. Metabolism Booster capsules should be used as part of a healthy lifestyle, in conjunction with a healthy diet and exercise program.

Joshi added that Nature’s Bounty’s Metabolism Booster works best when combined with a healthy diet and regular exercise routine. Building muscles throughout the body, and especially in the core or abdominal section, is a key element to help boost the body’s metabolism.

OmneDiem helps support consumers weight management goals with Thermogenic Weight Management, according to Prince. Thermogenic Weight Management contains Adiposano, a patented glycosaminoglycan complex, and aXivite, an analog of capsaicin. “Adiposano has nearly a decade of use in weight management clinics across the U.S.,” he pointed out. “With the addition of aXivite, Thermogenic Weight Management, in conjunction with proper diet and exercise, may support the reduction of adipose tissue and increase thermogenesis, as well as support healthy metabolism and gut health.”

Women and men entering or are firmly in middle-age can start to observe extra pounds clinging for dear life. “We know that as we age our metabolism slows,” said Mahr. Country Life’s Metabolism Reboot combines not one, but two clinically studied ingredients; SOD B Dimpless which works to target and reduce visible cellulite on thighs and Sinetrol, which helps to reduce body fat, abdominal fat and waist size.”

Weight loss and management can also be accelerated through digestive support. For example, HealthAid America’s SlimProbio is a blend of four probiotic strains (50 billion CFU), combined with Garcinia cambogia, African mango, apple cider vinegar and chromium support healthy weight management and fat metabolism, according to Gromadzki. “This advanced formula helps balance gut flora, improve digestion and enhance nutrient absorption, which are all key factors for a well-functioning metabolism. By promoting digestive wellness and supporting the body’s natural fat-burning processes, SlimProbio offers a holistic approach to achieving and maintaining a healthy weight and overall well-being,” he said.

“Natural weight management products target healthy weight management via a variety of mechanisms,” said Dye. “For example, thermogenesis, the process by which calories are burned in the production of heat (think of the mechanism in which the body produces heat by shivering when exposed to cool temperatures) can be induced by encapsulated red chili extract that burns fat via this mechanism.”

NOW offers 7-KETO DHEA, both as a standalone and in a formula called 7-KETO LeanGels, as a thermogenic support ingredient, according to Levin. 7-KETO is involved in many biological functions, including cellular production of heat (thermogenesis) and to assist in maintaining desired body weight in conjunction with a proper diet and exercise regimen. NOW 7-KETO LeanGels also includes CLA, green tea extract, acetyl-L-carnitine and rhodiola extract as complements to 7-KETO.

NOW Diet Support also helps the body burn fat. It features ForsLean, an extract of Coleus forskohlii, and Super Citrimax, a (-)-hydroxycitric acid (HCA) extract derived from the Garcinia cambogia fruit, both which have been shown to promote healthy fat utilization, especially when combined with a balanced diet and exercise program, Levin noted. It also contains Carnipure L-carnitine, an amino acid, which facilitates the transfer of fats into the mitochondrial membrane for use in cellular energy production.

When appetite is too voracious, herbs such as hibiscus and lemon verbena support a healthy appetite to help prevent overeating, said Dye. Together, she explained, these botanicals have resulted in reductions not only in weight, but also in abdominal circumference and body fat percentage in overweight individuals with the bonus of improving heart rate and systolic blood pressure.

A pain point common in men and women is excess abdominal fat that creates rolls when one sits. Excess abdominal fat is also one of the five features of metabolic syndrome. And according to Dye, belly fat can also be targeted with natural products. Gynostemma pentaphyllum activates the AMPK enzyme that encourages cells to use stored fat to produce adenosine triphosphate (ATP) the key energy-producing molecule. A randomized trial that investigated effects of G. penaphyllum supplemention in 80 obese participants resulted in reductions in weight, fat mass, percent body fat and BMI, and total abdominal fat area in comparison with a placebo, she reported. Other herbs that safely target abdominal fat include Sphaeranthus indicus flower and mangosteen (Garcinia mangostana) fruit rind.

On the ingredient side, there is quite a bit occurring, with new ingredients, and new science on others. Here are just a couple of examples.

According to McNamara, Gencor recently introduced a new ingredient, Trpti oleoylethanolamide (OEA), a fatty acid ethanolamide produced by the intestine in response to food intake. It acts as a signaling molecule that activates peroxisome proliferator-activated receptor-alpha (PPAR-α), promoting lipolysis—the breakdown of fat—and helping to reduce food intake. Additionally, OEA triggers the release of GLP-1 through a G protein-coupled receptor-dependent mechanism (GPR119), further aiding in appetite control.

She explained, “These multiple mechanisms underline the potential benefits of OEA for weight management and metabolic health. Gencor’s Trpti OEA is also enhanced with LipiSperse technology. LipiSperse shepherds OEA through the GI tract and efficiently delivers it to the intestines, where it best enhances the production of the body’s own GLP-1. This ensures no side effects, unlike the synthetic GLP1 agonists, which have myriad side effects.”

Ingredients by Nature’s Eriomin is a proprietary blend of citrus flavonoids, mainly comprised of eriocitrin. Brewster explained that Eriomin “has shown promising effects” on GLP-1 secretion as well as supporting healthy blood sugar regulation. In three randomized, double-blind, placebo-controlled human clinical trials, Eriomin supplementation (200 mg/day) demonstrated significant improvements to baseline GLP-1 levels. “Across these studies, participants experienced an average increase of 17.5 percent in GLP-1 compared to placebo, with one study showing increases as high as 22 percent,” he said. “These findings suggest that Eriomin can effectively support the body’s natural GLP-1 production and function.”

These are just a handful of products and new ingredients targeting healthy weight loss and management via several actions.

The GLP-1 “craze” is not slowing down, nor are there any signs of it doing so in the near future, which will continue to impact your weight management product segment.

And because diet is a part of life—we need to eat to live—a weight management supplement shouldn’t be an isolated purchase. At Betsy’s Health, Billingslea and her team “usually discuss lifestyle changes as well as potential supplement support with any customer who is looking to get help losing weight. We also try to meet people where they are. The right supplement for each person will depend on factors like what their typical diet looks like, what conditions they may have, what kind of exercise they do, whether they crave sweets or salt, etc. Maybe blood sugar management support is a more appropriate fit for one customer, while another might need some healthy thyroid support. Even a good multivitamin can be helpful to weight management, so sometimes we can start there,” she related.

Even normally slim and fit people tend to have periods of weight and fat gain due to any number of reasons, so they are also good candidates for the right weight management products. So, you don’t need to “weight” around to help customers get into the best shape!VR