The panel:

Ramona Billingslea, Marketing Manager, Betsy’s Health Foods, Spring, TX, https://betsyhealth.com

Christel Lemaire, Marketing Manager, Microphyt, Baillargues, France, https://microphyt.eu

Neil E. Levin, CCN, DANLA, Senior Nutrition Education Manager, NOW, Bloomingdale, IL, www.nowfoods.com

Jamie Luu, RDN, LDN, Nutrition and Strategy Manager, Almased USA, Inc., Wellington, FL, www.almased.com

Tim Prince, CEO, OmneDiem, Ann Arbor, MI, https://omnediem.com

How is the natural products industry helping consumers maintain a healthy weight—from a product and marketing perspective? We look at new trends in this category and how have weight-loss drugs, such as Ozempic, impacted the industry? Is berberine still in demand? Are customers requesting products for glucose maintenance for weight loss?

One thing that is clear is that “weight loss” is about so much more, and includes healthy metabolism, building lean body mass, reducing brown adipose tissue (BAT) and improving glucose health.

We at Vitamin Retailer (VR) invited a panel of industry experts for their insights.

VR: As a country, America has the 10th highest prevalence of obesity in the world. Broadly (yet briefly), what role can nutrition and supplementation play in helping reduce this prevalence?

Billingslea: Supplementation can play a large role in reducing obesity in several ways:

• Even something as simple as a multivitamin/minerals can fill the nutritional gaps from poor diets, reducing some of the cravings people fight as they attempt to lose weight. For example, sufficient calcium can help us feel fuller longer and even helps bodies get rid of fat.

• Blood sugar support to help customers avoid the ups and downs of blood sugar that can make us crave food and eat more is another example of supplement support for weight management.

• Energy support products, like Trace Minerals and adaptogens, give us help in maintaining energy throughout the day, making it less likely to become sluggish and help us move more, all of which support good weight management.

• Digestive enzymes help us get the most from the food we eat, again potentially reducing over-eating.

• Protein powders, especially those of the meal-substitute variety, help our body continue to build as it loses fat, as well as giving fuel for workouts and to support more movement throughout the day.

These are just a few of the many ways supplements support those who are trying to maintain a healthy weight.

Levin: Not all calories are created equal when looking at their effects on weight and health. Food quality needs to be considered as well. A diet high in processed foods has a greater impact on weight gain than just the calories consumed. Sugary drinks and high-carb, nutritionally depleted processed foods, can increase blood sugar, leading to insulin resistance, weight gain and eventual obesity. Nutrient deficiencies need be addressed to aid normal body functions and help in normalizing weight and energy.

Lemaire: Shedding substantial body weight and keeping it off takes more than just reducing calorie intake. Combating obesity requires rebalancing metabolic wellness that enables individuals to shed fat and maintain a healthy body weight. Nutritional supplements containing bioactive ingredients can help modulate biochemical responses and bodily systems that regulate metabolism and body weight. Coupled with a healthy diet, regular exercise and restful sleep, dietary supplementation can help correct metabolic imbalances and achieve lasting and healthy weight loss.

Prince: As Americans, we typically have sedentary jobs where we are not active. Combine that with easy access to fast food, age and mental fatigue, and you have a recipe for obesity. Nutrition and supplementation can help bring awareness to one’s eating habits and patterns. Any time a person makes a change, however small, to their eating habits, it is a critical investment into their health.

Luu: The problem with those who have obesity is that their metabolism is broken and all their bodies’ signals, such as leptin, insulin and ghrelin, are not doing their job. This means they are not helping the body remove blood sugar and burn fat as well as not telling their bodies when they should stop eating. It becomes a vicious cycle that is nearly impossible to overcome.

The answer to this disease is to fix the metabolism, which is essentially what keeps the car running and burning fuel in an efficient way. The key steps to repairing metabolism are:

1. Lowering blood sugar
2. Detoxifying the liver from fat
3. Fixing the body’s signals and lowering inflammation
4. Increasing muscle mass

Medical doctors address these issues through medications and surgery. We have a natural solution called Almased (a health and weight-loss protein shake) that gives obese individuals a fighting chance at repairing metabolism by supporting healthy blood-sugar levels, unclogging the liver from fat, supporting body signals and a healthy inflammatory response, and helping to retain muscle mass.

VR: Looking at cravings and blood-sugar support, what nutrients and finished products should retailers be aware of?

Levin: 5-HTP is a metabolite of the amino acid l-tryptophan that is a precursor of the neurotransmitter serotonin. 5-HTP has been reported in peer-reviewed published studies to promote satiety and maintain normal caloric intake of some women, and to aid in weight management both with and without caloric restriction.*

Healthy blood sugar balance can be maintained with basic nutrients such as B-vitamins, minerals such as chromium, magnesium and zinc, along with supplemental protein powders, amino acids (such as L-glutamine) and healthy fats. NOW True Balance is a comprehensive multiple vitamin which supports healthy blood sugar levels already within the normal range.

Luu: Retailers should make sure to carry high-protein shakes, fiber-rich and low-sugar foods to address cravings effectively. Almased is an example of a superior high protein weight loss shake that has 31 peer-reviewed studies showing that it can effectively help the body reduce cravings and keep healthy blood sugar levels in balance.

VR: What nutrients and finished products are best for improving metabolism, and why?

Luu: When it comes to enhancing metabolism, the right protein is key in the battle against weight loss. However, not all proteins are created equal. Opting for protein sources that have all nine essential amino acids is crucial. For example, many plant-based protein such as pea protein and rice protein do not.

If you are looking for the absolute top-of-the-line protein shake for repairing metabolism look no further than Almased, with 24 g of protein and all 9 essential amino acids, which has 30 years of peer-reviewed research in major journals demonstrating that its meal replacement shakes cannot only repair metabolism but help you burn fat and retain muscle. But really the key to Almased’s excellent performance and why it is the leading brand in Europe is due to its 80 naturally occurring bioactive peptides, which have numerous health and anti-aging benefits.

Levin: 7-Keto-DHEA is a natural metabolite of dehydroepiandrosterone (DHEA). 7-Keto-DHEA is involved in many biological functions including cellular production of heat (thermogenesis). DHEA production and 7-Keto-DHEA levels, as well as metabolic rate, are known to naturally decrease with age. In clinical studies, 7-KETO, a proprietary ingredient, can assist in the maintenance of a healthy body weight along with a proper diet and exercise regimen.

CLA is a fatty acid found in free-range animal products that is often not as abundant in the modern diet, which has evidence of helping maintain long-term weight and maintain a healthy body composition.

NOW Thyroid Energy is a complete nutritional supplement for the support of a healthy thyroid gland. NOW has combined iodine and L-tyrosine, the two integral constituents necessary for the synthesis of thyroid secretions. The minerals selenium, zinc and copper have been added as cofactors needed for normal thyroid function.

NOW Cider Vinegar Diet Formula contains grapefruit fiber, lecithin, vitamin B6, chromium, kelp and glucomannan (from konjac root) to support healthy glucose metabolism.

Billingslea: We try to avoid high-stimulation products because so many people have blood pressure issues or anxiety, making caffeine a no-no.

We like our Betsy’s Basics ECGC Green Tea which has very little caffeine and cordyceps mushroom (which has shown promise in lipid metabolism) to provide energy.

We also use CLA for its support of metabolic factors because it increases the amount of specific enzyme and proteins involved in breaking down fat. Sometimes, we recommend rhodiola for its potential to increase metabolism of fatty tissue.

VR: Are carb blockers or fat burners falling out of popularity, or is there still a place for them?

Levin: We prefer to avoid the marketing term “fat burner” in favor of more accurately describing compounds affecting thermogenesis. Thermogenesis is defined as an increase in the body’s energy expenditure, resulting in an increase in metabolism. Most thermogenesis is under the control of the sympathetic nervous system. Thermogenic compounds stimulate metabolism to promote the burning of calories to help maintain and manage energy, weight and body composition. These substances work in various areas, including thyroid, liver and cellular mitochondria.

Green tea possesses both the polyphenol epigallocatechin gallate (EGCg) and natural caffeine. Catechins are the major components of tea polyphenols. Green tea polyphenols (especially EGCg) have been shown to support weight management and healthy metabolism in human clinical trials, making green tea an ideal beverage or supplement to support thermogenesis. Catechin polyphenols are known to be capable of inhibiting the breakdown of norepinephrine, providing an explanation for why green tea extract is effective in stimulating thermogenesis. EGCg can augment and prolong stimulation of thermogenesis by the sympathetic nervous system.

Caffeine is also a main component of green tea and exerts a thermogenic effect; though via a different pathway than EGCg (through the inhibition of phosphodiesterase. Thus, the combination of EGCg and caffeine in green tea and green tea extracts would be expected to stimulate metabolism, in reasonable daily servings and costs.

PHASE 2 Starch Neutralizer (from white kidney bean extract) (Phaseolus vulgaris) still enjoys popularity among those who may consume excess carbs. It can help to delay the breakdown of dietary starches by limiting the action of the digestive enzyme alpha-amylase. By lowering the activity of this enzyme, the absorption and utilization of carbohydrates from starch may also be reduced. Studies have shown that, when used to supplement weight-loss programs that include a sensible diet and exercise program, PHASE 2 may help you achieve your weight management goals.

Luu: Consumer interest in carb blockers and fat burners is still very high. Unfortunately, many of them are very unhealthy and have claims that they can never live up to. This has caused many retailers and publishers to create strict rules around the advertising of them due to the large amount of customer complaints. For example, Amazon requires that all weight-loss supplement manufacturers provide test results that show that there are no stimulants, so that they can mitigate the risk of any of their supplements causing harmful side effects. Most of these carb blockers and fat burners have little to no science behind them.

We recommend looking for natural dietary supplements or foods that are evidence-based like Almased’s protein health and wellness shake. Giving your body an excellent protein source, the right micronutrients and regular exercise will do better than most of these trendy carb blockers and fat burners.

VR: What about appetite suppressants? Are there good and safe examples of these?

Luu: Natural appetite suppressants like Almased are good for your health and safe because instead of artificially boosting metabolism, it is repairing the metabolism. Almased helps suppress appetite naturally because it helps your body work the way it should by keeping hunger hormones like leptin and ghrelin in check. Studies show that Almased helps to reduce leptin resistance and keeps ghrelin levels low. Additionally, it helps the body retain muscle mass needed to help the metabolism function at its best.

Levin: Fiber promotes satiety which helps reduce appetite. Various fiber products that absorb a lot of water tend to make us feel full and slow blood sugar spikes after eating. Psyllium husk, bran fiber, guar gum, glucomannan and fruit pectins are some examples of satiating fibers.

NOW Fibersol-2 is a prebiotic powder which helps support hunger management.

Relora is a clinically validated blend of proprietary plant extracts from Magnolia officinalis and Phellodendron amurense that has been shown to support the body’s response to minor, temporary stress, which can result in nervous tension, irritability, fatigue, sadness and nervous eating. The relaxing effect of Relora has been shown to help control appetite and stress-related eating, thereby helping to manage a healthy body weight. We sell it as a stress and appetite control supplement, listed in our diet/weight management product category.

We also include Relora in our popular Adrenal Stress Support formula, which includes green tea extract, ashwagandha, holy basil, reishi and rhodiola, along with several key nutrients.

VR: We have several state legislatures that erroneously link dietary supplements with eating disorders and body dysmorphia, and there are bills to put weight-loss products behind the counter or in locked cases. New York has already passed one of these bills, which the NPA (Natural Products Association) is challenging. If these bills were to pass in all of these states, how would this impact the weight-loss category?

Levin: Well-meaning activists trying to protect teenagers have pushed a theory that common supplements—including protein, creatine and lipotropic formulas—are somehow responsible for children having unhealthy dieting practices and are promoting restrictive legislation. But they have not produced any credible scientific research backing that claim. In practice, such laws would tend to move all body composition-related products behind the counter and requiring store personnel to check IDs before selling these products. As we’ve seen in pharmacies, products that are locked up no longer become impulse items, even for adults.

Luu: Although it may sound great to attempt to limit weight-loss supplement access to those under 18 due to potential misuse, the unintentional consequences would be that these weight-loss supplements would become less available in general. Some retailers may lock them behind plastic doors or decide not to sell these items at all. Most retailers do not even have sufficient staff to put a law like this into place.

First and foremost, eating disorders like anorexia and bulimia and body dysmorphic disorder are mental disorders classified under DSM (Diagnostic Statistical Manual of Mental Disorders). We all know that those with mental disorders have issues with abuse of medications, illicit drugs, food and even dietary supplements.

Regulating weight-loss products is most certainly the wrong answer to a problem of mental health. The answer lies in providing these individuals with the appropriate psychological care that is needed both inpatient and outpatient.

The reality is that the bigger problem in America is the epidemic of obesity and metabolic disorders. Research from the University of North Carolina found that only 12 percent of Americans are metabolically healthy, which means seven out of eight individuals are not. Denying access to these individuals to dietary supplements that can help them with their condition will cause more harm than good.

VR: Whether it’s keto or paleo or something else, speak to which diet is best for safe and sustained weight loss?

Prince: Many people yo-yo diet typically because it is difficult to adhere to the plan. Logically, the diet you can actually adhere to tends to offer the best opportunity for sustained success.

Nevertheless, while it is generally best to eat a diet low in processed foods with balanced macros, individual needs and sensitivities must be taken into account. A food that is healthy for one person may trigger an immune response in another. It’s always best to discuss individual dietary needs with your health care provider.

Luu: In general, diets such as keto and paleo slow metabolism and create a yo-yo effect of regaining the weight afterwards. So, these diets may lead to weight loss in the beginning, but months later you will have to burn more calories than before to maintain your weight. This is due to a loss of muscle mass. That is why it’s important to maintain muscle mass while you are losing weight.

Almased is a natural meal replacement shake diet that repairs metabolism without compromising muscle. With Almased, you burn fat, which unclogs fat from the liver, and retain muscle in the process. Plus, it has numerous other anti-aging and health benefits.

In fact, Almased is a safe and reliable approach to losing weight compared to many other diets or supplements out there. According to a randomized control study conducted by Halle and colleagues, individuals who used Almased doubled their weight loss (113 percent) after 12 weeks (-12.8 lbs vs. -6 lbs), and weight loss was 62 percent better after 52 weeks (-9.7 lbs vs. -6 lbs), compared to the control group.

Levin: Of the many popular diets (low-fat, low-carb, Mediterranean, high protein, paleo, ketogenic and intermittent fasting), it is difficult to find scientific consensus on one single diet that works best for everyone.

Each diet has its pros and cons. In fact, most diets include some dietary restrictions and conscious control of what is being consumed, and therefore all diets will typically work at least for a short while; at least until they become too difficult to maintain for various reasons.

Some of those reasons would be lacking certain nutrients, being difficult to source or prepare, interfering with social eating, being super-low calorie and intended for only short durations.

However, basic principles of a diet for healthy weight emphasize variety and low glycemic vegetables, some fruit, high-quality proteins and fats, and fiber (from legumes, beans, and whole grains), while being low in sugar, refined grains, junk fats and highly processed foods.

VR: Extreme calorie deprivation and extreme exercise are not safe or healthy approaches to long-term weight loss. What new entries are out there in terms of ingredients that we don’t typically associate with weight loss?

Lemaire: Extreme calorie deprivation and extreme exercise is counterproductive when it comes to weight loss and overall health. These approaches can lead to nutrient deficiencies, muscle loss, a slowed metabolism, and other health complications.

We believe that PhaeOptim is a superior solution because it supports individuals in transitioning to healthier, more active lifestyles that enable substantial and sustainable reductions in body weight. The shift from a sedentary to an active lifestyle can pose both physical and mental challenges. PhaeOptim offers vital support by enhancing exercise capacity and cardiovascular fitness, as well as maintaining bone health. These multiple benefits help individuals stick to their fitness and body weight goals.

Levin: The gut microbiota is becoming increasingly recognized as one of the key regulators of gut-brain function, which impacts the physiology of obesity. The microbiota and the brain communicate with each other through endocrine, immune and neural pathways.

The gut microbiota influences food intake and appetite by regulating the production of neuromodulators, such as serotonin, which in turn plays an important role in regulating gastrointestinal function and mood. Environmental factors can contribute to dysbiosis of the gut microbiota, disrupting this important communication network.

Select probiotics and prebiotics, along with a healthy diet, are becoming ever more important in helping to manage the gut microbiota and its impact on health and weight. For example, higher levels of bifidobacteria are associated with leaner bodies, due to a number of mechanisms. This has been shown for both pregnant women and their offspring, with lean body benefits for the children years later if the mothers had good probiotic status before birth, including bifidobacteria.

Prince: At OmneDiem, we have combined glycosaminoglycans, like hyaluronic acid and dermatan sulfate found in Adiposano, and phenylcapsaicin, an analog of capsaicin found in aXivite, into our Thermogenic Weight Management. This combination is showing great promise in supporting both weight management and metabolism goals.

Luu: Although extreme calorie deprivation may not be ideal, the latest research from Harvard University shows that fasting for several hours to several days in general is beneficial from an anti-aging perspective.

As for ingredients, the most powerful ingredients for weight loss and general health are bioactive peptides. The naturally occurring bioactive peptides in Almased have been shown in numerous studies to aid in safe and effective weight loss and provide anti-aging health benefits. In addition, bioactive peptides help promote a healthy inflammatory response and stronger hair, skin, nails and cognitive benefits.

VR: What delivery forms are becoming popular in the healthy body composition (weight-loss) segment?

Luu: Meal replacements like Almased and ready-to-drink products are very popular. However, we all know that weight-loss injections are the newest craze. If you look at these weight-loss injection company websites, you will see a long list of side effects. We recommend natural alternatives.

Levin: Gummies are increasing in popularity in many different product categories. However, our recent investigation of creatine gummy supplements, for example, has raised concerns regarding their overall quality and stability. This echoes previous reports of wide deviation from label claims in numerous melatonin gummies. It is imperative to carefully select products which have undergone stringent quality control.

VR: What tools do you offer retailers to help with weight-loss product sales?

Prince: OmneDiem offers a variety of literature and shelf talkers to help thermogenic weight management stand out in a very crowded shelf set. In addition, we do in-person staff trainings when requested. However, word of mouth of sustained success continues to be our best marketing tool.

Luu: The ability to schedule a meeting with a licensed nutritionist who will provide personalized recommendations on the use of Almased shakes with lifestyle, health, activities, allergies and other factors.

VR: Briefly, what are your predictions for this category?

Levin: It is obvious that the mainstream culture has now embraced the use of pharmaceuticals to maintain desired weight and body composition goals. In my opinion, we will see significant numbers of these consumers find that the drugs are not well tolerated or sustainable over time. At that point, they will be looking for gentler alternatives, and hopefully more natural and healthy ones. I suggest that retailers have their staff be familiar with what they have to offer in this category of weight management and body composition.

Luu: Weight loss will always be a growing category. Our Almased sales have doubled year-over-year and most certainly we see that weight-loss injections are growing exponentially.

Prince: Weight management is an issue that will continue to drive new consumers into health food stores looking for more natural ways to support their goals. Smart retailers should use these opportunities to introduce healthy, sustainable lifestyle changes that can help the consumer see a difference and feel healthier.

Lemaire: We see a continuation of several trends, especially consumer adoption of holistic approaches to weight management and metabolic wellness that emphasize overall lifestyle change. Calorie counting and extreme exercise are no longer considered effective, particularly for obese individuals. A balanced approach to diet, physical activity, stress management, adequate sleep and nutritional supplementation is the key to long-term success.VR

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