Taking Control of Blood Sugar

by Janet Poveromo | December 1, 2021

Americans are not good at maintaining healthy blood sugar levels; natural products retailers can offer help.

The need for dietary supplements to help manage blood sugar levels is significant. According to the U.S. National Institutes of Health, 34.5 percent of American adults, more men (37.4 percent of U.S. adults) than women, (29.2 percent) have elevated blood sugar.

David Wales, president of American BioSciences, Inc., in Blauvelt, NY, noted that according to the Grand View Research company’s February 2021 report—Dietary Supplements Market Size, Share & Trends Analysis Report By Ingredient (Vitamins, Proteins & Amino Acids), By Form, By Application, By End User, By Distribution Channel, And Segment Forecasts, 2021 – 2028—U.S. supplement sales hit $140 billion in 2020, with growth of 29.5 percent in 2020 in the weight-loss and energy supplement category, which includes supplements for blood sugar control.

Despite that, blood sugar is not being controlled well. Kristin Chapman, category manager with Life Extension in Fort Lauderdale, FL, pointed out, “Blood sugar mismanagement is ubiquitous in the United States and the market for blood sugar products is in a prime place for growth. Additionally, consumers have grown more aware of the need to maintain healthy blood sugar and minimize high glycemic foods in the diet. This awareness has trickled over into other categories, such as weight management as consumers begin to grasp the interconnection of it all on their health.”

Lynda West, president of Med Free Living in Pittsburgh, PA, also noted that COVID-19 has pushed consumers to change their lifestyles and eating habits, and they are increasingly taking charge of their own health. “They are reading more labels, dropping the sugar, carbs and meat and looking more toward dietary supplements for immunity, blood sugar control, brain health and digestion,” she said.

Yet, the number of adults who have type 2 diabetes or insulin resistance is close to 10 percent of the world population and is expected to greatly increase in the years to come, she added. “Excess sugar in the blood stream is the culprit behind many conditions: diabetes, insulin resistance, increased inflammation and chronic pain, and many more.”

Ingredients in Finished Products

Finished product manufacturers are depending on proprietary ingredients to make their blood sugar management offerings stand out.

American BioSciences offers SugarSolve 24/7, a dietary supplement which contains a banaba leaf (Lagerstroemia speciosa) extract, standardized on corosolic acid, shown in clinical trials to help maintain healthy blood sugar levels by clearing blood glucose into cells by facilitating glucose transporter isoform 4 (GLUT4) activity. Wales suggested retailers check out this website for more information and links to research: www.americanbiosciences.com/product/sugarsolve-24-7/.

As for Life Extension, the company features a wide range of ingredients that help support multiple aspects related to improved glucose management, such as maintaining blood sugar, noted Chancellor Faloon, research associate with the company.

“Our leading ingredients for sugar support are all together in our Tri Sugar Shield,” Faloon said. “These are sorghum bran, phloridzin (apple extract) and white mulberry leaf. Together, these ingredients target a wide range of mechanisms for blood sugar support such as reducing gluconeogenesis (new glucose production in the liver), inhibiting enzymes that break down complex sugars and increasing excretion of glucose. More importantly, all of [this has] been shown in clinical research to help support glucose management.”1-3

In addition, Actiponin gynostemma extract and hesperidin, ingredients found in Life Extension’s AMPK Metabolic Activator, are commonly taken to help maintain healthy blood sugar as well as fight unwanted belly fat. Clinical trials have found that these ingredients can help support healthy glucose levels by activating the master metabolic regulator AMPK,4,5 according to the company.

“Some of our veteran ingredients include benfotiamine and Crominex3+,” Faloon added. “Benfotiamine is fat-soluble vitamin B1 and it acts as a shield from the consequential effects of high glucose and advanced-glycation end products, especially in relation to nerve health.6,7 Crominex is a stabilized chromium combined with Capros amla extract and PrimaVie Shilajit for more thorough benefits. Chrominex is used to improve the absorption of glucose, and it does this by triggering GLUT4, which allows for steady flow of glucose into cells.”8

Med Free Living’s Insuleen formula was created to help support pancreatic function to increase insulin production and help carry glucose to our cells for energy, West said.

The product is an all-natural formula of chromium, zinc, white kidney bean, Gymnema sylvestre and vanadyl sulfate, which aids in healthier blood sugar naturally, according to the company.

Supplement Trends for Blood Sugar Control

Whether a single ingredient product or a blend, manufacturers tout using ingredients that are proven effective. What’s trending is a growing awareness by the consumer.

“Awareness of the importance of managing blood sugar levels in the prevention and treatment of age-related illnesses is growing across the spectrum of medical opinion, from leading medical centers to traditional herbalists, fueling demand for supplements such as SugarSolve 24/7,” said Wales. “If there is a trend in the product category, it is for more complex, multi-ingredient dietary supplement formulas, but for the time being, American BioSciences is sticking with its single ingredient, SugarSolve 24/7 formula because doctors and consumers can be reassured by long history of use of banaba leaf in traditional medicine, and the growing body of evidence on its safety and effectiveness.

Life Extension is highlighting blends. “Synergistic blends, particularly herbal and flavonoid extracts, have been in the spotlight with new research highlighting various actions on managing blood sugar,” Chapman said. “Consumers are also particularly interested in how they can incorporate changes into their lifestyle while improving their health. With this, there has been a focus on innovation with non-nutritive sweeteners to reduce dietary sugar and a strong focus on increasing fiber.”

Life Extensions’ top product in this category is its Glycemic Guard, according to the company. A combination of Delphinol maqui berry extract and Clovinol clove extract helps the body maintain already-healthy blood sugar levels, especially after meals when glucose spikes can occur. Both ingredients affect glucose metabolism, and support healthy glucose absorption and gut peptide signaling, in turn promoting a healthy insulin response and hemoglobin A1c levels.

Retailer Roberta Benson, buyer and staff member with Mastel’s Health Foods in St. Paul, MN, noted several trends she sees on the sales floor. “The standard American diet has made blood sugar issues very common in our society and so this category is a stable seller for us,” she said. “Formulas which combine nutrients key for sugar handling, e.g., chromium, vanadium, and the B vitamins, paired with functional herbs, are generally the best sellers right now. The savvy customer knows a well-rounded and holistic approach gives the best results. Bluebonnet’s Blood Sugar Support and Country Life’s Glycemic Factors are examples here. There is a lot of recent interest in herbs used traditionally by ayurveda. Himalaya has a great line including Bitter Melon and Gymnema. And we can’t forget the newest kid on the block, berberine. There is a ton of research showing clinical value.”

Benson added that the typical customer for these products is generally mid-aged and upward and of both genders. “While there seems to be an upsurge of sugar metabolizing issues among younger people, we haven’t seen them in the store looking for this type of support yet.”

Research of Note

For the future of the category, product manufacturers are interested in current research to maintain an edge for product efficacy and development. “American BioSciences will continue to collaborate and support research on natural products which address unmet medical needs, such as the need for blood sugar control in 34.5 percent of the adult population, with results that can be validated with widely used clinical diagnostics, such as blood glucose meters,” Wales said.

Chapman added that Life Extension has always been interested in ingredients with strong human clinical studies. “Customers want to be confident that a product is providing the intended benefit. An ingredient that has a strong foundation in research indication, mechanism of action, plus measurable and meaningful outcomes sets up success for consumer trust in a product.” VR

References:

1 Poquette, Nicole M et al. vol. 5,5 (2014): 894-9.
2 Andallu, B et al. vol. 314,1-2 (2001): 47-53.
3 Prpa, Emily J et al. vol. 85 (2020): 108466.
4 Gauhar, Rehman et al. vol. 34,9 (2012): 1607-16.
5 Xiong, Haijun et al. vol. 13 3855-3866. 12 Nov. 2019
6 Simm A. 2013 Oct 30;92:248-59.
7 Stracke H et al. Nov 2008;116(10):600-605.
8 Chen, Guoli et al. 2006 Apr;20(4):857-70.