Consumers who realize there’s no quick fix for maintaining a healthy weight seek guidance and personalized solutions.

Maintaining a healthy weight is uppermost in most consumers’ minds, while many others are seeking permanent weight-loss solutions. Today’s consumers have a greater awareness that obesity is directly linked to many serious health conditions, such as cardiovascular disease, high blood pressure and diabetes.

The CDC (Center for Disease Control and Prevention) reported that in 2017-2018, the prevalence of obesity in adult Americans was more than 42 percent, divided evenly among men and women, though women were more likely than men to be severely obese.

Even being somewhat overweight can increase a person’s risk for these health problems.

Many others simply want to maintain an already healthy weight but are confused as to the right way to go about this. The weight-loss and diet industry can be overwhelming, with many types of diets and food products being advertised. For those consumers who prefer a natural route to weight loss or weight management, there are many options on the market to help meet those goals.

Seeking Solutions

Unfortunately, many people are looking for a quick fix to a weight issue, said Kris Wear, owner of World of Nutrition in Idaho.

The opposite of a quick fix is a long-term solution or strategy to weight management. Marcos Lopez, business development director, Monteloeder USA, with U.S. headquarters based in Florida, said that there is a shift away from weight-management products to holistic lifestyle solutions. “As for the supplement industry, it is offering efficient solutions to the consumers, particularly personalized solutions. Consumers know that a product that works for one individual may not necessarily work for them, and therefore want something that is tailored to their needs and preferences,” he said. He added that the personalized nutrition space is growing, leading his company to develop an app.

Travis Lemon, owner of Tulsi at the Market in West Virginia, said that many of his customers are seeking clean ingredient weight management products that complement their diet plans. “Many customers come in looking for a specific supplement or ingredient after seeing it on TV or in a magazine ad, but they also want to explore their options when they come into the store,” he said.

“While obesity is on the rise, many consumers are aware of the importance of eating healthily and regular physical activity. However, they do not want to forfeit the foods that they like. Therefore, the challenge in the food industry is to provide the foods that the consumers know and love, in a healthier format,” said Lopez. This is what he said is driving the development of plant-based alternatives in the food industry.

Though the consumer group is widening because rates of obesity has climbed, “…blurred lines between sports nutrition and weight management have created a new class of consumers who are more interested in products that meet their lifestyle goals,” said Kristin Chapman, Life Extension category manager, product development; Life Extension is a manufacturer headquartered in Florida.

Consumers, though, are frustrated, often because of false claims made by companies about their products. “Weight management has been a lifetime battle for many consumers, trying and failing on numerous occasions. This causes increased frustration, and they become wary of the expected outcomes with a new diet or product,” said Lopez.

Another source of frustration for consumers is an unsustainable diet program. “When the consumers go back to their normal way of life, there is a rebound effect and weight regain. In the end, the consumers feel frustrated again, and their trust in weight loss products is diminished,” he said.

And the sheer variety of options on the market for products can make it confusing for consumers.

The Market/Market Trends

Weight loss and weight management are a concern for a significant number of consumers. Even though Business Wire reported that there are fewer dieters due to self-acceptance of body image, the weight-loss and diet industry in in this country nonetheless amounts to $72 billion.

“This seems to be an ever-growing market, and I feel it will continue to flourish. Many people have been taking their health into their own hands which is driving them into health food stores or online to find products to assist them in their needs,” said Laurel Sterling, MA, RD, CD/N, nutritionist and educator with Carlson Labs, a manufacturer headquartered in Illinois.

A number of factors influence the weight-management market, including social media, television medical shows and dietary trends. “Things that have impacted in a negative way have included: certain companies in this industry, mainstream stores or specific products that have had subpar standards with media publicizing it, individuals using these products not improperly and not according to label directions, scientific study outcomes skewed by the media, or lack of satisfaction from the medical outcomes,” said Sterling.

Sterling added that women are the primary consumer, though lately, men and even children are pursuing weight-loss options.

“Trends show that companies are starting to move away from selling weight loss and promoting body composition products such as reducing belly fat, waste line and hip size reduction. There is also a shift away from pills and a rise of functional foods/drinks,” said Glenn MacEachern, Life Extension executive director, product development.

Other obesity-related diseases are on the rise. Citing from the 2020 National Diabetes Statistics Report, Tanya Kirkland, operations director with Stevita Naturals, a Texas-based manufacturer, noted that 40 percent of the population is diabetic, prediabetic or at risk for diabetes. Because of this, she said, “The need for both satisfying and natural sugar-free options is a national health imperative. As more people understand the health risks associated with sugar-laced diets, carb-free stevia sweeteners will become a staple in pantries. This parallels the continued interest in low-carb diets, such as keto and Whole 30.

Weight Management Products

Wear said that she does not have a large weight-loss section in her store, offering about 20-25 different weight loss specific SKUs. “We sell a lot of Citrimax (garcinia), Homeopathic HCG, Exogenous Ketones, as well as some old school ACV, kelp and lecithin blends,” she said.

Lemon said he carries about 10-12 traditional supplements. However, he said, “We see many customers gravitating to more structure/function-based diet supplements like keto formulas, but we have many customers that see a correlation between weight gain and stress; we see a lot of dieters skipping the stimulating supplements and relying on adaptogenic adrenal formulas.” He will also suggest less traditional supplements to his customers, like those that support adrenal glands and thyroid, as well as probiotics and high nutrition green food powders.

Carlson Labs offers such products as omega-3s, Ceylon Cinnamon and Nutra-Support Diabetes for assisting with blood sugar regulation. “Ceylon cinnamon is considered the ‘true cinnamon’ and preferred form. Not many companies offer this type of cinnamon. Current research demonstrates that Ceylon Cinnamon helps maintain normal glucose levels. Nutra-Support Diabetes was specially formulated for those who currently have diabetes and prediabetes. Nutra-Support Diabetes provides the necessary 13 vitamins, nine minerals, and seven other nutrients to support healthy metabolism, immune and cardiovascular system function,” said Sterling. They also offer several amino acids that helps the body to utilize dietary fats for energy production over storage.

Carlson also manufactures MCT oil (medium-chain triglycerides) alone or paired with omega-3s for supporting energy production and fat metabolism. “MCTs from coconut oil is promoted by keto diet plans. There is limited research currently in this area; however, it seems to be gaining a lot more attention, popularity and success, so hopefully more studies are to come,” she said.

As stress plays a role in weight management, Carlson Labs also offers Totally Zen, containing B-complex vitamins, L-theanine and GABA to promote calmness and easing tension.

Life Extension’s products focus on belly fat reduction, fat blocking, carb/sugar blocking, better metabolism and appetite control. One such product is AMPK Metabolic Activator, which contains hesperidin and a gynostemma extract. “Increasing AMPK enzyme activity tells cells to stop storing fat and start using it to create ATP. Your body uses ATP for cellular energy. It doesn’t just promote a healthy weight, but can actually target abdominal fat, the type of adipose tissue we should try to avoid,” said MacEachern. He added that while healthy cellular AMPK activity is an essential part of a weight-management program, it will be more effective when combined with a healthy diet and regular exercise.

Like its name suggests, Trace Minerals, a manufacturer based in Utah, is primarily a manufacturer of minerals, which can assist those following the keto diet. Dr. Darrin Starkey, manager of education and training, explained that the “keto flu” can happen after people adopt a low-cab diet and can result in flu-like symptoms. Rebalancing electrolytes can replenish mineral loss and reduce these symptoms as the body adjusts.

“When people began following the keto diet and began experiencing the keto flu, many of those dieters turned to us and our electrolyte products for help. As a result, we developed a line of electrolyte replacement products specifically for those on the keto diet to help them supplement their diet with mineral and electrolytes they need to feel their best,” said Starkey.

These products include Keto Electrolyte Tablets, Keto Electrolyte Drops, Keto Electrolyte Powder, and Sugar Free Electrolyte Keto-Friendly Power Pak, and come in a variety of delivery options. “While our Keto Electrolyte Tablets provide a little more than our liquid Keto Electrolyte Drops with the addition of Vitamin B6 and Taurine to get magnesium into the cells more effectively, both the liquid and tablets can be effective tools for addressing electrolyte imbalance, while providing consumers with different delivery options to suit their particular tastes,” said Starkey.

Seeking Quality Foods

Kayco is a food manufacturer based in New Jersey and while it does not sell weight management supplements, it manufactures natural, non-processed products. “We’ve seen the most excitement with our Wonder Melon Organic Juice line. The market trend in real food focused eating has helped drive that growth in this line. Consumers are incorporating more whole foods into their diets while focusing on reducing or eliminating processed foods from their homes,” said Kim Cassar, executive vice president of sales and marketing for the Beyond Division/Specialty Food. She added that the Wonder Melon juice contains nothing but cold pressed juice, which she said is a big trend in juices.

“The cold pressed method of extracting the juice uses a hydraulic press to extract the juice from the fruits and vegetables. The process includes shredding the fruits and vegetables and then compressing them between two plates at a very high pressure. This allows us to get the most liquid and nutrients out of the produce as possible. We know that juice cleanses have become very popular for weight management,” she added.

For those looking to reduce sugar intake, many consumers turn to sweeteners such as stevia. Stevita Naturals, based in Texas, manufactures stevia sweeteners sourced from fair-trade Brazilian farms. “The feedback has been great for Stevita Naturals’ new Keto-friendly hard candy. Customers are reporting easier weight loss because they can still enjoy sugar-free sweets. Also, customers have really found Stevita Organic to give them a sweet boost throughout the day without the calories or guilt found in some sweeteners,” said Kirkland.

Monteloeder has been working with plant extracts and botanicals since 1996 and in 2012 decided to pursue the weight management space. Monteloeder manufactures an ingredient called Metabolaid, a formula with hibiscus and lemon verbena extracts. “It is highly purified in polyphenols, anthocyanins and verbascoside,” said Lopez. He added that there is science behind this ingredient, as clinical studies have shown the formula decreases fat accumulation in the adipose tissue and liver and increase energy uptake in the muscles, giving rise to a fat burning effect on the body. Lopez said that it also supports reduction of cholesterol, triglycerides and blood pressure and is deemed to have a satiety-enhancing effect. Lopez added that the delivery method is flexible, ideal for many formats such as capsule, tablets, jellies and drinks.

Education

Perhaps no other product category is as vast, or as overwhelming, as the weight management category. Although it can be a huge task, retailers need to keep informed about the products they stock and pass that knowledge on to the end consumer, something with which Wear agrees.

“We are a very customer service based, so we do help as much as we can with both product recommendations as well as diet and exercise conversations. I also do several weight-loss consumer educational classes a year,” said Wear.

“We focus on education for our employees so they know what makes diet supplements different and what supplement might be best suited for what type of diet. We try to point out clinically studied ingredients and direct them on how to find more information if they are interested in doing so,” noted Lemon.

Many companies provide educational resources for the retailers. For example, Life Extension produces a magazine highlighting the ingredients in their products, as well as makes wellness specialists available to answer questions.

Merchandising Tips

Many manufacturers help their retail partners merchandise the products that they carry, a win-win for both parties.

“In-store merchandising alone is no longer enough to generate excitement for healthy weight-loss products. Today’s health savvy consumers are often looking for products to support new and better lifestyles. Retailers can offer this premium through education weeks, social media, and samples,” said Kirkland. She added that her company also helps retailers with social media campaigns, promotional discounts and sampling programs, as well as provides kitchen-tested recipes on the company’s website.

Similarly, Stevita Naturals also has a website filled with kitchen-tested recipes featuring its products.

Wear does not do too much merchandising of weight loss products. “We don’t want our customers to believe that they can take a pill, do nothing else and their weight will just fall off,” she said.

Lemon added that being transparent with customers goes a long way toward sales. “Be honest, educate your customers and stay up-to-date on the research behind these supplements. If you carry high-quality supplements and have a knowledgeable staff, all the extra bells and whistles can be a help, but the customers will come to you based on trust and that’s the best marketing that there is,” said Lemon.

Sterling advised holding promotions for weight-management products to parallel seasons when sales are likely to increase, like in January after New Year’s resolutions, and in the spring when people are trying to get fit for the summer months. “Endcap sales and promotions, contests, samples, demos and coupons can all enhance sales and generate excitement for these products,” she added.

Starkey said that floor and counter displays, as well as posters on the front door or hanging in the aisles are effective to garner attention for weight-management products. VR

For More Information:

Carlson Labs, www.carlsonlabs.com
Kayco, www.kayco.com
Life Extension, www.lifeextension.com
Monteloeder, www.monteloeder.com/en/
Stevita Naturals, www.stevitanaturals.com
Trace Minerals, www.traceminerals.com

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