It may be cliché, but managing weight does start with resolution, whether
it’s in January or June. Each year, many people start to think about how
they’ll lose weight even before they try wriggling into bathing suits or
skinny jeans. Weight loss products and programs can appeal to peoples’ desire
to look svelte and shapely for the summer months, but many are over-hyped with
confounding catch phrases that tap into consumers’ insecurities. The idea that
one can just pop a pill, sit back and wait … for that Baywatch body to
magically appear is a ‘wait for loss’ fairy tale. Claims aside, there are
nutritional ingredients that may support a real body evolution, but it takes a
resolute approach—including changing diet habits, incorporating the right
foods, balancing blood glucose, and (yes) burning more calories than you
consume. An adjunct weight management product can be that extra ingredient that
helps get consumers there.
Appearance is a vanity we cherish, but there are more serious reasons to
manage the pounds. Surplus body weight is associated with excess morbidity and
mortality.1 Among adults, overweight and obesity elevate the risk of
heart disease, diabetes and some types of cancer. They also increase the
severity of disease associated with hypertension, arthritis and other
musculoskeletal problems.2 Though the terms have been used
interchangeably, their meanings are notably different. Overweight refers
to an excess of body weight compared to set standards. The excess weight may
come from muscle, bone, fat and/or body water, while obesity refers
specifically to having an abnormally high proportion of body fat.3
Diet, physical activity, genetic factors, environment and health conditions
all contribute to overweight in children and adults.4 The potential
health benefits from reduction in the prevalence of overweight and obesity are
of significant public health importance. The prevalence of overweight and
obesity changed little from the early 1960s to 1980.5 But, findings
from the National Health and Nutrition Examination Surveys (NHANES) showed
substantial increases in overweight among adults from the late '80s through
2004.6 The upward trend in overweight since 1980 reflects primarily
an increase in the percentage of adults aged 20 to 74 years who are obese. In
2004, as in 1960, approximately 33 percent of adults were overweight (body mass
index (BMI), of 25 to 29); however, the percentage of obese (BMI > 30) adults
increased from 12 to 32 percent. And, even the percentage of children and
adolescents who are overweight has risen since the early ’80s.
With obesity and overweight carrying such high statistical numbers, it is
easy to understand why diets, which address people’s desire to find ways to
instant, no fuss results, come and go. But, successful weight management should
include setting reasonable goals of a healthy weight gradually, anticipating
roadblocks (holiday treats and feasts),7 and adding movement to burn
calories, using weight management supplements as a healthy adjunct. Becoming
overweight doesn’t happen overnight; losing weight and managing it doesn’t
either.
Consumers acknowledge they are responsible for taking this step towards being
responsible for their health, yet are not following through with the necessary
lifestyle change. ACNielsen recently reported 82 percent of consumers
acknowledge that individuals are the most responsible for weight gain in the
U.S. population; but, relatively small percentages of people heed their own
awareness of how to manage weight and improve diet. Marcia Mogelonsky, senior
analyst for market research firm Mintel, said consumers like to create their own
unique diet plan. “Consumers cycle through diet plans with great speed because
they are looking for results; if they feel a diet is not working for them, they
tend to look for another alternative,” she said. “For many dieters, the most
successful plan is one that combines dieting methods. Our society is always
looking for a custom solution for good dieting.”
The
current market offers a buffet of solutions and, for the most part,
manufacturers agree the weight management market is ‘healthy’ or at least in
a state of positive flux. As long as obesity is an issue, healthy and effective
weight loss products will be sought after. “Consumers remain committed to
weight loss, given the fact that it is still one of the biggest markets in the
entire supplement category,” said Scott Steil, vice president sales and
marketing, Humanetics Corp. “Certain consumers are still looking for that
magic pill that causes weight loss while they sleep. However, I believe that
this group is shrinking, given the reality that such a product does not
exist.”
It’s not just the American market adding an extra notch to its belt to
accommodate personal expansion; other continents are also seeing the results of
spreading Western diets. According to Paul Dijkstra, executive vice president,
InterHealth Nutraceuticals: “We’re also seeing a great deal of growth within
this segment in other areas of the world, including parts of Asia where obesity
was never a problem before. As their diets become more westernized, many Asians
are joining their American counterparts in the battle of the bulge. That, too,
is fueling growth.” Kristina Williams, marketing director for Cevena
Bioproducts Inc., agreed, pointing out that any decline seen in the weight loss
category was likely due to the ephedra ban fall-out; but, with obesity rates
climbing in North America and around the world, demand for weight loss products
is rising. “This results in weight control becoming increasingly important
both from a personal health perspective and also due to its cost to society,”
she said. “Even though the overall category of weight loss pills and meal
replacements may have shown negative growth in 2005, this was mainly driven by
the decline in sales of ephedra products. Non-ephedra products (weight loss
pills) grew 25 percent in 2004, and as a manufacturer of a fiber ingredient that
can aid in weight loss, we have noticed an increased demand for weight loss
applications.”
Anchoring the Basics
Consumers should be made aware of several factors that must be taken into
account in order to effectively maintain a healthy weight and not instigate the
dips and dives leading to “yo yo” diet failures. “We need to anchor the
base things, first and foremost—lifestyle. If we can’t anchor that, nothing
will boost the metabolism,” said Rochelle Rice, FRS Health fitness guru,
president and owner of In Fitness & In Health, and author of “Real Fitness
for Real Women.”
A sensible lifestyle is the key to yearround healthy weight. “Sleep is
crucial for total health; at least eight hours a night helps you heal and
rejuvenate,” said Ron Udell, president of Soft Gel Technologies. “And the
way we deal with stress will affect our health, so it should be managed in a
healthful way that includes deep breathing and/or meditation.”
Managing weight is a more complex issue than just losing pounds, explained
R.V. Venkatesh, managing director of Gencor Pacific Inc. “Too much weight lost
too fast is not good for a person’s physiology,” he said. “More often than
not, such sudden losses result from water loss due to diuretic effects of
certain weight loss products and there is a high chance of rebound and weight
gain.” It is important to ensure gentle and gradual loss of weight (as fat)
and ensure lean body mass is maintained, leading to long term benefits.
Calories consumed are calories stored—unless they are put to work in some
form of movement. “It concerns and surprises me that weight loss is a $50
billion industry, yet we are still fat,” Rice said. She suggested retailers
shift the vernacular in talking with shoppers to emphasize “movement” versus
“exercise” and encourage them to take pleasure in the little movements that
can be incorporated into everyday lives to keep the calories burning.
Reducing overall calories, replacing sugary drinks with water, and consuming
protein-rich, low-fat, low-glycemic foods can be a smart way to fill a grocery
cart and keep a body healthy. People from all backgrounds, age and gender can
benefit from foods that have a low glycemic index (GI), because as Saul Katz,
president of Solo GI Nutrition Inc., explained, choosing foods based on
nutritional values as well as glycemic impact controls the “spike and crash”
cycles that occur after eating highly processed foods, and also gives a feeling
of fullness. He said: “Every cell in the body is designed to use blood sugar
as its primary fuel source, provided by the foods we eat. Blood sugar impacts
every function in the body, including mental and physical performance, moods,
hunger, energy, disease prevention and ultimately the overall health of the
body.”
Ingredients to Success
There is help for those battling the bulge. Nutritional ingredients to help
achieve success can be found in an array of beverages, foods and dietary
supplements and fall under one or more of several methods. Thermogenics turn up
the calorie burn while fat and starch blockers target particular compounds in
the diet; other ingredients may increase satiety or work to retain lean muscle
while losing fat.
Perhaps the hottest current ingredient for weight management is Hoodia
gordonii, which originated in the Namib Desert in Southern Africa. Hoodia has
been shown to increase adenosine triphosphate (ATP) levels in the hypothalamus,
helping to control appetite and decrease food intake by as much as 40 percent.8
ATP, the nucleotide responsible for energy transfer within cells, may play a
critical role in this energy sensing and satiety. A research review noted the
San hunters of South Africa found hoodia, “when eaten even in small
quantities, causes the sensation of hunger to cease.”9 Such tales
led South Africa’s Council for Scientific and Industrial Research (CSIR) to
investigate the plant’s effects.10
Subsequent animal research demonstrated that an extract from the plant was
highly effective in reducing weight. In 1997, CSIR approached the British firm
Phytopharm to collaborate in developing the active ingredient, P57, into a
prescription drug, but global marketing of P57 is not expected until 2008.11
Various firms are offering hoodia materials or combination products. Flora Inc.,
for example, combines hoodia with yerba mate, green coffee bean and green tea
extract to boost fat burning; Natures Benefit offered one of the first authentic
hoodia finished products, while Stella Labs pioneered the ingredient category;
Soft Gel Technologies combines hoodia with the specialty ingredient PinnoThin™
(a pine nut extract that increases satiety12) in its Suppresia-HP.
Another succulent used for weight management is prickly pear cactus (Opuntia
ficus indica). Prickly pear fiber extract (as NeOpuntia®, from BioSerae
Laboratories) binds to fat, resulting in a gellike complex not absorbed by the
GI tract, but rather eliminated out of the body.13,14
And an Indian succulent, Caralluma fimbriata, is the exciting new kid
in the weight management arena. An extract of the plant (as Slimaluma™, from
Gencor Pacific) was successful in suppressing appetite, reducing waist
circumference, increasing weight loss and fat loss and dropping BMI.15
Slimaluma is GRAS (generally recognized as safe), Kosher and Halal certified.
Venkatesh said, “The herb is used in India to control hunger and is classified
as a Famine Food by the Council of Scientific and Industrial Research, India. It
has been used as a vegetable for hundreds of years and has a well-established
safety profile with no side effects.”
Another botanical ingredient, Garcinia cambogia, promotes a feeling of
fullness and has been studied for both appetite suppression and fat loss.
Hydroxycitric acid (HCA), extracted from the rind of this yellow pumpkin-shaped
fruit, works by diverting carbohydrates away from fat synthesis and toward
stored glycogen, thereby signaling satiety and leading to reduced food
consumption.16 Super CitriMax®, InterHealth’s patented ingredient
containing a unique HCA compound, inhibits the conversion of carbohydrates into
fat and promotes an increase in the formation of stored energy as glycogen. The
product also signals the brain to turn off hunger signals. Studies show
clinical-strength doses of Super CitriMax actually increase fat oxidation and
promote healthy levels of serotonin, a neurotransmitter involved in mood, sleep
and appetite control that may help address many of the emotional issues
overweight people face, including binge-eating and depression.17, 18
Increasing fiber in the diet helps manage weight by creating a feeling
of fullness. There is strong epidemiologic support that fiber intake can prevent
obesity by decreasing absorption of other macronutrients, such as fat, and
changing the body’s gut hormone secretion.19 One type of fiber,
glucomannan, comes from the Asiatic konjac root. Glucomannan has the highest
molecular weight and viscosity among fibers, and it can generate feelings of
satiety.20 In fact, taking glucomannan with a meal may slow
carbohydrate absorption and post-meal glucose response by up to 50 percent.21
Another trial found glucomannan taken as a supplement alone significantly
increased weight loss in overweight men and women, compared to dieting alone or
in combination with guar gum and alginate.22
Beta-glucan, a fiber from barley or oats, is not a new ingredient, but
researchers have found novel ways to concentrate betaglucan to make the
necessary dosage more convenient without destroying the natural health benefits
of the fiber. Williams said in order to achieve multiple health benefits to help
promote weight loss, it is important that the soluble fiber is viscous, forming
a soft gel in the stomach. Taken before meals, Cevena’s Viscofiber® creates a
feeling of fullness and moderates glucose absorption in the body to reduce
cravings, helping the body utilize nutrients longer and providing more energy.
Turn up the Heat
Thermogenesis is a process by which the body’s metabolism increases,
turning up the burn on calories in brown adipose (fat) cells (BAT). The
best-known thermogenic agent in the dietary supplement market currently is Citrus
aurantium, or bitter orange. Advantra Z® is a standardized, patented form
of bitter orange, with researched benefits including stimulating thermogenesis,
reducing weight, increasing the percentage of lean muscle mass in relation to
total body mass, improving athletic performance and suppressing appetite.23,24,25
In addition, Advantra Z, even at high doses, has been shown to not impact blood
pressure, unlike some other thermogenic agents.26 “There are more
than nine studies on more than 200 study participants showing the safety and
efficacy of products containing Advantra Z,” said Danielle Thomas, director of
sales and marketing for Nutratech Inc.
Bitter orange is increasingly seen in combination weight management
products. For example, Weight Management Naturally, from the Healthcare
Naturally line (Nature’s Benefit), is a thermogenic formula containing
chromium, green tea, Citrus aurantium and green coffee been extract (for its
chlorogenic acid content). JavaFit Diet Plus (Javalution Coffee Co.), a
fortified gourmet coffee with Garcinia cambogia, bitter orange extract, chromium
polynicotinate and extra caffeine is an example of a functional food that caters
to the lifestyle trend of weight management. “It was shown in a study to
dramatically increase metabolic weight, while other studies showed JavaFit had a
greater weight loss, waist size reduction as well as higher decrease of body fat
over regular coffee with equal adverse events,” said Gilbertson D. Cuffy,
marketing director, Javalution Coffee Co. Inc.
Thermogenesis is also the basis from which dehydroepiandrosterone (DHEA)
metabolite 3-acetyl-7- oxodehydroepiandrosterone (also known as
7-oxo-DHEA) functions in weight management. Humanetics currently supplies the
patented, researched ingredient called 7-Keto®. Several pre-clinical studies
have been performed to look at mechanism of action and toxicology. One study on
7-Keto® in overweight adults as an adjunct to a calorie-restricted diet found
it lessened the decline of the resting metabolic rate (RMR) associated with
dieting, and increased RMR by 1.4 percent.27 Researchers also noted
7-Keto did not act as a stimulant; rather, it turned up thermogenesis and
increased fat-burning enzyme activity. Obese subjects in another study increased
weight loss and reduced three times more fat when taking 7-Keto.28
Obese patients given a formula containing 7-Keto along with L-tyrosine,
asparagus root extract, choline, inositol, copper, manganese and potassium, for
eight weeks increased their weight loss and reduced body mass index (BMI).29
“We have spent millions of dollars on clinical work to not only prove our
product works, but works very well at providing significantly more weight loss
than diet and exercise alone,” Steil said.
Another botanically-based thermogenic ingredient deemed useful in weight
management is green tea. Animal trials suggest green tea can decrease
leptin levels and suppress adipose tissue development,30 while other
research has theorized it can regulate glucose uptake in fat tissue.31
Some say green tea’s thermogenic action and fat oxidation is due to its
caffeine content,32 which is actually low when compared to coffee and
black tea. One Japanese study found green tea extract—rich in the flavonoid
epigallocatechin gallate (EGCG)—increased endurance capacity, energy
metabolism and fat oxidation in mice.33 These potent polyphenols can
increase the body fat burn by as much as eight percent, most noticeably if taken
after eating a high-fat meal.34
Green tea flavonoids are also a key component in a new healthy energy drink
from FRS beverage. Designed by Harvard scientists and the co-founder of Balance
Bar, the drink delivers powerful antioxidant protection, increases daily energy
and mental focus and safely enhances athletic performance and recovery. Active
ingredients include quercetin, which is typically found in the skins of apples
and onions, as well as green tea catechins, plus the dietary reference intake
(DRI) of seven key vitamins—C, E, B1, B2, B3, B6 and B12.
The Lean on Me
Another form of weight management can be accomplished by shifting the
proportion of fat mass to lean muscle. Conjugated linoleic acid (CLA),
trims fat and helps maintain lean muscle mass.35 Though CLA’s exact
mechanism of action is unknown, it seems to regulate energy expenditure, fatty
acid oxidation, lipolysis and lipogenesis.36 One of the leading forms
of CLA, Tonalin® CLA from Cognis Nutrition & Health, has several strong
human clinicals. In a randomized, double blind, placebo-controlled study of 180
overweight adults, 4.5 g/d of Tonalin CLA decreased body fat mass by up to 9
percent, with increases in lean body mass.37 In a one-year
continuation of the study, CLA supplementation maintained lean muscle mass and
fat loss, while lowering leptin levels.38 And in late 2006, a study
found overweight adults taking 4 g/d of Tonalin CLA for eight months reduced
body fat mass by 2.2 pounds and body weight 1.3 pounds, while those on a placebo
gained similar quantities.
Several studies have shown the various benefits of Coleus forskholii and
its root extract forskolin. A member of the mint family, it grows wild in
India, Burma and Thailand. This botanical supplement is used in trading fat for
muscle and in optimizing body composition.39,40,41L-carnitine,
an amino acid that helps transport fatty acids into the cell’s
powerhouse—the mitochondria—for energy production may also influence glucose
metabolic rate in skeletal muscle, benefiting lean body mass.42 In 12
slightly overweight adults, 3 g/d of L-carnitine for 10 days significantly
increased fat oxidation without affecting protein necessary for muscle growth.43
Banaba (Lagerstroemia specios) works by lowering blood glucose
levels44 and regulating adipocytes (fat cells),45,46 and
is involved in adipogenesis, the leading mechanism for weight gain and obesity.
Banaba has also been associated with treatment of type 2 diabetes and helps
stimulate glucose transport.47 The patented ingredient GlucoFit™
(Soft Gel Technologies) contains corosolic acid derived from the banaba plant,
clinically proven to help balance blood glucose levels.
What’s Around the Curve?
“From a sales perspective, Hoodia, CLA, green tea and 7-Keto-based
products have nicely filled in the post ephedra landscape,” Steil said.
“Additionally, products that can help increase metabolism are also a growing
category.” Udell noted: “Utilizing the glycemic index and load seem to be
gaining momentum along with meal replacement powders, drinks and nutrition bars,
and high caffeine consumption, especially in children and teenagers.” And Katz
reiterated a growing body of scientific evidence suggests low GI foods have an
important and growing role in obesity management by controlling appetite and
insulin levels. “It has been documented that low GI foods are slow to digest,
providing a feeling of fullness, which in turn has an immediate impact on
appetite,” he said.
Another trend to watch is new product formulations that perform a dual
purpose, such as weight loss and cholesterol control, likes Iovate’s new
weight loss product Cylaris. It contains Cissus quadrangularis (an Indian
herb with high amounts of vitamin C, carotene A, anabolic steroidal substances
and calcium) and soy as ingredients to maintain healthy cholesterol levels.
“It makes sense in that people who need to lose weight also have cholesterol
issues—I think we will see more of these combination products in the
future,” Thomas said. Another product, Syndrome X Nutritional Factors (Natures
Benefit), is designed to assist with weight control by addressing the hallmark
problems of metabolic syndrome, blood cholesterol, blood pressure and insulin
resistance.
“Insulin is one of the most important causes of obesity itself,” said
Stephen Holt, M.D., founder of Natures Benefit. “Insulin resistance leads
to excess insulin secretion which has many negative effects on the body. In
addition to the inefficient ‘handling’ of blood glucose, insulin excess in
the presence of insulin resistance can promote cholesterol synthesis in liver,
raise blood pressure, cause other hormonal aberrations and result in cell
proliferation.”
A Key Opportunity
According to the Centers for Disease Control (CDC) Division of Nutrition and
Physical Activity in Atlanta, “With increasing rates of obesity,
nonprescription product use is likely to increase.”48 Natural
products retailers can take this key opportunity to help customers achieve their
weight loss goals by educating them about supplemental nutritional aids that
promote healthy, long-term weight management. Retailers also have the increased
responsibility of offering products that are based on sound science and not just
hype. “Consumers have become wary of the clutter of fad diets and miracle
products and are looking for products that are not only effective but safe,”
Cuffy said.
One first step is educating employees on what claims can be made and which
ingredients target which kind of weight loss challenge (fat loss, carbohydrate
or starch blocker, appetite suppression, etc.) so they can discuss the features
and benefits of a product accurately and completely.
Merchandising can be done with end caps for exercise equipment (weights, yoga
mats and tapes) interspersed with weight loss supplements alongside written
materials on lifestyle weight management tools. If space allows, sponsor a local
weight loss practitioner, or practitioners, for evening lectures on weight
management. Some manufacturers may offer several educational seminars on their
products, including weight-loss products. Approaching manufacturers via their
Web site is another good way to get the most current study or information on a
product. Being armed with a plateful of up-to-date information on such a
timeless and weighty issue can help shoppers choose the right weight management
products for them—and help keep the resolve in their resolution throughout the
year.
To view the references for this story, click
here.
To take the exam for this course, please make sure you have the course in your
nutrilearn.com profile. If you need to add the course to your profile
click here
and complete the checkout process.
If you already have the course in your profile and are ready to take the test,
click here
or visit your profile once you are logged in to the nutrilearn system. Note: To access the
available courses in your profile, click on the "courses" link at
the top of the page once you are logged in.
The
current market offers a buffet of solutions and, for the most part,
manufacturers agree the weight management market is ‘healthy’ or at least in
a state of positive flux. As long as obesity is an issue, healthy and effective
weight loss products will be sought after. “Consumers remain committed to
weight loss, given the fact that it is still one of the biggest markets in the
entire supplement category,” said Scott Steil, vice president sales and
marketing, Humanetics Corp. “Certain consumers are still looking for that
magic pill that causes weight loss while they sleep. However, I believe that
this group is shrinking, given the reality that such a product does not
exist.”