Natural products aim to reduce obesity while growing profits

Natural products aim to reduce obesity while growing profits

It’s not hard to have growth in the weight management sector when there are so many growing waistlines here in the land of the bloat. Mainstream shoppers grew the category more than 27 percent in the last year, while in the natural channel sales grew an off-the-charts 75 percent. Before you fall off your chair, note that these came on the heels of a decidedly off year when natural sales were up a mere 14.6 percent, while in mainstream stores sales were actually down 4.2 percent in 2011, according to SPINS data.

Obesity is becoming a weighty concern around the globe and this is fueling greater consumer interest in achieving a healthy weight. In fact, a recent survey of nearly 5,000 consumers by New Hope Natural Media and iVillage found that the majority of women seek out products that will help them address their No. 1 health concern: losing or maintaining their weight.

According to the Centers for Disease Control and Prevention (CDC), nearly 35 percent of Americans over age 20 are overweight and another 35 percent are obese; 10 percent of children age 5 and under are obese and 20 percent of children ages 6 to 11 are obese. Being overweight raises the risk for many diseases, including heart disease, type 2 diabetes, cancer, and depression.

To lose weight, many people go on a diet. Generally considered safe by experts, moderately low-calorie diets aim to create an energy deficit, where the dieter burns more calories than he or she consumes daily. Regular, moderate physical exercise also helps burn calories.

People who are watching their weight and are interested in achieving optimal health should avoid high-sugar foods and excess alcohol; choose small amounts of healthy fats (such as avocados and nuts); and exercise regularly. Other popular diets include low-carb, low-fat, Atkins, South Beach, juice fasts, and detox plans. Nutritional ingredients that may help with weight loss include chromium, green tea extract, phosphatidylserine (PS), digestive enzymes (bromelain, papaya), conjugated linoleic acid (CLA), fiber (psyllium, inulin, oat bran), chitosan, guar gum, and calcium.

Fi: What are your projections for the growth of the sector for the coming year?

Dina Fernandez-RaudalesDina Fernandez-Raudales, Scientist, Protein Research Applications for ADM

The appearance of new high-protein and high-satiety products in the marketplace has constantly increased in the last years. According to MINTEL, in 2011 we had 70 percent more new high-satiety products than in 2010, and so far in 2012, we have more than 50 percent new satiating products than in 2011, showing an upward trend. The current interest in high-satiety alternatives is very high among researchers, the industry and the general public, and this interest will keep in the scientific agendas for 2013.

The Institute of Food Technologists included a section of weight management and satiety research and product development opportunities in its potential topics for 2013. The American Society of Nutrition is planning to include mini-symposia topics about satiety, weight management, sport nutrition, and innovative applications in nutrition and food science in its annual meeting (Experimental Biology 2013). There is also evidence that the interest for weight maintenance has exceeded the interest for weight loss among consumers in the last years.

Given these trends, the future looks promising for fortified and/or enriched protein products oriented to potentiate satiety. Clarisoy represents a clear alternative solution for food manufacturers in this area.

Scott Steil, President, Nutra Bridge

2012 will be a banner year for the weight-loss sector. My estimate for the category is +15% vs. 2011. Core driver for growth is increased media coverage that has increased consumer awareness. Dr. Oz has been very positive for the weight-loss category as it is one of his core focuses.

Fi: How does your ingredient fit into the overall picture of the weight management sector?

DFR: One of the main reasons that diets low in energy and fat fail is their inability to satiate. Protein was categorized as “The Most Satiating Macronutrient” by FAO, WHO and UNU in 2002. The incorporation of high-protein products into high protein diets has proven to be an excellent weight management strategy due to protein’s high satiating effects. High-protein diets have been proven to reduce hunger and manage hunger over time better than high fat and high carbohydrate diets.

Clarisoy is a vegetable-based highly functional protein ingredient for beverage manufacturers to achieve ‘good’ or ‘excellent’ source of protein status in acidic/basic, transparent/non-transparent drinks adding great potential for the weight management market. It’s high quality protein and clean flavor makes Clarisoy an outstanding option to increase the satiating effect of functional beverages.

SS: 7-Keto (made by Humanetics and exclusively distributed by Nutra Bridge) is a non-stimulant, thermogenic fat burner that effectively allows the body to burn fat more efficiently by increasing the activity of key fat burning enzymes. 7-Keto is naturally found in our bodies, but declines dramatically with age. Typically, a person loses about 50 percent of his or her endogenous 7-Keto levels by age 40. This results in our bodies’ inability to burn fat like it used to when we were younger.

Multiple clinical studies have shown that 7-Keto produces 200 percent greater weight loss than diet and exercise alone. This translated to an average additional 5 pounds of weight loss and the majority of the weight loss was pure body fat.

The key driver that separates 7-Keto from other weight loss ingredients is the efficacy, two NDIs that have been filed with FDA and the safety it offers as documented by published, human clinical studies. We have invested millions of dollars in the science that supports our product, which is really starting to pay off as the weight management category becomes more demanding. Developing new weight loss products today requires the use of products that are proven to work to satisfy more savvy consumers as well as support ethical marketing claims.

Fi: What is the key market driver?

SS: Today’s weight-control supplement marketplace offers a variety of effective options to help consumers maximize their weight loss goals. Each sector offers unique advantages to address the needs of each individual user. Key growth sectors and science-backed ingredients in the weight loss arena include (prioritized):

  • Thermogenic fat burners (7-Keto, fucoxanthin, green tea)
  • Satiety (fiber, saffron, carraluma, although no clear ingredient dominates this sector)
  • Metabolism boosters (green tea, capsaicin, caffeine and 7-Keto)
  • Blood sugar/insulin control (chromium, white kidney bean and a new product called InSea2)

Fi: In your opinion, how damaging were the sibutramine tainting scandals for the reputation of the whole sector? How does a supplier/manufacturer who wants to do it right compete?

SS: Tainting scandals always land a body blow to the supplement industry; however, it has not really damaged the sector. Manufacturer and marketer interest in the weight-loss category and pace of new product development is at an all-time high over the past 10 years.

Key events that have affected the marketplace include FDA actions regarding the safety of weight-loss products, conversation about new NDI guidelines, increased enforcement by the FTC on marketing claims and a shift in consumer education and attitude—moving away from looking for the magic bullet to seeking products that help maximize weight loss along with diet and exercise.

Finally, the market is favoring ingredients that are well established with solid clinical trial data supporting efficacy and safety. It is not just about the latest ingredient to hit the weight-loss scene. Serious companies committed to long-term growth in the weight-loss category and using ingredients that offer rock solid claims support and deliver results to the customer. 


Condition Specific Directory: WEIGHT MANAGEMENT

Alchem USA

Coleus Forskolin (1%, 10%, 20% 40%)

Recommended for centuries in Ayurvedic medicine as an aid to heart, respiratory system and digestive tract health. Coleus forskolin achieves weight loss by initiating a series of chemical reactions that cause fat cells to release their energy and melt away.

[email protected]


Minnetonka, Minnesota



Chia seed (Salvia hispanica)


Bioenergy Life Science Inc.

Bioenergy Ribose



PhosphoLean NOPE+EGCG




ProC3G is a cyanidin 3-glucoside (C3G) from a natural source of black rice and is 40% C3G by weight, with an additional 5% other anthocyanins. It contains 10 times more C3G than the leading standardized bilberry extract. C3G has been associated with health benefits, such as weight loss, anti-oxidants, anti-aging and eye health.


[email protected]

Irvine, California


Cyvex Nutrition



Ecuadorian Rainforest LLC

White kidney bean

Staying active is important in keeping a healthy metabolism. In addition, white kidney supplementation may also assist in boosting one’s metabolic rate. According to researchers, white kidney bean may block unwanted calories from being stored as fat. This is done by preventing the stomach from breaking down carbohydrates into simple sugars.


[email protected]

Belleville, New Jersey


Fonterra USA Inc.

Whey proteins


Fortitech Inc.

Chromium Picolinate


Gencor Nutrients Inc.

Slimaluma is a proprietary standardized GRAS extract of Caralluma fimbriata, an edible plant used for centuries in India as a famine food and appetite suppressant. Through a unique patented process, the essential constituents of the herb are extracted without chemically altering the key constituents, ensuring full benefits in concentrated form.

[email protected]


Anaheim, California


Gum Technology Corp.

CKX-Fat Replacer


Humanetics Corp.


7-Keto is a substance found naturally in the body. 7-Keto levels decline as we age, taking our metabolism down with it. Supplementing with 7-Keto activates metabolism-influencing enzymes — and produces three times more weight loss than diet and exercise alone. Multiple clinical trials support 7-Keto’s safety and efficacy for weight management.


[email protected]

Minneapolis, Minnesota


Icon Group LLC

Synetrim Pro300

WellTrim iG


Synetrim CQ

WellTrim Ultima


Indena USA Inc.

Greenselect PHYTOSOME

Greenselect PHYTOSOME is a caffeine-free green tea extract that is double standardized in polyphenol and ECGC content and combined with phospholipids to maximize bioavailability and effectiveness. A recent study with Greenselect PHYTOSOME combined with a reduced-calorie diet resulted in weight loss averaging more 30 pounds in 90 days.


[email protected]

Seattle, Washington


Ingredion Inc.

HI-MAIZE resistant starch

NUTRIOSE soluble dietary fiber


InterHealth Nutraceuticals Inc.


Two clinical studies show that Meratrim works in two weeks to reduce body weight, and hip and waist size. InterHealth’s Meratrim has the science substantiation manufacturers need in the weight loss category. Formulate new weight management products and establish a unique market positioning with Meratrim.


[email protected]

Benicia, California



KiOnutrime-Cs, a vegetable fat-binder


Lonza Inc.


Carnipure enables the generation of energy from fat by transporting long-chain fatty acids to the mitochondria. Clinical studies demonstrate the need to ensure one has optimal L-carnitine stores in the body. Along with optimized eating and exercise strategy, Carnipure supplementation may promote a healthier body weight.

[email protected]


Allendale, New Jersey


Maypro Industries LLC


Chitoglucan is a patented extract of enokitaki mushroom supported by 13 human clinical studies and shown to reduce body weight and body fat, support healthy cholesterol levels and help control blood glucose levels. Chitoglucan works by inhibiting the absorption in the digestive tract and decomposing body fat accumulated in the fat cells in body fat tissues.


[email protected]

Purchase, New York


National Enzyme Co.

BioCor Lipo — lipolytic enzymes related to fat consumption


Nutra Bridge Corp.



Nutraceuticals International Group

FucoPure Fucoxanthin Extract


Nutratech Inc.

Advantra Z


Nutrition 21

Chromax Chromium Picolinate

Nutrition 21's Chromax chromium picolinate has been shown to support weight management by helping to regulate eating behavior and reducing food cravings and intake without increasing hunger levels. Chromium picolinate is a safe and effective nutritional compound that can help people manage weight while retaining lean muscle mass.

[email protected]


Purchase, New York


OmniActive Health Technologies


Award-winning Capsimax encapsulates a high concentrated and intensely hot natural capsicum fruit extract to provide highly effective levels of active capsaicinoids — full fruit extract to provide highly effective levels of active capsaicinoids — without the oral and gastric irritation of unprotected red hot peppers.


[email protected]

Morristown, New Jersey





Pharmachem Laboratories Inc.

Phase 2 White Kidney Bean Extract

Phase 2 is the first, and only, white kidney bean extract clinically studied for safety and efficacy. It has been shown in human studies to reduce the digestion of starch and promote weight loss. Phase 2 is a highly concentrated extract made through a proprietary process that assures its potency and purity. It is ideal as a dietary supplement and in many food/bev applications.


[email protected]

Kearny, New Jersey


P.L. Thomas



Roquette America Inc.



Sabsinsa Corp.


LeanGard is a botanical formula composed of GarCitrin, ForsLean and BioPerine (hydroxycitric acid, garcinol, diterpene forskolin and alkaloid piperine). Composition of LeanGard is aimed at shortcomings of the individual botanical ingredients, facilitating their synergistic actions and improved bioavailability to the target tissues and cells.


[email protected]

East Windsor, New Jersey





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