This article is part of the Natural Products Marketplace Science Series . To take the self test for this module, click here .
There will always be bullets. The weight-loss category can't seem to completely escape the wild claims glorified by dramatic before-and-after images and coated in illusion. Magic bullets always promise to kill a weight problem quickly, and the many desperate consumers that riddle the weight-loss segment are quick to pull the trigger on hotshot products and of-the-moment diets. Unfortunately this can be a cycle vicious to all those involved—products (and manufacturers) come and go without any sustained, long-term sales; consumers are often left dissatisfied and distrustful of natural weight-loss products that didn't live up to the hype; and retailers are left dealing with the mess of misled consumers, ever-changing products and threats to their staff's credibility. In response, the natural products industry is continuing to move away from magic bullets and toward science-based products that help consumers more responsibly manage their weight and body by controlling hunger, trading fat for lean muscle and improving overall nutrition, diet and lifestyle.
People around the world snap up natural weight-control products to the tune of $7.5 billion each year, according to Frost & Sullivan, which noted the category is growing almost 7 percent annually. The market research firm's Christopher Shanahan noted while Europe is the largest market for satiety ingredients and has tight regulatory controls of weight supplements, North America is an established market with a few dominant ingredients, such as hoodia, and much looser regulation that enables easier entry for new products. He added the North American market currently faces challenges such as declining consumer confidence in supplements following several safety-related issues in recent years (ephedra, Hydroxycut, etc.). Among the current market drivers, according to Shanahan, are fiber and protein for satiety; functional food and beverage formulations; co-branded products; and scientifically supported ingredients.
Ingredients may rise and fall, products come and go, but one thing that is becoming more consistent is the need for science, responsibility and commitment in the weight-management category. “There is an absolute requirement for research support for all weight-loss ingredients in today's dietary supplement market,” said Stephen Holt, M.D., Holt Institute , who noted a significant proportion of all weight-loss supplements are sold with relatively weak evidence of efficacy.
“This category commands the highest volume of sales in the dietary supplements segment and, hence, is prey to many fly-by-night operators out to make a quick buck, and who sell products with wild claims,” added R.V. Venkatesh, Gencor Pacific , who stated supporting science and research is the only way to ensure the public gets a good product that is safe and efficacious.
“Science supporting any ingredient that plays in the weight-management sector is a must in today's environment,” said Scott Steil, NutraBridge, who agreed the entire weight-supplement industry suffers from the actions of a few bad apples. However, he noted the vast majority of top supplement companies do require any weight-loss or blood-sugar management product be validated with solid human, clinical studies. “We invest most of our resources in the science that supports our ingredients, which has proven to be a strategy that is paying off for our customers and consumers,” he said. “In fact, last year the weight-loss marketplace remained flat in terms of sales, yet our ingredient sales more than doubled.” He credited scientific support for this growth.
“We regard clinical research to be essential to our product,” echoed Bob Green, Nutratech , who noted even in the best-case scenarios, manufacturers and retailers have too often focused on the “flavor of the month” new ingredients that, in most cases, do not have substantial scientific backing. “If consumers aren't demanding more scientific proof, they should be,” he remarked, noting his company posts all its supporting science on its Web site, as do many reputable supplement companies. “We have no problem putting the research out there for people to make up their own minds.”
Ingredients and Science
There may be lots of weight-management products from which retailers can choose their store's inventory, but only certain ingredients have been studied for mechanism of action, efficacy and safety.
For many dieters, cutting calories and increasing exercise is just not enough to reach to their weight goals. To help them get over the hump, products that help them burn fat are popular choices. Fortunately, “burns fat” is not totally a pipe-dream, as many thermogenic ingredients have generated positive research results.
The theory behind thermogenesis is brown adipose tissue (BAT) more efficiently converts nutrients into energy (i.e. heat) than other types of tissue that are more abundant in humans. Certain natural compounds are hypothesized to stimulate this heat-generating process via increased metabolic rate. Caffeine is an example of a commonly consumed naturally occurring ingredient with thermogenic actions; but, the market, in general, is moving away from stimulants in the wake of the federal actions against ephedra, Hydroxycut and other stimulant supplements.
Long considered thermogenic only for its caffeine content, green tea has recently been shown to stimulate BAT thermogenesis more than would be possible by its caffeine content alone. 1 The credit for this effect has gone to tea catechins, primarily epigallocatechin gallate (EGCG), which affects not only thermogenesis, but also lipogenesis (fat formation). 2 Comparing EGCG-caffeine combinations to caffeine alone revealed the catechins added significant energy expenditure (EE) and fat oxidation (turning fat to energy). 3,4
When talking increased heat, it is no surprise the pepper compound capsaicin has been found to deliver thermogenic benefits. 5 A handful of studies have demonstrated capsaicin can increase fat oxidation and even decrease abdominal adiposity. 5,6,7 Piperine, an active compound in black pepper has been found to stimulate epinephrine release, which activates the beta-receptors that initiate thermogenesis. 8 A study of piperine (as Bioperine, from Sabinsa ) and a capsicum-caffeine combo (as Capsimax™ Plus Blend, from OmniActive Health Technologies ) revealed participants taking the supplements one hour before exercise burned three times more calories before, 3 percent more calories during, and 12 times more calories for up to an hour after exercise. 9
One of the compounds filling the void left when ephedra was banned is bitter orange (Citrus aurantium ), which contains indirect adrenergic amines that stimulate metabolism. 10 In fact, researchers discovered C. aurantium can stimulate thermogenic beta-adrenoreceptors, without stimulating other beta-adrenoreceptors that affect blood pressure and other side effects attributed to ephedra use. 11 A wealth of research has been published since 2000 on bitter orange (as Advantra Z, from Nutratech), either solo or in combination with other weight-control ingredients, such as green tea and natural caffeine, showing thermogenic activity, lipolysis (fat breakdown) and fat oxidation, without negative side effects. 12,13,14,15
Hydroxycitric acid (HCA), from Garcinia cambogia, also affects lipolysis, as well as adipogenesis (fat accumulation) and thermogenic weight control. 16,17 As Super CitriMax, from InterHealth , HCA has demonstrated a positive effect on fat- and obesity-related genes, weight gain and food intake. 18,19,20
Another fat-burning ingredient to look for is 7-oxo-DHEA, a compound produced naturally by the adrenal glands and known to impact three thermogenic enzymes. 21,22 Deemed a safe ingredient at 200 mg/d, 7-oxo-DHEA (as 7-Keto, from Humanetics ) has increased fat and weight loss in human research, in addition to increasing resting metabolic rate (RMR) in people on a low-calorie diet, which normally decreases RMR. 23,24
One of the recently popular thermogenic ingredients, fucoxanthin, comes from brown seaweed. This carotenoid compound influences metabolism gene expression in white adipose tissue (WAT), resulting in increased fat oxidation and energy production. 25 A pair of animal trials showed this mechanism of action resulted in reduced abdominal fat weight, 26,27 and researchers suggested fucoxanthin may be ideal for humans, who tend to have more WAT than BAT.
Carb Controllers
Brown seaweed offers more than thermogenesis, as it contains another emerging weight-management ingredient that appears to offer benefits for those who struggle with carbs. Derived from two species of brown seaweed, InSea2, from innoVactiv , selectively inhibits both alpha-glucosidase and -amylase enzymes, which are instrumental in carbohydrate absorption, and diminishes the metabolic impact of a high-glycemic meal, such as foods rich in starch and sugar. Steil reported the newest results from a just-completed human trial show InSea2 significantly reduced blood glucose levels by 44 percent and insulin levels by 22 percent, while increasing insulin sensitivity by 7 percent, compared to placebo.
A standardized extract of white bean (as Phase 2, from Pharmachem ) offers additional carb-blocking benefits. This starch neutralizer increased weight loss and decreased triglyceride levels in obese adults in 2004 research. 28 A pair of recently published trials reported decreased carb absorption to between 30 and 40 percent and normalized glucose levels more quickly than controls. 29
Hunger No More
One of the hardest parts of dieting and managing weight is controlling the appetite. A slew of natural compounds have wooed the market by showing the ability to curtail hunger and promote satiety.
The key to satiety is the hunger hormone ghrelin, as well as various peptides that help signal satiety and fullness. A satiating diet tends to contain more protein, according to a number of reviews. 30,31,32 Whey, casein and soy protein all contribute to satiety to some degree. 33,34,35 Many researchers have focused on glycomacropeptide (GMP) from whey and casein, finding this constituent decreased energy (food) intake and affected key hormone peptides. 36,37
A potato extract (Slendesta, from Kemin Health ) appears to affect the same peptide (cholecystokinin, CCK) in managing hunger, satiety and weight. A pair of Iowa State University trials confirmed increased fullness, decreased hunger and reduced weight following Slendesta supplementation.
In addition to protein, fiber and fats can promote satiety. While insoluble fiber such as FOS (fructooligosaccharide) and soluble fiber such as beta-glucan have been shown to affect fullness, appetite and weight, 38,39,40 a soluble fiber from the fenugreek plant is making some headway in recent research. In a 2009 trial, galactomannan (as FenuLife, from Frutarom ) given to obese subjects led to significant increases in measurements of satiety and fullness, while also reducing hunger and food consumption. 41
Early unpublished trials on a combination of oat and palm oils (as Fabuless, from DSM Food Specialties ) found decreased energy intake (carbs, fats and proteins) due to the slowing down of fat absorption in the small intestines, a process called the ileal brake. Subsequent published studies showed Fabuless supplementation in obese subjects could impact satiety, appetite and weight gain. 42,43 The most recent trial in men with healthy body mass index (BMI) revealed Fabuless delayed food absorption as much as 45 minutes. 44
Korean pine nut oil might also favorably influence satiety and hunger. Pinolenic acid (as PinnoThin™, from Lipid Nutrition ) is known to act on hunger peptides including CCK. One trial noted 3 g Pinnothin affected CCK and led to reduced appetite and food intake. 45
From the arsenal of botanicals, Caralluma fimbriata is drawing attention as an appetite suppressant. Glycosides in C. fimbriata may inhibit the hunger sensory mechanism of the hypothalamus, according to researchers who found a Caralluma extract (as Slimaluma, from Gencor Pacific) given to adults with BMI over 25 helped reduce hunger levels and waist circumference. Glycosides are also the target of research on hoodia and appetite control. The ever-popular herbal hunger inhibitor has been linked to decreased food intake and body weight. 46
Hyperdrive Can Be Dangerous
Hoodia might be a prime example of what can go wrong when irresponsible companies seize a market opportunity due to skyrocketing popularity for a new, hot ingredient with demand that overwhelms both supply and science. As hoodia became the latest star in the weight and diet market, entrepreneurs came out with all kinds of products, many which suffered from poor-quality materials, if they even contained any real hoodia at all. While there has been some research in the past on hoodia and, more specifically, on a particular compound, p57, many new hoodia products manufacturers made wild claims, often for a low-quality product. Often, the product was adulterated.
“The dietary supplement industry should be ashamed of circumstances where lack of authenticity resulted in the decline of interest in what has been described as one of the most important ethno botanical discoveries of the 20th century,” Holt lamented, adding FTC has taken appropriate action against individuals who have provided adulterated product. “The problems have been largely identified as improper activity by bulk suppliers of ingredients.”
Of greater concern to Susan Knightly, Desert Labs : “Low-quality hoodia in the marketplace has resulted in ineffectual results for the consumer.” She added Desert Labs uses a special tissue propagation technique with the mother plant to ensure the original DNA of the hoodia and its active ingredients.
The demand for hoodia resulted in depleted supply globally, and the sustainability of hoodia was in question. Holt reported Global Healthcare LLC entered into direct agreements with South African suppliers of hoodia who are engaged in controlled growing operations that do not damage the ecology and work to protect this valuable dietary supplement.
Describing the long-term supply feeding Desert Labs, Knightly noted the hoodia plant was brought from its native Kalahari Desert in South Africa to the Negev Desert in Israel, where the climate is almost identical to the Kalahari. She advised retailers to look for the freshest whole-food hoodia products from mature plants with strong finger lab analysis to ensure customer satisfaction. “It is also helpful to know the production chain,” she said, noting Desert Labs maintains control of the entire production of its Ice Cube Diet product, from planting and harvesting through freezing to packaging and shipping.
The other problem with hoodia—outrageous and unsupported weight-loss claims—is a problem in the entire diet category. “Hyperbole consisting of wild claims (e.g., lose weight while you sleep, etc.) and before/after tall tales are the marketing hallmark of many [weight-management] products,” said Paul Dijkstra, InterHealth, who added the hype, combined with negative media coverage, has made many consumers wary. “Reputability, efficacy and safety are bigger issues in this category than any other.” In the end, he said products that over-promise, under-deliver and do not have the proper clinical trials to support product efficacy can damage the entire industry. “Product claims should be backed by well-designed clinical studies so as to not mislead consumers of any expected benefits,” Dijkstra said.
Steil noted, “FDA and FTC are closely monitoring the weight-loss market and vow to take action against any product that is unsafe or not able to support claims.”
Venkatesh confirmed FDA and FTC are targeting this segment stringently to ensure claims are backed by proper science. “Quite a big proportion of the weight-loss supplements industry is tainted by products with poor science and quality control, and this has definitely resulted in a lot of negative publicity for this segment of the market,” he said.
Despite this growing problem, Russell Grossman, BNG Enterprises , reported, “We have noticed throughout the years that consumer demand for weight-loss products has grown despite vast negative media and government attention. It appears consumers want to find products that work and will keep looking until they find it.”
However, Sunil Kohli, Health Plus , expressed concern on the impact irresponsible weight-loss marketers can have on the legitimate industry. “Their shadows do loom darkly over the legitimate companies who have legitimately effective products that help accelerate the goal of healthy weight loss in tandem with exercise and eating right.”
Holt supported this notion of a well-rounded, weight-management approach. “Weight-loss tactics must be holistic and include appropriate diet, behavioral change and exercise,” he said.
Contributing to the prevalence of wild claims is a customer base vulnerable to the quick-fix marketing ploy. “Many are obese and desperate; they try everything, thinking that one magic easy thing will make them look like gods or goddesses without having to change their eating or lifestyle habits,” Kohli reasoned. “Numerous companies that lack any moral fiber get out there with wild claims and commercials and hook these people like fish. It's ‘catch and release'—they're on their own after they buy the product.” He suggested educating and counseling consumers will help address these marketing issues.
Dijkstra agreed on the importance of educating consumers on responsible weight management, saying, “Consumers will start to become informed as to the safety and efficacy of each and every ingredient in the product they are taking.”
Marketing Weight Control at Retail
The concept of educating consumers on the science and quality of the best products, and recommending exercise, dietary restriction and other lifestyle changes is a popular theme among responsible companies in the industry. “FTC requires all marketing companies to recommend weight-loss supplements be used in conjunction with a sensible diet and exercise program; it is critical that clinical studies include diet and exercise as part of the protocol,” Stiel reported. “When we design a weight-loss study, the placebo arm always involves diet and exercise.”
Grossman said in addition to science and other information, convenience is a big factor for consumers. “They don't want to follow a complicated plan where they have to buy special foods or remember to take three capsules in the morning, three at lunch and none at dinner,” he reasoned. “Who can remember how many and when?” He further noted while beverages are becoming a popular delivery form, consumers increasingly favor premix products rather than something they have to manually prepare.
“Beverages are an excellent fit for delivering weight-management products since they naturally fit within consumers' normal lifestyles,” agreed Dijkstra. “It is a significant advantage if they can consume products with functional ingredients without having to make changes in their daily activities or remember to take supplements.”
Another trend evident in a review of the research supporting quality weight-control products is the growing presence of branded ingredients. “Branded ingredients are often supported by years of science—a powerful tool in promoting a product,” Dijkstra noted, adding retailers will see an increase in displaying a specific branded ingredient on the front of a package. “In the wake of quality and adulteration issues, consumers are more likely to trust the quality of branded ingredients.”
Dijkstra also said branded ingredients are increasingly being incorporated into functional products, especially beverages. He stressed the importance of conducting research to ensure the use of branded ingredients in various products—from ready-to-drink beverages and single-use packets to snack foods—doesn't compromise taste, odor, color, feel or bioavailability of a finished product. GRAS (generally recognized as safe) status is also a key requirement for an ingredient to be used in a food and beverage.
By paying stricter attention to the science behind products and their ingredients, retailers can stock only the best products that have substantiated efficacy in the area of weight control, whether thermogenesis, appetite control or satiety. While the feds are focused mostly on manufacturers and marketers, especially online, it is important retailers maintain responsible marketing in their stores by avoiding the wild claims that trouble the marketplace, and drive doubt and mistrust into the customer base. “Exaggerated or false claims might generate sales in the short term,” Grossman conceded, “But if our industry is to build real credibility and staying power, ingredient suppliers, manufacturers and retailers must work together to break the myth that there could be a magic bullet out there for weight loss.”
This article is part of the Natural Products Marketplace Science Series . To take the self test for this module, click here .
Editor's Note: References listed on the next page.
References:
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