As one of the most attractive categories for consumers, the market of weight loss products will always remain robust. But there may be interesting growth on the horizon. For example, Paul Djikstra, CEO, InterHealth Nutraceuticals, California observed, “Powders and meal replacements may be the key to growth in this category.”
Mitch Skop, senior director product development, Pharmachem Laboratories Inc., New Jersey said he believes that growth will come from ingredients that are able to make solid claims based on science. “Further, we are also very bullish about products that can aid in carb control.”
A recent national study sponsored by Pharmachem, showed that consumers ate more carbs than they realized, and didn’t realize the contribution carbs were making to their weight gain.
While respondents felt starches only represented 23 percent of their daily diet, the survey showed 83 percent consumed a starchy food like bread within the most recent 48-hour period; 65 percent snacked on crackers, chips or pretzels; and nearly 60 percent ate potatoes in some form. While 40 percent of the respondents described themselves as “somewhat” or “substantially” overweight, the good news is that this group wants to lose weight with 56 percent having tried a weight loss program, and a significant portion—89 percent—who regularly take a weight loss aid. “As consumers better understand the tremendous impact of carbs on weight gain, products such as Phase 2 Carb Controller, will see nice growth,” he predicted.
Similarly, Lynda Doyle, global vice president of marketing, OmniActive Health Technologies of New Jersey, noted that Americans are constantly reminded of the role that carbohydrates and fats play in weight management, and they are moving towards replacing the notion of short-term weight loss with a commitment to a healthy lifestyle that includes metabolic health. “Consumers are looking for a comprehensive and simple approach to addresses their key concerns—healthy weight management, healthy carbohydrate and fat metabolism and healthy cholesterol metabolism,” she said. “OmniLean is garnering so much interest because it address this shift in consumers’ perceptions about weight management and health.”
Weight management has come to figure more prominently in the sports nutrition category, and Bruce Abedon, PhD; director of scientific affairs for Icon Group LLC of Vermont, continues to see further growth here. Fitness and sports enthusiasts who shopped this category primarily for supplements that would only help with fitness and recovery are now integrating weight management into their goals. “Whether it be gym jocks who want help sculpting their bodies or weekend warriors with desk jobs during the week who want to improve their health not only through exercise but also by reducing weight, efficacious weight management products are gaining momentum with these groups,” he said.
