Marian Zboraj10.01.06
The 2003-2004 National Health and Nutrition Survey (NHANES) indicated that an estimated 66% of U.S. adults are either overweight or obese. And in spite of new healthier products, a Food Pyramid makeover and dozens of new policies to educate consumers, consumers continue to put on the pounds. Could it be that consumers just don't care?
Research on consumers' perspectives toward weight management conducted by The Hartman Group, Inc., Bellevue, WA, revealed surprising results on the number of people who were not really motivated to lose weight in the usual sense.
"Nearly everyone felt they would be better off losing 'a few pounds,'" said David Moore, PhD, director of quantitative research, The Hartman Group. "That is, there isn't a set of five main reasons to lose weight. In reality, there are no reasons or motivations to lose weight other than that most of us 'know' we should.
"What they mention are the little things: a dress or pair of jeans that no longer fit as well; a reflection caught while passing in front of a store window; an upcoming wedding or other gathering; etc. In other words, consumers don't go on the diet they know they should go on until some little thing triggers it," said Dr. Moore.
When they are prompted to lose weight, consumers do realize that weight loss is directly associated with calorie intake and exercise. "Calories are the fuel that gives us the energy we need to go about our daily lives," explained Paul Dijkstra, executive vice president, InterHealth Nutraceuticals, Benicia, CA. "Those calories that aren't expended on energy (activity/ exercise) are stored in the body as fat. As people continue on the gain/lose cycle, each time they lose, they lose muscle mass as well as weight, which makes the weight easier to gain back since less calories are required to maintain fat than muscle. That's why it's important to look at weight management as a lifestyle change rather than a diet/project that has a beginning and end. Maintaining a healthy eating regimen and exercising must be the cornerstones of that lifestyle change."
Laurie Demeritt, president and COO, The Hartman Group, also points out that today's consumers understand portion size is a crucial element. "Consumers cite inappropriate or uncontrollable portion sizing as a primary hurdle to proper eating habits, as well as a more general cause of being overweight or obese," she said. "Just over half (56%) of those who have dieted to lose weight say they adjusted portion sizes as part of their most recent dieting strategy." This has also led to the current trend of 100-calorie portion-controlled foods and beverages that are packed with nutrients.
Besides the little "triggers" that have prompted consumers to lose weight, consumers have also become very familiar with obesity's connection to many serious health conditions like high blood pressure, type 2 diabetes, coronary heart disease, stroke, gallbladder disease and even some cancers. Proper weight management's link to a healthier lifestyle has consumers, now more than ever, trying to figure out how to shed the excess weight.
While consumers equate physical fitness to overall wellness, false claims, contaminated products and exaggerated marketing has contaminated their view of the weight management market. And unfortunately these negatives tarnish those products that do perform. The bottom line is consumers want to know if the products work and if they are safe. "Consumers are not ready anymore to believe empty promises," said Catherine Thimonier, marketing manager, BioSerae Laboratories SA, Bram, France.
Supporting products with real, substantiated scientific evidence can increase consumer confidence. Emphasizing the importance of this was Todd Norton, president, Sabinsa Corp., Payson, UT, who believes there is still too much hype and not enough substance in the weight loss category. "This reoccurring statement of 'hot ingredients' for weight management is the bane of our industry," said Mr. Norton. "Unfortunately this attitude tends to reinforce the general public perception that we live from hot flash to hot flash, at least in the weight loss category. When will the questions be asked and validated, like 'Does it work?' and if so, 'How?'; and 'Is it your data that supports your product or did you lift it from someone else?'"
In order to thrive in the weight management market today, these questions and others will have to be directed toward each manufacturer to ensure quality, safety and efficacy. "The first question companies should ask of manufacturers is what sort of published data does the product or ingredient have showing safety and efficacy?" said Scott Steil, vice president of sales and marketing, Humanetics Corp., Eden Prairie, MN. "And secondly, what are the actual weight loss results from that clinical study. A lot of marketing companies will say, 'Here is a product that is four times better than placebo'-well what does 'placebo' mean and how many pounds were actually lost? The industry considers placebo to be diet and exercise alone, but there are companies that unfortunately do not use this standard."
"When efficacy of the supplement is proven, purity, but also authenticity, are important factors," pointed out Ronald Korstanje, vice president, business development, TNO Life Sciences Inc., Cambridge, MA. "Purity meaning that there should not be any abundant contaminants, as stated by a report of analysis. Authenticity meaning that they come from the source they are supposed to come from-also stated in a warrant of authenticity. The same type of compounds, from different sources, can show large activity differences, resulting in differences in efficacy. And usually sources with lower activity are cheaper. Further, production following stringent methods and routines are important, as a lot of bioactive compounds are vulnerable when it comes to stability.
"When supplements are mixtures of different compounds, proper analysis becomes more complicated," continued Mr. Korstanje. "Therefore quality control throughout the whole process is important in order to produce a product with the same composition, purity and activity."
Danielle Thomas, director of marketing and sales, Nutratech, Inc., West Caldwell, NJ, advises manufacturers to set up auditing programs that clearly state the (purity) expectations and then set up testing standards to ensure they meet them.
InterHealth's Mr. Dijkstra believes it is critical for reputable manufacturers to ensure they use only raw materials that are well researched and that support efficacy, quality and safety claims. Furthermore, he said, it is essential that they adhere to GMP standards to ensure correct labeling the customer can trust. "Distributors and retailers can support product quality by monitoring labeling accuracy and rejecting products that do not meet necessary standards," he said. "These standards would include ensuring that claims are based on solid scientific research."
According to BioSerae's Ms. Thimonier, additional quality criteria for natural plant ingredients include organic certification, which ensures strict control and traceability (specific process chains, storage, etc.), so that no contamination is possible.
If we as an industry continue to strive toward quality, integrity and efficacy of our products and the ingredients therein, Mitch Skop, director, new product development, Pharmachem Laboratories, Inc., Kearny, NJ, says we can set a new standard to elevate the believability quotient of nutritional supplements.
As consumers gravitate toward products that actually deliver on their promise-and do so safely, Christine Peggau, Tonalin CLA senior marketing manager, Cognis Nutrition & Health, La Grange, IL, believes companies that over promise or make misleading claims will eventually be left in the dust.
Dr. Henk Hendriks, PhD, scientific manager, TNO Quality of Life, The Netherlands, says that more research is needed to understand why people decide to eat and why they decide to stop. "It's a complex system that involves signals from the brain and digestive system. We do not fully understand how things are regulated and how we can influence behavior on a metabolic level yet," said Dr. Hendriks. "We should make progress in the next five to 10 years with new technologies like nutrigenomics." TNO is currently conducting its own research to better understand regulation in satiety and, in relation, is looking to see how the brain responds to specific stimuli.
With emerging evidence showing that genetics may play a role in obesity, nutrigenomics could be the partial answer to consumers' weight loss woes. Nutrigenomics is the scientific study of how particular genes interact with different foods to increase susceptibility to disease. But consumer awareness of nutrigenomics is still in its infancy.
Results from a consumer poll conducted via Hartman Interactive of 1143 consumers showed 87% have not even heard of the term "nutrigenomics." But when it comes to what nutri-genomics can do, they seem to have faith. Many consu-mers "say" they believe geno-mics can aid diet develop-ment and health outcomes. In fact, 84% of re-spondents to the Hartman poll agreed with the statement, "It is possible to im-prove overall health and ach-ieve genetic po-tential through nutrition."
In addition, almost three-fourths of the consumers Hartman surveyed (70%) agreed with the statement, "By knowing my genetic profile, I would create and follow a customized diet."
Despite their hopes and desires, however, research has shown consumers don't always do what they say. The Hartman Group believes the greatest opportunities with nutrigenomics may reside with Core Wellness Consumers, which strongly believe in the role of diet and nutrition in healthier living. They are also willing to spend the additional time to learn about and integrate personalized diets into their daily life.
Overall, the nutraceuticals industry feels strongly that there is a future for nutrigenomics in the weight management market. In fact, Ms. Thomas of Nutratech expects to see more diet products geared toward specific genetic codes and/or fat types in the future.
"In five to 10 years, scientific and technological advances will have been improved or optimized," said InterHealth's Mr. Dijkstra. "We will have a better understanding of the biochemical processes and nutrigenomic mechanisms and how to translate scientific research findings into opportunities for new product developments."
Consequently, TNO is also working in the nutrigenomics field to understand metabolic systems and the complexity of it in order to find new biomarkers that can possibly lead to innovative products.
Based on animal experiments and observational studies in humans, researchers believe that certain dietary compounds, such as green tea extract or pure EGCG (epigallocatechin gallate), stimulate thermogenesis-the body's ability to burn fat and increase metabolism. EGCG is one of the main catechins in green tea.
According to Lynda Doyle, director of business development at DSM Nutritional Products, Inc., Parsippany, NJ, EGCG appears to decrease body fat and weight through the following potential mechanisms:
• Increases energy expenditure and fat oxidation by up regulation of genes in-volved in lipid oxidation;
• Acts directly on genes to re-duce transcription of enzymes key to synthesis of lipids;
• Acts directly on adipose tissue to control differentiation of adi-pocytes, thus re-tarding adipose cell growth and reducing adipose tissue mass; and
• Reduces fat absorption in the intestine by interfering with mic-elle formation.
"Nearly two-thirds of those adults aware of either green tea/green tea extract or EGCG planned to make some effort in consuming these nutrients in the next six months according to a Multi-Sponsor Survey study conducted in 2005," said Ms. Doyle.
But according to Anthony Almada, BSc, MSc, founder, president, and CSO, Imaginutrition, Inc., Dana Point, CA, EGCG has fallen short in two recent studies, demonstrating it may not work as well as previously thought for weight loss. "Almost all the previous studies have shown positive results in genetically unique stains of mice and rats, but when EGCG is given to normal, non-genetic unique strains of rats and mice, it doesn't appear to work as well or work at all," he explained. "In fact, a study on the leading ingredient for EGCG showed no effect on body weight whatsoever after a month. Increasing the amount of calories you burn for three to four hours one time does not typically translate to weight loss."
Once thought to be a homerun for the weight loss category, hoodia has also come under question. Is the ingredient just a product of good marketing and nothing else?
By now everyone has heard the back-story on hoodia-the appetite suppressant used by the Bushmen of the Kalahari Desert in South Africa to make long hunts through the desert bearable with little food. But as stated by Mr. Almada, this is only a myth perpetuated by the CEO of the pharmaceutical company (Phytopharm) that patented the infamous P57 extract. Actually, Mr. Almada points out that there isn't any substantial data on hoodia to date.
One of the problems is that the market has become so saturated with hoodia knock-offs, so consumers have no idea what they are getting when they buy a so-called hoodia product. "The hoodia products on the market today are all chemically different and not identical to what has been shown to work," said Mr. Almada, adding, "If you look at the different products and ingredients that have made claims, none of them have been shown to work over the long term."
Although, hope for hoodia may lie with Unilever, who entered into an agreement with Phytopharm PLC in December 2004 to jointly develop food-based, appetite control technology associated with the extract from the South African hoodia gordonii plant. They subsequently gained global exclusive license to the patents, but studies are still ongoing.
According to a recent holding statement made by Unilever, "Once clinical testing for safety and efficacy is completed, Unilever will seek proper regulatory approval before bringing products to market. We believe that technologies that help consumers control hunger can better help them stick to reduced-calorie diets and result in weight loss success. We're exploring a range of approaches, using food and biology to find new ways to help deliver hunger control safely, effectively and with real food solutions."
In other hoodia news, Stella Labs, LLC has received recognition for Hoodia Standards Testing, winning the Natural Products Award in 2005 for its efforts.
"Stella takes great measures to ensure only the highest quality South African hoodia is sold on the market," said Deborah Vickery, MBA, of Stella Labs, Paramus, NJ. "We share the opinion of many doctors and scientists who say that the effects of hoodia are linked to the ster-oidal glycosides, which effect the brain to initiate a feeling of satiety in the body. The effects of hoodia are linked to the activity of the hypothalamus of the brain (which controls ap-petite). When we eat, the hypothalamus sends signals to the body that it has been nourished and hunger subsides. Hoodia has this same effect, but is 10,000 times as powerful as the glucose derived from the food we eat."
Fad diets are fast disappearing due to lack of long lasting results, regulatory enforcement, and a skeptical public. As a result, consumers are traveling other avenues in an effort to reduce their waistlines. Satiety ingredients and products containing them are on the rise due to some reputable science and higher consumer awareness about controlling caloric intake. Satiety products send a "full" feeling to the brain, thus decreasing the desire to eat.
"Satiety ingredients seem to be what consumers are gravitating toward more than others recently because of several factors," said Patrick Luchsinger, marketing manager, Lipid Nutrition, Channahon, IL. "First, consumers easily understand what the satiety ingredient is supposed to do for them. Second, a satiety ingredient allows them to feel in control of the amount of calories or food they consume. And lastly, when one is losing weight/dieting, the last thing you want to do is feel hungry."
Fiber has become a popular satiety ingredient because it stays in the stomach longer. Perhaps this is why Z Trim Holdings, Inc., Mundelein, IL, launched a new line of weight loss products-Z-Trim Appetite Control capsules-to support the health savvy consumers of today.
Z Trim is a 100% natural dietary fiber made from the bran of grain. "It is processed in such a way that it holds water," said Phil Versten, vice president communications. "As it enters the stomach, Z Trim capsules indirectly suppress the appetite by expanding as the Z Trim absorbs water already present in the stomach. This contributes to a feeling of fullness or satiety."
The company claims Z Trim to be a very versatile in products because it can be used for both its fiber and its fat replacement benefits in food or meal replacement shakes.
"As a fat replacement ingredient used in food preparations, Z Trim enables more people to ingest the amount of fiber recommended in the USDA's new food pyramid guidelines without drastically changing their diets," said Mr. Versten. "Unlike other fiber additives, or fat replacers, Z Trim does not change the taste or textures of the foods into which it is added."
He added, "In some cases, Z Trim has the ability to make decadent desserts a little healthier, and in other cases it can contribute significantly to reducing fat and boosting fiber in general, regardless of the delivery system."
Whey proteins are also quickly grabbing consumers' attention.
"Whey proteins help weight management through two mechanisms-triggering a satiety effect and modifying body composition (i.e., fat tissue loss and lean muscle mass increase)," said Benoit Turpin, MSc, CNHP, senior sales manager, Specialty Ingredients, Protient Inc., St. Paul, MN, an ABF Ingredients company. "The latter comes with an additional benefit through an increase of the basal metabolic rate of the individual; this comes from the fact that lean muscle mass burns more calories than fatty tissue."
Protient is currently working on characterizing the impact of consumption of milk and/or whey proteins on body composition, and therefore weight management, in coordination with other organizations and agencies.
"In the dairy sector, the most recognized niche for health and weight management concepts, 'slimness' is the main driver for almost 25% of product innovation," said David Jobse, product manager, Fabuless, DSM Food Specialties, Delft, The Netherlands.
While there is already an overwhelming body of evidence about the benefits of whey proteins, more work needs to be done on milk proteins. This need has resulted in the recent research partnership of New Zealand's Fonterra Co-operative Group Ltd. and the U.S.'s Dairy Management Inc. (DMI). The two organizations have agreed to fund strategic research into whey protein and body composition. The work will lay the foundation for substantiating future health claims for marketing whey protein. The agreement includes the establishment of a seed fund to help U.S. researchers write proposals seeking funding from their government for research into whey. As part of the initial agreement, U.S. dairy producer-funded research will focus on the overall adult population and body composition, while Fonterra's efforts will focus on sports nutrition and body composition. The results of the research will be jointly shared.
Another area rapidly becoming popular in the weight management market is the glycemic index (GI). Once used mainly by diabetics to minimize the incidence of high blood glucose, mainstream consumers have now become aware of GI's potential in controlling their weight. And the industry is answering their call for more low GI products with recent introductions from French Meadow Bakery and Molinari Mills Pasta, which both launched products containing Pharmachem Laboratories' new StarchLite food ingredient, clinically shown to reduce the GI of starchy foods.
"The glycemic index ranks food based on their effect on blood sugar levels-high index foods increase blood sugar more than low index foods," said Mr. Luchsinger. "The glycemic index is particularly useful when deciding which high-carbohydrate foods to eat."
Mr. Luchsinger continued, "However, the glycemic index should not be the only criteria used when selecting what to eat. The total amount of carbohydrate, the amount and type of fat, and the fiber and salt content are also important dietary considerations."
Conjugated linoleic acid (CLA) is another ingredient gaining a strong science base demonstrating its ability to help consumers maintain weight loss by decreasing body fat mass.
"While the focus is often on total body weight, it is actually excess body fat that represents the real health threat," said Ms. Peggau of Cognis Nutrition & Health, makers of Tonalin CLA, which has been shown in more than a dozen published studies to safely reduce the body fat mass of adults susceptible to adding weight and fat. "Our approach to weight management is through fat loss. We believe consumers can achieve their health goals in two ways: reducing the amount of fat stored after eating, and decreasing the amount of fat stored in their body. Because they are reducing body fat, not water, which is a more permanent and healthy loss, they are more likely to avoid the dreaded yo-yo effect of losing and regaining weight."
And of course, decreasing the quantity of fat in foods is part of an effective weight management program. This is where fat replacers come in. "Some replacements are used as total analogues, others are used as mimetics (using eminent means of representation) to partially replace and impart the sensory qualities of fat," said Mr. Jobse. "Evidence suggests that people who include fat modified products in their diet may have a reduced fat and calorie intake, as well as an improved nutrient profile compared to those who do not. However, the long-term benefits and safety of these products are largely unknown, and their cumulative impact remains a mystery."
In the coming years, Martin Vidal, executive vice president, Pro-Amino Internation-al Inc., Quebec, Canada, feels the world population will continue to battle obesity. "The fact is that the occidentalization of the world makes people sit at the computer or the TV. We will always see new weight loss programs come and go, but those with real scientific background will prevail," he said.
Fortunately, experts believe there will be a change in the regulatory landscape, effectively raising the bar, so that companies can no longer make unsubstantiated claims. "The FTC will also continue to crack down on companies that are making claims that can't be supported," said Humanetics' Mr. Steil. "This spells a much better future for the industry because we won't have consumers unhappy about not achieving unrealistic results."
The future success of weight management products ultimately lies in the consumers' trust of the market. "Hopefully the weight management market can recover from the fall off of questionable products, like the ephedra days when consumer confidence plummeted," said Mr. Steil. "Future growth will come by producing satisfied customers using products that work."
Research on consumers' perspectives toward weight management conducted by The Hartman Group, Inc., Bellevue, WA, revealed surprising results on the number of people who were not really motivated to lose weight in the usual sense.
"Nearly everyone felt they would be better off losing 'a few pounds,'" said David Moore, PhD, director of quantitative research, The Hartman Group. "That is, there isn't a set of five main reasons to lose weight. In reality, there are no reasons or motivations to lose weight other than that most of us 'know' we should.
"What they mention are the little things: a dress or pair of jeans that no longer fit as well; a reflection caught while passing in front of a store window; an upcoming wedding or other gathering; etc. In other words, consumers don't go on the diet they know they should go on until some little thing triggers it," said Dr. Moore.
When they are prompted to lose weight, consumers do realize that weight loss is directly associated with calorie intake and exercise. "Calories are the fuel that gives us the energy we need to go about our daily lives," explained Paul Dijkstra, executive vice president, InterHealth Nutraceuticals, Benicia, CA. "Those calories that aren't expended on energy (activity/ exercise) are stored in the body as fat. As people continue on the gain/lose cycle, each time they lose, they lose muscle mass as well as weight, which makes the weight easier to gain back since less calories are required to maintain fat than muscle. That's why it's important to look at weight management as a lifestyle change rather than a diet/project that has a beginning and end. Maintaining a healthy eating regimen and exercising must be the cornerstones of that lifestyle change."
Laurie Demeritt, president and COO, The Hartman Group, also points out that today's consumers understand portion size is a crucial element. "Consumers cite inappropriate or uncontrollable portion sizing as a primary hurdle to proper eating habits, as well as a more general cause of being overweight or obese," she said. "Just over half (56%) of those who have dieted to lose weight say they adjusted portion sizes as part of their most recent dieting strategy." This has also led to the current trend of 100-calorie portion-controlled foods and beverages that are packed with nutrients.
Besides the little "triggers" that have prompted consumers to lose weight, consumers have also become very familiar with obesity's connection to many serious health conditions like high blood pressure, type 2 diabetes, coronary heart disease, stroke, gallbladder disease and even some cancers. Proper weight management's link to a healthier lifestyle has consumers, now more than ever, trying to figure out how to shed the excess weight.
Recurrent Supplement Themes-Integrity, Quality, Safety & Efficacy
While consumers equate physical fitness to overall wellness, false claims, contaminated products and exaggerated marketing has contaminated their view of the weight management market. And unfortunately these negatives tarnish those products that do perform. The bottom line is consumers want to know if the products work and if they are safe. "Consumers are not ready anymore to believe empty promises," said Catherine Thimonier, marketing manager, BioSerae Laboratories SA, Bram, France.
Supporting products with real, substantiated scientific evidence can increase consumer confidence. Emphasizing the importance of this was Todd Norton, president, Sabinsa Corp., Payson, UT, who believes there is still too much hype and not enough substance in the weight loss category. "This reoccurring statement of 'hot ingredients' for weight management is the bane of our industry," said Mr. Norton. "Unfortunately this attitude tends to reinforce the general public perception that we live from hot flash to hot flash, at least in the weight loss category. When will the questions be asked and validated, like 'Does it work?' and if so, 'How?'; and 'Is it your data that supports your product or did you lift it from someone else?'"
In order to thrive in the weight management market today, these questions and others will have to be directed toward each manufacturer to ensure quality, safety and efficacy. "The first question companies should ask of manufacturers is what sort of published data does the product or ingredient have showing safety and efficacy?" said Scott Steil, vice president of sales and marketing, Humanetics Corp., Eden Prairie, MN. "And secondly, what are the actual weight loss results from that clinical study. A lot of marketing companies will say, 'Here is a product that is four times better than placebo'-well what does 'placebo' mean and how many pounds were actually lost? The industry considers placebo to be diet and exercise alone, but there are companies that unfortunately do not use this standard."
"When efficacy of the supplement is proven, purity, but also authenticity, are important factors," pointed out Ronald Korstanje, vice president, business development, TNO Life Sciences Inc., Cambridge, MA. "Purity meaning that there should not be any abundant contaminants, as stated by a report of analysis. Authenticity meaning that they come from the source they are supposed to come from-also stated in a warrant of authenticity. The same type of compounds, from different sources, can show large activity differences, resulting in differences in efficacy. And usually sources with lower activity are cheaper. Further, production following stringent methods and routines are important, as a lot of bioactive compounds are vulnerable when it comes to stability.
"When supplements are mixtures of different compounds, proper analysis becomes more complicated," continued Mr. Korstanje. "Therefore quality control throughout the whole process is important in order to produce a product with the same composition, purity and activity."
Danielle Thomas, director of marketing and sales, Nutratech, Inc., West Caldwell, NJ, advises manufacturers to set up auditing programs that clearly state the (purity) expectations and then set up testing standards to ensure they meet them.
InterHealth's Mr. Dijkstra believes it is critical for reputable manufacturers to ensure they use only raw materials that are well researched and that support efficacy, quality and safety claims. Furthermore, he said, it is essential that they adhere to GMP standards to ensure correct labeling the customer can trust. "Distributors and retailers can support product quality by monitoring labeling accuracy and rejecting products that do not meet necessary standards," he said. "These standards would include ensuring that claims are based on solid scientific research."
According to BioSerae's Ms. Thimonier, additional quality criteria for natural plant ingredients include organic certification, which ensures strict control and traceability (specific process chains, storage, etc.), so that no contamination is possible.
If we as an industry continue to strive toward quality, integrity and efficacy of our products and the ingredients therein, Mitch Skop, director, new product development, Pharmachem Laboratories, Inc., Kearny, NJ, says we can set a new standard to elevate the believability quotient of nutritional supplements.
As consumers gravitate toward products that actually deliver on their promise-and do so safely, Christine Peggau, Tonalin CLA senior marketing manager, Cognis Nutrition & Health, La Grange, IL, believes companies that over promise or make misleading claims will eventually be left in the dust.
More Research & Development
Dr. Henk Hendriks, PhD, scientific manager, TNO Quality of Life, The Netherlands, says that more research is needed to understand why people decide to eat and why they decide to stop. "It's a complex system that involves signals from the brain and digestive system. We do not fully understand how things are regulated and how we can influence behavior on a metabolic level yet," said Dr. Hendriks. "We should make progress in the next five to 10 years with new technologies like nutrigenomics." TNO is currently conducting its own research to better understand regulation in satiety and, in relation, is looking to see how the brain responds to specific stimuli.
With emerging evidence showing that genetics may play a role in obesity, nutrigenomics could be the partial answer to consumers' weight loss woes. Nutrigenomics is the scientific study of how particular genes interact with different foods to increase susceptibility to disease. But consumer awareness of nutrigenomics is still in its infancy.
Results from a consumer poll conducted via Hartman Interactive of 1143 consumers showed 87% have not even heard of the term "nutrigenomics." But when it comes to what nutri-genomics can do, they seem to have faith. Many consu-mers "say" they believe geno-mics can aid diet develop-ment and health outcomes. In fact, 84% of re-spondents to the Hartman poll agreed with the statement, "It is possible to im-prove overall health and ach-ieve genetic po-tential through nutrition."
In addition, almost three-fourths of the consumers Hartman surveyed (70%) agreed with the statement, "By knowing my genetic profile, I would create and follow a customized diet."
Despite their hopes and desires, however, research has shown consumers don't always do what they say. The Hartman Group believes the greatest opportunities with nutrigenomics may reside with Core Wellness Consumers, which strongly believe in the role of diet and nutrition in healthier living. They are also willing to spend the additional time to learn about and integrate personalized diets into their daily life.
Overall, the nutraceuticals industry feels strongly that there is a future for nutrigenomics in the weight management market. In fact, Ms. Thomas of Nutratech expects to see more diet products geared toward specific genetic codes and/or fat types in the future.
"In five to 10 years, scientific and technological advances will have been improved or optimized," said InterHealth's Mr. Dijkstra. "We will have a better understanding of the biochemical processes and nutrigenomic mechanisms and how to translate scientific research findings into opportunities for new product developments."
Consequently, TNO is also working in the nutrigenomics field to understand metabolic systems and the complexity of it in order to find new biomarkers that can possibly lead to innovative products.
EGCG & Hoodia Updates
Based on animal experiments and observational studies in humans, researchers believe that certain dietary compounds, such as green tea extract or pure EGCG (epigallocatechin gallate), stimulate thermogenesis-the body's ability to burn fat and increase metabolism. EGCG is one of the main catechins in green tea.
According to Lynda Doyle, director of business development at DSM Nutritional Products, Inc., Parsippany, NJ, EGCG appears to decrease body fat and weight through the following potential mechanisms:
• Increases energy expenditure and fat oxidation by up regulation of genes in-volved in lipid oxidation;
• Acts directly on genes to re-duce transcription of enzymes key to synthesis of lipids;
• Acts directly on adipose tissue to control differentiation of adi-pocytes, thus re-tarding adipose cell growth and reducing adipose tissue mass; and
• Reduces fat absorption in the intestine by interfering with mic-elle formation.
"Nearly two-thirds of those adults aware of either green tea/green tea extract or EGCG planned to make some effort in consuming these nutrients in the next six months according to a Multi-Sponsor Survey study conducted in 2005," said Ms. Doyle.
But according to Anthony Almada, BSc, MSc, founder, president, and CSO, Imaginutrition, Inc., Dana Point, CA, EGCG has fallen short in two recent studies, demonstrating it may not work as well as previously thought for weight loss. "Almost all the previous studies have shown positive results in genetically unique stains of mice and rats, but when EGCG is given to normal, non-genetic unique strains of rats and mice, it doesn't appear to work as well or work at all," he explained. "In fact, a study on the leading ingredient for EGCG showed no effect on body weight whatsoever after a month. Increasing the amount of calories you burn for three to four hours one time does not typically translate to weight loss."
Once thought to be a homerun for the weight loss category, hoodia has also come under question. Is the ingredient just a product of good marketing and nothing else?
By now everyone has heard the back-story on hoodia-the appetite suppressant used by the Bushmen of the Kalahari Desert in South Africa to make long hunts through the desert bearable with little food. But as stated by Mr. Almada, this is only a myth perpetuated by the CEO of the pharmaceutical company (Phytopharm) that patented the infamous P57 extract. Actually, Mr. Almada points out that there isn't any substantial data on hoodia to date.
One of the problems is that the market has become so saturated with hoodia knock-offs, so consumers have no idea what they are getting when they buy a so-called hoodia product. "The hoodia products on the market today are all chemically different and not identical to what has been shown to work," said Mr. Almada, adding, "If you look at the different products and ingredients that have made claims, none of them have been shown to work over the long term."
Although, hope for hoodia may lie with Unilever, who entered into an agreement with Phytopharm PLC in December 2004 to jointly develop food-based, appetite control technology associated with the extract from the South African hoodia gordonii plant. They subsequently gained global exclusive license to the patents, but studies are still ongoing.
According to a recent holding statement made by Unilever, "Once clinical testing for safety and efficacy is completed, Unilever will seek proper regulatory approval before bringing products to market. We believe that technologies that help consumers control hunger can better help them stick to reduced-calorie diets and result in weight loss success. We're exploring a range of approaches, using food and biology to find new ways to help deliver hunger control safely, effectively and with real food solutions."
In other hoodia news, Stella Labs, LLC has received recognition for Hoodia Standards Testing, winning the Natural Products Award in 2005 for its efforts.
"Stella takes great measures to ensure only the highest quality South African hoodia is sold on the market," said Deborah Vickery, MBA, of Stella Labs, Paramus, NJ. "We share the opinion of many doctors and scientists who say that the effects of hoodia are linked to the ster-oidal glycosides, which effect the brain to initiate a feeling of satiety in the body. The effects of hoodia are linked to the activity of the hypothalamus of the brain (which controls ap-petite). When we eat, the hypothalamus sends signals to the body that it has been nourished and hunger subsides. Hoodia has this same effect, but is 10,000 times as powerful as the glucose derived from the food we eat."
Popular Weight Loss Methods
Fad diets are fast disappearing due to lack of long lasting results, regulatory enforcement, and a skeptical public. As a result, consumers are traveling other avenues in an effort to reduce their waistlines. Satiety ingredients and products containing them are on the rise due to some reputable science and higher consumer awareness about controlling caloric intake. Satiety products send a "full" feeling to the brain, thus decreasing the desire to eat.
"Satiety ingredients seem to be what consumers are gravitating toward more than others recently because of several factors," said Patrick Luchsinger, marketing manager, Lipid Nutrition, Channahon, IL. "First, consumers easily understand what the satiety ingredient is supposed to do for them. Second, a satiety ingredient allows them to feel in control of the amount of calories or food they consume. And lastly, when one is losing weight/dieting, the last thing you want to do is feel hungry."
Fiber has become a popular satiety ingredient because it stays in the stomach longer. Perhaps this is why Z Trim Holdings, Inc., Mundelein, IL, launched a new line of weight loss products-Z-Trim Appetite Control capsules-to support the health savvy consumers of today.
Z Trim is a 100% natural dietary fiber made from the bran of grain. "It is processed in such a way that it holds water," said Phil Versten, vice president communications. "As it enters the stomach, Z Trim capsules indirectly suppress the appetite by expanding as the Z Trim absorbs water already present in the stomach. This contributes to a feeling of fullness or satiety."
The company claims Z Trim to be a very versatile in products because it can be used for both its fiber and its fat replacement benefits in food or meal replacement shakes.
"As a fat replacement ingredient used in food preparations, Z Trim enables more people to ingest the amount of fiber recommended in the USDA's new food pyramid guidelines without drastically changing their diets," said Mr. Versten. "Unlike other fiber additives, or fat replacers, Z Trim does not change the taste or textures of the foods into which it is added."
He added, "In some cases, Z Trim has the ability to make decadent desserts a little healthier, and in other cases it can contribute significantly to reducing fat and boosting fiber in general, regardless of the delivery system."
Whey proteins are also quickly grabbing consumers' attention.
"Whey proteins help weight management through two mechanisms-triggering a satiety effect and modifying body composition (i.e., fat tissue loss and lean muscle mass increase)," said Benoit Turpin, MSc, CNHP, senior sales manager, Specialty Ingredients, Protient Inc., St. Paul, MN, an ABF Ingredients company. "The latter comes with an additional benefit through an increase of the basal metabolic rate of the individual; this comes from the fact that lean muscle mass burns more calories than fatty tissue."
Protient is currently working on characterizing the impact of consumption of milk and/or whey proteins on body composition, and therefore weight management, in coordination with other organizations and agencies.
"In the dairy sector, the most recognized niche for health and weight management concepts, 'slimness' is the main driver for almost 25% of product innovation," said David Jobse, product manager, Fabuless, DSM Food Specialties, Delft, The Netherlands.
While there is already an overwhelming body of evidence about the benefits of whey proteins, more work needs to be done on milk proteins. This need has resulted in the recent research partnership of New Zealand's Fonterra Co-operative Group Ltd. and the U.S.'s Dairy Management Inc. (DMI). The two organizations have agreed to fund strategic research into whey protein and body composition. The work will lay the foundation for substantiating future health claims for marketing whey protein. The agreement includes the establishment of a seed fund to help U.S. researchers write proposals seeking funding from their government for research into whey. As part of the initial agreement, U.S. dairy producer-funded research will focus on the overall adult population and body composition, while Fonterra's efforts will focus on sports nutrition and body composition. The results of the research will be jointly shared.
Another area rapidly becoming popular in the weight management market is the glycemic index (GI). Once used mainly by diabetics to minimize the incidence of high blood glucose, mainstream consumers have now become aware of GI's potential in controlling their weight. And the industry is answering their call for more low GI products with recent introductions from French Meadow Bakery and Molinari Mills Pasta, which both launched products containing Pharmachem Laboratories' new StarchLite food ingredient, clinically shown to reduce the GI of starchy foods.
"The glycemic index ranks food based on their effect on blood sugar levels-high index foods increase blood sugar more than low index foods," said Mr. Luchsinger. "The glycemic index is particularly useful when deciding which high-carbohydrate foods to eat."
Mr. Luchsinger continued, "However, the glycemic index should not be the only criteria used when selecting what to eat. The total amount of carbohydrate, the amount and type of fat, and the fiber and salt content are also important dietary considerations."
Conjugated linoleic acid (CLA) is another ingredient gaining a strong science base demonstrating its ability to help consumers maintain weight loss by decreasing body fat mass.
"While the focus is often on total body weight, it is actually excess body fat that represents the real health threat," said Ms. Peggau of Cognis Nutrition & Health, makers of Tonalin CLA, which has been shown in more than a dozen published studies to safely reduce the body fat mass of adults susceptible to adding weight and fat. "Our approach to weight management is through fat loss. We believe consumers can achieve their health goals in two ways: reducing the amount of fat stored after eating, and decreasing the amount of fat stored in their body. Because they are reducing body fat, not water, which is a more permanent and healthy loss, they are more likely to avoid the dreaded yo-yo effect of losing and regaining weight."
And of course, decreasing the quantity of fat in foods is part of an effective weight management program. This is where fat replacers come in. "Some replacements are used as total analogues, others are used as mimetics (using eminent means of representation) to partially replace and impart the sensory qualities of fat," said Mr. Jobse. "Evidence suggests that people who include fat modified products in their diet may have a reduced fat and calorie intake, as well as an improved nutrient profile compared to those who do not. However, the long-term benefits and safety of these products are largely unknown, and their cumulative impact remains a mystery."
Market Predictions
In the coming years, Martin Vidal, executive vice president, Pro-Amino Internation-al Inc., Quebec, Canada, feels the world population will continue to battle obesity. "The fact is that the occidentalization of the world makes people sit at the computer or the TV. We will always see new weight loss programs come and go, but those with real scientific background will prevail," he said.
Fortunately, experts believe there will be a change in the regulatory landscape, effectively raising the bar, so that companies can no longer make unsubstantiated claims. "The FTC will also continue to crack down on companies that are making claims that can't be supported," said Humanetics' Mr. Steil. "This spells a much better future for the industry because we won't have consumers unhappy about not achieving unrealistic results."
The future success of weight management products ultimately lies in the consumers' trust of the market. "Hopefully the weight management market can recover from the fall off of questionable products, like the ephedra days when consumer confidence plummeted," said Mr. Steil. "Future growth will come by producing satisfied customers using products that work."
