Sweet Relief! Blood Sugar and Metabolic Health Products Emerge

The Panel:

Myers: According to the American Diabetes Association, more than 37 million Americans have diabetes and it’s estimated that of those, 8.5 million are undiagnosed cases. High blood sugar levels have been an issue in the United States for quite some time, and I would say that the past 20 years or so have seen an incredible rise in cases. I think much of this is due to dietary challengers—more availability of snacks and refined foods, the introduction of Frankenfoods, hectic schedules and an increase in sedentary lifestyles. But nonetheless, the state of the market is quite strong because the need is so strong.

I think that self-directed health-food store customers are aware that the right nutrients can help them balance glucose levels. The challenge here is to broaden that education so that people can get blood sugar under control earlier in their lives. And that requires manufacturers and retailers working as a team to get the word out there about some truly lifesaving nutrients.

Reinstein: The market for healthy blood-sugar support supplements is substantial and continues to grow. With the rising prevalence of conditions like diabetes and a growing awareness of the importance of blood sugar management for overall health, there is a strong demand for products like Curalin.

VR: Are the arguably restrictive structure-function claims available for this category a challenge to you or for retailers?

Myers: Like all aspects of structure-function language, the restrictions can be a challenge, so you hope that self-directed customers can navigate through the claims that we can say, and that our expert retail partners can assist by clarifying any questions from customers, too. We find that providing third-party education for consumers is incredibly useful as well.

Reinstein: Navigating restrictive structure-function claims can be a complex endeavor in our industry. While we often come across incredibly positive reviews from our customers highlighting the significant impact Curalin has had on their health that we’re unable to use, it’s essential to acknowledge and appreciate the reasoning behind the FTC (Federal Trade Commission) & FDA (U.S. Food and Drug Administration) regulations.

These guidelines are in place to ensure that marketing materials provide accurate and substantiated information to consumers. Understanding the rationale behind these regulations makes it significantly less challenging to adhere to them. We are dedicated to following these guidelines meticulously, ensuring that our marketing materials align precisely with the regulations while still effectively conveying the benefits of our products to our valued customers.

Levy: Per the FDA, supplement manufacturers can use structure/function claims to describe the role of a nutrient or dietary ingredient intended to affect the normal structure or function of the human body. They are not allowed to use “health claims” which specifically refer to how that nutrient or ingredient impacts a specific disease or health condition. In other words, a manufacturer can’t say that an ingredient or product improves or treats insulin resistance or type 2 diabetes. While this is admittedly restrictive for categories like blood sugar, manufacturers and retailers can utilize third-party educational materials to help consumers connect the dots between blood sugar and conditions like insulin resistance and diabetes.

McPhee: The restrictions for structure-function claims within this product category are no more restrictive than for other dietary supplement product categories. Sometimes we choose to use trademarked ingredients in our product formulations in part because they can allow for stronger or more expansive structure-function claims. Also, consumers are becoming more informed about the uses of dietary supplement ingredients without relying on the manufacturer or retailer.

VR: What are the main reasons consumers seek out these products—for blood sugar support, to lose weight, or to reduce carb cravings?

Reinstein: Individuals turn to our product for a variety of reasons, including managing their blood sugar levels, seeking natural solutions and reducing cravings. However, on an emotional level, their motivations run deeper. They are seeking to regain a sense of control, confidence, and optimism in their lives. They aspire to transform their health condition from being a mere challenge into a positive and sustainable lifestyle choice.

Levy: While some consumers do reach for a blood sugar product to support weight loss, most are looking to lower their blood sugar levels as part of a regimen to reduce disease risk. These people include those with insulin resistance, prediabetesor type 2 diabetes.

McPhee: Blood sugar balance and metabolic health seem to be trending topics in general with consumers right now. Berberine is very hot right now since it’s been highlighted in recent articles and studies for weight loss.

Myers: Mostly, I believe, for blood sugar support, although the added benefits of nutrients that balance blood sugar levels often is a reduction in carb cravings and, as a result, weight loss as well.

VR: Since retailers can’t really have a diabetes section, what help do you offer them in terms of shelf-talkers or third-party literature?

Reinstein: In today’s retail landscape, we’ve observed a significant trend, particularly among major retailers, where they are redesigning their stores to include dedicated diabetes sections. This trend reflects a growing understanding that diabetes is a chronic condition that affects various aspects of an individual’s life, necessitating a holistic approach to support customers effectively.

Nonetheless, at Curalife, we remain committed to providing comprehensive marketing support to our retail partners. This support includes training, in-store materials, co-op advertising and various resources to help retailers effectively communicate the benefits of our products to their customers. We recognize the importance of collaborating with retailers to ensure that individuals seeking blood sugar support have access to the information and products they need to lead healthier lives.

Myers: We offer shelf-talkers, branded brochures, educational pieces, third-party literature, store education webinars and presentations, posters and a wide range of supportive material for retailers. In fact, we invest a great deal of time and effort on our award-winning education, literature and promotional material.

Levy: Many retailers have a metabolic health section that includes products that support healthy blood sugar levels. To promote our products in this category and others, Wakunaga routinely supplies retailers with educational consumer-oriented literature and marketing materials—like booklets, brochures, shelf talkers, etc., that can be used at point-of-purchase. These materials can also be used by retailers to ensure they have a well-educated staff who can help answer consumers’ questions. In addition, Wakunaga participates in retail health fairs with informative literature and samples that can raise consumer-awareness of Kyolic’s blood sugar benefits.

McPhee: We offer additional product information on our website including a blood glucose management webinar and we have an amazing product information team that retailers can call with any questions.

VR: For retailers, what are your most popular ingredients and brands and why?

Billingslea: We have a high demand for blood sugar support products. Our customers take them for blood sugar and often also to support their weight management efforts. Our most popular product is from our store brand. It has chromium picolinate and several herbs like gymnema, holy basil, cinnamon, etc. We also find that our store brand cinnamon alone is a favorite product in this category. I think one of the reasons cinnamon is so popular is because people are reading about it online before they come into the store.

VR: As to botanicals, without getting brand-specific what recent science is the most compelling in this area?

Myers: Well, I think that the science behind Hintonia latiflora is especially compelling. Hintonia inhibits glucosidases and slows the breakdown and absorption of sugar in the gut. This delays the release of sugar into the bloodstream and keeps glucose levels stable, rather than allowing them to spike, a main cause of excessive insulin release. A polyphenol nutrient found in the extract, coutareagenin, appears to be responsible for blood-sugar controlling benefits of the botanical, reducing insulin resistance along with inflammation that can complicate the problem. Whether working alone, but especially combined with synergistic nutrients, as in the research I mentioned above, it is an incredibly powerful ally for those seeking to support healthy blood sugar levels.

Berberine works in multiple ways to normalize blood sugar levels. First, it stimulates glycolysis, the process of releasing the energy from sugars so they are used up by the mitochondria as fuel rather than overloading the bloodstream or being converted into triglycerides which are stored as fat. And like hintonia, berberine also inhibits alpha glucosidase, an enzyme that breaks down carbohydrates in the intestines. That, in turn, slows sugar absorption and reduces spikes in the bloodstream.

It is also quite interesting how artificial sweeteners can negatively impact blood sugar and appetite. There is a lot of excellent research examining blood sugar and diabetes from a variety of angles.

McPhee: The research for the use of saffron (Crocus sativus) and its isolated constituent crocin for supporting healthy blood sugar levels and metabolic health is becoming more robust. In September 2023, the Journal of Ethnopharmacology published a systematic review and meta-analysis of 15 randomized controlled trials. While the results are compelling, there is still a need for greater standardization and more studies conducted in healthy populations. That said, the use of whole full-spectrum dried saffron versus extracts is a way to get standardized amounts of crocin along with the other naturally occurring components of this spice.

VR: For manufacturers of botanical-centric formulas in this category, briefly talk about the science behind your top one or two products.

Reinstein: What sets Curalin apart is that, unlike other supplements that often focus on the clinical testing of individual ingredients that show up in medical literature, we conducted an independent clinical trial on the actual combination of these nine ingredients. The results were remarkable. Not only did the formula prove to be safe for use alongside medications, but it also demonstrated remarkable efficacy. In fact, the group taking Curalin experienced threefold-better results in their blood sugar markers compared to the group not using it. This clinical evidence underscores the effectiveness of our unique and comprehensive formula in supporting healthy blood sugar levels.

McPhee: NOW offers a Berberine Glucose Support dietary supplement that supports glucose metabolism and glucose and lipid levels already within the normal range. The berberine in Berberine Glucose Support is derived from Berberis aristata bark and formulated with capric acid from MCT (medium-chain triglycerides) oil. Berberine has limited bioavailability; capric acid promotes optimal absorption and gastrointestinal comfort during berberine supplementation. NOW offers berberine soft gels that also contain capric acid to be more acceptable by those with sensitive stomachs and to increase absorption.

A 2023 systematic review and meta-analysis of 11 clinical studies published by Phytotherapy Research confirmed berberine’s beneficial effects on human health and describe various mechanisms of actions involved, including increasing glucose and 2-deoxyglucose uptake by myotubes and adipocytes and upregulating LDL-receptor expression in HepG2 cells. Numerous randomized controlled trials exist that support berberine’s use for glucose support; however, very few are conducted in healthy populations. This is because it’s difficult to move the needle regarding clinical and statistical significance when baseline biomarkers for glucose and lipid levels are within the normal range.

VR: As to minerals, without getting brand-specific, what recent science is the most compelling in this area?

Myers: Minerals are key to normalizing blood sugar levels, and chromium and zinc should definitely be part of any blood sugar-supportive plan.

Chromium is especially known for its metabolic actions, and activates insulin receptors, helping to prevent the build-up of glucose in the bloodstream. In one clinical study, individuals taking chromium reduced their fasting blood glucose level from an average of 197 to 103 in just three months and brought down their triglyceride and LDL cholesterol as well.

Zinc stabilizes pancreatic storage of insulin and inhibits the oxidative stress that promotes insulin resistance and diabetes. Research published in the journal Diabetes, Obesity, and Metabolism reported that reduced zinc levels in the pancreas are associated with diabetes, and proper amounts of this mineral tend to keep insulin levels at an even keel.

McPhee: A 2023 systematic review and meta-analysis published by Pharmacological Research evaluated 170 randomized controlled trials that reported the effects of vitamin or mineral supplementation on metabolic health. Chromium was the top-ranked ingredient for supporting healthy glucose metabolism, outperforming vitamin E, vitamin C, niacin, selenium and magnesium. This mineral is important in carbohydrate and lipid metabolism, and may help regulate glucose homeostasis by activating insulin receptors.

VR: As to other nutrients, without getting brand-specific what recent science is the most compelling in this area?

Myers: Bioavailable B vitamins, alpha lipoic acid, and other synergistic nutrients should be included in any blood sugar support regimen for a multitude of reasons:

A study published in the journal Clinical Nutrition examined patients with hyperglycemia and found that 14 of 34 were deficient in vitamin B6. Those in the group who were given pyridoxal-5-phosphate (P-5-P), the active form of vitamin B6, showed reduced blood glucose levels after only seven days. Other B-vitamins, including thiamin, help the body metabolize carbohydrates effectively and to turn those calories into energy.

VR: For manufacturers of multi-ingredient formulas—or other nutrients—in this category, briefly talk about the science and benefits behind your top one to two products.

Reinstein: Certainly, some of the more well-known ingredients for supporting healthy blood sugar include turmeric, bitter melon and cinnamon. However, Curalin offers an enhanced formula, deeply rooted in ayurvedic medicine, that goes beyond these familiar ingredients. In addition to turmeric, bitter melon, and cinnamon, Curalin also contains six other unique and potent components: Gymnema sylvestre, fenugreek, Amla (Indian gooseberry), Picrorhiza kurroa, Syzyguim cumini and Swertia chirata.

As said, what sets Curalin apart is that, unlike other supplements that often focus on the clinical testing of individual ingredients that show up in medical literature, we conducted an independent clinical tests on the actual combination of these nine ingredients.

The results were remarkable. Not only did the formula prove to be safe for use alongside medications, but it also demonstrated remarkable efficacy. In fact, the group taking Curalin experienced threefold-better results in their blood sugar markers compared to the group not using it. This clinical evidence underscores the effectiveness of our unique and comprehensive formula in supporting healthy blood sugar levels.

Myers: The bioavailable B vitamins, benfotiamine, and alpha lipoic acid that I mentioned previously are also in Healthy Feet & Nerves to address carbohydrate metabolism, proper nerve function, vision health, and muscle pain and tingling that is common to neuropathy. Again, like the minerals in the supplement, the forms here matter. That is why we select active forms of B vitamins that don’t require conversion by the liver and can overcome some of the absorption issues that older customers may face with getting the full potential of these nutrients.

The BOS-10 boswellia we feature in Healthy Feet & Nerves is far from a typical botanical. It is standardized to contain at least 10 percent acetyl-11-keto-B-boswellic acid (AKBA), which is ten times that of unstandardized boswellia. Additionally, its standardization process reduces the level of beta boswellic acid, a potentially pro-inflammatory compound, to less than 5 percent, so it won’t interfere with the botanical’s helpful actions.

VR: Please briefly talk about what increasingly popular delivery forms there are in this category and why they are popular.

Myers: I think that chewable forms of supplements are an increasingly popular delivery form because, after all, if something tastes good and is billed as being good for you, it is a win-win. It is also a great system for the many people with either psychological and/or physiological issues with swallowing capsules and tablets. However, although there are plenty of chewable supplements out there that can deliver the goods, not all of them do. That’s why so many supplements are still in traditional capsule, tablet, and soft gel forms—they can provide the dosage necessary to get results. It is important to choose the right tool for the right job. VR: Anything else you would like to add?

Levy: Diabetes is one of the fastest-growing diseases in the U.S. According to the American Diabetes Association, more than 37 million Americans suffer from type 2 diabetes. Another 96 million have pre-diabetes. At the root of these statistics is insulin resistance, a silent yet serious condition that affects one in three Americans between the ages of 18 and 40. While some pharmaceutical drugs can be used to improve glucose control in these individuals, most of these medications come with side effects. This makes the availability of safe and effective dietary supplements like Kyolic Blood Sugar Balance so important for anyone trying to improve their glucose control and insulin sensitivity. VR

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