Rising demand for prediabetes supplements fueled by wearable tech, highlighted by child diabetes risk

25 Oct 2023 --- PharmaLinea is expecting a growing demand for prediabetes supplements due to increasing consumer attention on achieving healthy blood glucose levels, combined with a rise in wearable technology and glucose monitors. While the incidence of prediabetes and diabetes are growing worldwide in both adults and youth, US-based researchers suggest different strategies are needed to identify the risk of the disease in children.

“Diabetes and prediabetes supplements have been a less developed niche until now, but we are on the verge of them becoming a major category,” Matevž Ambrožič, marketing and PR director at PharmaLinea, tells Nutrition Insight.

“Recently, in more advanced markets (e.g., the US or Italy), the blood glucose segment has started to develop with new launches. It is beginning to be considered a separate market segment in reports. Undoubtedly, the trend will soon translate to other markets as well.”

Meanwhile, a recent study determined that kids with prediabetes and obesity may be more likely to become diabetic, recommending weight stabilization and metformin therapy as essential interventions to prevent diabetes in children.

The authors concluded that fasting plasma glucose — commonly used to assess diabetes in adults — was less helpful in identifying the risk of the illness in kids.

Growing consumer awareness
While around 500 million people have diabetes, this figure is expected to double by 2050, reaching 1.3 billion people, according to a recent study in The Lancet. Meanwhile, the SEARCH for Diabetes in Youth study estimates the prevalence of youth-onset diabetes will double to quadruple in the same time frame.

According to Ambrožič, consumer awareness of the importance of keeping blood glucose levels within a healthy range is increasing.

“In the past, it was unusual for anyone but diabetics to monitor their blood glucose levels. Due to the more public addressing of the issue, awareness, social conversations and searches on the topic have spiked.”

Consumer awareness of the importance of keeping blood glucose levels within a healthy range is increasing.“For example, an internationally bestselling book, ‘The Glucose Revolution, ’ explaining the science behind managing blood glucose levels, was published about a year ago and received much attention.”

Ambrožič explains that several initiatives, such as Roche’s Diabetes Care platform and the WHO’s Global Diabetes Compact Forum, drive consumer attention. He highlights that this results in a “massive increase in Google searches for blood glucose-related terms.”

He details that searches for “sugar” grew by 616% and for “blood sugar” by 181% from 2004 to 2023.

“Additionally, the conversations about blood glucose topics on social media increased so much that even the FDA used social listening tools to gain insights on consumers and inform their future purchases.”

Ambrožič also sees a growing number of newly funded projects, such as the ELFI program — Empowerment, Lifestyle & Food advice, Interaction — where Roche Diagnostics and other collaborators raised funding to start a personalized nutrition program for prediabetics.

Prediabetes in children
Glucose tolerance tests are commonly used to assess diabetes in adults, where after fasting overnight, a person consumes a liquid with glucose and blood sugar levels are checked.

According to the US Centers for Disease Control and Prevention, two hours after consumption, a blood sugar level of 140 mg/dL or lower is considered normal, 140 to 199 mg/dL indicates prediabetes and 200 mg/dL or higher indicates diabetes.

While at least one in five adolescents is estimated to have prediabetes, there is an ongoing debate in pediatrics about how to best screen for diabetes risk, as it is unclear whether the adult definition of prediabetes is appropriate for children.

However, a study published in the Journal of Endocrine Society found that, in kids, hemoglobin A1c, fasting plasma glucose and glucose levels 2 hours after eating are “poorly correlated to each other and measure different underlying pathology.”

“We found that higher levels on certain diabetes screening tests — non-fasting glucose and hemoglobin A1c — and worsening obesity may better predict diabetes risk in children,” explains study author Ashley H. Shoemaker, M.D., of the Vanderbilt University Medical Center in Nashville, US.

In kids and adults, adopting a healthy diet and reducing weight can help to reverse disease development.“This is a real-world study that highlights ways to identify the children at the highest risk for diabetes and possible strategies for diabetes prevention in children, such as treatment with anti-diabetes or anti-obesity medications. Our study found patients on metformin had lower blood sugar levels and were slower to progress to diabetes.”

In the study, 6.5% of 552 pediatric patients with prediabetes developed type 2 diabetes over seven years. Boys progressed more commonly and quickly to type 2 diabetes than girls.

Prevention strategies in adults
Developing prediabetes and type 2 diabetes is highly connected to an individual’s diet, explains Maja Orešnik, science and research director at PharmaLinea.

“Both conditions often coincide with progressive obesity, which is another lifestyle-related condition. Modifying the diet — caloric intake, restricting highly processed foods rich in sugars, but depleted of other nutrients, fiber-rich foods, vegetables, balance of nutrients and so forth — can be the lead force in reversing the progress of disease development.”

She underscores the importance of adopting a diet that enables people to have balanced blood glucose levels and does not lead to excessive insulin spikes.

“More physical activity or exercise and weight loss (if required) are also key changes. Important lifestyle adaptations that can also help with the condition include managing concomitant diseases and getting sufficient sleep.”

The rise of wearable technology
Technological advances, such as new blood glucose monitors, support a growing consumer awareness. Wearable technology is becoming more widespread, with many consumers owning a smartwatch.

“In the last few years, we saw a rise in user-friendly sensor-driven continuous glucose monitors, which are slowly replacing traditional glucose monitors that require finger pricks,” Ambrožič observes.

“As a result, a wider population — mostly sports professionals, such as pro-cyclists who wish to advance their nutrition — has developed an interest in monitoring their blood glucose levels.”

Sensor-driven continuous glucose monitors are slowly replacing traditional glucose monitors that require finger pricks.He adds that Apple and Samsung are in a race to develop non-invasive blood glucose tracking for smartwatches and predicts that, very soon, “every consumer with a smartwatch will be able to track their blood glucose levels in real-time.”

“When that moment comes, millions of consumers will realize they must do something about their blood glucose. When this happens, companies should be ready with supplement solutions, with effects measurable in real-time.”

Market developments
A large share of prediabetic food supplements are based on sugar blockers or systemic products, says Ambrožič. He sees several drawbacks in these products, such as a lower efficacy or a lack of clinical data.

“As more consumers join the category, their expectations will grow. The availability of real-time monitoring puts pressure on efficacy and will separate science-based products from those built only on marketing hype,” he underscores.

“We will also likely see the segment develop in the sense of specific positionings — from catering to children, women, men and the aging population specifically, to combining blood sugar control with weight loss, energy and focus, longevity and so forth.”

PharmaLinea currently offers Your Prediabetiq Capsules, a clinically substantiated solution supporting balanced blood glucose levels with an immediate, measurable effect.

Ambrožič explains that the product is designed to improve glycemic response by reducing post-meal total blood glucose levels and, in the long term, by improving insulin efficacy and decreasing insulin resistance.

By Jolanda van Hal

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