Weight management industry sheds light on regional delivery format preferences and age differences

21 Jan 2021 --- Weight management has gained renewed importance as the COVID-19 pandemic pushes the pursuit of a healthy lifestyle to the fore.

NutritionInsight continues its roundtable on weight management trends with experts from Gencor Pacific, Gelesis, OptiBiotix Health and PLT Health Solutions. 

They detail popular weight loss diets, regional delivery format preferences and observations in people of different ages and genders losing weight. 

Open to try keto and paleo diets
The food and nutrition industries are witnessing consumers exploring flavors, cuisines and diets as they try to escape “pandemic fatigue.”

A consumer survey, conducted by Gelesis last fall, shows a willingness to embrace new exercise or eating programs to lose weight. Nearly two-thirds (65 percent) of US consumers are reportedly open to making a change to their eating schedule. One way could be by adopting an intermittent fasting (IF) diet, for example. 

“Fifty-five percent would consider trying a diet such as ketogenic or paleolithic and 38 percent would think about making the shift to a vegan or vegetarian lifestyle to lose weight,” says Gelesis’ chief scientific officer Elaine Chiquette.

Weight management ingredients in food respond to consumers’ pill fatigue (Credit: OptiBiotix Health).Overall, the company’s survey revealed 148 million US consumers are open to trying a naturally derived weight loss aid.

Vegan diets gaining traction
Typically, weight management ingredients are not a significant feature of fasting, vegan and keto programs, says Steve Fink, vice president of marketing at PLT Health Solutions.

Nevertheless, Mariko Hill shares that the pandemic has boosted interest in the IF, keto and paleo diets, as restricting what and when you eat may lead to reduced weight. Hill is the product development executive at Gencor Pacific.

Increasingly, food consumption and diet practicing is falling under the environmental sustainability umbrella. The arrival of Veganuary in the UK brings responsible and sustainable meat intake to the top of mind. 

“The health and nutrition industry has certainly seen huge innovation when it comes to vegan food and drink,” says Steven Riley, director of marketing and consumer sales at OptiBiotix Health.

The weight management sector is not exempt from consumer demand for ingredients and NPD with a low environmental impact. 

Herbal extracts for weight management are particularly popular, as evidenced by Gencor Pacific’s Caralluma fimbriata extract and PLT Health Solutions’ Crocus sativus L. flowers stigmas.

“Many of [OptiBiotix’s] consumer products and ingredients are now vegan, gluten-free, non-GMO and lactose-free to account for the dietary lifestyles of today,” adds Riley.

Gelesis found that 71 percent of US consumers admit their weight impacts how they feel about their identity.Adapting to regional preferences with scientific backing
When it comes to regional differences, brands must be aware of creating a product that suits delivery format preferences, Riley continues. 

“For example, we see consumers in Oceania prefer meal replacement powders, whereas European consumers are more likely to opt for a variety of formats, specifically ones that complement their lifestyle.”

PLT Health Solutions’ Slendacor weight management complex is currently the top-selling weight management ingredient in the US, Brazil and Australia. 

Its success is attributed to the water-soluble version launched in 2019, bringing Slendacor “beyond the pill.”

“The key to penetrating these markets is the multiple gold-standard clinical trials that support strong messaging,” says Fink.

Riley agrees, stating that “science is the glue” that binds its weight management solutions together. 

“Consumers now seek scientifically-backed solutions that are able to deliver results. It’s this mindful thought-process that’s also sparking regional differences.”

Gender and age differences spotlighted
In Gelesis’ 2020 consumer survey, the differences the company observed were particularly interesting in terms of gender and generation. 

Weight gain was a universal issue, however, 39 percent of women reported their weight gain during the pandemic affected their wellness by making them feel anxious more often, contrasted to 26 percent of men. 

Younger generations juggling full-time jobs and remote learning without childcare during the pandemic has limited time for regular exercise.Sixty percent of women versus 44 percent of men reported feeling down about the way they look. 

“It is noteworthy that Boomers are more likely than any other generation to have maintained their weight in the past six months,” adds Chiquette. 

In contrast, younger generations are juggling full-time jobs, building their careers and remote learning without childcare during the pandemic. 

“I suspect that has played a role in the increased stress, anxiety and limited time for regular physical activity and meal planning.”

The first part of NutritionInsight’s weight management coverage details how uncertainty surrounding the pandemic has increased emotional eating, highlighting the link between weight gain and mental health.

By Anni Schleicher