Weight management transformed by pandemic, tech breakthroughs and male interest, experts highlight
20 Jan 2022 --- Weight management has evolved far beyond just losing weight, now including lifestyle changes encompassing healthy eating and mental health. NutritionInsight speaks to experts from Lallemand Health Solutions, Mibelle, ADM and Kemin on how the space is changing and technology is shaping the sphere.
“For a long time, weight management products have been a seasonal market, as products were often marketed and promoted in January, right after the Christmas holidays to resonate with the ‘good resolutions’ of the new year, then throughout the first half of the year,” says Camille Binachon, product manager, Lallemand Health Solutions.
However, 2020 marked a turning point in this trend linked to the COVID-19 pandemic, she says. Using data from Google searches, “weight loss” would usually reach peak interest in January. In 2020 however, the highest peak was observed in May and the number of searches stayed high throughout the year, she notes.
Weight management has become less about losing weight and more about changing lifestyles.
Holistic approach?
The pandemic has “pushed consumers to question and take control of their diets and lifestyles,” notes Miguel Martinho, global strategy and business development manager, Kemin Human Nutrition and Health.
“Health consciousness has increased dramatically and if appearance can act as a trigger, the idea of looking and feeling healthy is driving the future. Most of us have changed our eating and drinking habits.”
“Comfort food, moments of escapism to help managing stress and indulgent behaviors have grown during the pandemic. This helped to create a notion that the products associated with those moments tend to be less healthy and with higher calorie intake.”
He continues that this consciousness is helping consumers to commit to losing weight, or having better control of their diets, once the pandemic fades away..
Consumers are increasingly taking a proactive approach to support their well-being and are recognizing that their physical, mental and emotional health are all interconnected, highlights Christian Leighton, global marketing director, microbiome solutions, ADM. The pandemic has driven this mindset forward, he adds.
“Evolving weight wellness trends today are less centered on cutting calories or the number on the scale. Instead, consumers want to take holistically-minded steps to maintain a healthy weight that will contribute to general well-being today and into the future.”
Varying ingredients and formats
In trying to offer a holistic solution, Mibelle highlights the Santa herba extract found in its SantEnergy Nu supplement. According to Olufeso, the item fits into the holistic approach space as it contributes to healthy aging. Additionally, it aids in weight management by significantly reducing weight and body fat, while showing caffeine-like energy boosting effects.
“Demand for supplements with plant extracts has risen in the last years and we also see this trend in the weight management space,” she highlights.
“A big part contributing to this trend is the increasing health awareness of consumers and the growing trend in going more natural and veganism. Consumers today have many possibilities to do their own research on diets, weight control products and supplements and are thereby much better informed.”
Apart from the changes shaping weight management trends, consumers are also turning to a range of different offerings they seek to explore.
“Consumers are adopting functional foods, beverages and dietary supplements into their everyday routines. Openness to discovery presents an opportunity for new supplement entries to the marketplace, including different and enjoyable formats from drops and mints to gummies and shakes,” notes Leighton.
Mental health has become an integral part of weight management.
Gut solutions
According to Leighton, COVID-19 has also spurred a growing trend in metabolic health, reflected in a growing awareness of links between the microbiome, healthy weight and metabolic health. As a result, consumers are seeking out products like probiotics, he notes.
“Moving forward, we will see shoppers gravitating toward targeted solutions that showcase strain-specific probiotic inclusions as they consider what will best support their unique and specialized needs.”
Lallemand’s breakthrough clinical study on probiotic strain L. rhamnosus HA-114, found that individuals who had the item reduced binge eating and cravings.
The probiotic has a “positive impact on eating behavior by promoting a well-balanced brain-gut axis communication to support weight management efforts,” says Binachon. Feelings of stress, anxiety and depression also improved.
Changing gendered perceptions
For the most part, women are seen as the target consumers in the space, as they tend to face more pressure about their health and looks, Olufeso adds. With age, women experience a slowing down of their metabolism, which can lead to an increase in weight gain, she says.
Citing the Center for Responsible Nutrition, Martinho highlights 77% of women take dietary supplements versus 68% of men.
Nonetheless, the scales may be tipping, as probiotic supplements for weight loss seem to be attracting men, Binachon notes. “Men show a strong online engagement compared to women, meaning they leave more post-purchase reviews online and seem to be more satisfied by the products than women.”
Driving personalization
The impact of technology appears to act as a double-edged sword for weight management, according to Martinho.
“Technology does have a dual effect: increased time spent using technology, usually through digital screens, adds several health challenges that can be mitigated with a healthy diet and complemented with dietary supplements.”
On the other hand, technology can help deliver personalized solutions, driving the future of the industry, he adds.
According to Leighton, 75% of US dietary supplement users are looking for personalized products directly suited to their needs.
“Genetic testing is one way for people to learn more about their personalized needs, and there is growing consumer interest in genetic testing for nutritional purposes.”
Wellness shoppers are drawn to botanicals, as they are recognizable ingredients sourced from nature.
Utilizing technology
Technology can also impact the quality and variety of products offered to consumers, Leighton highlights. As cutting-edge solutions brought forth by new technologies and innovations hit the marketplace, consumers will expect more from their purchases, from both a functional and sensory perspective.
“New technologies related to formulation, such as 3D printing, are providing consumers with more convenient, tailored ways to consume the benefits they seek.”
Advancements may also present challenges, such as hindering the stability of functional ingredients through processing conditions, while new innovations are helping manufacturers ensure efficacy, Leighton continues.
ADM leverages heat-treated microbial strains, such as HT-BPL1, which is the heat-treated counterpart to BPL1 (Bifidobacterium animalis subsp. lactis CECT 8145). It can withstand different formulation processes, Leighton outlines.
“This makes it easier for formulators to incorporate microbiome-supporting solutions into various applications, such as beverages, gummies and baked goods. With their unique formulation benefits, heat-treated strains, referred to as postbiotics, are paving the way to more personalized products.”
By Andria Kades
