Metabolic processes are complex, consisting of interconnected markers, such as blood glucose levels and blood pressure, influencing weight management, lipid metabolism, and liver and cardiovascular health. Favorable indicators include blood glucose control, healthy blood pressure, and optimal cholesterol and triglyceride levels. Poor metabolic health can lead to difficulty losing weight, as well as cardiovascular concerns.
Here are three ways health and wellness brands can navigate this evolving space and develop consumer-preferred products that support various aspects of metabolic health, including blood glucose control, weight management and more.
Serve sweet blood glucose control
Managing blood glucose levels has become a significant focus area for many consumers seeking to support their metabolic health. In the U.S., 57% of adults report taking proactive steps to manage their blood sugar, and 40% monitor blood glucose levels outside of routine doctor visits with at-home devices. Survey respondents also believe diet and nutrition are the most important variables in managing their blood sugar, with 84% claiming they’re avoiding or decreasing their sugar intake to manage blood glucose.
Since the glycemic index of a sweetener can influence blood glucose levels, food and beverage manufacturers can leverage high-potency, low-glycemic sweeteners like stevia to support consumers working toward reducing their glycemic load. Stevia minimizes impact on blood glucose levels, helps lower sugar content and supports desirable sensory experiences for metabolic health-friendly offerings that excite consumers.
Meet GLP-1 user needs
With global consumers stating that “my waistline” is key in how they measure “good health,” weight remains a consistent topic of the metabolic health discussion. Now, the rising use of anti-obesity medications (AOMs), such as GLP-1 (glucagon-like peptide-1) receptor agonists, has put a brighter spotlight on weight management.
For those on GLP-1 receptor agonists, hydration, muscle mass and digestive health are common concerns. Those who have recently stopped AOMs may be looking for a new solution to support satiety and weight management.
The specific needs of this consumer segment are disrupting the metabolic and weight health sector, with continued opportunity for brands to further tailor applications for current- and post-GLP-1 users. An ADM survey shows 83% of current AOM users in the U.S. find products specifically marketed as being supportive of people on GLP-1 medications appealing.
Grow sleep and mood solutions
Options demonstrating metabolic health support are expanding. Consumers continue to seek out caffeine, green tea and omega-3 fatty acids. Gut microbiome-supporting solutions, including prebiotics, probiotics and postbiotics, are also gaining prominence, with strains targeting aspects of metabolic health. Additionally, certain innovative prebiotic dietary fibers may assist with blood glucose management, stimulate appetite-regulating hormones and increase fullness perception.
A burgeoning area of research is the gut-sleep-metabolic health connection, which indicates sleep, stress and mood have the potential to affect metabolic health. Poor sleep may contribute to metabolic dysregulation, including inflammation, insulin resistance, increased food intake and visceral adiposity. New science-backed biotics can address sleep quality, stress and mood management.
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