Consumers Turning to Natural Supplements to Prevent Type II Diabetes
By Kerrin Rourke, Natural Products Expertand Sonia Caltvedt, Assistant Manager of Marketing and Communications
Look for full article, including additional featured ingredients in the May issue of the Natural Products Industry Insider.
 |
Chances are, this isn't the first time you've read that type II diabetes has reached epidemic proportions in the US. From TV news and newspapers, to your grocery store shelves, the disease has become a national concern that will only increase as baby boomers move into their 50's and 60's. As a preventative measure, consumers are starting to turn to natural supplements that address blood sugar imbalances. |
The supplement industry is responding to the demand for effective, well-researched natural solutions with successful new formulations. Products featuring once obscure folk herbs like cinnamon, or food supplements such as bitter melon, are receiving increasing media attention and a boost in sales.
Most of the 20.9 million diabetics in the US have type II diabetes. Another 41 million Americans have pre-diabetic conditions like insulin resistance and metabolic syndrome X. In these conditions, glucose levels are higher than normal but are still not high enough for a diabetes diagnosis (1).
Type II diabetes, or Adult Onset Diabetes, often begins between the ages of 50 and 70, and develops over years of nutritional neglect and sedentary living. Type II diabetics are generally not reliant on insulin injections; in fact, the pancreas is secreting more insulin than it needs to. Due to constantly high levels of insulin in the blood, the cell is no longer able to receive adequate glucose, the body's primary fuel. This causes symptoms such as fatigue, hunger, thirst, increased frequency of urination and unintended weight loss. The body responds by stimulating the pancreas to secrete even more insulin, perpetuating a vicious cycle and exhausting the organ. If glucose is not carefully regulated, the body loses its ability to make insulin and must rely on insulin injections (2).
As more and more Americans are diagnosed with type II diabetes and pre-diabetes, they are turning to natural supplements that specifically target blood sugar control and diabetes prevention. An increasing amount of new products are being introduced to both the natural and conventional retail markets. Following are just a few:
Cinnamon
The water-soluble oils in cinnamon (Cinnamomum verum) have been shown to help the body process sugar more effectively. Sales of cinnamon extracts have increased 381% in the Natural channel and an amazing 1435% in the Conventional channel over last year. This is likely due to solid scientific data, media attention, and the 2005 launches of a few highly successful cinnamon products.
Bitter Melon
Bitter melon (Momordica charantia) has been shown in preliminary research to increase the cell's sensitivity to insulin - key to maintaining healthy blood sugar levels. Sales of the products with bitter melon as the primary ingredient are showing 75% growth in the Natural channel and 7% growth in the Conventional channel over last year.
 |
| The SPINSscan Natural and Conventional sales information above is based on SPINS' primary ingredient coding.
|
Bitter melon and cinnamon are just a few of the natural supplements growing in popularity for the prevention of type II diabetes. Product sales (including Vitamins, Supplements, Herbs, and Medicinal Teas) related to the diabetes heath concern have increased 13% in the Natural channel and a whopping 45% in the Conventional channel over the past year, for an average of 30% growth across channels.
| Diabetes Health Concern Sales |
 |
| Source: SPINS Health Concerns Reporting |
With the increase in susceptibility and incidence of blood sugar disorders in the US, there has never been a better time for new product development and consumer education in regards to natural supplement solutions.
For more information on SPINS health condition or ingredient reporting, contact National Sales at 415.957.4400, or info@spins.com.
Source: SPINSscan Natural and Conventional Channels, 52 weeks ending 2/25/06Please note: This article is meant for informational purposes only, not to diagnose or treat any disease.
Bibliography
1. American Diabetes Association, http://www.diabetes.org/about-diabetes.jsp
2. Balch, Phyllis A., Prescriptions for Herbal Healing, Avery Publishing, NY, 2002
Consulted Sources
Bauman, Edward, Dysglycemia: A Nutritional Detective Story, Nutritional Consultant Reader, Cotati, CA, 2002
Hoffman, David, Therapeutics in Herbalism, created for the students at The California school of Herbal Studies, Forestville, CA, 1997
About SPINS
San Francisco-based SPINS was founded in 1995 as the first company to offer Natural Products movement data to the industry. Today, it is the premier provider of industry reporting and consulting services for this rapidly expanding sector. SPINS' comprehensive offering includes retail measurement services, content-based reporting, consumer information and consulting services. Learn more at www.spins.com.