On the outside, the market for metabolic syndrome may not seem so sexy. Marketing products that deal with lowering blood pressure and reducing insulin resistance may not get the blood pumping. Sure, weight-loss campaigns can be attractive, but that’s really only the “after” pictures.
That’s on first glance. However, delving deeper into the market for metabolic syndrome reveals differing views, consumer appeal and potential for a bright future. A bright future that can bring sales … and isn’t making money one of the sexist things out there?
Then again, some say the market for metabolic syndrome does not exist, at least not under that term. Deanne Dolnick, director of sales, Next Pharmaceuticals, said: “I decided to take a run to Whole Foods to look at what’s on the shelf for metabolic syndrome. The answer is nothing. There is no section dedicated to metabolic syndrome. Suffice it to say that the store personnel said they never get asked about products that address metabolic syndrome. They asked me what it was.”
Instead of addressing metabolic syndrome as a whole, Dolnick said, their products address certain aspects of the ailment. “I think because the industry discusses metabolic syndrome and we do hear about in the news, there is an assumption that there are product labels stating they are for metabolic syndrome. This just isn’t so,” she said.
James Elliott Ph.D., FACN, director of nutritional science at DSM Nutritional Products Inc. agreed, “I think most products are directed toward the individual risk factors like cholesterol and diabetes rather than metabolic syndrome, since consumers may not be familiar with this concept.”
However, Matt Phillips, president, Cyvex Nutrition, said consumers are becoming more aware of the term metabolic syndrome. “This particular market segment continues to increase in consumer awareness and demand, as well as in product launches,” he said. “About six to eight years ago, not even quite a decade, syndrome X or metabolic syndrome was just beginning to be discussed and it was not that easy to understand because for the first time, seemingly disparate conditions were unified in their roles and intimate relationships with one another. There’s still a lot of education to be done so that the majority of Americans understand this more easily.” Phillips said he has seen numerous products that address metabolic syndrome, and not just in dietary supplements. “Functional foods with cardio, weight management and glycemic control are exploding on the shelves,” he said.
With consumer awareness increasing, it’s possible products for this condition are about to start selling like hotcakes. “I think that we are just on the cutting edge of products being specifically marketed for metabolic syndrome,” said Scott Steil, president, Nutra Bridge Corp. “Right now people are getting more into using the term metabolic syndrome. This trend is really happening right now in a way that has some critical mass to it, whereas two years ago, I don’t think it existed.”
