Blood Sugar Becomes Top Wellness Market

Poor diet is one of the leading risk factors for ill health and is responsible for up to 45% of all cardiometabolic disease (CMD) deaths, according to research published in JAMA in 2017. Most of these deaths have been attributed to coronary heart disease (CHD), stroke, and type 2 diabetes. Researchers have also estimated the annual diet-related cost of CMD in the U.S. to be $50.4 billion, according to a study published in PLOS Medicine in 2019.

New anti-obesity medications (GLP-1 receptor agonists), some originally approved as diabetes drugs, are helping to address the public health crisis. Growing use of these drugs has spotlighted the importance of blood sugar management and cardiometabolic health. Opportunities abound for nutraceuticals that can help consumers manage their glucose levels in a natural and holistic way.

Market Momentum 

“The blood sugar support market is rapidly expanding beyond diabetes management into mainstream wellness,” said Shaheen Majeed, global CEO and managing director, Sabinsa.

“Consumers are increasingly focused on preventing metabolic dysfunction before it becomes a clinical condition. This includes health-conscious individuals, prediabetics, and those managing weight or energy levels.”

Functional snacks, low-sugar drinks, and personalized supplement stacks are gaining traction, he added, especially among health-conscious consumers, intermittent fasters, and those using GLP-1 RAs. “Pairing products with digital wellness tools and offering clean-label, lifestyle-friendly formats further enhances market appeal.”

Vaughn DuBow, senior director, product portfolio marketing, health and wellness, at ADM agreed that greater access to personal health monitoring devices is helping consumers notice aspects of their wellness they can impact directly through diet and activity, such as blood sugar.

“ADM research finds that 57% of U.S. adults report taking specific actions to manage their blood sugar, and 40% monitor blood glucose levels outside of routine doctor visits with at-home devices,” said DuBow. “This represents substantial market opportunity to develop products tailored for consumers concerned about and/or proactively managing their blood sugar levels.”

ADM research also shows 44% of consumers surveyed believe diet and nutrition are the most important variables in managing their blood sugar. “Moreover, low-sugar, high-fiber, and high-protein products are among the top five categories that these consumers are trying to increase in their diets,” DuBow said. “At the same time, 84% of consumers claim they are avoiding or decreasing their sugar intake to manage blood glucose. This creates opportunity for low- and no-sugar product development targeting blood glucose management, as manufacturers in this space seek to support consumers in reducing their glycemic load.”

Shelby Agan, senior scientific affairs manager at Nutrition 21, noted that as more consumers recognize the importance of maintaining healthy blood sugar levels as part of whole-body health, “brands are eager to introduce products with ingredients that are not only helpful for blood sugar management but are required for our cells to process blood sugar.”

She cited a recent FMCG Gurus survey on metabolic health trends in North America that revealed 55% of consumers who know about metabolic health define and measure their own by satisfactory blood sugar levels.

“A further 77% of North American consumers stated they aim to improve their metabolic health in the next year.”

“Blood sugar support continues to expand beyond traditional care into mainstream wellness and preventive cardiometabolic health,” said Edward Dosz, PhD, vice president of science and innovation, NutriScience Innovations. “Consumers want gentle, everyday options like functional fibers and natural ingredients to help manage post-meal glucose.

The market for supplements and functional foods and beverages targeting blood sugar is driven by diverse consumer needs, from diabetes and prediabetes management to weight control and even athletic performance, said Corey Scott, PhD, principal scientist, Cargill.

“This provides opportunities for brands to develop tailored formulations aligned with consumers’ varied needs.” Manufacturers can differentiate their products, he added, “through ingredient choices like low-glycemic carbohydrates, ingredients that slow or inhibit carbohydrate digestion/absorption, or by adding proteins and fibers. Sweeteners such as stevia and erythritol can be good choices for these products as they have been shown to have no impact on blood glucose levels.”

Cosimo Palumbo, chief operating officer, Indena U.S.A., said the blood sugar support market has been “very cyclical, with certain ingredients capturing the spotlight in different growth periods over the past 20 years.”

The current “GLP-1 effect” has been extremely positive for natural health products, he added, “as it has established a broader awareness for the importance of regulating blood sugar, resulting in significant market growth.”

“GLP-1 drugs are making a significant impact in the health and nutrition market,” Palumbo continued. “These medications work by mimicking a hormone that is naturally produced in the gastrointestinal system, originally intended for individuals with diagnosed metabolic conditions. However, a broader consumer base has recently emerged — driven by the desire for faster and easier weight loss — fueling demand for alternatives.”

This shift has led many consumers to seek natural solutions that may offer similar benefits without potential side effects. “At Indena, we’ve taken a step further: not only do we offer natural ingredients as complementary options, but we’ve also developed solutions that help support the body before, during, and after GLP-1-based treatments. Our portfolio includes plant-based ingredients that address key metabolic and multifunctional parameters — without adverse effects — ultimately enhancing quality of life and supporting long-term wellness goals.”

Cardiometabolic Health

Several dietary factors are responsible for maintaining cardiometabolic health, said Agan, but consumption of simple carbohydrates can have a significant impact. “Imbalanced blood sugar contributes to inflammation, oxidative stress, and metabolic dysfunction. Inversely, maintaining balanced blood sugar through nutrition, lifestyle modifications, and targeted supplementation is key to supporting our cardiometabolic health.”

Products that support healthy blood sugar balance often have other benefits that support cardiometabolic health, she continued. For example, “once absorbed, chromium is thought to enhance the action of insulin, which in turn can impact the body’s ability to take up carbohydrates, lipids, and even amino acids by tissues. By affecting the uptake of these nutrients, chromium may also provide the helping hand that consumers are looking for by providing wide-ranging metabolic support.”

Blood sugar management is a “major player” in the broader cardiometabolic health discussion, said DuBow, “with recognition rising from both consumers and functional food and dietary supplement manufacturers.”

Blood sugar is one of the main components of metabolic health, alongside triglycerides, HDL (high-density lipoprotein) cholesterol, blood pressure, and waist circumference, he said. “From concerns around elevated blood pressure to heart and vascular health, weight management and more, one’s blood sugar levels can greatly influence well-being.”

Blood sugar is tightly connected to other markers like triglycerides and cholesterol, Dosz agreed. “Managing glucose isn’t just about diabetes prevention, it’s about protecting the whole cardiometabolic system. That’s why ingredients which deliver niacin in an extended-release, flush-free form, like NiaXtend, are so valuable, as they can help improve cholesterol ratios and triglyceride levels alongside smart blood sugar support from fibers and gut-focused supplements like ButyraGen.”

Michael Lane, group scientific coordinator at Phynova Group, likened blood sugar issues to a “warning light” designed to alert people to a poor diet that can result in longer-term metabolic health outcomes.

“We know this as we feel the immediate symptoms (e.g., brain fog, restlessness, etc.). When we consume refined sugars and fast carbs, our body responds in the only way it can to the ‘toxic’ blood sugar levels: through rapid storage. This storage is generally in the first available areas, the liver, which fill up quickly and then turn to fat, leading eventually to MAFLD (metabolic dysfunction-associated fatty liver disease). Insulin and insulinotropic products/compounds only protect against the glucotoxicity — the first part, but not the second, longer-term part.”

The best solution, he added, is prevention through improved diet quality or reducing uptake. The company’s Reducose, standardized mulberry leaf extract, has been shown to moderate blood glucose and insulin responses in 10 clinical trials.

Blood sugar regulation plays a vital role in preventing cardiovascular issues, said Palumbo. “Nutraceuticals can offer valuable support as part of a comprehensive strategy to manage blood glucose levels. At Indena, products like Berbevis, Vazguard, and Greenselect Indena Phytosome are designed to contribute to this goal. Developed with our signature commitment to quality, safety, and scientific validation, these solutions provide targeted support for maintaining cardiometabolic health.”

Majeed agreed that nutraceuticals for heart health and weight management can also have blood sugar support benefits. “Ingredients like Berberine (Rebersa), Cinnamon extract, Gymnema sylvestre (GS4PLUS), and Bitter melon (Momordicin) continue to dominate, thanks to mounting clinical evidence supporting their impact on insulin sensitivity, glucose metabolism, and HA1c levels.”

“Berberine is emerging as a top-tier ingredient for glucose and lipid metabolism support, often positioned as a natural alternative or complement to metformin,” he continued. “Cinnamon has strong clinical backing for its role in reducing HbA1c and enhancing insulin sensitivity. Gymnema and bitter gourd are gaining visibility for traditional use in Ayurvedic and TCM (Traditional Chinese Medicine) practices, aligning with the rising demand for holistic approaches.”

Majeed also noted that aging and mitochondrial dysfunction are key contributors to insulin resistance. “As mitochondria become less efficient with age, they produce more free radicals and accumulate fat within muscle cells (intramyocellular lipids). This fat buildup disrupts insulin signaling, making it harder for cells to absorb glucose. At the same time, oxidative stress and impaired mitochondrial function lead to muscle protein breakdown and reduced protein synthesis — resulting in muscle loss (sarcopenia). This loss of muscle further worsens insulin resistance, creating a cycle that contributes to metabolic decline with aging.”

Challenges and Barriers

Most people only start worrying about blood glucose after it’s too late (after they become diabetic), said Andrew Gallagher, global head of science at Phynova Group. “Avoiding the glucose spikes and resulting insulin spikes is important for far reaching health benefits (e.g., metabolic, sleep, cognition, energy).”

Consumer awareness and education have been key challenges, he said. “Linked to education is that many people tend to associate blood sugar with eating too many sweet foods/treats. The refined carbohydrates (i.e., starch that has had the fiber/resistant starch portion removed to improve palatability), are a far bigger contributor, as globally they constitute the bulk of energy intake (e.g., rice/bread/potatoes/flour). Further education around this would open the eyes of many people that it is not just the ‘hidden sugar’ that they need to be aware of for healthy
glucose levels.”

Dosz agreed that consumer awareness continues to present barriers to better health. “Many people focus too narrowly on a single hormone like GLP-1, when digestion, satiety, and metabolic health rely on a network of signals, like CCK, PYY, and gut barrier integrity,” he said. “Over-simplifying blood sugar control can set unrealistic expectations for supplements.”

Additionally, even with GLP-1 drugs, excess glucose can still lead to advanced glycation end-products (AGEs), which damage tissues over time.

“Educating consumers on this broader picture, and how ingredients like Sunfiber and ButyraGen can support multiple satiety pathways, or how BenfoPure can help limit AGE formation, will be key to growing this category responsibly,” said Dosz.

Balancing health benefits with consumer expectations for taste and texture also presents challenges, said Scott. “Manufacturers are trying to reduce sugars and carbs, maintain the full-sugar taste consumers love — all while still creating a final product that tastes great. Fortunately, there is a growing portfolio of ingredients with reduced or even no impact on the glycemic index, including Cargill’s Truvia and ViaTech stevia leaf extracts and EverSweet stevia sweetener.”

Agan noted that sugar listed on a product label is not directly equivalent to how the body responds to the sugar once consumed. “Blood sugar responses to a meal are variable and depend on the other components of the meal and how individuals uniquely react to the carbohydrates in a meal,” she said. “For example, 40 grams of carbohydrates from roasted vegetables will have a different effect on the body than 40 grams of carbohydrates from
a cupcake.”

However, as new technologies like continuous glucose monitors (CGM) become more prominent, “consumers’ expectations will also adjust because they’ll be able to tie in what they eat, and even the supplements they use, with their unique biology. Before this technology, consumers gathered this information solely based on how they felt. An individual can get a pretty good sense of what their glucose levels are by gauging their mood, how well they’re thinking, and their energy levels. Currently, for most consumers, assessing their blood sugar status is heavily assumption-based without having data to inform their decisions. With new technology and consumer education, this category will need to respond to meet consumers’ new expectations.”

There’s still a lack of awareness among the general public about how ingredients like berberine, chromium, or alpha-lipoic acid support blood sugar, said Majeed. “Consumers may not understand early-stage blood sugar dysregulation (e.g., prediabetes) or the value of supplements for prevention.”

Meanwhile, regulatory limitations make marketing products more challenging and can reduce consumer clarity about benefits, Majeed added. “For example, Sabinsa’s amla-derived Saberry standardized for β-glucogallin did extremely well in a clinical trial comparing it with Metformin in controlling blood sugar in subjects with dyslipidemia. No other amla extract on the market focuses upon β-glucogallin. But that would be a difficult study for a brand to use in their marketing, particularly since disease claims are prohibited for dietary supplements.”

While prescription drugs like GLP-1 RAs are gaining significant attention and market share, Majeed said, “These pharmaceutical drugs are shifting consumer expectations and diverting focus from preventive or supportive solutions like supplements, especially if they don’t see immediate outcomes.”

Evidence-Based Formulation

The blood sugar category is shifting from condition-specific supplements to multifunctional metabolic health solutions, according to Majeed. “Products are expected to deliver clinically validated ingredients, synergistic micronutrients, and benefits beyond glucose control, such as weight, energy, inflammation, and longevity support.”

There’s also more focus on stackable daily formulas that blend blood sugar support with health benefits like immune, gut health, or heart health, he said. “The most successful formulations emphasize a role in preventive wellness and metabolic resilience and are designed to appeal to health-conscious consumers, not just diabetics.”

Palumbo agreed that formulators are looking for combinations of botanical products that focus on a range of metabolic health benefits. “At Indena, we have a broad portfolio of research-supported ingredients that can fit this trend.”

For example, the company’s Berbevis Berberine Indena Phytosome is designed to support a healthy metabolism and features an optimized bioabsorption profile from the Indena Phytosome delivery system. “This advanced technology platform enhances the absorption and pharmacokinetic properties of phytonutrients, unlocking their full potential and ensuring they are delivered into the body in the most effective way,” said Palumbo.

Research has demonstrated that Berbevis is effective in maintaining balanced blood sugar and lipid metabolism, he added, supporting healthy body parameters, and promoting skin health in different life stages.

Dosz said there’s been strong momentum behind innovative prebiotics beyond traditional fibers, such as “polyphenol-rich extracts that act as selective fuel for beneficial microbes while adding antioxidant benefits.”

“There’s also growing demand for synbiotics that combine these novel prebiotics with targeted probiotics for a more comprehensive gut-metabolic impact,” he added.

Meanwhile, Dosz noted a trend of more research targeting specific, often overlooked groups like women, especially post-menopausal women, who face unique shifts in glucose regulation and gut health.

While there are many options in today’s marketplace, Agan said it’s crucial for consumers to see ingredients that are of high quality and science-backed.

“Well-done studies use the right populations for the right duration using validated measures,” she said. “Quality research publications are double-blind, placebo-controlled, and randomized and have enough participants complete the study to statistically prove that the results of the study are reproducible or applicable to similar populations.”

Chromax chromium picolinate from Nutrition 21 has validated studies in healthy adults as well as in populations with pre-diabetes, Agan said, “which gives confidence for Chromax’s role in maintaining healthy blood sugar levels already within the normal range while also enhancing the action of insulin to promote a healthy insulin response after consuming a carbohydrate-containing meal.”

In an era of endless choices, DuBow said consumers want solutions that fit their unique wellness and life stage goals. “This demand is intensified by consumers’ desire for both affordability and health benefits, leading to a preference for products with tailored attributes.”

Nearly 60% of global consumers are interested in products customized to meet their nutritional needs, he added, citing FMCG Gurus data.