Blood sugar concerns and metabolic health have moved beyond diabetic patients.
Type 2 diabetes—the usual focus when talking about adult diabetes—used to be extremely rare until the modern diet and lifestyle were introduced. It is estimated about one-third of Americans have diabetes or prediabetes.
According to Jacob Teitelbaum, a medical doctor and author (From Fatigued to Fantastic and The Complete Guide to Beating Sugar Addiction) based in Kailua, HI, many factors are contributing to this surge including:
• The Standard American Diet, which is loaded with sugar and white flour and low in fiber. It also loses 50 percent of its vitamins and minerals.
• Decreased exercise and sedentary lifestyle.
• Obesity caused by the above. The insulin resistance, which is the hallmark of diabetes, is a major contributor to obesity as well.
• Drugmakers pushing insulin to drive blood sugar levels lower and lower has triggered a drastic increase in hospitalizations from hypoglycemia.1
“We are seeing a skyrocketing epidemic of diabetes, metabolic syndrome and other effects of insulin resistance. Drug companies have also been pushing awareness to sell expensive, and sometimes toxic, medications,” he said.
Teitelbaum added standard medicine is failing the public in treating diabetes, but natural medicine (i.e. diet, exercise and natural supplements) offers excellent options.
“If people crave sugar, one needs to treat the cause of the craving for them to be able to come off the excess sugar that drives diabetes,” he explained. “The main four drivers of sugar addiction are fatigue, low adrenal (which causes people to be ‘hangry,’ irritable when hungry), candida (causing irritable bowel syndrome and sinus congestion as markers. The candida triggers sugar craving because they eat sugar), and perimenopause. All of these can be readily recognized and treated naturally by holistic practitioners and health food store workers.”
The Changing Market
Metabolic health has become one of the most serious health concerns in the United States.
“Today, more than 37 million Americans are living with diabetes—nearly all with type 2. An additional 8 million are believed to be undiagnosed,” said Katie Stone, medical writer and naturopathic physician at Washington-based Methyl Life. “Rates of severe obesity have also quadrupled since 2008, which contributes to higher risks of insulin resistance, fatty liver disease and metabolic syndrome. It’s clear that there’s a growing demand for effective interventions, both conventional and complementary.”
According to Kristen Chapman, MSc, category manager at Florida-based Life Extension, the blood glucose management category has shifted from a “niche space” to a broader mainstream wellness topic, largely due to the popularity of GLP-1 medications.
Darrin Starkey, ND, manager of education and training at Utah-based Trace, noticed a lot more younger people are motivated to be more proactive about their health. In the era of social media, younger people are more aware of what their options are.
“Often, they are looking to use natural products versus medications to take charge of their health, and this means that as they learn and expand their understanding of the body, they are also becoming interested in how trace minerals and macro minerals influence blood sugar support and help metabolic health from a foundational standpoint,” he said.
Retailer Brian Mosser, owner of Get Healthy in Brooksville and Spring Hill, FL, observed consumers are seeking out expert guidance and specialty formulas.
“Fewer people are coming in solely to buy cinnamon or chromium, and more are seeking out conversations and expert guidance on the topic,” he said. “Some customers specifically ask for specialty formulas like Sucontral D, while others have read about the benefits of berberine. Either way, the conversation has clearly moved beyond cinnamon and chromium as the default go-to supplements for blood sugar support.”
“We’ve seen more supplement manufacturers exploring ways to help the body produce more GLP-1 hormone—in probiotics, fiber-based supplements and more. Fiber is really getting more attention in its role to help stabilize blood sugar responses as well as its benefits for digestion,” added Retailer Rosanne Reinartz, co-owner and general manager of Wayne and Mary’s Nutrition Centers in Sioux Falls, SD.
Neil Edward Levin, CCN, DANLA, senior nutrition education manager at NOW (Bloomingdale. IL) said supplement users are increasingly aware that there are products available that can help them support metabolic health, particularly blood sugar.
“Considering the trends behind pharmaceutical GLP-1’s success, interest in products for modulation and regulation of blood glucose levels to help manage body shape and composition has increased significantly,” he said.
Slawek Gromadzki, nutritionist at HealthAid America (Sunnyvale, CA) said one of the biggest trends is the rise of continuous glucose monitors (GCMs) being used by non-diabetics. These devices are now being used by health-conscious consumers, athletes and biohackers to get real-time insights into how food, exercise, stress and sleep affect blood sugar.
“Another trend is the integration of metabolic health into the weight-loss and longevity industries. People are realizing that metabolic dysfunction is at the root of many chronic issues—from fatigue and brain fog to stubborn weight gain,” he said. “We’re seeing startups and supplement brands respond to that with products aimed at improving insulin sensitivity, managing post-meal glucose spikes, and supporting mitochondrial health.”
According to Cheryl Myers, chief of scientific affairs and education at EuroPharma (Green Bay, WI), the market remains very strong for blood sugar support.
“For example, just an occasional viewing of almost any commercial TV station will show that there’s a massive market for prescription drugs for diabetes. And any surge of interest in a specific health concern by pharmaceuticals is either preceded by a corresponding treatment with supplemental nutrients, or it fuels an interest in supplemental solutions. Most people would rather try an option that doesn’t cause side effects or other issues,” she said.
Consumers
Consumers are increasingly taking health into their own hands, particularly those who have grown dissatisfied with the conventional health care system. It’s not just about managing symptoms, but optimizing performance, preventing disease and feeling better.
According to Stone, there will always be people looking for a “quick fix” and others who want evidence-based solutions they can trust. Gromadzki said consumers are looking for “clarity, control and convenience.”
“There’s now better understanding of how and why to approach health holistically, treating not just one ailment but the body as a whole,” Stone said. “People who reach out to Methyl-Life have usually had bloodwork and genetic testing done, and they’re looking for ways to address underlying metabolic pathways, such as inflammation, genetic variants, nutritional deficiencies, mitochondrial function or methylation.”
Starkey noted that consumers are becoming increasingly wary of medications because of associated side effects. Many consumers want immediate responses, but there is an understanding that natural and plant-based products take time to work.
“This doesn’t mean that they want untested products, but instead are looking to herbs, vitamins and mineral supplements with time-honored efficacy for managing and supporting blood sugar and metabolic health,” he said.
According to Levin, there is a growing consumer understanding that whatever aspect of health they want to address is likely to be connected to multiple systems in the body and should be addressed in several ways. For example, people seeking healthy blood sugar levels are often also interested in weight management.
“Consumers are looking for effective options that don’t carry risks but still make a notable difference in a relatively short time. I also think that blood sugar concerns and unwanted weight gain are more commonly connected in the minds of many customers, perhaps more so now than in the past,” Myers added.
According to Mosser, customers want products that truly work and are backed by solid, science-based research rather than the latest “trendy item” spreading on social media.
“Customers are seeing the blood sugar connection to their everyday health—energy levels, metabolism, brain health, etc. for the short term, as well as the long term. This awareness drives customers to look for products that are labeled clearly and are comprehensive for blood sugar and metabolic health,” Reinartz said.
As blood glucose support has shifted to a more mainstream topic, consumers are focusing more on the overall metabolic health aspect versus actively managing health concerns, Chapman said.
“Consumers are tweaking their dietary habits, adding fiber, taking supplements and even wearing continual glucose monitors (CGMs) to optimize post meal blood sugar spikes and support steady energy and weight management. They want options that feel accessible and easy to integrate into their daily lives,” Chapman explained.
Products and Ingredients
Familiar ingredients, such as chromium, cinnamon, inositol and berberine, are category standards alongside a growing interest in fiber, according to Chapman.
Teitelbaum recommended three key supplements to help optimize blood sugar, plus a multi to decrease complications. These are Sucontral D (Hintonia latiflora), Berberine MetX and EP120 Sustained Released Melatonin.
“These begin lowering blood sugar in three months and increase in effectiveness after one year of use. So let people know that it will take time. After one year it decreases the average glycosylated hemoglobin by approximately 2.4 percent, which is the difference between poorly controlled diabetes and nondiabetic,” he explained.
At Wayne and Mary’s, there are some staff and customer favorites including berberine, Ceylon cinnamon, chromium, the private label blends and Sucontral D from Terry Naturally, said Reinartz.
According to Mosser, blood sugar isn’t a simple “sell a pill and call it a day” topic. He always likes to look at the bigger picture, such as diet and lifestyle changes.
“Are you getting enough fiber and protein? Could you make healthier choices and reduce excess carbohydrates? When it comes to supplements, Terry Naturally Sucontral D has historically been the single most beneficial product I’ve seen for supporting healthy blood sugar levels,” Mosser said.
Sucontral D is the most popular blood sugar support supplement in the Terry Naturally line. It features Hintonia latiflora, a botanical that grows in the Sonora Desert. For the past 70 years it has been used to treat high blood sugar levels, insulin resistance and other aspects of type 2 diabetes, according to Myers.
Research has shown that hintonia is so effective that in some cases patients with type 2 diabetes could reduce or eliminate their need for medications. One clinical study saw 177 individuals be treated for type 2 diabetes adding Sucontral D to their daily regimen for eight months, Myers said.
“I think it’s important to mention that Sucontral D works with conventional treatment, too. Throughout the duration of the study, individuals taking anti-diabetic prescription drugs simply stayed on their medication, adding the hintonia and nutrient combination to their existing regimen,” Myers explained. “After eight months, of the 114 patients using antidiabetic drugs at the beginning of the study, 35 reduced their medication and 10 participants stopped using medication entirely because it was no longer necessary. But what I also think is interesting is that none of the patients taking Sucontral D saw their blood sugar levels drop too low, either.”
According to Chapman, our bodies need small amounts of trace minerals, but they are still crucial for health. Chromium plays an important role in maintaining healthy blood sugar levels within the normal range. Vanadyl sulfate is an effective form of vanadium and research shows it may support insulin response and maintain already-healthy glucose metabolism. Zinc is also required for insulin synthesis in the pancreas.
NOW has several products designed for blood sugar and metabolic health including 7-KETO, CLA, Thyroid Energy and Cider Vinegar Diet Formula.
Trace has numerous mineral products including Mega-Mag, the Ionic Singles line, Probiotic 55 Billion, Apple Cider Vinegar and its ConcenTrace Trace Mineral Drops.
“While not necessarily a product you would think of for blood sugar and metabolic health, Trace’s ConcenTrace Trace Mineral Drops is a broad-spectrum ionic trace mineral supplement that helps in the absorption and activation of other nutrients consumed,” Starkey explained. “These minute elements are involved with every system in the body, including playing key roles in helping maintain healthy hormone levels which can influence blood sugar and metabolic health.”
HealthAid’s GlucoBate was formulated to support the maintenance of normal blood glucose levels and help the body maintain healthy energy metabolism.* The formula blends vitamins minerals and time-tested botanical ingredients designed for individuals looking to support metabolic health through daily nutrition.*
Methyl Life is dedicated to helping people achieve better health whatever their genetic or metabolic makeup. The company is best known for its methylfolate range of products and has spent years perfecting the ingredients and formulas. “Methylfolate has been shown to significantly reduce blood homocysteine levels in patients with diabetes. This is important because higher homocysteine levels increase risk of vascular-associated systemic diseases and eye diseases. It’s also been found that higher folate intake is associated with lower risk of diabetes and with lower homocysteine levels, especially in adults aged 18-30,” Stone explained.
Stone added that diabetes has been shown to significantly increase the risk of dementia especially in people who have had diabetes or hypoglycemia for at least five years. Recent research has shown sufficient intake of folate is a protective factor against dementia.
“Other B vitamins—especially vitamins B6 and B12—are also essential for normal homocysteine conversion and neurotransmitter production. Supplementing with vitamin B12 and folate has been shown to improve many aspects of metabolic syndrome,” she said.
“Nature’s Ozempic”
Berberine remains one of the most popular supplements for managing blood sugar. It is still a top-selling product at health food stores even without the “nature’s Ozempic” marketing.
According to Starkey, berberine has been used for thousands of years, but as scientific research confirms its benefits with managing weight, it’s exploded in popularity to help address blood sugar and metabolic health.
“Additionally, as social media influencers use buzzwords that grab the attention of their followers, and highlight the benefits of berberine for weight loss, people are seeking out products that contain berberine to take advantage of this nutrient,” he said.
Chapman agreed that berberine is still trending in 2025 and while “nature’s Ozempic” is an attention-grabbing term, it’s not a drug alternative.
“That said, blood glucose supporting ingredients in this category are backed by clinical research and are now being positioned with a more credibility-driven focus as part of broader metabolic health solutions,” she said.
Gromadzki noted that berberine has had a huge moment and is one of the few supplements that has crossed over from the wellness niche into the mainstream conversation mainly thanks to viral content. This has led to a spike in interest for metabolic health especially those seeking natural, over-the-counter solutions for blood sugar and weight management.
“Berberine is still selling like hotcakes—not because it’s being labeled ‘nature’s Ozempic,’ but because of the wide range of health benefits it offers,” Mosser said. “From supporting healthier cholesterol and blood sugar levels to, yes, occasionally aiding in weight loss, customers are embracing it for its proven benefits. The weight loss aspect may be a welcome bonus, but it’s not the main reason people are choosing it.”
“Berberine is definitely still trending at our stores. We have customers who have used it and found it very impactful, and new customers continue to ask us about berberine!” Reinartz added.
According to Stone, berberine is one of the most on-trend supplements especially with all the media coverage around Ozempic and other weight-loss drugs. Even though berberine isn’t covered by insurance as a treatment for type 2 diabetes, sales continue to climb.
“This suggests that consumers are willing to pay for natural options they perceive as safer and better tolerated, even if it’s out of their own pocket. It’s a good sign, because consumers understand the benefits of choosing a natural product over a prescription medicine that has a host of side effects,” Stone said. “Ozempic can cause nausea, vomiting, diarrhea and stomach pain, and it’s even been linked to serious long-term issues like pancreatitis and thyroid tumors. Berberine may cause some mild gastrointestinal issues in some people, but far less severe than Ozempic, and it’s unlikely to have any long-term consequences.”
According to Myers, there has been an explosion of interest in Terry Naturally Berberine and Berberine MetX supplements over the past few years and it hasn’t slowed down at all. These products remain extremely popular with both retailers and customers.
“Berberine works in multiple ways to normalize blood sugar levels. First, it stimulates glycolysis, the process of releasing the energy from sugars so they are used up by the mitochondria as fuel rather than overloading the bloodstream or being converted into triglycerides which are stored as fat. Berberine also inhibits alpha glucosidase, an enzyme that breaks down carbohydrates in the intestines. That, in turn, slows sugar absorption and reduces spikes in the bloodstream,” she explained.
For Manufacturers
There are three main considerations when developing new products: is it effective, is it unique and is it clinically studied? Not every product has to check all three boxes, but it is beneficial if they do. Generally, clinical and scientific validation or good clues as to whether a supplement is effective, Myers said.
According to Levin, NOW looks for ingredients with safety and efficacy data to support them and that are sourced from suppliers that are vetted thoroughly. The staff carefully develops formulas that meet quality and value criteria and the scientific backing for the claims.
“We are working on introducing new products into this body composition category, but we are looking for clinically tested ingredients to make claims that support healthy weight maintenance and glucose management. We need to make sure new products have enough evidence to support launching new SKUs into the market with robust claims,” he said.
“There’s a lot more that goes into developing blood sugar support products than people might realize. Behind every capsule or tablet is a carefully balanced formula of science, consumer insight and regulatory responsibility. Manufacturers have to walk a fine line between delivering real value and staying within the limits of what’s safe, effective and legally compliant,” Gromadzki added.
Stone said manufacturers should be informed about the latest research on natural medicine ingredients to ensure product safety, efficacy and compliance with regulations. This can include potential risks, appropriate dosages and interactions with other substances.
“They should also have a deep understanding of what makes quality research. Many studies can conclude that an extract or compound may have health effects, but not all reach the standard of scientific evidence—such as randomized controlled trials—with the level of rigor or quality needed to make firm conclusions about clinical outcomes,” Stone said. “The good news is that new technologies such as data science, artificial intelligence and machine learning are increasingly being applied to dietary supplement research to provide more accurate evidence of their effects.”
For Retailers
“While I think individual retailer needs may vary depending on the product, overall, when manufacturers provide quality products to retailers to adequately meet a demand they are facing, and at a price point that the end consumer is willing to pay, this helps support retailers,” Starkey said. “Additionally, providing education and information on the benefits of the product and what sets it apart from others on the market can help retailers when they are trying to help direct consumers toward a certain type of product.”
According to Gromadzki, manufacturers know that simply having a great product isn’t enough to guarantee success on the shelf. Retailers face immense competition and need to feel confident in their offerings especially for a category like blood sugar and metabolic health where people are looking for expert, trusted guidance.
“So, manufacturers focus heavily on educating retailers. This means providing thorough training—whether that’s in-person sessions, webinars, or easy-to-understand fact sheets—so that store staff can speak knowledgeably and confidently about the product,” he said. “When someone walks into a store and asks about managing their blood sugar or boosting energy, the retailer needs to be ready with clear, accurate and compliant information that builds trust.”
Reinartz and Mosser both explained how they educate the customers that come into their stores asking about blood sugar and metabolic health.
“We talk with customers about things that can impact blood sugar management—diet, lifestyle, genetics, etc. As customers evaluate their specific situation, we can discuss how berberine, chromium, or fiber, for example, might aid in their goals,” Reinartz said.
No matter the topic, at Get Healthy, the staff provides DSHEA (Dietary Supplement Health and Education Act of 1994)-compliant research that offers science-backed information on the products customers are considering. The staff also regularly attends educational events, training and trade shows to stay ahead of the curve and keep their nutritional knowledge fresh and relevant, Mosser added.
“We’re fortunate that most of our customers aren’t just chasing the newest hot, trendy item. But when someone does come in asking for a TikTok-famous product that isn’t likely to deliver the results they’re hoping for, we shouldn’t be afraid to tell them why it’s not their best choice,” Mosser explained. “I’ve spoken with many store owners at health events who worry that being honest might cost them a customer. I believe the opposite is true. I’d rather have the hard conversation and take the time to educate them on why another product—with proven benefits—may be a better fit. That investment of time not only helps them achieve real results but also builds trust, which will pay back far more in their long-term loyalty than selling them a quick-fix fad that may leave them disappointed.”VR
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
Reference:
1 www.reuters.com/investigates/special-report/usa-diabetes-overtreatment/.
For More Information:
EuroPharma, www.europharmausa.com
HealthAid America, www.healthaidamerica.com
Life Extension, www.lifeextension.com
Methyl Life, www.methyl-life.com
NOW, www.nowfoods.com
Trace, www.traceminerals.com
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