Natural Products Insider

SEP-OCT 2017

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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106 INSIDER September/October 2017 SupplySide West Why Do You Eat What You Eat? Did you know that we make 212 different nutrition decisions each day? (Environment and Behavior. 2007;39:106-123.) What to eat, when to eat, how to eat, where to eat, whom to consult, etc. With thousands of different nutrition items on the shelves, perhaps the most important question centers on what to buy. Americans spend up to US$30 billion a year on supplements, with a mean yearly expenditure of $368 per household, according to the 2012 National Health Interview Survey (NHIS) by the National Institutes of Health's (NIH) National Center for Complementary and Intergrative Health. U.S. households also spend about $7,000 on food annually, per the Bureau of Labor Statistics' Consumer Expenditure Survey. With that level of spending, infl uencing even a small fraction of those 212 nutrition decisions every day could have huge implications. What are the biggest infl uencers in these decisions? Unfortunately, research suggests many Americans heed the wrong ones. The State of the Union In the United States, almost one in every two adults has at least one chronic illness, according to the Centers for Disease Control and Prevention (CDC), and life expectancy actually declined in the United States last year. Researchers branded this a "uniquely American phenomenon." Here is another headline worth reading fi ve times, this one from the CDC: "Up to 40 percent of annual deaths from each of fi ve leading U.S. causes are preventable." Modifi able risk factors such as diet, exercise and lifestyle factors are responsible. And yet, 4 billion prescriptions are fi lled every year in the United States, contributing to its position as having the most ineffi cient health care system in the world. (ACS Chem Neurosci. 2012;3(8):630-631.) Food Is Potent for Good and Bad Diet tops the list of modifi able risk factors just behind smoking. In fact, in 2013, dietary risks accounted for 11.3 million deaths and 214.4 million disability-adjusted life-years, globally. (Lancet. 2015 Dec 5;386(10010):2287-323.) To drive the point home: 11.3 million deaths worldwide could have been prevented by an improvement in diet. Nutrition is a powerful medicine. For example, "healthy" dietary patterns have been shown to reduce the risk of cardiovascular disease (CVD) by 60 percent. (C irculation. 2006;114(2):160-167.) Surely, the power of nutrition is yet to be unleashed, as we are not getting healthier. So, what gives? Any major health association website includes dietary guidelines to prevent chronic disease and increase lifespan. The information is publicly available, but people either don't see it or don't want to see it. And it certainly doesn't play a role in their daily nutrition decisions. This can be attributed to two main things: lack of effectiveness and lack of commitment. Precise > General We are all different. Some of us respond well to eating less fat to reduce cholesterol, and others respond better by increasing fi ber; still others don't show an improvement with either. You wouldn't want to start a new dietary regimen only to fi nd out that you did all this work for nothing, would you? Adherence, on the other hand, is arguably an even greater factor in seeing any meaningful improvements in health when it comes to nutrition. The likelihood of following through with long-term diet changes is low. Less than a quarter of people stick with a diet after a year (if they even make it that far). (Am J Clin Nutr. 2005;82(1):2225-2255.) In our society, we are usually looking for the quick fi x or Band-Aid instead of investing effort and time. A consumer didn't get diabetes from one French fry, and he won't cure it from one cucumber. But, nutrition guidelines can be cumbersome to implement and, therefore, are quickly discarded. That is mostly because these decisions are broad and apply to the general population. They have not been connected to an individual body, preferences, habits or needs. This key piece of the puzzle is missing. The human being is forgotten in the world of "population nutrition." Taking into account what makes us human—we are not perfect, we do not achieve 100 percent compliance, we have subjective and sometimes frivolous desires, and our mental state affects most of our behaviors—building these inputs into a Why Should You Care About Personalized Nutrition? by Rony Sellam Learn more about how to approach personalized nutrition from Rony Sellam during the "Making Personalized Nutrition a Reality" Panel Discussion on Thursday, Sept. 28 at 9 a.m. at SupplySide West in Las Vegas. The session is underwritten by Aker BioMarine. Scan Here Personalized Nutrition at SupplySide West Personalized nutrition ... is a process that has less to do with specific tests and more to do with understanding an individual's goals and creating a science-based path to help them get there.

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