Blood sugar support is no longer viewed solely through the lens of diabetes prevention. Instead, it has become a cornerstone of the broader metabolic health conversation. As Denisse Colindres, Senior Manager Nutrition Communication Americas at BENEO, explains: “Driven by the mainstream rise of  GLP-1 medications and a broader consumer awareness of continuous glucose monitoring (CGM), consumers no longer view glucose management as a niche concern reserved exclusively for diabetic populations. Instead, proactive consumers are looking at metabolic health as a key foundation for daily vitality, weight management, sustained energy, and healthy aging.”

Consumer research reflects this shift. Colindres points to data showing:

• 30% of U.S. consumers connect improved blood sugar management with improved overall well-being.
• 30% connect improved blood sugar management with improved weight management.
• 27% link improved blood sugar management with improved energy.

As consumer interest grows, the focus turns to science-backed ways to achieve these benefits. Instead of quick fixes, many seek sustainable approaches that fit into daily life...but they don’t want to suffer to get the benefits. “Rather than turning to restrictive, zero-carb diets or artificial sweeteners, they expect natural, everyday strategies,” Colindres explains. “Consumers increasingly are looking for foods and beverages that work with their body’s natural physiology. They want natural and convenient solutions that are easy to integrate in their daily habits, without forcing them to sacrifice real culinary enjoyment.” 

They also don’t want to waste time or money. Shoppers are asking more informed questions—not only about blood sugar itself, but about the biology behind glucose regulation and which natural products truly support those pathways. 

A New Opportunity for Natural

With today’s shoppers seeking clinically supported solutions that fit into a broader metabolic wellness strategy, ingredient suppliers and brands face both a challenge and an opportunity. Changing consumer expectations are reshaping product development and fueling growth across the metabolic health category.

Blood sugar used to be understood mainly as a diabetes metric, Roza says, noting that 115.2 million Americans are considered to be prediabetic, and 8 in 10 don’t know it. “Add in a growing number of consumers learning more about their body with wearables like over-the-counter CGMs, and people are starting to look at glucose metabolism as something that impacts their body every day, not just in theory. That raises expectations. People want natural strategies that manage their health journey, but they also want and now expect human research, a clear mechanism, and claims that can hold up under scrutiny.”

That last part is key, as the search for “nature’s Ozempic” is an emerging trend that calls for caution, says Blaire Edwards-Maschotta, Herbalist, Formulation and Sourcing Director, Herbs, Etc. “The risk is that the hype creates pressure to find ‘nature’s Ozempic,’ and that framing sets people up for disappointment. Herbal medicine isn’t a silver bullet, and bringing the body back into balance takes time. A more useful question than What is nature’s Ozempic? is What can I do before I need a medication, and what can support me alongside one? That’s where herbs are genuinely strong: in prevention, and as support that works with conventional care rather than competing with it. It also gives people realistic expectations for what a supplement can and can’t do.”

Rob Brewster, President, Ingredients by Nature, adds, “Most consumers hear GLP-1 and immediately think ‘drug’—especially the big brands like Ozempic, Wegovy. Most consumers do not hear ‘GLP-1’ and think of the naturally occurring peptide hormone the body already makes." The opportunity, he says, is that a growing number of consumers are paying attention to metabolic health earlier and more actively. 

That wider audience involves younger generations, as well. “SPINS projects that younger consumers, those who view supplements as a long-term investment in their health rather than a response to illness, will hold the majority of supplement purchasing power within this decade,” reports Shaheen Majeed, Global CEO & Managing Director, Sabinsa, who notes that GLP-1 medications have further catalyzed this evolution. “Rather than displacing supplement use, they have created a documented nutritional gap that the industry is positioned to address. Research published in Frontiers in Nutrition in 2025 found that individuals using GLP-1 receptor agonists were consistently under-consuming recommended intakes for key metabolic cofactors, including magnesium, calcium, vitamins A, C, D, E, and K, and choline. Targeted supplementation is becoming an essential layer of metabolic support for this growing population.”

What’s more, Majeed adds, natural ingredients that have mechanistic overlap with GLP-1 pathways are attracting attention. “Some botanicals share complementary mechanisms of action around glucose disposal, insulin sensitivity, or postprandial response management,” he says. “Consumers and clinicians alike are looking for evidence-based options that fit alongside, not in opposition to, pharmaceutical therapies.” 

The growing demand is reflected in market projections. “The increased number of people living with metabolic disorders today, along with the explosion of GLP-1s, has propelled the supplement industry to follow suit in ramping up production of new metabolic support formulas—with a CAGR around 19% and projected sales to hit over $71 billion by 2030,” reports Ashley Jones, National Wellness Educator, LifeSeasons. “Consumers are looking for supplements with ingredients shown to help prevent, as well as optimize metabolic health without harmful side effects. They are seeking products that align with the latest research in metabolic disorders, as well as technological advances in supplement efficacy—such as proven results delivered by patented probiotic strains and herbal extracts.” Compounds that have been of particular interest in recent research, Jones notes, include berberine, bitter melon, cinnamon, ginger, guar gum, olive oil compounds like elenolic acid, coffee, green tea, and other bitter-tasting botanicals. 

Consumer's are actively seeking clinically backed solutions. Overall, these trends point to a marketplace where efficacy is just one aspect of long-term success. Consumers also expect transparency around sourcing, testing, clinical validation, and education that helps them understand why an ingredient works.

A Broader View

The conversation has shifted from lowering blood sugar in isolation to supporting the body’s interconnected metabolic systems. Weight has been a primary driver of interest in GLP-1 drugs, but the focus has evolved beyond the scale, says Florencia Moreno Torres, Global Marketing Manager, Rousselot by Darling Ingredients. “We’re seeing growing awareness of concepts like post-meal glucose spikes and the impact these fluctuations can have on energy, mood, and cravings, even among otherwise healthy individuals, with people becoming increasingly aware of the importance of maintaining healthy glucose levels, sustaining energy throughout the day, and supporting long-term metabolic wellness…As healthy consumers learn more about the bodily processes involved in glucose control, and the potential side effects associated with prescription therapies, many are also looking for complementary or alternative approaches that feel more natural and easier to maintain.”

That broader understanding is changing how we think about glucose itself—not simply as a laboratory measurement, but as a day-to-day driver of energy, cravings, and long-term health.

“Consumers are increasingly aware that maintaining a healthy post-meal glucose response is relevant to daily energy, appetite, cravings, and long-term metabolic resilience, including among otherwise healthy adults,” affirm Loick Fenaux, VP of Sales Americas, and Michael Lane, Scientific Coordinator, Phynova.

As focus broadens, so do the types of products consumers seek. Rather than looking for a single “blood sugar supplement,” many want comprehensive metabolic wellness routines. Consumers are focusing on the full journey, including protein and fiber intake, vitamins, minerals, and other nutrients that help support nutritional quality during periods of reduced food intake, adds Mariana Ortega Rufino, Science Marketing Manager, Monteloeder. “There is also growing interest in products that address common needs along this journey, such as digestive comfort, hair and beauty support, energy, muscle maintenance, and overall well-being.”

Supporting metabolism, experts stress, increasingly means supporting the entire physiological environment that influences glucose regulation. Maggie McNamara, Vice President of Global Marketing, Saanroo, says the category is increasingly viewed through the lens of metabolic flexibility and whole-body wellness rather than blood sugar alone.

That whole-body approach is also influencing innovation. Researchers are investigating botanicals and other natural compounds that work through multiple metabolic pathways. “Herbal ingredients such as cinnamon, berberine, fenugreek, and black seed have all been demonstrated to be helpful,” says James Roza, Chief Scientific Officer, Layn Natural Ingredients. “Additionally, there is a growing body of research regarding the effects of probiotics and metabolic precursors like NMN for their role in glucose metabolism.” 

Researchers are exploring new mechanisms of action, improving the bioavailability of established botanicals, and developing ingredients designed to support multiple aspects of metabolic health rather than a single biomarker. The result is a new generation of products that reflects a far more sophisticated understanding of blood sugar support than even a few years ago.

The Future of Blood Sugar Support

Experts describe an evolving category built around clinically studied ingredients that target multiple aspects of metabolic health—from glucose regulation to satiety, gut health, body composition, and healthy aging. Within this, industry is focused on improving bioavailability, uncovering new mechanisms of action, and validating traditional botanicals through human clinical trials. Among the ingredients shaping the next generation of blood sugar support products:

Amla

As interest grows in multi-mechanism botanical ingredients, beta-glucogallin is emerging as a novel bioactive compound derived from amla that influences multiple metabolic pathways. 

• Sabinsa offers the branded ingredient Saberry, an amla extract standardized to a minimum of 10% beta-glucogallin. A multicenter clinical study published in Food & Function demonstrated reductions in fasting blood glucose while improving several lipid parameters. “The ingredient works through multiple mechanisms, inhibiting alpha-glucosidase, alpha-amylase, and DPP-4,” Majeed says. “That kind of multi-mechanism profile is exactly what modern metabolic health formulations require.” 

Berberine

“Berberine is still the headline ingredient, and for good reason,” says Edwards-Maschotta. “But there’s a catch that often gets lost: as an isolated compound, berberine has very low bioavailability. A lot of the current innovation is really about solubility and absorption, not the ingredient itself. It’s the same lesson the category learned with curcumin. It doesn’t matter how much you take if your body can’t actually use it, which makes this as much a formulation and delivery question as an ingredient one.”

Human clinical research also continues to expand, positioning berberine as part of broader metabolic wellness strategies rather than a standalone blood sugar ingredient. 

• NOW recently introduced Berberine Phytosome, which offers 9.6-times greater bioavailability than standard berberine while supporting healthy glucose metabolism.
• Sabinsa offers Rebersa, standardized berberine that has been the subject of multiple randomized controlled trials demonstrating support for healthy glucose and lipid metabolism. As Majeed explains, it enhances the expression and function of insulin receptors and is increasingly positioned as a complement to pharmaceutical protocols. 
• Saanroo addresses absorption through BioBerb, which incorporates LipiSperse technology to improve berberine dispersibility and bioavailability.

Beta-Glucans

Beta-glucans continue to attract attention for their role in supporting satiety and healthy glucose metabolism. Experts note, however, that not all beta-glucans are created equal. Researchers are investigating novel sources alongside more established dietary fibers, with growing interest in effects on appetite regulation and metabolic signaling. 

• BENEO highlights beta-glucans for their ability to increase satiety immediately after meals. The company suggests combining beta-glucans with prebiotic chicory root fibers may provide both short-term and long-term support for appetite management.
• Layn offers Galacan, a beta-glucan derived from a bacterium found in Tibetan topsoil. According to Roza, its unique helicoid structure maximizes interaction with immune receptor cells involved in insulin sensitivity. Preliminary research suggests potential applications in glucose metabolism and healthy aging, with a 180-person human clinical trial underway.

Bitter Melon

Bitter melon, one of the foundational botanicals to support healthy glucose metabolism, continues to gain scientific attention alongside its long history of traditional use. Formulators are incorporating it into multi-ingredient systems that support pancreatic health, digestion, and broader metabolic function. 

• Herbalist & Alchemist includes bitter melon in its Metabolic Support and Pancreaid formulations, where it is combined with botanicals such as cinnamon, fenugreek, gymnema, gentian, and kudzu to support healthy glucose metabolism and pancreatic function.
• Sabinsa continues to advance research on Momordicin, its bitter melon ingredient, citing growing evidence supporting insulin sensitivity and glucose metabolism.

Cinnamon

Cinnamon remains one of the best-recognized botanicals in blood sugar support. Current innovation emphasizes combining cinnamon with complementary botanicals and digestive-support ingredients to address multiple aspects of metabolic health. 

• Swanson Vitamins includes cinnamon among the metabolic botanicals featured in formulations designed to support insulin sensitivity alongside berberine, gymnema, mulberry, and advanced fiber complexes.
• Herbalist & Alchemist incorporates cinnamon in several formulations, including Metabolic Support, Pancreaid, and Spiced Bitters.

Citrus Flavonoids

Emerging research suggests citrus flavonoids may influence multiple aspects of metabolic health. 

• Ingredients by Nature highlights Eriomin, its lemon flavonoid ingredient, which Brewster says has been evaluated in human clinical trials examining healthy glucose metabolism, GLP-1, the gut microbiome, and inflammatory markers. Brewster notes that these types of multi-pathway ingredients represent where metabolic health science is headed.

Coccinia

Modern science has put Coccinia back in the spotlight.

• Saanroo offers Gencinia, an extract of Coccinia cordifolia. The ingredient has been clinically studied for supporting healthy glycemic balance as part of a healthy diet and lifestyle while building on a long history of dietary use in India.

Collagen peptides

Collagen peptides are expanding beyond joint and skin health into metabolic wellness, with science exploring their impact on glucose management. 

• Rousselot by Darling Ingredients offers Nextida GC, a collagen peptide composition developed to naturally stimulate the body’s own incretin hormone response. Clinical research has shown that it can reduce post-meal glucose spikes by up to 43%, while promoting the secretion of GLP-1 and glucose-dependent insulinotropic polypeptide (GIP). Moreno Torres explains that, by helping the body prepare for and respond more efficiently to incoming glucose, the ingredient supports balanced metabolic function and more sustained energy after meals. 

Fenugreek

Fenugreek has a long history of use for its potential to support healthy glucose metabolism, insulin sensitivity, and appetite regulation. Today, research is moving beyond whole-seed preparations toward clinically studied extracts, while formulators combine fenugreek with complementary botanicals. 

• Swanson includes fenugreek among the botanicals featured in formulas to support insulin sensitivity. 
• Herbalist & Alchemist incorporates fenugreek into Metabolic Support, Pancreaid, and Spiced Bitters, reflecting the company’s systems-based approach to pancreatic, digestive, and metabolic health.
• Saanroo offers Trigogen, a fenugreek seed extract standardized to trigonelline, which brings together fenugreek’s traditional heritage with modern research.

Fiber

Fiber is one of the fastest-growing areas of innovation in metabolic health due to its influence on glucose response, satiety, digestive health, and the gut microbiome. The “fibermaxxing” trend has increased consumer awareness, and formulators are combining different fiber types to provide complementary benefits. 

• Swanson points to advanced fiber complexes designed to slow carb absorption while stimulating natural satiety hormones.
• NOW offers Prebiotic Fiber with Fibersol-2, a soluble fiber derived from non-GMO corn that promotes fullness, supports healthy glucose levels, and may modestly increase appetite-regulating GLP-1.
• In the category of prebiotics, Colindres says BENEO’s Orafti Inulin and Oligofructose nourish beneficial gut bacteria, supporting feelings of fullness and natural appetite regulation, helping people eat less without conscious restriction. A meta-analysis including 32 RCTs demonstrated that prebiotic chicory root fibers support long-term weight maintenance benefits such as reduction in BMI, waist circumference, and total fat mass. 

Gymnema

Gymnema is being paired with botanicals to target several pathways.

• Swanson includes gymnema among its metabolic botanicals supporting insulin sensitivity.
• Herbalist & Alchemist features gymnema in Pancreaid, along with bitter melon, cinnamon, fenugreek, gentian, kudzu, and yellow root to support pancreatic function and healthy glucose metabolism.
• Sabinsa continues research on Gymnema sylvestre GS4 Plus, citing growing clinical evidence for its role in insulin sensitivity and glucose metabolism.

Isomaltulose

A slow-release carbohydrate derived from sugar beet, isomaltulose is designed to provide a more sustained release of glucose, supporting healthy blood sugar response while influencing satiety pathways. 

• Branded as Palatinose by BENEO, clinical research demonstrates that its slow digestion promotes greater and longer-lasting GLP-1 release while supporting healthy blood glucose control, appetite regulation, fat oxidation, and weight management. BENEO positions the ingredient as part of a broader movement toward “smart carbohydrates” that work with the body’s natural physiology.

Lemon verbena

Experts point to the synergistic effects of lemon verbena (Lippia citriodora) with anthocyanin-rich hibiscus (Hibiscus sabdariffa) to support metabolic and cardiovascular health. 

• Monteloeder by SuanNutra positions Metabolaid, a botanical blend of lemon verbena and hibiscus flower extracts, as a multi-target ingredient to activate AMPK while modulating appetite-related hormones. Clinical studies support benefits for body composition, waist circumference, and cardiometabolic wellness.

Probiotics

Growing evidence shows specific probiotic strains may influence glucose metabolism, inflammation, gut barrier integrity, and appetite regulation. The conversation has shifted away from broad probiotic blends toward clinically validated strains with defined metabolic functions. Among the innovations:

• Swanson identifies targeted probiotic strains as one of the key innovations helping optimize the gut microbiome for metabolic health.
• LifeSeasons points to expanding research on specific probiotic strains for their influence on GLP-1 activity, gut barrier integrity, inflammation, and insulin resistance, noting that researchers are increasingly studying strain-specific effects rather than generalized blends.

Protein

As GLP-1 drugs reduce appetite, maintaining adequate protein intake is an important part of metabolic health discussions. Protein is essential for preserving lean muscle during weight loss. Rather than treating protein as a sports nutrition ingredient, formulators are positioning it as part of comprehensive metabolic support programs. 

• NOW highlights protein as a key nutritional component for preserving lean muscle mass during weight loss.
• Monteloeder by SuanNutra notes growing consumer interest in products that support the entire weight-management journey, including protein.

Pterocarpus marsupium

As researchers explore the relationship between mitochondrial health and metabolic function, pterostilbene has emerged as an ingredient of interest. 

• Sabinsa's Silbinol, derived from Pterocarpus marsupium, activates SIRT1 and supports mitochondrial biogenesis, reflecting growing scientific interest in the connection between mitochondrial dysfunction and insulin resistance.

White mulberry 

White mulberry continues to gain attention for helping moderate post-meal glucose response. 

• Phynova highlights Reducose, which works in the gut before carbohydrates are fully broken down and absorbed. 

Emerging Technologies Driving the Category

Reaching consumers

What positioning, marketing, and merchandising strategies are resonating with today’s shoppers? Stay tuned for additional expert insights. WF