Q&A: Nutrisystem emphasizes nutrition’s role in diabetes management
For years now Nutrisystem has provided a comprehensive nutrition solution at retail that diabetes consumers can use to better manage their condition. Drug Store News recently checked in with David Burton, executive vice president of operations and retail at Nutrisystem, to explore how that proposition has been trending at retail and to uncover any new product offerings coming down the pipeline. Here's what he had to say:
Drug Store News: How has Nutrisystem’s diabetes offerings been trending? What is the consumer need that Nutrisystem meets with these products?
David Burton: Nutrisystem is the only company in retail today that provides a full-diet solution for losing weight to manage diabetes. In addition to meals and snacks, Nutrisystem provides a comprehensive shopping list to allow a one-stop shopping experience at the retail level.
The CDC reports that more than 30 million people in the United States are living with diabetes and, according to Nielsen, these consumers or consumers with diabetes spent $592 million on OTC-related products in 2015. Unfortunately, this is a growing trend with real health implications. A diabetes diagnosis can be overwhelming. From managing your diet to a wide range of possible new concerns including weight loss, eye health, kidney health, heart health and circulatory health. That’s where we come in and can help. Nutrisystem D is based on the nutritional guidelines of the American Diabetes Association and specially designed with an optimal balance of protein, fiber and slow-digesting carbs to help minimize blood sugar spikes and satisfy hunger. It’s easy to follow and offers free weight loss counseling and exercise tips, along with access to a Certified Diabetes Educator along the way.
DSN: What are some of Nutrisystem’s other key offerings?
Burton: Our most popular item is our 7-day weight-loss kit that contains seven breakfasts, seven lunches and seven snacks — it’s designed for people who need structure on their weight-loss journey, while allowing some flexibility to enjoy dinners on their own. The 7-day weight-loss kit contains an easy-to-follow meal planner as well as healthy dinner recipes.
In addition to the kit, we have a line of single items designed for the consumer looking to supplement their meals to help keep their blood sugar levels steady throughout the day. We are always looking at new ways to innovate in this category to ensure our foods are appealing and on trend, so we have low-glycemic items like soft-baked chocolate brownies, soft-baked blueberry muffins and soft-baked cinnamon buns — all contain 6 g of fiber without any artificial sweeteners or flavors. And of course, a favorite is our chocolate chip cookies — a perfect portion-controlled snack for consumers with diabetes.
DSN: What should retailers know to maximize sales among their diabetic consumers?
Burton: Because these customers can be overwhelmed by all that is required, diabetes education, management and easy solutions can be presented at retail. Enlist the expertise of in-store healthcare professionals such as the pharmacist or retail dietitian to help. Some retailers are partnering more with communities to do A1C testing on site, and are promoting nutrition through online content, cooking demos and recipe suggestions right in store.
DSN: What’s the bottom line?
Burton: In addition to the 30 million people living with diabetes, 84 million people — or more than 1-out-of-3 adults — have been diagnosed with prediabetes, which for many will progress to diabetes. Weight loss and lifestyle changes can halt the progression to Type 2 diabetes. The AACE states in its diabetes algorithm “the primary goal of prediabetes management is weight loss” and Nutrisystem is the only product on the shelf today that provides the consumer with an easy-to-follow, clinically tested, safe and healthy weight-loss program specifically designed for those with type 2 diabetes or pre-diabetes.