Glucose… the next gluten? A Wall Street Journal article published in late January examines a burgeoning health craze – monitoring and minimizing blood sugar spikes – among nondiabetic consumers seeking metabolic and cognitive benefits. In some ways, this idea extends back to the South Beach Diet, but it’s updated for social media audiences. Backed by 3.3 million Instagram followers, French biochemist Jessie Inchauspé, creator of the Glucose Goddess Method, is at the forefront of the movement. Her approach involves so-called “hacks” such as eating a savory breakfast, drinking a tablespoon of diluted vinegar daily, and adding protein, fat or fiber to carbohydrate-rich foods. Proponents of the plan point to improved energy levels, reduced cravings and enhanced mental clarity. 💉 The rising usage of diabetes drugs like Ozempic for weight management and appetite control may be contributing to the heightened interest in blood sugar beyond the diabetic community, which encompasses an estimated 29.7 million Americans, or 8.9% of the population, according to the Centers for Disease Control and Prevention. Several health and fitness apps like Signos and Nutrisense use continuous glucose monitoring devices to provide personalized recommendations for nondiabetics on nutrition, exercise, and fasting and meal timing. 🍪 This signals a potentially powerful opportunity for packaged food and drink companies marketing low-glycemic products. General Mills’ Good Measure brand sells “blood sugar-friendly” snacks that were developed for consumers with diabetes and prediabetes. Joydays debuted last year and offers a range of cookies that are sold “in the diabetes aisle” at Walmart stores, according to its website. Founder Amy Cohn partnered with diabetes dietitians to develop the recipes, which contain allulose, monk fruit and date paste. 🥤 Several beverage brands are also leaning into messaging around balanced blood sugar. Good Idea features a patented blend of amino acids and a mineral proven to reduce total blood sugar when consumed with a meal. Functional soda brand Perfy has adopted a “Boosts Moods Not Blood Sugar” tagline and partners with diabetic influencers and diabetes supply companies to build awareness. 💡 If all of this seems vaguely familiar, recall the gluten-free fad that kicked off about a decade ago, fueled by wellness influencers and celebrities pushing folks to avoid wheat. An estimated 1 in 133 Americans, or about 1% of the population, has celiac disease, the autoimmune condition flared up by eating gluten; yet the global gluten-free foods market was valued at $6.45 billion in 2022 and is forecast to expand at a CAGR of 9.8% through 2030, according to Grand View Research. As evidenced by the rapid rise of gluten-free – and its adoption well beyond those with celiac disease – it’s reasonable to expect a similar trajectory for diabetic-friendly products. | 
