People around the world snap up natural weight-control products to the tune of $7.5 billion each year, according to Frost & Sullivan, which noted the category is growing almost 7 percent annually. The market research firm’s Christopher Shanahan noted while Europe is the largest market for satiety ingredients and has tight regulatory controls of weight supplements, North America is an established market with a few dominant ingredients, such as hoodia, and much looser regulation that enables easier entry for new products. He added the North American market currently faces challenges such as declining consumer confidence in supplements following several safety-related issues in recent years (ephedra, Hydroxycut, etc.). Among the current market drivers, according to Shanahan, are fiber and protein for satiety; functional food and beverage formulations; co-branded products; and scientifically supported ingredients.