The U.S. is in the midst of a diabetes epidemic. Given current trends, one in three Americans born in 2000 is expected to develop diabetes, with diabetes becoming a disease that affects entire families, including children. Pre-diabetes will become a condition (like high blood pressure) that is diagnosed and treated in an attempt to prevent diabetes.

In spite of the seriousness of the disease, which can lead to blindness, loss of limbs, and death, many at risk are unaware of their predicament. One in three people with diabetes (PDW) have not been diagnosed. One in five U.S. adults is a pre-diabetic, but only 3% believe they are at risk. Diabetes is the sixth leading cause of death due to disease in the U.S., and the third leading cause in some minority groups.

There is potential, however, for change. Private industry and government stand to gain from working together to market awareness and behavior modification. From the perspective of public policy, increased control over the disease and fewer diagnoses are necessary to avoid over-taxing the country’s medical resources. Already, 10% of U.S. healthcare dollars, and 25% of Medicare dollars are spent on diabetes. With the number of diabetics expected to triple by 2050, diabetes alone could necessitate a need for increased taxation to support Medicare.

From the perspective of private industry, if awareness increases, large markets for food, drug, and fitness related products will emerge. Serving the needs of PWD and those at risk will not only result in the societal good of increased quality and longevity of life for millions, but should also prove profitable for the companies doing so successfully.

The focus of this report is on Type 2 and pre-diabetes. Type 2 diabetes results from insulin resistance (a condition in which the body fails to properly use insulin), combined with relative insulin deficiency. Pre-diabetes is a condition that occurs when a person's blood glucose levels are higher than normal but not high enough for a diagnosis of type 2 diabetes.