the antioxidant category has entered a new era of consumption, dozens of companies tell you the development trend in 2020

Antioxidants are a major category in the dietary supplement market. However, there has been fierce debate about how much consumers understand the term antioxidants. Many people support this term and believe it is related to health, but others believe that antioxidants have lost a lot of meaning over time.

On a basic level, Ross Pelton, Scientific Director of Essential formula, said that the term antioxidant still resonates with people. The generation of free radicals is one of the main causes of biological aging, and the role of antioxidants is to neutralize excess free radicals. For this reason, antioxidants always attract attention.
On the other hand, TriNutra CEO Morris Zelkha said that the term antioxidant is too general and alone is not enough to create sales. Consumers are looking for more targeted activities. The label should clearly indicate what the extract is and what the purpose of clinical research is.
Dr. Marcia da Silva Pinto, Evolva’s technical sales and customer support manager, said that antioxidants have a more comprehensive connotation, and consumers are increasingly aware of the benefits of antioxidants with more comprehensive meaning, because it contains several benefits, such as Brain health, skin health, heart health, and immune health.
According to Innova Market Insights data, although products with antioxidants as a selling point are showing a healthy growth trend, most manufacturers are launching products based on “healthy applications”, such as brain health, bone and joint health, eye health, heart health and Immune health. It is these health indicators that motivate consumers to search online or purchase in-store. Although antioxidants are still related to terms understood by many consumers, it is not the main driving factor for consumers to purchase because they evaluate products more comprehensively.
Steve Holtby, President and CEO of Soft Gel Technologies Inc, said antioxidants have broad appeal because they are related to disease prevention and health maintenance. It is not easy to educate consumers about antioxidants because it requires an understanding of cell biochemistry and physiology. Marketers just boast that antioxidants help protect the body from oxidative damage caused by free radicals. To promote these key nutrients correctly, we need to take scientific evidence and present them to consumers in a simple and understandable way.

The COVID-19 pandemic has exponentially increased the sales of health products, especially products that support immune health. Consumers can classify antioxidants into this category. In addition, consumers are also paying attention to food, beverages, and even cosmetics with added antioxidants.
Elyse Lovett, senior marketing manager at Kyowa Hakko, said that during this period, the demand for antioxidants that support immune function has also risen. Although antioxidants cannot prevent viruses, consumers can maintain or improve immunity by taking supplements. Kyowa Hakko produces a brand-name glutathione Setria. Glutathione is a major antioxidant that exists in most cells of the human body and can regenerate other antioxidants, such as vitamin C and E, and glutathione. Peptides also have immune and detoxification effects.
Since the outbreak of the new coronavirus pandemic, veteran antioxidants such as vitamin C have once again become popular due to their immunity. Ingredients by Nature President Rob Brewster said consumers want to do anything to help them feel better in control of their health, and taking immune support supplements is one way. Some antioxidants can even work together to get better results. For example, citrus flavonoids are believed to have a synergistic effect with vitamin C, which can increase bioavailability and enhance the generation of anti-free radicals.
Antioxidants are more effective when used together than alone. Some antioxidants themselves may not have relevant biological activities, and their mechanisms of action are not exactly the same. However, the antioxidant compound constitutes an interconnected defense system that protects the body from diseases related to oxidative stress. Most antioxidants lose their protective effect once they attack a free radical.

Five antioxidants can produce synergistic ability to provide antioxidant activity in the form of “circulating” each other, including lipoic acid, complete vitamin E complex, vitamin C (fat-soluble and water-soluble form), glutathione, and coenzyme Q10. In addition, selenium (necessary cofactors for thioredoxin reductase) and flavonoids have also been shown to be antioxidants, exerting antioxidant effects in the body’s defense system.
Natreon President Bruce Brown said that antioxidants that support immune health are one of the fastest growing markets today. Many consumers know that vitamin C and elderberry may enhance immunity, but there are many other options that provide immune support while also having various health benefits. Natreon’s standard biologically active ingredients from adaptive sources have antioxidant potential. For example, the bioactive substances in Sensoril Ashwagandha can support a healthy immune response and have been shown to reduce daily stress, improve sleep and the ability to concentrate, all of which are needed during these special periods.
Another ingredient that Natreon launched is Capros Indian gooseberry, which is used to support healthy circulation and immune response. The same is true for PrimaVie Xilaizhi, a standard fulvic acid herb, which is a biologically active substance that has been shown to regulate a healthy immune response.

In today’s significant trend in the antioxidant market, consumers have increased demand for internal beauty products, which usually include antioxidants for skin health, especially resveratrol products. Among the products launched in 2019, more than 31% claimed to contain antioxidant ingredients, and nearly 20% of the products were aimed at skin health, which is higher than any other health claims, including heart health.
Sam Michini, vice president of marketing and strategy at Deerland Probiotics & Enzymes, said some terms have lost their appeal to consumers, such as anti-aging. Consumers are moving away from products that claim to be anti-aging, and accept terms such as healthy aging and attention to aging. There are subtle but important differences between these terms. Healthy aging and attention to aging show that a person has more control over how to construct a healthy regimen that solves physical, psychological, emotional, spiritual and social problems.
As the trend of healthy and balanced diets is encouraged, Unibar President Sevanti Mehta said that there are more and more opportunities to supplement carotenoid antioxidants, especially in the replacement of synthetic ingredients with natural ingredients. In the past few years, the food industry has also switched from a large number of synthetic antioxidants to natural antioxidants. Natural antioxidants are more environmentally friendly and safer, providing consumers with a safe solution without using synthetic additives. Studies have also shown that, compared with synthetic antioxidants, natural antioxidants can be completely metabolized.

Post time: Oct-13-2020