In the face of modern stress and toxic substances in the environment, many health conscious consumers recognize the value of antioxidant foods and antioxidant supplements. These substances can protect the body from free radicals and may play an important role in the management and prevention of certain medical problems. They have become a popular product of healthy ageing and overall health.
Under the stimulation of continuous research, the antioxidant market has begun to shift to more subtle, directional and personalized products, gradually abandoning popular, rough marketing claims.
In terms of overall sales, the latest report by the United States Joint Market Study (Allied market Research) estimates that the global antioxidant market output of $2.92 billion in 2015 is expected to reach $4.53 billion by 2022, with a combined annual growth rate (CAGR) of 6.42% per cent in the forecast period.
Motivation and driving force
Q10 Association and Natural Seaweed Astaxanthin Association (NAXA, Utah State Salt Lake City) president and executive director Scott Steinford believes that the most important driving force for antioxidant and follow-up awareness enhancement is consumer education.
He noted progress in the understanding and use of antioxidants: "For dietary supplements, the importance and significance of antioxidants is becoming more pronounced." "
"Now known as antioxidants, it was first used in the rubber industry in 19th century to optimise the vulcanization process," he said. In 20th century, the study indicated that antioxidants could prolong shelf life of prefabricated foods. Today, we recognize the role of oxidative stress in disease and aging. Vitamin C and vitamin E are two antioxidant vitamins, originally known for their lack of disease. Today, their biggest use trend is anti-aging and improve the quality of life. "
Artemis International, vice president of operations at Fort Wayne, Indiana, Leslie Gallo, says consumers are often more interested in and knowledgeable about drug prevention and are actively seeking solutions to ageing-related problems. "Consumers are more and more aware of the role of antioxidants in the process of healthy aging, and their acceptability is more extensive," he said. Therefore, although there are still some problems in the analysis of the body in vitro, antioxidant products are still growing. Consumers are in the midst of antioxidant trends. "
With age, she says, people are increasingly concerned about the problem of healthy aging. Product developers can exploit this by publicizing the importance and mechanism of efficient antioxidants.
"From the mid 1990s onwards, antioxidants began to slow down and then turned out, and by 2017 years, people and producers have experienced a long and undulating learning process," Ms. Gallo said. The good news is that while we still have a long and creative way to go, it is more science than conjecture that pushes us. This makes the journey harder, but the end point for an ageing America will be fruitful. "
The beverage market has become an important driver of the antioxidant market, says Chris Fields, vice president of scientific affairs at Texas Austin. "In fact, of the top five refreshing beverages in 2016, mentioned in a of the latest spins reports (completed in October 2016), two of the biggest increases in sales were the antioxidant claims (Bai grew by $77 million, and GT ' s kombucha grew by $33 million). "
Mr Fields believes that, in terms of raw materials, AFS has made some headway in the development of "healthy energy" products, which also promotes the use of antioxidants.
"We have a large part of our business that serves as a product manufacturer who wants to pursue excellence, and antioxidants have the added value of helping them," he said. In addition to the use of ' antioxidant essence ' or ' super antioxidant capability ' as the flagship label claimed by Bai and Pom Wonderful, we would like to see more manufacturers use antioxidants as a supplement to other functional benefits. "
Lynda Doyle, senior vice president of global marketing at Omniactive Inc. in Morris, New Jersey, says that the scientific and health benefits of antioxidants are becoming increasingly clear, and in this sense, it is becoming more and more professional. "As opposed to using it as a claim, it is clear how antioxidants can be more likely to resonate with consumers in particular systems, such as cardiovascular, joint and eye health," he said. "Thus, the use of a more scientifically based approach to developing more meaningful claims and benefits for consumers has become the future direction of this product category."
"Another driving force in this category is to promote the preventive role of antioxidants rather than the therapeutic effects," Ms. Doyle said. Antioxidants can play a leading role as ageing consumers, such as the baby boomers, begin to look for a more natural way to maintain health. "
Ecuadorian Rainforest, a marketing specialist at Belleville, New Jersey, also pointed to the rising trend of antioxidant products targeting the anti-aging market, driven by consumers ' need to keep their skin healthy. "More and more research has been published and marketers are constantly improving the way antioxidants benefit, and I believe sales of antioxidants will continue to rise and their application will change," he said. Future research should cover various uses of antioxidants to fully explore their potential and develop other application markets. "
Andrew Jacobson, CEO of Algalif Inc., a senior microalgae raw material supplier in Iceland, says antioxidants help fight free radicals and promote healthy oxidative balance. "Antioxidants are molecules that provide electrons with free radicals and can reduce the damage of free radicals to the body," he said. These antioxidants are primarily used to delay or inhibit cell damage by clearing free radicals. Dietary intake is an important source of antioxidants. "
He added that decades of research have shown that eating more antioxidant foods may help keep people healthy. "Thanks to these findings, people have a strong interest in antioxidant supplements," he said. In Western countries, dietary supplements containing antioxidants are receiving increasing attention and are being gradually accepted. "
' Demand for natural antioxidants has driven the overall growth of antioxidants, and consumers are trying to learn more about plant nutrients from natural food sources, "said Andrew Wheeler, marketing director at Futureceuticals, Illinois State Mommens. "Consumers need clean, transparent labels and clinically validated raw materials." In this campaign of transparency and effectiveness, it is hoped that a better understanding of the source and mechanism of the oxidant will be fought. Clinically proven antioxidant materials provide an opportunity for suppliers to re introduce antioxidants and their important role in human body health. "
Horphag Resarch, vice president of global sales and marketing at Pycnogenol Global exclusive supplier, says more and more consumers are looking for natural products that can reduce oxidative stress and inflammatory response and contribute to overall health. "As consumers begin to spend more time studying evidence-supported, safe and effective health products and materials, even branded products are seeking further development in the antioxidant category. "
As consumers continue to understand the benefits of antioxidants, Mr Bornet predicts that natural products will become more popular in the coming years.
"Modern lifestyles often lead to excess free radicals, far more than the natural antioxidant defenses of the human body," said Shaheen Majeed, director of marketing at Sabinsa, Windsor. There is therefore a need for human supplement to maintain balance. Antioxidants are widely popular because of their many health benefits. The strong consumption consciousness brought by the clinical research results also promoted the development of the market.
"Unlike in the early days, as more and more consumers are eager to understand the source of antioxidant supplements, the use of antioxidants is now tailored to the requirements of ' clean labels and natural ' antioxidants," Mr. Majeed said. In addition, customers (young and old) who fight oxidants are more professional and clinically proven health benefits are beginning to be understood, such as anti-aging, skin health, cardiovascular benefits and improve immunity and so on. "
Interestingly, he added, customers are also beginning to focus on the health of pets by ingesting antioxidant foods and antioxidant supplements to maintain overall health care for small animals (for example, maintaining fur health, making food more palatable, controlling weight and even including preventing possible infections).
Proprietary Nutritionals Ltd., president of the City of Karni, New Jersey, says that all fruits and vegetables can provide a wealth of antioxidant substances. "While most supermarket shoppers know that colourful fruits and vegetables are rich in antioxidants and are healthy, many people overlook it," he said. "
A survey conducted by ORC International for Welch Foods in December 2016 showed that while 63% of Americans knew they should take a variety of colors, only 32% of people would actually eat fruits and vegetables for health reasons. In addition, the survey found that 44% of Americans do not know or are unsure about the health benefits of different colors of fruits and vegetables.
"In its ' Healthy for Well ' campaign, the American Heart Association has highlighted the need to regularly ingest color products such as cranberry," Mr. Mosca said. There are a lot of videos on the association's website that show how to eat natural vegetables. "
Know your audience
Mr. Bornet of the Horphag company said that in order to attract a wide range of consumer groups, antioxidants are moving into the overall energy and health field. "More and more discussion on the topic of healthy ageing is one of the reasons consumers are increasingly interested in antioxidant supplements, and they want to maintain the health of their joints, cognition, skin and cardiovascular systems by adding antioxidants." "
Ms. Doyle of the omniactive company says consumers over the age of 50 are increasingly aware of the role of antioxidants in healthy health. "Older people are the main targets of antioxidant supplements, so they have to be used as a way to prolong their health, stay active and sensitive, rather than treat them as a cure," he said. "
Interest in food nutrients has also become the main category of antioxidant products. "These consumers recognise that the natural compounds found in food can be effective antioxidants and contribute to their overall healthy lifestyle," Ms. Doyle added. As more food-specific antioxidants emerge, these groups can become key consumers of antioxidant-applied foods such as energy rods and beverages. "
According to Mr. Steinford, educated consumers are using antioxidant products extensively. "Realistic cases vividly demonstrate the efficacy of antioxidants-providing energy, protecting eye health, supporting anti-aging, protecting skin health and cognitive health, and relieving inflammation and disease management," he said. This holistic advantage makes more consumers aware of the many advantages of antioxidants. "
Stress, pollution, smoking and poor diet can lead to free radicals, and consumers affected by these problems may also benefit from targeted and convenient dietary supplements.
Mr. Jacobson of the Algalif company points out that, over time, the body accumulates oxidative damage, and the growing aging population is increasingly affected by some of the health problems associated with oxidative stress. "While supplemental antioxidants do not turn back time, they can help seniors strengthen their body's antioxidant defenses," he said. Healthy ageing is now seen as a hot topic in the dietary supplement industry, and is also expected to become more popular, as older people in developed and emerging markets are seeking precautionary measures to prolong and sustain life while their disposable incomes are growing. In addition, with the retirement age further extended, the elderly in the fierce competition in the job market may face more vitality requirements. "
All in all, antioxidants can be used in a variety of health products, says Elyse Lovett, marketing manager of Kyowa Hakko us A (New York, USA): "I think one of the most important market trends in dietary supplements and foods is the immune and detoxification effects of antioxidants." In particular, the millennial generation will be the main target. "
"For people who work in big cities, they have families, pressure to work, living in places where the environment is polluted, food can be a problem of survival, and therefore will continue to seek comprehensive health benefits." They are well aware of the long-term effects of protecting the body's immunity and the benefits of body detoxification. "
Mr. Fields of AFS points out that, in listening to consumers, companies tend to focus on two core consumers, which he calls "the conscious millennial generation" and "the realist who focuses on health".
"Transparency is necessary for the millennial generation because it is about trust (or lack of trust)," he said. The millennial generation does not want to be told by the manufacturer that the product is healthy. They want to read the backs of labels, identify ingredients and draw their own conclusions that the product is healthy for them. They tend to care about the environment, and things like sustainable development are also key to their consideration. For end-users, it is important that, as a supplier of ingredients, we can tell stories of cooperation with local farmers, reuse of materials, and be vigilant and constantly surpassing all responsible behavior. "
On the other hand, realists who focus on health pay more attention to the facts. They tend to be concerned with claims that "do not contain", that their products are non-GMO or organic certification. Mr. Fields said: "Any scientific support is a bonus, as a supplier of ingredients, we can do more, such as helping product manufacturers prove that their products contain only high quality ingredients-the USDA organic certification, generally considered safe, non-GMO, and so on, we have a greater role for these core consumers. "
Mr. Mosca of PNI says antioxidants are highly specialised and can benefit every consumer. "We know that women tend to shop for families and are most likely to buy specific antioxidant supplements for their family members," she said. From our unique point of view, our core consumers are indeed concerned about the health of the urinary system in all age groups of women.
Joe Kuncewitch, a national sales manager at Astareal Inc. in Burlington, New Jersey, says many consumers not only understand but are actually looking for a range of antioxidants-from shampoo, body care to snacks and dietary supplements. "Interestingly, last year
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