Antioxidants for Health
December 2011/NutraSolutions -- The benefits of antioxidants are vast; so, too, are the health claims being used around the globe associated with antioxidants--claims ranging all the way from heart health to skin health. The antioxidants phenomenon may be finally beginning to peak, however, with only a 7% increase in product launches tracked by Innova Market Insights from 2009-2010 with an antioxidant positioning; this is a significant difference, compared to the 60% increase recorded from 2008-2009. Global product launch activity for 2010 with antioxidant claims tracked by Innova Market Insights was dominated by the beverage market. The leading categories were tea (22.6%), juice & juice drinks (16.3%) and iced tea (7.8%)*. The most popular food categories with antioxidant claims were cereal & energy bars (5.4%) and breakfast cereals (4.4%)*. From an ingredients perspective, the most-used ingredients associated with an antioxidant claim were vitamins C, E and A, green tea catechins, zinc, pomegranate, acai, rooibos, tocopherol and goji berry.
* Percentage of all products carrying an antioxidant claim.
-- Lu Ann Williams, Innova Market Insights, helpdesk@innovami.com, www.innovadatabase.com