Tailoring Antioxidant Communications for Distinct Applications and Health Advantages

Consumer awareness of the damaging health effects caused by excessive oxidative stress has led to great popularity for antioxidant-rich products like beverages and dietary supplements. However, we’re starting to see a shift in the market towards associating antioxidants with specific health benefits such as fitness and hydration, energy boost, immune system strengthening, and cognition, among others.

Paul Altaffer, RFI Ingredients’ Chief Science Officer, argues that simply claiming products contain “antioxidants” might not be enough to attract consumers or to justify the ingredient composition. As such, scientists and product developers now have the opportunity to link antioxidants to a wide range of health benefits, such as gut health, immunity, inflammation reduction, gut-brain connection, and more.

According to Denis Alimonti, Director of U.S. Nutrition at Maypro, antioxidants have been crucial in the dietary supplement and functional products market for quite some time. With oxidative stress contributing to problems like aging and fatigue, the interest from formulators in the fields of healthy aging and sports nutrition is significant.

Alimonti indicates that various demographic groups can benefit from antioxidants, but the most considerable interest seems to be among those who do demanding physical exercises, like endurance athletes and bodybuilders. These groups are well acclimated with the anti-inflammatory and circulatory benefits offered by antioxidants.

Antioxidant-rich beverages often utilize “superfoods” like acai berries, pomegranates, blueberries, matcha, and turmeric, to promote a comprehensive approach to health and wellness, according to Shaheen Majeed, CEO of BGG Americas. He also shares, “Following the Covid-19 pandemic, immunity-boosting shots containing berries and herbs have surged in popularity.”

To respond to the trend of consumers seeking particular health benefits, product developers have started focusing on areas such as immune system support, energy amplification, cognitive function enhancement, and post-exercise recovery. Majeed observed that “Consumers desire beverages that offer more than just hydration, they want tangible health benefits.”

The ongoing trend of personalized nutrition has consumers looking for products that align with their specific health needs and goals. Majeed states that while implementing this in the ready-to-drink market can be challenging, some brands are leveraging digital platforms or creating products aimed at specific demographic groups or health conditions.

In summary, as consumers continue to grasp the notion that too much oxidative stress can lead to adverse health effects, there are still many untapped opportunities in the development of antioxidant-rich products, as per Shawn Baier, VP of business development at TSI USA LLC. Baier emphasizes the importance of finding a balance in combatting oxidative stress and says, “It’s impossible to fully eradicate all causes of oxidative stress in our lives.”