Sean Moloughney03.01.09
Faced with a stuttering healthcare system fixated on disease treatment, and as the economy remains in critical condition, prevention has become a keystone in the battle for optimal health. According to experts, antioxidants will continue to have broad appeal for various demographics-especially as more people understand the biological processes at play.
"Consumers are starting to accept that antioxidants and products with immune enhancing benefits are good for general health," said Greg Stephens, vice president of strategic consulting, Natural Marketing Institute (NMI), Harleysville, PA. "Mainstream consumers understand that now. They don't want to wait and deal with each ailment, so they are being more proactive to deal with health before it becomes a problem."
According to Greg Kaiser, president, Encore Fruit Marketing, San Dimas, CA, awareness of antioxidant benefits pervades the entire spectrum of consumers. "Certainly the Baby Boomer category is one of the most affluent and well educated in our history, and they are willing to spend the dollars on health maintenance and improvement through nutrient enhanced foods," he said. Younger people-and more generally, those trying to sustain a healthy, energetic lifestyle-are also buying into the antioxidant market.
Hartley Pond, vice president, technical sales, Van Drunen Farms/FutureCeuticals, Momence, IL, said the level of consumer awareness regarding antioxidants has also grown in sophistication over the last few years. "More and more consumers know where antioxidants come from in nature, and they also know the association of specific antioxidants to health conditions," he said. "This growing understanding has driven sales in supplements, foods and particularly beverages."
In 2007, antioxidant sales continued to grow by about 6% overall, reaching more than $3 billion, according to estimates from Nutrition Business Journal (NBJ), Boulder, CO. The most significant growth has been in the non-vitamin antioxidant category, which saw an 11% sales increase. The biggest standouts in this segment have been antioxidants from fruits and vegetables, which witnessed an impressive 21% upswing.
While the top five selling antioxidants in 2007 remained the same as the previous year, CoQ10 advanced to the second spot overall, surpassing vitamin E. In terms of U.S. sales (and growth for 2007), the top five were: vitamin C, $884 million (2% growth); CoQ10, $413 million (8% growth); vitamin E, $391 million (-4% growth); vitamin A/ beta-carotene, $315 million (9% growth); and noni juice, $277 million (8% growth). Plant oils ($253 million), mangosteen juice ($191 million), green tea extract ($139 million), goji juice ($98 million) and cranberry ($76 million) rounded out the top 10.
"Traditional antioxidant products like vitamins E and C, as well as selenium, had negative growth or barely single-digit growth," said Jeff Wuagneux, president and CEO, RFI Ingredients, Blauvelt, NY, "probably because the media continues to report bad news about them. There have been some recent studies on vitamins that have not backed antioxidant protection. A meta-analysis published in 2005, for instance, showed high doses of vitamin E are potentially harmful, and as a result sales have declined."
According to Mr. Stephens, as traditional antioxidants continue to lose their luster, some relative newcomers are seizing the opportunity left behind. "There hasn't been a lot of new science on traditional antioxidant supplements, and consumers are looking for what's new, hot and exciting," he said.
For example, while sales for selenium and soy isoflavones are down, 3% and 11%, respectively, goji juice jumped into the top 10 selling antioxidants for the first time, demonstrating explosive sales growth of 51%. Likewise, acai sales have grown 83%, according to NBJ.
Goji berry and acai exemplify one of the most sweeping trends to impact the antioxidant market in recent years: the public's romance with exotic superfruits. Following the highly successful marketing campaign of Pom Wonderful, which brought in $165 million in sales in 2007, pomegranate products have popped up everywhere, and the door has flown open for novel, antioxidant-packed fruits.
Rodger Jonas, national business development manager, PL Thomas, Morristown, NJ, said precedence for the public's superfruit obsession was established even before pomegranate came on the scene. "Remember, banana was once considered a rare tropical fruit," he said. "Familiarity has resulted in greater demand, and the cache of having more impact than just flavor is a major benefit. Consumers want good flavor associated with nutrition."
Pomegranate's impact has been unmistakable. Armed with $25 million in medical research, Pom Wonderful embarked on an aggressive advertising blitz, promoting its product's "clinically proven" antioxidant powers, along with heart and prostate health benefits. Some major brands have taken their cue, boosting product sales by playing up the antioxidant and superfruit angles in their marketing. For example, a recent campaign from Welch's Concord Grape Juice attempts to explain the benefits of polyphenols to mainstream consumers. According to Brandweek, the strategy has paid off, with a 4% increase in sales, which followed four consecutive years of decline.
Ron Martin, vice president of sales and marketing, Polyphenolics, a division of Constellation Wines U.S., Sun Lakes, AZ, said it's no surprise that several major companies are turning a profit thanks to the buzz surrounding superfruits, which have saturated all market channels. Coca-Cola's Minute Maid brand has been very successful at pushing its pomegranate juice blends by highlighting antioxidant content, he noted. "The big guys are looking at this as a category they can grow. You need a product that tastes good and can offer deliverables, such as omega 3s. And if consumers see it at a relatively close price point compared to other products, they'll try it."
Nichole DeBlock, director of marketing and product development, Nutraceuticals International, Elmwood Park, NJ, said messages from well-established brands seem to resonate with the public. "Consumers demand proof that these antioxidants actually work, and often gain confidence once they hear and view ads from large, well known companies. Seeing and hearing big companies promoting antioxidants make consumers feel more secure about purchases."
For example, Plano, TX-based Dr Pepper Snapple Group has been very active in the antioxidant market lately, unveiling its latest product, Cherry 7UP Antioxidant, which contains 10% of the recommended daily value (DV) for vitamin E per serving. The company has also received recognition for its Canada Dry Green Tea Ginger Ale, which claims to contain 200 mg of antioxidants from green tea and vitamin C per 8-oz. serving.
The superfruit category encompasses any fruit that delivers a high or unique concentration of a specific nutrient or phytochemical, according to Encore Fruit Marketing's Mr. Kaiser. "More research is being done on existing and new fruits to discover compounds that are suspected or known to be beneficial," he said. "Many top food and beverage companies in the U.S. are starting to use these ingredients, and some are conducting their own GRAS [Generally Recognized as Safe] self-determinations on new fruits they want to bring to market in a retail product."
The list of both mainstream and emerging superfruits has become almost unwieldy. Alongside the more established pomegranate, blueberry, cranberry, raspberry, acai, goji, noni, mangosteen and grape seed extract, many others are also making a name for themselves, including acerola, black currant, bilberry, maqui berry, lingonberry, yumberry and baobab-to name a few.
So if pomegranate set the stage, who will be among the most recognizable and successful cast of characters in the future? And perhaps more importantly, how can they gain the spotlight?
According to Mr. Kaiser, retailers and consumers will continue to look for novel, more potent, more exotic products. "We get bored with our foods, beverages and pills, and as a nation we like to try new things, especially if we perceive more benefits than our current consumption delivers."
Right now goji berry is getting the most attention for new product development, he said. But ingredients that offer multiple antioxidant benefits have enhanced selling potential. "If you really dig into the research on seabuckthorn," he noted, "you can clearly see that it is a true superfruit, with multiple layers of benefits. A lot of fruits like acerola can deliver natural vitamin C. So why not go with a fruit like seabuckthorn that delivers high contents of vitamin C, omega 3, 6 and 9 oils, vitamin E and a host of other powerful antioxidants? Compounded benefits make the delivery systems easier to sell in the retail trade."
Steve Siegel, vice president, Ecuadorian Rainforest, LLC, Belleville, NJ, predicts maqui berry will reach a popularity level close to that of acai. Maqui berry (Aristotelia chilensis), otherwise known as Chilean Wineberry, is native to the Patagonia region of Argentina and Chile. A recent study from the University Catolica de Chile showed that maqui berry scored better for total free-radical-trapping potential and antioxidant reactivity through in vitro antioxidant capacity tests, when compared to other commercial berries, he said. Another study from the Universidad de Salamanca, Salamanca Spain showed high anthocyanin content and the presence of polar polyglycosylated derivatives.
Anthocyanins give many red, purple and blue fruits and vegetables their color, and researchers have been studying this class of polyphenolic antioxidants-looking specifically at brain function, dementia and aging-to uncover specific receptor sites in the brain, according to Ron Udell, president and CEO, OptiPure, Los Angeles, CA.
"A new raw material offering from OptiPure is blackcurrant powder from New Zealand," he added. "Great care has been taken in New Zealand to research and develop varieties of blackcurrant with improved nutritional properties. As a result, blackcurrant grown in New Zealand has some of the highest anthocyanin levels found in the world."
Alongside anthocyanins, carotenoids represent one of the most widespread groups of naturally occurring pigments, and are largely responsible for the red, yellow and orange color of fruits and vegetables. Lycopene, beta-carotene, lutein, zeaxanthin and astaxanthin are among the most abundant, and their well-established position in the antioxidant category remains healthy.
Turning to other unique fruits, Sabinsa Corporation, Piscataway, NJ, recently launched Saberry, a natural extract from Emblica officinalis (Amla), a superfruit from the Ayurvedic tradition. "Amla (Indian gooseberry) is pickled and preserved for its health food benefits, and used in the Ayurvedic tradition as a 'rasayana,' or tonic, in multiple compositions to support health and wellness," said Shaheen Majeed, global marketing director with Sabinsa. "Conventionally, Amla extracts used in dietary supplements were standardized using ascorbic acid as the biomarker. However, recent research has revealed the fact that Amla does not contain ascorbic acid in consistent amounts, and sometimes only in trace quantities, rendering its validity as a biomarker questionable. Saberry is the result of efforts to prepare an authenticated Amla extract, standardized using a valid biomarker, beta-glucogallin. In-house studies revealed that beta-glucogallin is a more powerful antioxidant molecule, as compared to ascorbic acid."
Antioxidants derived specifically from berries have been touted as having especially high potency. Pterostilbene, a naturally occurring polyphenol that belongs to the group stilbenoids, is chemically related to resveratrol, a potent antioxidant found in red grapes, with clinical evidence supporting its ability to maintain heart health.
Found in several berries, including blueberries, grapes and deerberry, recent studies have shown that pterostilbene possesses anti-hyperlipidimic properties-reducing low-density lipoprotein (LDL) cholesterol and increasing high-density lipoprotein (HDL) cholesterol, according to G V Subba Raju, PhD, director of nutraceutical research, Aptuit Laurus, Shameerpet, Hyderabad, India. Research also indicates that it can lower the blood glucose levels in treptozotocin-induced hyperglycemic rats, he added.
Despite all the hype surrounding the newest fruits from foreign lands, some of the most recognized, trusted and popular fruits containing antioxidant compounds, including cranberry and blueberry, still have solid standing in today's market due to their familiarity and efficacy.
"As new research is introduced on the goodness of blueberries, popularity continues to expand," said Thomas Payne, industry specialist representing the U.S. Highbush Blueberry Council. "Health is a best-seller and blueberries are practically synonymous with healthy, delicious eating."
In his book Fourteen Foods That Will Change Your Life-Superfoods RX, Dr. Steven Pratt calls blueberries "Brainberries," referencing animal studies in which researchers suggest blueberries help protect the brain from oxidative stress and may reduce the effects of age-related conditions.
More specifically, several of these animal studies have suggested that blueberries have powerful effects on cognition and memory. For example, Dr. James Joseph and colleagues at Tufts University found that mice with Alzheimer's disease-like symptoms that were fed blueberry supplemented diets (2% of the control diet) over a 12 to 14 month period showed less cognitive impairment than similar mice fed the control diet.
"Although the precise mechanisms by which these plant-derived molecules affect the brain are unknown, it is believed that they exert their effects on learning and memory by enhancing existing neuronal (brain cell) connections, improving cellular communications and stimulating neuronal regeneration," Mr. Payne said, citing recent research. "The enhancement of both short-term and long-term memory is controlled at the molecular level in neurons."
So, could human supplementation of blueberries really help overcome genetic predispositions to Alzheimer's disease? "That is the one million dollar question," Mr. Payne said, "and while scientists will not know for sure until human testing can be done, exciting research findings using laboratory animals continues to come in."
Antioxidant defense as it relates to cognition has been the subject of several recent studies. For example, Spanish researchers concluded that antioxidants could benefit people suffering from Huntington's Disease (HD)-a neurological disorder characterized by involuntary movement, cognitive disturbance and dementia-after comparing protein levels in brain samples obtained post mortem from people affected by HD, and control patients, who died from unrelated causes.
Brain tissue of people suffering from HD had elevated levels of proteins that eliminate reactive oxygen species (ROS), or free radicals, as measured via bidimensional electrophoresis techniques. In normal conditions, the balance between ROS generation and antioxidant systems allows cells to function properly. However, during oxidative stress, ROS generation exceeds cell defense capacity.
Researchers concluded that therapeutic strategies based on boosting antioxidant defense or preventing the formation of ROS could help halt or slow the progression of HD.
According to Michael McBurney, PhD, FACN, DSM Nutritional Products, Parsippany, NJ, emerging research is also evaluating the effect of oxidative stress arising from metabolic events after eating. "While oxidative stress is usually associated with proatherogenic and pro-inflammatory events leading to chronic diseases, memory impairment is observed in adults with type 2 diabetes-with greater deficits after meal ingestion," he said. "Dr. Carol Greenwood and associates, at the University of Toronto, recently reported that the consumption of 1000 mg vitamin C and 800 IU vitamin E with a high-fat meal minimized meal-induced memory impairment in adults with type 2 diabetes mellitus, suggesting oxidative stress as a potential contributor to meal-induced memory deficits. This is an exciting field of research deserving of greater evaluation."
Alongside brain-boosting blueberries, cranberry has become a trusted antioxidant source that has profited from clinically validated health benefits. "We are heavily invested in the efficacy of cranberry," said Dean Mosca, president, Proprietary Nutritionals Inc. (PNI), Kearny, NJ. "Our Cran-Max, the signature berry antioxidant in our newly expanded BerryMax line, has one of the most compelling portfolios of science demonstrating its profound efficacy in bladder and urinary tract health, and we are fully committed to this particular category standout." According to Mr. Mosca, research supports the effectiveness of Cran-Max in preventing recurrence of urinary tract infections when compared to top antibiotic drugs.
In such a competitive market, antioxidants with this kind of condition-specific benefit have added appeal to consumers. "There are so many antioxidants and so many new entries on the market that we need to differentiate our products," said Brian Stagg, new business development, North America, Diana Naturals, Valley Cottage, NY. "Condition-specific ingredients correspond to consumer needs and can help them naturally support their health. For example, our CranPure high potency cranberry extract is a high antioxidant product, but it has been successful because it is condition-specific for urinary tract health."
If superfruits represent the flashy and hip antioxidant source, then vegetables are the strong and silent type. But according to VDF/Futureceuticals' Mr. Pond, vegetables are gaining more recognition these days.
"Vegetables do not typically test anywhere near as high as fruits in ORAC (Oxygen Radical Absorbance Capacity) assays," he noted. "However, they are powerful stimulators of our endogenous antioxidant system and are critical components to sound nutrition and prevention. Phytonutrients such as sulforaphane, found in cruciferous vegetables and sprouts, are strong stimulators of phase 2 proteins and our endogenous antioxidant system."
Diana Naturals' Mr. Stagg, agreed, saying that as the industry evolves, "We are looking at a 'superveg' trend, which is emerging with ingredients such as broccoli, bell peppers and purple carrots."
Some product developers have attempted to pull from the best of both worlds, introducing new fruit and vegetable juice blends. "There are many key vegetable ingredients in processed form that can help deliver important nutrients and antioxidants in a format that appeals to consumer tastes," said Encore Fruit Marketing's Mr. Kaiser. "While the drivers for the vegetable portions are focused more on acceptable taste, low cost and name recognition (carrot or tomato), there is a good opportunity for product developers to incorporate vegetable ingredients that truly deliver somewhat unique phytochemicals. But the flavor masking requires some work."
As traditional supplement formats have given ground to functional food and beverage formulas, and as more consumers understand they can obtain antioxidants from a healthy diet rich in fruits and vegetables, application has started driving demand.
"Shoppers that used to buy large amounts of antioxidant powders, capsules or ready made drinks can now find foods and beverages enriched with antioxidants," said Ellen Delisle, technical sales manager, Cosmetic Sales, Bio-Botanica, Inc., Hauppauge, NY. "The amount of antioxidant-rich products has been increasing in foods, beverages and personal care."
Using natural antioxidants as nutricosmetics, or cosmeceuticals, to improve skin health and appearance has developed as a popular trend. "The cosmetic industry now boasts antioxidants in their formulas for face, body and hair care products, making anti-wrinkle claims and touting their benefits in fighting sun damage," said Optipure's Mr. Udell. According to NMI data, the average antioxidant user is 50 years old, and so demand for antioxidants that can stave off the natural effects of aging will likely continue to advance.
Over the lifespan, the human body fails to produce certain natural compounds that are critical to healthy cells. For this reason, CoQ10 has emerged among the most popular and fastest growing supplements in the U.S.
"Many associate CoQ10 with energy due to its role in cellular respiration," said Steve Holtby, president and CEO, Soft Gel Technologies, Inc., Los Angeles, CA. "However, in order for CoQ10 to perform its function, the nutrient must first be converted into ubiquinol, its active antioxidant form. Ubiquinol is an important nutrient that should be seriously considered for optimum health, longevity and vitality. While most young and healthy people are able to efficiently metabolize CoQ10 (ubiquinone) and convert it to ubiquinol, aging and certain disease states decrease the body's production of CoQ10, as well as its ability to convert the substance."
Soft Gel's CoQH-CF, which contains Kaneka QH, provides a stabilized and protected form of ubiquinol, he added. "CoQH-CF specifically addresses the needs of the 40+ age group and those suffering from various diseases and symptoms of lifestyle related conditions, such as fatigue, stress and lack of stamina or energy. It is especially important for individuals with conditions of extreme oxidative stress, including diabetics and those with liver disease."
In addition to CoQ10, resveratrol has become a notable antioxidant-especially among Baby Boomers looking for anti-aging benefits. "Resveratrol is rapidly becoming a buzz word in the health food industry, and is being highly touted for its anti-aging effects, including antioxidant, anti-inflammatory and anti-microbial properties," said Ms. Delisle.
She also said there has been growing interest in muscadine grapes (Vitis rotundifolia), which are grown throughout the southeastern U.S., as research suggests potent antioxidant properties. Muscadine-derived wine provides five times more resveratrol than some ordinary red wines (more than 40 mg/L compared to between 0.2 and 5.8 mg/L), she added.
Grapes have proven a powerful seller among consumers. Antoine Dauby, group marketing manager, Naturex, South Hackensack, NJ, said clinically tested and trademarked plant extracts standardized to specific active compounds are in high demand. "For instance, Powergrape, our branded ingredient for both energy and anti-aging food applications, offers a unique concept supported by clinical trials," he said. "Powergrape has been proven to improve performance and recovery capacity by dramatically improving the antioxidant status of supplemented athletes."
Polyphenolics' Mr. Martin said his company's MegaNatural-BP grape seed extract has also demonstrated significant growth, as it supports healthy blood pressure already within the normal range and also helps protect serum components against oxidation.
Among other phytonutrient antioxidants with increasing popularity, Sabinsa's Mr. Majeed said his company's branded and patented Curcumin C3 Complex has relied on numerous clinical studies that demonstrate potential in preventing inflammation and age-related conditions. "At the fundamental level, phytonutrients such as quercetin and curcumin have been shown to up-regulate antioxidant gene expression in animal models," he said.
Antioxidants are not as compelling unless their activity offers proven health benefits through clinical trials, according to Victor Ferrari, CEO Horphag Research, (exclusive worldwide supplier of Pycnogenol French maritime pine bark extract). "Pycnogenol is therefore the 'Clinically Evidence Based Antioxidant,'" he said. "It has more than 40 years of research and 220 scientific publications to support its versatile health benefits. Consumers are not satisfied with a generic antioxidant benefit, but need verifiable data in order to relate to proven health benefits."
Frank Assumma, director of marketing, Natural Health Science, agreed, saying that while antioxidants have gained shelf space, they only last if they have clinical evidence to support them. A good example is Danone removing Essensis from the market, he noted. "Essensis was an 'inside/out' beauty product that contained green tea-derived antioxidants. One of the many reasons for its failure was a lack of clinical research on green tea driven clinical research on skin care."
While predicting the future is a risky business, it is clear that ingredients and finished products relying on general health claims are finding difficulties right now, he added, while those backed by clinical research are doing well.
"I believe that as the future of antioxidants unfolds this will continue to hold true," said Mr. Assumma. "A new ingredient or product may have initial success because antioxidants are becoming more well known. The uncertainty surrounding the economy will take its toll however. People with less money to spend want clear-cut answers. They want to know that they should take something for a reason and they are demanding good answers before they buy. Without good clinical research to back up your product, consumers will be wary."
Educating the public about the science behind antioxidants has been a tough task, as it requires an understanding of cellular biochemistry and physiology that is extremely complex, said Soft Gel Technologies' Mr. Holtby. "Marketers have simply touted that antioxidants help protect the body against oxidative damage caused by free radicals," he said. "Properly promoting these key nutrients requires taking scientific evidence and presenting it to the consumer in a simple, understandable manner."
As consumers gain more understanding, they also become more selective in their purchases, said Mr. Dauby of Naturex. "More and more, the end producers will have to communicate the targeted benefits, the active compound content, and the proven efficacy, instead of simply labeling the products 'antioxidants.' Antioxidants are linked to several possible health benefits. This provides a number of directions for food marketers to take, including cardiovascular health, immune support and skin health."
Charles DePrince, president, Fuji Health Science, agreed, saying product differentiation is the driving force for research into condition-specific health benefits. "Consumers are looking to relieve any and all conditions with antioxidant use that may benefit their health. Conditions must be studied to understand and substantiate what specific benefits can be expected."
He offered astaxanthin as another example of an antioxidant validated by a significant body of clinical evidence. "Fuji Chemical Industry, makers of AstaReal astaxanthin has sponsored a tremendous amount of research over the past 10 years to investigate the potential benefits of astaxanthin in such areas as cardiovascular/hypertension, gastric, skin, muscle endurance, fat reduction, diabetes, asthenopia (eye fatigue), inflammation, nephropathy, immunomodulation and fertility," he said. "Through its ability to neutralize the effects of active oxygen it interrupts that cascading process of cell damage on the way to ill health."
According to NMI data, the top health and medical conditions antioxidant users say they are managing or treating include the need to lose weight, for appearance (47%) or health reasons (38%), concentration problems (38%) lactose intolerance (33%), seasonal allergies (32%), immune problems (31%) and anxiety (30%).
Antioxidant users also exhibit extremely high usage of other supplement products, said NMI's Mr. Stephens. For example, 45% take omega 3s compared to just 9% of non-users and 33% take fiber supplements versus 8% of non-users. Immune support, joint health and heart health supplements were also significantly higher for antioxidant users.
Karen Todd, RD, CISSN, CSCS, director of marketing, Kyowa Hakko USA, New York, NY, said a specific and simple strategy works best in marketing antioxidants. "A good example is Setria, Kyowa Hakko's premium form of glutathione. Kyowa's positioning of Setria as 'The Morning Antioxidant' makes perfect sense. Glutathione levels are lowest in the morning, when oxidative stress is at its highest. So supplementing with Setria first thing in the morning is a natural fit. Setria glutathione has three main positions: as a powerful antioxidant, as a detoxifier for pollutants, carcinogens and heavy metals, and as an immune supporter helping recycle vitamins E and C.
While finding the capital to invest in scientific research may seem especially burdensome in today's economic environment, conducting clinical studies could pay dividends, according to experts. "For long-term success in the marketplace to occur, research needs to demonstrate direct health and wellness benefits," said Matt Phillips, president, Cyvex Nutrition, Irvine, CA. "As the industry continues to invest in developing research, the market for these ingredients will continue to increase in attractiveness."
However, debate continues to surround what constitutes a valid measurement of antioxidant activity. "In the past, ORAC value has been the most frequently cited scientific backing for an antioxidant product," said RFI Ingredient's Mr. Wuagneux. "However, ORAC value has become a never-ending race to claim the highest value. ORAC is only one piece of the whole antioxidant puzzle and there are new, biologically relevant assays that can help further describe this puzzle."
RFI recently completed studies involving its OxyPhyte product line to confirm bioavailability and antioxidant potency at the cellular level using the CAP-e (Cell-based Antioxidant Protection in Erythrocytes) assay.
Some scientific experts have come down very hard on current testing methods. Paul Gross, PhD, a consultant for developers of berry and superfruit products who has 25 years of experience in physiological research and scientific publishing, said "ORAC is physiologically meaningless; it is strictly a test tube phenomenon."
Dr. Gross, who has authored a book about superfruits for consumers-published by McGraw-Hill and scheduled for release in the fall of 2009-discussed the current state of antioxidant research. "There is no sufficient scientific evidence to confirm that plant-derived polyphenols have important antioxidant effects in vivo. Adequate physiological models for antioxidant activity of polyphenols do not exist. There has been no significant research progress on this topic, and no significant advancement in the physiology of polyphenols as antioxidants can occur until this is solved."
Peter Jones, PhD, professor of nutrition and food science, Richardson Centre at the University of Manitoba, Winnipeg, Canada, said "biochemical systems work at a variety of levels or strata when it comes to maintaining optimal oxidative status. ORAC won't pick up all those levels. I think people realize not all antioxidants are treated equally when it comes to optimizing oxidative status, or when it comes to working within the variety of levels that exist within human cells. Antioxidants don't function equivalently because they penetrate different levels of biochemical systems."
Researchers, then, will continue to identify specific dietary ingredients in order to evaluate potential impact on targeted health conditions, said Leah Gillingham, graduate student at the University of Manitoba. "We're interested in what is being used in traditional contexts, such as exotic vegetables and gourds, prebiotics and inulin fibers, and Chinese herbals. There's a tremendous amount of value in seeing what's been used anecdotally."
VDF/Futureceuticals' Mr. Pond said that ORAC remains a key assay in determining the scavenging power of antioxidants-even though it does not prove efficacy by itself and fails to indicate bioavailability-as it has been a key factor in the growth of important health ingredients such as fruits and teas that contain high catechin levels. "New research determining the functionality of products in vivo is emerging and will be critical to formulators trying to develop condition-specific antioxidant products."
FutureCeuticals has embarked on such an effort with a program called TargeTest, which intends to evaluate bioavailability and specific bioactivity of antioxidants in vivo. "We feel that antioxidants play a key role in down regulation of silent inflammation," said Mr. Pond. "Our research has shown that specific antioxidants have a targeted influence on enzymes that reside in the blood, and that inhibition or activation of these enzymes can potentially modulate inflammation. There is widespread acceptance that silent inflammation often precedes tangible symptoms of disease."
Balz Frei, PhD, director and endowed chair of the Linus Pauling Institute, Oregon State University, said controversy continues to brew over exactly how antioxidants work in the human body and if they can actually make a significant contribution to natural defense networks. "Do they have health benefits? Yes, but through targeted mechanisms. Recent interest has focused on cell signaling pathways and DNA conscription factors."
Ultimately, antioxidants can't be pinned to one mechanism of action, he said. Biology is more complicated than that. "One emerging realization is that inflammation plays a role in many chronic diseases," he added. "Neurodegenerative diseases certainly have an inflammatory component. There is much interest in investigating anti-inflammatory effects of flavonoids. It could be that future health claims could focus more on this aspect, which better reflects biological activity and is more relevant to human disease prevention."
Overall, researchers concede that it could take more than a decade before human clinical trials confirm antioxidants as physiological nutrients with specific effects on organ tissue, which will substantiate health claims.
Meanwhile, consumers will continue to crave these compounds, in a variety of forms and applications. Supplying such demand will be in the hands of the innovators who can grow the category, in spite of the obstacles that exist today.
"Consumers are starting to accept that antioxidants and products with immune enhancing benefits are good for general health," said Greg Stephens, vice president of strategic consulting, Natural Marketing Institute (NMI), Harleysville, PA. "Mainstream consumers understand that now. They don't want to wait and deal with each ailment, so they are being more proactive to deal with health before it becomes a problem."
According to Greg Kaiser, president, Encore Fruit Marketing, San Dimas, CA, awareness of antioxidant benefits pervades the entire spectrum of consumers. "Certainly the Baby Boomer category is one of the most affluent and well educated in our history, and they are willing to spend the dollars on health maintenance and improvement through nutrient enhanced foods," he said. Younger people-and more generally, those trying to sustain a healthy, energetic lifestyle-are also buying into the antioxidant market.
Hartley Pond, vice president, technical sales, Van Drunen Farms/FutureCeuticals, Momence, IL, said the level of consumer awareness regarding antioxidants has also grown in sophistication over the last few years. "More and more consumers know where antioxidants come from in nature, and they also know the association of specific antioxidants to health conditions," he said. "This growing understanding has driven sales in supplements, foods and particularly beverages."
In 2007, antioxidant sales continued to grow by about 6% overall, reaching more than $3 billion, according to estimates from Nutrition Business Journal (NBJ), Boulder, CO. The most significant growth has been in the non-vitamin antioxidant category, which saw an 11% sales increase. The biggest standouts in this segment have been antioxidants from fruits and vegetables, which witnessed an impressive 21% upswing.
While the top five selling antioxidants in 2007 remained the same as the previous year, CoQ10 advanced to the second spot overall, surpassing vitamin E. In terms of U.S. sales (and growth for 2007), the top five were: vitamin C, $884 million (2% growth); CoQ10, $413 million (8% growth); vitamin E, $391 million (-4% growth); vitamin A/ beta-carotene, $315 million (9% growth); and noni juice, $277 million (8% growth). Plant oils ($253 million), mangosteen juice ($191 million), green tea extract ($139 million), goji juice ($98 million) and cranberry ($76 million) rounded out the top 10.
"Traditional antioxidant products like vitamins E and C, as well as selenium, had negative growth or barely single-digit growth," said Jeff Wuagneux, president and CEO, RFI Ingredients, Blauvelt, NY, "probably because the media continues to report bad news about them. There have been some recent studies on vitamins that have not backed antioxidant protection. A meta-analysis published in 2005, for instance, showed high doses of vitamin E are potentially harmful, and as a result sales have declined."
According to Mr. Stephens, as traditional antioxidants continue to lose their luster, some relative newcomers are seizing the opportunity left behind. "There hasn't been a lot of new science on traditional antioxidant supplements, and consumers are looking for what's new, hot and exciting," he said.
For example, while sales for selenium and soy isoflavones are down, 3% and 11%, respectively, goji juice jumped into the top 10 selling antioxidants for the first time, demonstrating explosive sales growth of 51%. Likewise, acai sales have grown 83%, according to NBJ.
Super (Trendy) Fruits
Goji berry and acai exemplify one of the most sweeping trends to impact the antioxidant market in recent years: the public's romance with exotic superfruits. Following the highly successful marketing campaign of Pom Wonderful, which brought in $165 million in sales in 2007, pomegranate products have popped up everywhere, and the door has flown open for novel, antioxidant-packed fruits.
Rodger Jonas, national business development manager, PL Thomas, Morristown, NJ, said precedence for the public's superfruit obsession was established even before pomegranate came on the scene. "Remember, banana was once considered a rare tropical fruit," he said. "Familiarity has resulted in greater demand, and the cache of having more impact than just flavor is a major benefit. Consumers want good flavor associated with nutrition."
Pomegranate's impact has been unmistakable. Armed with $25 million in medical research, Pom Wonderful embarked on an aggressive advertising blitz, promoting its product's "clinically proven" antioxidant powers, along with heart and prostate health benefits. Some major brands have taken their cue, boosting product sales by playing up the antioxidant and superfruit angles in their marketing. For example, a recent campaign from Welch's Concord Grape Juice attempts to explain the benefits of polyphenols to mainstream consumers. According to Brandweek, the strategy has paid off, with a 4% increase in sales, which followed four consecutive years of decline.
Ron Martin, vice president of sales and marketing, Polyphenolics, a division of Constellation Wines U.S., Sun Lakes, AZ, said it's no surprise that several major companies are turning a profit thanks to the buzz surrounding superfruits, which have saturated all market channels. Coca-Cola's Minute Maid brand has been very successful at pushing its pomegranate juice blends by highlighting antioxidant content, he noted. "The big guys are looking at this as a category they can grow. You need a product that tastes good and can offer deliverables, such as omega 3s. And if consumers see it at a relatively close price point compared to other products, they'll try it."
Nichole DeBlock, director of marketing and product development, Nutraceuticals International, Elmwood Park, NJ, said messages from well-established brands seem to resonate with the public. "Consumers demand proof that these antioxidants actually work, and often gain confidence once they hear and view ads from large, well known companies. Seeing and hearing big companies promoting antioxidants make consumers feel more secure about purchases."
For example, Plano, TX-based Dr Pepper Snapple Group has been very active in the antioxidant market lately, unveiling its latest product, Cherry 7UP Antioxidant, which contains 10% of the recommended daily value (DV) for vitamin E per serving. The company has also received recognition for its Canada Dry Green Tea Ginger Ale, which claims to contain 200 mg of antioxidants from green tea and vitamin C per 8-oz. serving.
The Next Generation
The superfruit category encompasses any fruit that delivers a high or unique concentration of a specific nutrient or phytochemical, according to Encore Fruit Marketing's Mr. Kaiser. "More research is being done on existing and new fruits to discover compounds that are suspected or known to be beneficial," he said. "Many top food and beverage companies in the U.S. are starting to use these ingredients, and some are conducting their own GRAS [Generally Recognized as Safe] self-determinations on new fruits they want to bring to market in a retail product."
The list of both mainstream and emerging superfruits has become almost unwieldy. Alongside the more established pomegranate, blueberry, cranberry, raspberry, acai, goji, noni, mangosteen and grape seed extract, many others are also making a name for themselves, including acerola, black currant, bilberry, maqui berry, lingonberry, yumberry and baobab-to name a few.
So if pomegranate set the stage, who will be among the most recognizable and successful cast of characters in the future? And perhaps more importantly, how can they gain the spotlight?
According to Mr. Kaiser, retailers and consumers will continue to look for novel, more potent, more exotic products. "We get bored with our foods, beverages and pills, and as a nation we like to try new things, especially if we perceive more benefits than our current consumption delivers."
Right now goji berry is getting the most attention for new product development, he said. But ingredients that offer multiple antioxidant benefits have enhanced selling potential. "If you really dig into the research on seabuckthorn," he noted, "you can clearly see that it is a true superfruit, with multiple layers of benefits. A lot of fruits like acerola can deliver natural vitamin C. So why not go with a fruit like seabuckthorn that delivers high contents of vitamin C, omega 3, 6 and 9 oils, vitamin E and a host of other powerful antioxidants? Compounded benefits make the delivery systems easier to sell in the retail trade."
Steve Siegel, vice president, Ecuadorian Rainforest, LLC, Belleville, NJ, predicts maqui berry will reach a popularity level close to that of acai. Maqui berry (Aristotelia chilensis), otherwise known as Chilean Wineberry, is native to the Patagonia region of Argentina and Chile. A recent study from the University Catolica de Chile showed that maqui berry scored better for total free-radical-trapping potential and antioxidant reactivity through in vitro antioxidant capacity tests, when compared to other commercial berries, he said. Another study from the Universidad de Salamanca, Salamanca Spain showed high anthocyanin content and the presence of polar polyglycosylated derivatives.
Anthocyanins give many red, purple and blue fruits and vegetables their color, and researchers have been studying this class of polyphenolic antioxidants-looking specifically at brain function, dementia and aging-to uncover specific receptor sites in the brain, according to Ron Udell, president and CEO, OptiPure, Los Angeles, CA.
"A new raw material offering from OptiPure is blackcurrant powder from New Zealand," he added. "Great care has been taken in New Zealand to research and develop varieties of blackcurrant with improved nutritional properties. As a result, blackcurrant grown in New Zealand has some of the highest anthocyanin levels found in the world."
Alongside anthocyanins, carotenoids represent one of the most widespread groups of naturally occurring pigments, and are largely responsible for the red, yellow and orange color of fruits and vegetables. Lycopene, beta-carotene, lutein, zeaxanthin and astaxanthin are among the most abundant, and their well-established position in the antioxidant category remains healthy.
Turning to other unique fruits, Sabinsa Corporation, Piscataway, NJ, recently launched Saberry, a natural extract from Emblica officinalis (Amla), a superfruit from the Ayurvedic tradition. "Amla (Indian gooseberry) is pickled and preserved for its health food benefits, and used in the Ayurvedic tradition as a 'rasayana,' or tonic, in multiple compositions to support health and wellness," said Shaheen Majeed, global marketing director with Sabinsa. "Conventionally, Amla extracts used in dietary supplements were standardized using ascorbic acid as the biomarker. However, recent research has revealed the fact that Amla does not contain ascorbic acid in consistent amounts, and sometimes only in trace quantities, rendering its validity as a biomarker questionable. Saberry is the result of efforts to prepare an authenticated Amla extract, standardized using a valid biomarker, beta-glucogallin. In-house studies revealed that beta-glucogallin is a more powerful antioxidant molecule, as compared to ascorbic acid."
Antioxidants derived specifically from berries have been touted as having especially high potency. Pterostilbene, a naturally occurring polyphenol that belongs to the group stilbenoids, is chemically related to resveratrol, a potent antioxidant found in red grapes, with clinical evidence supporting its ability to maintain heart health.
Found in several berries, including blueberries, grapes and deerberry, recent studies have shown that pterostilbene possesses anti-hyperlipidimic properties-reducing low-density lipoprotein (LDL) cholesterol and increasing high-density lipoprotein (HDL) cholesterol, according to G V Subba Raju, PhD, director of nutraceutical research, Aptuit Laurus, Shameerpet, Hyderabad, India. Research also indicates that it can lower the blood glucose levels in treptozotocin-induced hyperglycemic rats, he added.
Tried & Trusted
Despite all the hype surrounding the newest fruits from foreign lands, some of the most recognized, trusted and popular fruits containing antioxidant compounds, including cranberry and blueberry, still have solid standing in today's market due to their familiarity and efficacy.
"As new research is introduced on the goodness of blueberries, popularity continues to expand," said Thomas Payne, industry specialist representing the U.S. Highbush Blueberry Council. "Health is a best-seller and blueberries are practically synonymous with healthy, delicious eating."
In his book Fourteen Foods That Will Change Your Life-Superfoods RX, Dr. Steven Pratt calls blueberries "Brainberries," referencing animal studies in which researchers suggest blueberries help protect the brain from oxidative stress and may reduce the effects of age-related conditions.
More specifically, several of these animal studies have suggested that blueberries have powerful effects on cognition and memory. For example, Dr. James Joseph and colleagues at Tufts University found that mice with Alzheimer's disease-like symptoms that were fed blueberry supplemented diets (2% of the control diet) over a 12 to 14 month period showed less cognitive impairment than similar mice fed the control diet.
"Although the precise mechanisms by which these plant-derived molecules affect the brain are unknown, it is believed that they exert their effects on learning and memory by enhancing existing neuronal (brain cell) connections, improving cellular communications and stimulating neuronal regeneration," Mr. Payne said, citing recent research. "The enhancement of both short-term and long-term memory is controlled at the molecular level in neurons."
So, could human supplementation of blueberries really help overcome genetic predispositions to Alzheimer's disease? "That is the one million dollar question," Mr. Payne said, "and while scientists will not know for sure until human testing can be done, exciting research findings using laboratory animals continues to come in."
Antioxidant defense as it relates to cognition has been the subject of several recent studies. For example, Spanish researchers concluded that antioxidants could benefit people suffering from Huntington's Disease (HD)-a neurological disorder characterized by involuntary movement, cognitive disturbance and dementia-after comparing protein levels in brain samples obtained post mortem from people affected by HD, and control patients, who died from unrelated causes.
Brain tissue of people suffering from HD had elevated levels of proteins that eliminate reactive oxygen species (ROS), or free radicals, as measured via bidimensional electrophoresis techniques. In normal conditions, the balance between ROS generation and antioxidant systems allows cells to function properly. However, during oxidative stress, ROS generation exceeds cell defense capacity.
Researchers concluded that therapeutic strategies based on boosting antioxidant defense or preventing the formation of ROS could help halt or slow the progression of HD.
According to Michael McBurney, PhD, FACN, DSM Nutritional Products, Parsippany, NJ, emerging research is also evaluating the effect of oxidative stress arising from metabolic events after eating. "While oxidative stress is usually associated with proatherogenic and pro-inflammatory events leading to chronic diseases, memory impairment is observed in adults with type 2 diabetes-with greater deficits after meal ingestion," he said. "Dr. Carol Greenwood and associates, at the University of Toronto, recently reported that the consumption of 1000 mg vitamin C and 800 IU vitamin E with a high-fat meal minimized meal-induced memory impairment in adults with type 2 diabetes mellitus, suggesting oxidative stress as a potential contributor to meal-induced memory deficits. This is an exciting field of research deserving of greater evaluation."
Alongside brain-boosting blueberries, cranberry has become a trusted antioxidant source that has profited from clinically validated health benefits. "We are heavily invested in the efficacy of cranberry," said Dean Mosca, president, Proprietary Nutritionals Inc. (PNI), Kearny, NJ. "Our Cran-Max, the signature berry antioxidant in our newly expanded BerryMax line, has one of the most compelling portfolios of science demonstrating its profound efficacy in bladder and urinary tract health, and we are fully committed to this particular category standout." According to Mr. Mosca, research supports the effectiveness of Cran-Max in preventing recurrence of urinary tract infections when compared to top antibiotic drugs.
In such a competitive market, antioxidants with this kind of condition-specific benefit have added appeal to consumers. "There are so many antioxidants and so many new entries on the market that we need to differentiate our products," said Brian Stagg, new business development, North America, Diana Naturals, Valley Cottage, NY. "Condition-specific ingredients correspond to consumer needs and can help them naturally support their health. For example, our CranPure high potency cranberry extract is a high antioxidant product, but it has been successful because it is condition-specific for urinary tract health."
Setting the Table
If superfruits represent the flashy and hip antioxidant source, then vegetables are the strong and silent type. But according to VDF/Futureceuticals' Mr. Pond, vegetables are gaining more recognition these days.
"Vegetables do not typically test anywhere near as high as fruits in ORAC (Oxygen Radical Absorbance Capacity) assays," he noted. "However, they are powerful stimulators of our endogenous antioxidant system and are critical components to sound nutrition and prevention. Phytonutrients such as sulforaphane, found in cruciferous vegetables and sprouts, are strong stimulators of phase 2 proteins and our endogenous antioxidant system."
Diana Naturals' Mr. Stagg, agreed, saying that as the industry evolves, "We are looking at a 'superveg' trend, which is emerging with ingredients such as broccoli, bell peppers and purple carrots."
Some product developers have attempted to pull from the best of both worlds, introducing new fruit and vegetable juice blends. "There are many key vegetable ingredients in processed form that can help deliver important nutrients and antioxidants in a format that appeals to consumer tastes," said Encore Fruit Marketing's Mr. Kaiser. "While the drivers for the vegetable portions are focused more on acceptable taste, low cost and name recognition (carrot or tomato), there is a good opportunity for product developers to incorporate vegetable ingredients that truly deliver somewhat unique phytochemicals. But the flavor masking requires some work."
As traditional supplement formats have given ground to functional food and beverage formulas, and as more consumers understand they can obtain antioxidants from a healthy diet rich in fruits and vegetables, application has started driving demand.
"Shoppers that used to buy large amounts of antioxidant powders, capsules or ready made drinks can now find foods and beverages enriched with antioxidants," said Ellen Delisle, technical sales manager, Cosmetic Sales, Bio-Botanica, Inc., Hauppauge, NY. "The amount of antioxidant-rich products has been increasing in foods, beverages and personal care."
Using natural antioxidants as nutricosmetics, or cosmeceuticals, to improve skin health and appearance has developed as a popular trend. "The cosmetic industry now boasts antioxidants in their formulas for face, body and hair care products, making anti-wrinkle claims and touting their benefits in fighting sun damage," said Optipure's Mr. Udell. According to NMI data, the average antioxidant user is 50 years old, and so demand for antioxidants that can stave off the natural effects of aging will likely continue to advance.
Over the lifespan, the human body fails to produce certain natural compounds that are critical to healthy cells. For this reason, CoQ10 has emerged among the most popular and fastest growing supplements in the U.S.
"Many associate CoQ10 with energy due to its role in cellular respiration," said Steve Holtby, president and CEO, Soft Gel Technologies, Inc., Los Angeles, CA. "However, in order for CoQ10 to perform its function, the nutrient must first be converted into ubiquinol, its active antioxidant form. Ubiquinol is an important nutrient that should be seriously considered for optimum health, longevity and vitality. While most young and healthy people are able to efficiently metabolize CoQ10 (ubiquinone) and convert it to ubiquinol, aging and certain disease states decrease the body's production of CoQ10, as well as its ability to convert the substance."
Soft Gel's CoQH-CF, which contains Kaneka QH, provides a stabilized and protected form of ubiquinol, he added. "CoQH-CF specifically addresses the needs of the 40+ age group and those suffering from various diseases and symptoms of lifestyle related conditions, such as fatigue, stress and lack of stamina or energy. It is especially important for individuals with conditions of extreme oxidative stress, including diabetics and those with liver disease."
In addition to CoQ10, resveratrol has become a notable antioxidant-especially among Baby Boomers looking for anti-aging benefits. "Resveratrol is rapidly becoming a buzz word in the health food industry, and is being highly touted for its anti-aging effects, including antioxidant, anti-inflammatory and anti-microbial properties," said Ms. Delisle.
She also said there has been growing interest in muscadine grapes (Vitis rotundifolia), which are grown throughout the southeastern U.S., as research suggests potent antioxidant properties. Muscadine-derived wine provides five times more resveratrol than some ordinary red wines (more than 40 mg/L compared to between 0.2 and 5.8 mg/L), she added.
Grapes have proven a powerful seller among consumers. Antoine Dauby, group marketing manager, Naturex, South Hackensack, NJ, said clinically tested and trademarked plant extracts standardized to specific active compounds are in high demand. "For instance, Powergrape, our branded ingredient for both energy and anti-aging food applications, offers a unique concept supported by clinical trials," he said. "Powergrape has been proven to improve performance and recovery capacity by dramatically improving the antioxidant status of supplemented athletes."
Polyphenolics' Mr. Martin said his company's MegaNatural-BP grape seed extract has also demonstrated significant growth, as it supports healthy blood pressure already within the normal range and also helps protect serum components against oxidation.
Among other phytonutrient antioxidants with increasing popularity, Sabinsa's Mr. Majeed said his company's branded and patented Curcumin C3 Complex has relied on numerous clinical studies that demonstrate potential in preventing inflammation and age-related conditions. "At the fundamental level, phytonutrients such as quercetin and curcumin have been shown to up-regulate antioxidant gene expression in animal models," he said.
Marketing & Education
Antioxidants are not as compelling unless their activity offers proven health benefits through clinical trials, according to Victor Ferrari, CEO Horphag Research, (exclusive worldwide supplier of Pycnogenol French maritime pine bark extract). "Pycnogenol is therefore the 'Clinically Evidence Based Antioxidant,'" he said. "It has more than 40 years of research and 220 scientific publications to support its versatile health benefits. Consumers are not satisfied with a generic antioxidant benefit, but need verifiable data in order to relate to proven health benefits."
Frank Assumma, director of marketing, Natural Health Science, agreed, saying that while antioxidants have gained shelf space, they only last if they have clinical evidence to support them. A good example is Danone removing Essensis from the market, he noted. "Essensis was an 'inside/out' beauty product that contained green tea-derived antioxidants. One of the many reasons for its failure was a lack of clinical research on green tea driven clinical research on skin care."
While predicting the future is a risky business, it is clear that ingredients and finished products relying on general health claims are finding difficulties right now, he added, while those backed by clinical research are doing well.
"I believe that as the future of antioxidants unfolds this will continue to hold true," said Mr. Assumma. "A new ingredient or product may have initial success because antioxidants are becoming more well known. The uncertainty surrounding the economy will take its toll however. People with less money to spend want clear-cut answers. They want to know that they should take something for a reason and they are demanding good answers before they buy. Without good clinical research to back up your product, consumers will be wary."
Educating the public about the science behind antioxidants has been a tough task, as it requires an understanding of cellular biochemistry and physiology that is extremely complex, said Soft Gel Technologies' Mr. Holtby. "Marketers have simply touted that antioxidants help protect the body against oxidative damage caused by free radicals," he said. "Properly promoting these key nutrients requires taking scientific evidence and presenting it to the consumer in a simple, understandable manner."
As consumers gain more understanding, they also become more selective in their purchases, said Mr. Dauby of Naturex. "More and more, the end producers will have to communicate the targeted benefits, the active compound content, and the proven efficacy, instead of simply labeling the products 'antioxidants.' Antioxidants are linked to several possible health benefits. This provides a number of directions for food marketers to take, including cardiovascular health, immune support and skin health."
Charles DePrince, president, Fuji Health Science, agreed, saying product differentiation is the driving force for research into condition-specific health benefits. "Consumers are looking to relieve any and all conditions with antioxidant use that may benefit their health. Conditions must be studied to understand and substantiate what specific benefits can be expected."
He offered astaxanthin as another example of an antioxidant validated by a significant body of clinical evidence. "Fuji Chemical Industry, makers of AstaReal astaxanthin has sponsored a tremendous amount of research over the past 10 years to investigate the potential benefits of astaxanthin in such areas as cardiovascular/hypertension, gastric, skin, muscle endurance, fat reduction, diabetes, asthenopia (eye fatigue), inflammation, nephropathy, immunomodulation and fertility," he said. "Through its ability to neutralize the effects of active oxygen it interrupts that cascading process of cell damage on the way to ill health."
According to NMI data, the top health and medical conditions antioxidant users say they are managing or treating include the need to lose weight, for appearance (47%) or health reasons (38%), concentration problems (38%) lactose intolerance (33%), seasonal allergies (32%), immune problems (31%) and anxiety (30%).
Antioxidant users also exhibit extremely high usage of other supplement products, said NMI's Mr. Stephens. For example, 45% take omega 3s compared to just 9% of non-users and 33% take fiber supplements versus 8% of non-users. Immune support, joint health and heart health supplements were also significantly higher for antioxidant users.
Karen Todd, RD, CISSN, CSCS, director of marketing, Kyowa Hakko USA, New York, NY, said a specific and simple strategy works best in marketing antioxidants. "A good example is Setria, Kyowa Hakko's premium form of glutathione. Kyowa's positioning of Setria as 'The Morning Antioxidant' makes perfect sense. Glutathione levels are lowest in the morning, when oxidative stress is at its highest. So supplementing with Setria first thing in the morning is a natural fit. Setria glutathione has three main positions: as a powerful antioxidant, as a detoxifier for pollutants, carcinogens and heavy metals, and as an immune supporter helping recycle vitamins E and C.
Research & Beyond ORAC
While finding the capital to invest in scientific research may seem especially burdensome in today's economic environment, conducting clinical studies could pay dividends, according to experts. "For long-term success in the marketplace to occur, research needs to demonstrate direct health and wellness benefits," said Matt Phillips, president, Cyvex Nutrition, Irvine, CA. "As the industry continues to invest in developing research, the market for these ingredients will continue to increase in attractiveness."
However, debate continues to surround what constitutes a valid measurement of antioxidant activity. "In the past, ORAC value has been the most frequently cited scientific backing for an antioxidant product," said RFI Ingredient's Mr. Wuagneux. "However, ORAC value has become a never-ending race to claim the highest value. ORAC is only one piece of the whole antioxidant puzzle and there are new, biologically relevant assays that can help further describe this puzzle."
RFI recently completed studies involving its OxyPhyte product line to confirm bioavailability and antioxidant potency at the cellular level using the CAP-e (Cell-based Antioxidant Protection in Erythrocytes) assay.
Some scientific experts have come down very hard on current testing methods. Paul Gross, PhD, a consultant for developers of berry and superfruit products who has 25 years of experience in physiological research and scientific publishing, said "ORAC is physiologically meaningless; it is strictly a test tube phenomenon."
Dr. Gross, who has authored a book about superfruits for consumers-published by McGraw-Hill and scheduled for release in the fall of 2009-discussed the current state of antioxidant research. "There is no sufficient scientific evidence to confirm that plant-derived polyphenols have important antioxidant effects in vivo. Adequate physiological models for antioxidant activity of polyphenols do not exist. There has been no significant research progress on this topic, and no significant advancement in the physiology of polyphenols as antioxidants can occur until this is solved."
Peter Jones, PhD, professor of nutrition and food science, Richardson Centre at the University of Manitoba, Winnipeg, Canada, said "biochemical systems work at a variety of levels or strata when it comes to maintaining optimal oxidative status. ORAC won't pick up all those levels. I think people realize not all antioxidants are treated equally when it comes to optimizing oxidative status, or when it comes to working within the variety of levels that exist within human cells. Antioxidants don't function equivalently because they penetrate different levels of biochemical systems."
Researchers, then, will continue to identify specific dietary ingredients in order to evaluate potential impact on targeted health conditions, said Leah Gillingham, graduate student at the University of Manitoba. "We're interested in what is being used in traditional contexts, such as exotic vegetables and gourds, prebiotics and inulin fibers, and Chinese herbals. There's a tremendous amount of value in seeing what's been used anecdotally."
VDF/Futureceuticals' Mr. Pond said that ORAC remains a key assay in determining the scavenging power of antioxidants-even though it does not prove efficacy by itself and fails to indicate bioavailability-as it has been a key factor in the growth of important health ingredients such as fruits and teas that contain high catechin levels. "New research determining the functionality of products in vivo is emerging and will be critical to formulators trying to develop condition-specific antioxidant products."
FutureCeuticals has embarked on such an effort with a program called TargeTest, which intends to evaluate bioavailability and specific bioactivity of antioxidants in vivo. "We feel that antioxidants play a key role in down regulation of silent inflammation," said Mr. Pond. "Our research has shown that specific antioxidants have a targeted influence on enzymes that reside in the blood, and that inhibition or activation of these enzymes can potentially modulate inflammation. There is widespread acceptance that silent inflammation often precedes tangible symptoms of disease."
Balz Frei, PhD, director and endowed chair of the Linus Pauling Institute, Oregon State University, said controversy continues to brew over exactly how antioxidants work in the human body and if they can actually make a significant contribution to natural defense networks. "Do they have health benefits? Yes, but through targeted mechanisms. Recent interest has focused on cell signaling pathways and DNA conscription factors."
Ultimately, antioxidants can't be pinned to one mechanism of action, he said. Biology is more complicated than that. "One emerging realization is that inflammation plays a role in many chronic diseases," he added. "Neurodegenerative diseases certainly have an inflammatory component. There is much interest in investigating anti-inflammatory effects of flavonoids. It could be that future health claims could focus more on this aspect, which better reflects biological activity and is more relevant to human disease prevention."
Overall, researchers concede that it could take more than a decade before human clinical trials confirm antioxidants as physiological nutrients with specific effects on organ tissue, which will substantiate health claims.
Meanwhile, consumers will continue to crave these compounds, in a variety of forms and applications. Supplying such demand will be in the hands of the innovators who can grow the category, in spite of the obstacles that exist today.
