Antioxidants are found in a diversity of consumer packaged goods - from fruit
juices to deodorant - but reflect a metatrend whereby the link between dietary
supplements and actual diets is becoming ever stronger. American consumers
not only approach foods and beverages from a nutritional supplementation
perspective, but also have come to regard health and beauty products as
extensions of the foods they eat and the nutritional supplements they take.
What has emerged is a continuum of nutrient-positioned products extending from
whole foods into fortified/functional foods and through to nutritional
supplements and personal care products.
For this reason, Packaged Facts' Antioxidants Products in the U.S.: Foods,
Beverages, Supplements, and Personal Care sees tremendous growth potential for
antioxidant product marketers over the next ten years. Several drivers are
fueling this market, including consumers living longer than ever before, the
uncertain state of the healthcare system and of environmental protection, and
increased demands for vitality in a highly competitive job market. Moreover,
marketers and media of all stripes continue to educate consumers about the
anti-aging and immunity-boosting qualities of antioxidants - making
antioxidants a household word and helping to counteract barriers raised by the
complexity of the antioxidant health message, the lack of standards, and
somewhat stringent FDA guidance on nutrient content claims for antioxidant
foods and beverages.
Report Methodology
This Packaged Facts report examines the U.S. marketplace for antioxidant
consumer packaged products. While boundaries in this market are difficult to
draw, this report focuses on high-antioxidant or antioxidant-featuring food,
beverage, supplement, and personal care products (including cosmetics).
Antioxidants Products in the U.S is based on information gathered from
primary, secondary, and syndicated sources. Primary research involved on-site
study of how antioxidant products are sold through retail stores and marketed
across various platforms, consultation with industry sources, and a Packaged
Facts online consumer survey conducted in February-March 2012. Secondary
research involved the evaluation and comparison of data and information found
in financial, trade, government, and other sources, as well as company media.
Syndicated retail sales-tracking data from SymphonyIRI and national consumer
survey data from Experian Simmons are factored in to provide topline market
sales estimates and projections.
The Bottom Line: What Your Company Really Gets ...
Antioxidants Products in the U.S.: Foods, Beverages, Supplements, and Personal
Care paints the big picture of the antioxidant products market for
manufacturers, marketers, retailers, and industry analysts. Most importantly,
the report anchors antioxidant product potential in broader consumer packaged
goods market and societal contexts, as well as in the rapidly transforming
bricks-and-mortar and Internet retail scene. This perspective is supported by
data presented in clearly organized tables and charts.
If your company is an established player in the antioxidant products market,
this report will help keep your perspective up-to-date and make your product
and marketing plans progressive. If your company is newly targeting the
consumer of antioxidant products, this report helps provide a launching pad
for successful ventures.
Table of Contents
Table of Contents
Chapter 1: Executive Summary
Report Parameters
Classifications
Vitamins
Minerals
The Ultimate Antioxidant - Glutathione
The Antioxidant Miracle - Alpha-Lipoic Acid
The Miracle Nutrient - Coenzyme Q10
Bioflavonoids
Carotenoids
Hormones
How Antioxidant Content Is Measured
Antioxidant Levels in Foods and Ingredients
Whole Grains: Research Reveals More Antioxidant Value
Antioxidants in Consumer Packaged Goods (CPG)
FDA Guidance on Antioxidant Claims
The Overall Antioxidant Market
Market Reaches $65 Billion in 2011
Table 1-1: Current and Projected U.S. Retail Sales of Food, Beverage,
Supplement and Personal Care Products With Significant Antioxidant
Content: 2010-2011 vs. 2016 (in millions of dollars)
Packaged Facts Survey Shows 29% of Consumers Buying Grocery Products
That Promote Antioxidant Content
Antioxidant-Positioned Foods Category Expands in Wake of Recent Studies
In Beverage Category, RTD Teas, Coffees, Deliver Nutrition and Energy
Superantioxidant Supplements in High Demand
Personal Care Products Spurred by Recession
Patterns by Category for Antioxidant Product Claims
Table 1-2: New Product Introductions with Antioxidant Claims by
Product Category: 2007-2011
Consumer Demand for Antioxidant Groceries
Figure 1-1: Top Grocery Product Nutritional Claims, 2011 (percent)
The Antioxidant Game: Everyone In!
Close-Up on Antioxidant Foods
High-Antioxidant Packaged Foods Reach $45 Billion in Sales in 2011
Table 1-3: U.S. Retail Sales of Foods with Significant Antioxidant
Content: 2010 vs. 2011 (in millions of dollars)
Antioxidants and the Average American Supermarket
High Antioxidant Claims in New Food Products
McCormick and Healthy Spices
Antioxidants in Grains and Cereals
General Mills Is Dominant Presence in Antioxidant-Rich Cereals
Antioxidant Chocolate
Experimentation with Antioxidant Cheese
Close-Up on High-Antioxidant Beverages
Sales of Beverages with Antioxidant Claims Reach $12.2 Billion in 2011
Table 1-4: U.S. Retail Sales of Beverages with Antioxidant Claims or
Significant Antioxidant Content: 2010 vs. 2011 (in millions of dollars)
High Antioxidant Second Only to High Vitamins in Beverages
Table 1-5: New Product Reports by High Nutrient Content Claims:
Non-Alcoholic Beverages, 2010 vs. 2011
Science No Longer Versus Nature
Alternative Milks, Teas Appeal Strongly to Antioxidant Seekers
Superfruit Forecast: Yuzu and Sea Buckthorn Rising
Hangover "Cures" and Detox Beverages
POM Wonderful Draws Government Scrutiny for Product Claims
Close-Up on Antioxidant Supplements
$12 Million in Sales of Antioxidant Formula Supplements
Table 1-6: U.S. Retail Sales of Supplements with Antioxidant Claims:
2010 vs. 2011 (in millions of dollars)
Antioxidant Claims in New Supplement Products
Table 1-6: Share of Supplement New Product Introduction
Stock-Keeping Units with Antioxidant Claims: By Product Format:
2007-2008 vs. 2010-2011
Age, Beauty, Youth, Skin
Superfruits
Resveratrol
Antioxidant + Omega-3
Consumer Patterns for Antioxidant Supplements
Table 1-7: Usage Rates for Supplements Overall vs. Antioxidant
Supplements, 2008-2011 (index of U.S. adults)
Table 1-8: Top Psychographic Indicators for Use of Antioxidant
Supplements, 2011 (index of U.S. adults)
Table 1-9: Top Demographic Indicators for Use of Antioxidant
Supplements, 2011 (index of U.S. adults)
Close-Up on Antioxidant Personal Care & Cosmetics
Retail Sales Estimated at $3.9 Billion in 2011
Table 1-10: U.S. Retail Sales of Personal Care and Cosmetics Products
with Antioxidant Claims: 2010 vs. 2011 (in millions of dollars)
Packaged Facts Survey Shows 15% of Consumers Buying Skincare or Cosmetic
Products That Feature Antioxidant Ingredients
Color Cosmetics Introductions Gain Share
Table 1-11: Share of Personal Care and Cosmetic New Product
Introduction Stock-Keeping Units with Antioxidant Claims: By Product
Segment: 2007-2008 vs. 2010-2011
New Product Trends: Raiding the Pantry
Detox Skincare Products
Oral Care
Deodorants
Color Cosmetics
Consumer Patterns for Skincare
Table 1-12: Overview of Skincare Product Use by Gender, Type, and
Brand, 2011 (percent)
Olay Is Top Anti-aging Moisturizer and Facial Cleanser
Age, Gender and Ethnicity Affect Use of Anti-Aging Skincare
Chapter 2: Antioxidant Composition and Sources
Highlights
Antioxidant Composition and Sources
Report Parameters
Antioxidants: Our Very Tiny Allies
Figure 2-1: The Effect of Antioxidant Molecules on Free-Radical Molecules
Our Enemies: Free Radicals
Research Continues
Classifications: Chemical Ingredients vs. Finished Products
Vitamins
Minerals
Table 2-1: Some Examples of Antioxidant Vitamins and Minerals:
Their Actions and Sources
Vitamin-like Substances
‘The Ultimate Antioxidant’ - Glutathione
‘The Antioxidant Miracle’ - Alpha-Lipoic Acid
‘The Miracle Nutrient’ - Coenzyme Q10
Bioflavonoids
Carotenoids
Hormones
The Functional Components of Antioxidants
Table 2-2: Examples of Functional Components:
Their Sources and Potential Benefits
How Antioxidant Content Is Measured
Comparison of ORAC Data
ORAC Benefits and Drawbacks
The Use of ORAC Values Forbidden in Marketing Materials
Other Antioxidant Measurements
Antioxidant Levels in Foods and Ingredients
Color Matters
ORAC Assay and Its Spectrum of Color
Same Species / Different Color
Whole Grains: Research Reveals More Antioxidant Value
Sumac: Grain, Spice, Fruit - In a Class by Itself
Spices: Treating Ailments for Thousands of Years
Cloves in First Place
Coaxing Nature to Create Superberry
Antioxidants in Consumer Packaged Goods (CPG)
Synthetics - A Good Idea?
Oxygen Radical Absorbance Capacity (ORAC) of Selected Foods
Table 2-3: Antioxidant Content of Selected Food Sources and Their ORAC
Mean Value
Table 2-4: Antioxidant Content of Selected Wines and Their ORAC Mean
Value
Table 2-5: Antioxidant Content of Selected Grains and Their ORAC Mean
Value
Table 2-6: Antioxidant Content of Selected Spices and Their ORAC Mean
Value
Table 2-7: Antioxidant Content of Selected Berries, Drupes, and Baccate
Fruits and Their ORAC Mean Value
Table 2-8: Antioxidant Content of Selected Chocolate Products and Their
ORAC Mean Value
Table 2-9: Antioxidant Content of Selected Legumes and Their ORAC Mean
Value
Table 2-10: Antioxidant Content of Selected Nuts and Their ORAC Mean
Value
Table 2-11: Antioxidant Content of Tea Preparations and Their ORAC Mean
Value
FDA Guidance on Antioxidant Claims
Chapter 3: The Overall Antioxidant Market
Highlights
Market Reaches $65 Billion in 2011
Table 3-1: Current and Projected U.S. Retail Sales of Food, Beverage,
Supplement and Personal Care
Products With Significant Antioxidant Content: 2010-2011 vs. 2016 (in
millions of dollars)
Packaged Facts Survey Shows 29% of Consumers Buying
Grocery Products That Promote Antioxidant Content
Antioxidant-Positioned Foods Category Expands in Wake of Recent Studies
In Beverage Category, RTD Teas, Coffees, Deliver Nutrition and Energy
Superantioxidant Supplements in High Demand
Personal Care Products Spurred by Recession
Patterns by Category for Antioxidant Product Claims
Table 3-2: New Product Introductions with Antioxidant Claims by Product
Category: 2007-2011
Factors to Market Growth
Boomers, Seniors, and Aging
The Man Who Invented "Successful Aging"
Ageism Persists
Boomers Prepared to Stay Young Forever
Figure 3-1: Expected Age of Retirement According to American Workers
in 2011
Many Boomers Can't Retire
Numbers of Uninsured Exceed 60 Million
Figure 3-2: Uninsured Non-Elderly in the U.S.
Consumer Education, Self-Research Are Key
About 60% Read Nutrition Labels
A Boost from Antioxidants
Figure 3-3: Top Grocery Product Nutritional Claims, 2011 (percent)
More Advertising Exposure as Concerned Consumers Take to the Web
Table 3-3: Most Visited Health Information Sites in June 2011,
According to Alexa.com
Fear of Aging Accelerating Among Teens and Tweens
All Teens Want To Be Celebrities
Antioxidants and Suncare
Antioxidants Especially U.V. Palliative
Allure of the Physical Life
New Dangers of Desk Jobs
Preparing for Physical Stress
Fighting Diseases: Old And New
Rise of the Superbugs
Environmental Peril Stimulates Antioxidant Market
The Competitive Situation
The Antioxidant Game: Everyone In!
The Playing Field: Fierce, But Feasible
The Internet: Foe - and Friend
The Big Blur
Mergers and Acquisitions of Note
Table 3-4: Selected Acquisitions Relevant to the U.S. Antioxidants
Market 2005-2011
Competitive Overviews
Competitive Overview: The Estee Lauder Companies, Inc.
Competitive Overview: Hain Celestial Group, Inc.
Competitive Overview: Kraft Foods, Inc.
Competitive Overview: NOW Foods
Competitive Overview: POM Wonderful, LLC
Chapter 4: Close-Up on High-Antioxidant Foods
Highlights
High-Antioxidant Packaged Foods Reach $45 Billion in Sales in 2011
Table 4-1: U.S. Retail Sales of Foods with Significant Antioxidant
Content: 2010 vs. 2011 (in millions of dollars)
Antioxidants and the Average American Supermarket
Table 4-2: Antioxidant Content of Common Supermarket Foods
According to Their ORAC Mean Value
High Antioxidant Claims in New Food Products
Table 4-3: New Product Reports by High Nutrient Content Claims:
Foods, 2010 vs. 2011
Table 4-4: New Products Making Antioxidant Claims 2007 - July 2011
Players in the Antioxidant Foods Arena
Table 4-5: 200 Marketers of Antioxidant-Rich Foods and Their
Representative Brands
New Product Trends
The New USDA Pyramid: Stimulus for the Antioxidant
Foods Market
Figure 4-1: USDA MyPlate Illustration
Eating Well Is Not Cheap
Science Creates More Marketing Potential for Spices
McCormick and Health Advertising for Spices
Whole Grain Benefits Expand the Market
Antioxidants in Grains and Cereals
General Mills is Dominant Presence in Market for Antioxidant
Rich Cereals
Table 4-6: Antioxidant Content of Breakfast Cereals
Table 4-7: Health Conscious Psychographics of Consumers
Using Cereal Brands with Antioxidants, 2011 (index)
Table 4-8: Consumer Use of Cereal Brands with Antioxidants, by Age
Bracket, 2011 (index)
Antioxidant Chocolate
Functional Chocolates Get Funkier
Functional Snacks
Creative Combos: Fruit, Nut, and Seeds
Introducing Antioxidant Cheese
Examples of Advertising, 2010-2011
Chapter 5: Close-Up on High-Antioxidant Beverages
Highlights
Sales of Beverages with Antioxidant Claims Reach $12.2 Billion in 2011
Table 5-1: U.S. Retail Sales of Beverages with Antioxidant Claims or
Significant Antioxidant Content: 2010 vs. 2011 (in millions of dollars)
Antioxidants Occurring Naturally in Plant-Sourced Beverages
Table 5-2: Antioxidant Content of Raw, Fresh Fruit Juices
According to ORAC Value
Table 5-3: Antioxidant Content of Other Plant-Sourced Beverages
According to ORAC Value
High Antioxidant Second Only to High Vitamins in Beverages
Table 5-4: New Product Reports by High Nutrient Content Claims:
Non-Alcoholic Beverages, 2010 vs. 2011
Table 5-5: Share of Beverage New Product Introduction
Stock-Keeping Units with Antioxidant Claims: By Product Segment,
2007-2008 vs. 2010-2011
Players in the Antioxidant Beverages Arena
Table 5-6: 100 Leading Marketers of Antioxidant-Rich Beverages and Their
Representative Brands/Products
Science No Longer Versus Nature
Alternative Milks, Teas Appeal Strongly to Antioxidant Seekers
Table 5-7: Beverage Segment Patterns Among Users of Antioxidant
Supplements, 2011 (number, percent, and index)
Superfruit and Botanical Combinations
Superfruit Forecast: Yuzu and Sea Buckthorn Rising
Antioxidant Smoothies
Antioxidants, Energy Drinks, and Enhanced Waters
Chocolate Energy Drinks
Antioxidant-Enhanced Coffees
POM Wonderful Draws Government Scrutiny for Product Claims
Table 5-8: Top Food and Health Psychographics of Consumers
Who Drink POM Juice, 2011 (index)
Table 5-9: Consumers Use of Antioxidant-Rich POM Juice, by Age Bracket,
2011 (index)
Green and Specialty Teas
Wine-Like Beverages
Rooibos
Kombucha
Hangover "Cures"
Fasting and Detox Beverages
Kid-Targeted Drinks
Examples of Advertising, 2010-2011
Chapter 6: Close-Up on Antioxidant Supplements
Highlights
$12 Million in Sales of Antioxidant Formula Supplements
Table 6-1: U.S. Retail Sales of Supplements with Antioxidant Claims:
2010 vs. 2011 (in millions of dollars)
Antioxidant Claims in New Supplement Products
Table 6-2: Share of Supplement New Product Introduction
Stock-Keeping Units with Antioxidant Claims: By Product Format:
2007-2008 vs. 2010-2011
Players in the Antioxidant Supplements Arena
Table 6-3: 125 Marketers of Antioxidant-Rich Nutritional
Supplements and Their Representative Brand/Product
Product Trends
Age, "Beauty," "Youth," and "Skin"
Superfruits
CoffeeBerry: Patented, Versatile Whole Fruit Compound
Resveratrol
Antioxidant + Omega-3
Astaxanthin
Gummies
Novelty Products
Consumer Patterns for Antioxidant Supplements
Table 6-4: Usage Rates for Supplements Overall vs. Antioxidant
Supplements, 2008-2011 (index of U.S. adults)
Table 6-5: Top Psychographic Indicators for Use of Antioxidant
Supplements, 2011 (index of U.S. adults)
Table 6-6: Top Demographic Indicators for Use of Antioxidant
Supplements, 2011 (index of U.S. adults)
Examples of Advertising, 2010-2011
Chapter 7: Close-Up on Antioxidant Personal Care and Cosmetics
Highlights
Retail Sales Estimated at $3.9 Billion in 2011
Table 7-1: U.S. Retail Sales of Personal Care and Cosmetics Products
with Antioxidant Claims: 2010 vs. 2011 (in millions of dollars)
Packaged Facts Survey Shows 44% of Women Buying Skincare or Cosmetic
Products That Feature Antioxidant Ingredients
Color Cosmetics Introductions Gain Share
Table 7-2: Share of Personal Care and Cosmetic New Product
Introduction Stock-Keeping Units with Antioxidant Claims: By Product
Segment: 2007-2008 vs. 2010-2011
Players in the Antioxidant-Rich Personal Care Arena
Table 7-3: 125 Leading Marketers of Antioxidant-Rich
Personal Care and Cosmetic Products and Their Representative
Brand/Product
New Product Trends: Raiding the Pantry
Cocoa, Green Tea, and Pomegranate
Argan and Olive Oil
Tea and Wine
Creative Combinations of Ingredients
Detox Skincare Products
Antioxidants Added to Mass-Market Standards
Astaxanthin
Oral Care
Deodorants
Color Cosmetics
Consumer Patterns for Skincare
Table 7-4: Overview of Skincare Product Use by Gender, Type, and Brand,
2011 (percent)
Olay Is Top Anti-aging Moisturizer and Facial Cleanser
Table 7-5: Top Brands Used by Women Selecting Anti-Aging
Moisturizers/Creams/Lotions, 2011 (by index and percent of and number of
female consumers)
Table 7-6: Olay versus Overall Use of Anti-Aging
Moisturizers/Creams/Lotions, 2011 (by index and percent of and number of
female consumers)
Table 7-7: Top Brands Used by Women Selecting Anti-Aging
Facial Cleansers/ Medical Products/Toners, 2011 (by index and percent of
and number of female consumers)
Table 7-8: Olay versus Overall Use of Anti-Aging Facial
Cleansers/Medical Products/Toners, 2011 (by index and percent of and
number of female consumers)
Chapstick Is Top Anti-aging Lipcare Brand
Table 7-9: Top Brands Used by Women Selecting Anti-Aging
Lip Care Products, 2011 (by index and percent of and number of female
consumers)
Table 7-10: Chapstick versus Overall Use of Anti-Aging
Lip Care Products, 2011 (by index and percent of and number of female
consumers)
Moisturizer Use Remains Steady, Cleanser Use Declines
Table 7-11: Percentage of U.S. Consumers Using Moisturizers by Type,
2008-2011 (percent)
Table 7-12: Percentage of U.S. Consumers Using Facial Cleansers and Most
Frequent Reasons for Use: 2008-2011 (percent)
Age, Gender and Ethnicity Affect Use of Anti-Aging Skincare
Table 7-13: Demographic Indexes for Regular vs. Anti-Aging
Skincare Products: By Type, 2011 (U.S. consumers)
Examples of Advertising, 2010-2011
Antioxidant Products in the U.S.: Foods, Beverages, Supplements and Personal Care published by Packaged Facts in April 1, 2012. This report consists of 256 Pages and the price starts from US $ 3300.
