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Antioxidant Products in the U.S.: Foods, Beverages, Supplements and Personal Care

Abstract

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

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
Show More
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