The abundance of antioxidants makes it a mainstay of the supplement marketplace.
Sometimes called “free-radical scavengers,” an antioxidant is a nutrient-rich substance that inhibits oxidation and protects the cells in our bodies from damaging free radicals, which are highly reactive molecules that are produced when your body breaks down food. Free radicals are thought to cause cellular damage and negatively impact heart health as well as increase the potential for developing cancer and other illnesses. Unfortunately, free radicals are an unavoidable part of life, as they are byproducts of our natural world.
Phil Bolden, president of the California-based manufacturer Vida Lifescience, further explained, “Antioxidants are compounds that can slow or slop damage to your body caused by free radicals, which are normally produced by plants, animals and humans. Stress, environment, lifestyle habits, etc., can promote excessive free radical production in your body. If there is an imbalance of antioxidants and free radicals, this can lead to serious negative effects on your body.”
In addition to the illnesses mentioned, some of negative effects of free radicals are thought to include damage to cells and tissues.
“Antioxidants are important components of a healthy diet because they help people maintain good health and prevent degradation of wellness. Antioxidants help counteract potential damage from oxidation resulting from metabolism, UV [ultraviolet] light, blue light pollution and stress,” added Mark Mueller, founder and chief technology officer of Wisconsin-based Botanic Innovations.
The good thing about antioxidants is that they are practically everywhere. Antioxidants can be found in abundance in such foods as berries, cherries, beans, dark chocolate, grapes, red wine, green tea, legumes boiled artichokes, Brussels sprouts, broccoli, kale and pecans. Various herbs and spices, like turmeric, also contain antioxidants. In fact, many people probably consume antioxidant-rich foods on a daily basis, even without doing so intentionally or consciously. Still, with today’s busy lifestyles, it is not always easy to get enough antioxidants through diet, which is why many consumers are turning to supplementation.
Plus, as Ron Teeguarden pointed out, “Antioxidants are used up very quickly in the body, so they must be consumed daily to be effective.” Teeguarden is the master herbalist and founder of Dragon Herbs, a provider of Chinese herbs with headquarters in California.
In addition to its presence in a variety of food, many substances act as antioxidants in the body. They range from vitamins E and C to beta-carotene to lycopene; more are being researched and discovered.
The Antioxidant Market
Spurred on by proactive consumers looking to achieve optimal health, the market for antioxidants is doing well, particularly as studies and research have generally supported the theory that antioxidants are beneficial to overall health.
“Antioxidants are a fundamental category of the natural dietary supplements market,” said Teeguarden, adding that the science is continuing to explode.
Antioxidants appeal to those seeking to prevent disease as well as those who have chronic illnesses. “A large group of people using antioxidants for preventative care is Baby Boomers trying to negate the signs of aging. This consumer group is definitely widening because people are more aware of the benefits of antioxidants,” said Bolden.
Another reason that the market is flourishing is because everyone can benefit from antioxidants, regardless of age group or gender.
“Another consumer group that seems to be growing in this category are the athletes. Many more elite athletes and ‘weekend warrior’ athletes are taking more stock into what they put into their bodies for better workouts and performances, as well as, for overall health,” said Laurel Sterling, RD, CD/N, national educator with Carlson Labs, a manufacturer based in Illinois.
Other manufacturers concur that the market for antioxidants is thriving.
“Since our primary business is producing antioxidant activity-rich, diverse and dense bulk ingredients, we have a front row seat to see the extensive demand for antioxidants,” said Mueller, adding that the company gets daily inquiries for materials containing fruit- and vegetable-based antioxidants. “Our Immuno-Viva line has sustained sales and continues to grow with little marketing effort, so we know consumers are motivated to benefit from products with antioxidant activity,” he said.
“The antioxidant marketplace has evolved nicely, but I think the concern of large quantities of a single oxidant having the potential to be pro-oxidant is confusing to the consumer. We prefer to offer a diversity or balance, of naturally occurring antioxidant activity to minimize this problem,” he added.
Because of the extensive scientific research about the efficacy of antioxidants, as well as the tendency for modern day consumers to be proactive about their health, it would seem that the antioxidant market is here to stay.
Delivery Methods and Ingredients
One of the biggest concerns for manufacturers, however, is ensuring that their products are bioavailable and that the delivery method maximizes effectiveness.
For example, Botanic Innovations’ founder said that the company’s cold-pressed seed oils have natural bioavailability.
“It is possible to deliver potent antioxidants by every delivery method: raw powders, spray dried powdered extracts, freeze-dried powders, tinctures, oils, etc.,” said Teegurden. However, he said his first rule of dietary supplementation is, simply, compliance. If you don’t take them, they won’t work. Therefore, his company provides “… antioxidant-rich products in many forms so that our customers may find a delivery system that they enjoy and will therefore comply throughout their life.”
Perhaps the reason that antioxidants are deliverable in so many forms is that there are so many substances that qualify as an antioxidant.
Still, not all ingredients are created equally; some have more antioxidant properties than others. “It is critical to us and to our customers that the ingredients are from wonderful sources, the highest grade, fresh and/or properly processed and preserved, and have the optimal benefit in the body. Dragon Herbs only purchases A+ grade raw materials irrespective of cost,” said Teegurden.
Some well-established antioxidant ingredients, as well as some more recent discoveries, include resveratrol from grape skin, and tonic herbs like goji berries, schizandra berries, ginseng and reishi mushrooms.
“Researchers seem to be discovering more and more antioxidants available beyond the standard ones like vitamins A, C, E and minerals such as selenium,” said Sterling.
Some ingredient newcomers, she continued, include glutathione, CoQ10 and alpha lipoic, along with formulas that include tart cherry, ginger, turmeric and curcumin.
Other ingredients are not necessarily new, but manufacturers and scientists are renewing their interest in certain elements. For example, alpha tocopherols is an absorbable form of vitamin E that has been the gold standard for years, but now there is growing interest in alternative forms of tocopherols as well as in tocotrienols, found in pressed fruit and vegetable seed oils like cranberry seed, said Mueller.
Products
At Eden’s Market in suburban Pittsburgh, PA, Suzanne Weiner, who co-owns the store with her husband Jeffrey, reported that their bestselling antioxidant supplement is Quercetin, which supports allergies, and a product called Vindure 900, which contains resveratrol, quercetin and bromelain.
“Most of our antioxidants can be found in combination products such as high-quality, food-based multivitamins that has added in specific antioxidant ingredients to boost their effectiveness,” said Weiner. “In addition,” she continued, “we also carry almost all the single item antioxidants, such as vitamin C, A and E, lutein and selenium. I’d estimate that 80 percent of our supplements contain antioxidants.” She said that she points out to customers the extra benefits that come from products that contain all the antioxidant properties as opposed to ones that are single substance.
“We also sell a lot of matcha tea because people are discovering different ways to incorporate it, such as mixing it with lemonade,” added Weiner.
Since 2013, Vida Lifescience has been supplying liposomal products; liposomal products are those that allow for increased absorption in the body. “Liposomal supplements provide the highest bioavailability of any oral delivery system of nutrients, compared to the bioavailability of traditional pill-based supplements,” explained Bolden. He added that they are typically 4.5 times stronger per dose and that the nutrients enclosed in a liposome pass through the digestive tract and into the blood stream without stomach or intestinal distress.
“Intravenous delivery is the only way to get better delivery than liposomal delivery,” he said.
Vida Lifescience’s bestselling antioxidant is Mega-Liposomal Vitamin C. For an added health benefit, their supplements are made with non-hydrogenated phosphatidylcholine. “Phosphatidylcholine is part of every cell of your body. It is found in eggs, soy and sunflower. Levels of this important component decrease as we age. Low levels of phosphatidylcholine are associated with poor liver function. Supplementation during pregnancy also shows increased brain development,” said Bolden.
Vida Lifescience also will have several new formulations that will be introduced this year: some will be enhancements of existing products, while others will be ‘first of their kind’ new formulations.
Botanic Innovations has produced bulk natural ingredients for the past two decades. They source from fruit and vegetable seeds, which are rich sources of antioxidants, including both oil soluble forms such as vitamins E and A but also water soluble forms such as quercetin and proanthocyanidins.
Botanic Innovations’ retail line of dietary supplements, Immuno-Viva, contains a selection of diverse ingredients such as organic black cumin seed oil and black raspberry seed oil, among others.
The company has been producing organic black cumin seed oil for two decades, a product that Mueller refers to as a “superstar.”
“This oil, with centuries of historical use, contains the remarkable antioxidant thymoquinone, among others. Also, the health halo of naturally occurring carotenoids has become more and more popular in recent years,” said Mueller.
Dragon Herbs, headquartered in California, is a wholesaler and retailer of Chinese herbs, primarily tonic herbs, super foods and nutraceutical products. The company produces approximately 250 products that provide antioxidant support, and it releases several new products each year. Its flagship super food product is called Tonic Alchemy, which contains 91 super food and herbal ingredients, each of which possess antioxidant activity.
“Our flagship herbal tea, Spring Dragon Longevity Tea, features the herb Gynostemma pentaphyllum, plus six other antioxidant rich tonic herbal extracts,” said Teeguarden. Some of these ingredients include what he calls the crème-de-la crème of goji berries from central Asia.
A new product release in 2019 will be Super Pill No. 3, which will feature the nutraceutical Tanshinone Ila, which is designed to support the entire vascular system; the main ingredient is derived from a Chinese herb used to support the heart called red salvia, and it also contains fermented red ginseng.
The first product ever developed by Carlson Laboratories was vitamin E, one of the few vitamins that act as an antioxidant. Since that first product more than 50 years ago, the company’s cadre of products has grown extensively, including many products with antioxidant properties. For example, they recently introduced a product called Enhanced Mobility, which contains boswellia, tart cherry, ginger and curcumin.
Marketing and Merchandising
Many manufacturing companies are eager to help their retail partners merchandise the products they offer. For example, Dragon Herbs has nine licensed acupuncturist/herbalists on staff that provides all manner of services to their wholesale customers.
An educated staff, one who not only understands but also believes in the products carried in their store, is a crucial component of retail sales. “Our company provides education to staff with our national educators, Carlson College learning modules, and ‘Expertvoice’ training on products,” said Sterling. Beyond trainings, the company also distributes pamphlets and brochures on their products as well as a biannual publication, Healthetimes, distributed to retailers for both staff and consumers to learn valuable information on health and wellness.
To generate excitement for products, consider monthly promotions around a theme, or perhaps offer product samples, which can go a long way in initial purchases, leading to repeat purchases.
“We offer a powerful sampling program so that stores more easily assist customers who are attracted to Dragon Herbs products,” said Teeguarden.
Product placement in stores should be done thoughtfully; the antioxidant category is large enough to allow for creativity in merchandising.
At Eden’s Market, Weiner mixes in the antioxidant supplements with all the other supplements she offers, as there are so many. “Sometimes I’ll cross-promote and pull certain items for a specific condition display,” she said. VR
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Antioxidant Research News
The antioxidant category is not new but it is continually being researched.
For example, researchers at Penn State were interested in finding natural alternatives for synthetic antioxidants, something that is being driven by consumer demand. A study found that a natural antioxidant found in grain bran could replace synthetic antioxidants and preserve food longer. The researchers specifically studied a class of compounds called alkylresorchinols (ARS), which are found in certain grains such as barley, rye and wheat. www.sciencedaily.com/releases/2019/01/190103185546.htm.
Another recent study conducted by the Society for Endocrinology focused on the link between antioxidants and the prevention of cognitive impairment in diabetes. The study noted that often, patients with diabetes experienced cognitive difficulties due to consistent low blood sugar and insulin therapy. The study was conducted on mice, which were treated with the antioxidant sulforaphane (SFN) and observed, “Mice treated with SFN showed increased expression of antioxidant markers, decreased free radical cell damage and had significantly improved cognitive ability in memory tasks.” www.sciencedaily.com/releases/2018/11/181120211645.htm.
And Linköping University in Sweden recently studied lutein, a carotenoid often used to support vision health. Lutein is found in dark leafy vegetab-les, such as spinach. The researches prepared spinach at different heating times and found that the longer spinach is boiled, the less lutein will be retained in the spinach. Their conclusion was that to maximize the levels of lutein in finished food, it is best to drink your spinach in a smoothie or juice. www.sciencedaily.com/releases/2018/12/181221123810.htm.
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For More Information:
Botanic Innovations, www.botanicinnovations.com
Carlson Labs, www.carlsonlabs.com
Dragon Herbs, www.dragonherbs.com
Vida LifeScience, http://vidalifescience.com
