High Quality of Life ... Antioxidants

Continued from Yesterday

Standing Out in the Crowd

Key factors making a product successful in today’s crowded antioxidant market include a sound, scientific understanding of its health benefits, delivery systems that are favored by consumers, acceptable price points and science-based marketing/outreach that strives to educate consumers, allowing them to make informed decisions. Consumers are more informed than ever before and have a myriad of choices at their fingertips—a company can have the best science in the world, but if consumers don’t know about the benefits of the product, or understand them, they will move on to the next one.

For today’s consumer, antioxidant products must meet both the nutritional/health standards and lifestyle demands for every key demographic—especially teen, parent, adult and senior. They will buy items that best fit their activity levels and interest patterns. The products must be easy to consume and be available in a preferred delivery form (i.e., food, supplement, energy bar, gummies, beverages).

The source and quality of the ingredients and manufacturing processes are also being considered more seriously by customers. “Product quality is center stage with more focus on the supply chain and a specific brand’s reputation,” said Cognis’ Ms. Troha. “Consumers are looking more closely at where a product is derived, how it’s produced and whether it’s sustainable.”

At RFI, researchers are also conducting more clinical studies with selected antioxidants. “These types of studies, which actually show some quantitative effect of antioxidant supplementation over time, will ultimately make products stand out, both on the ingredient and finished product level,” Mr. Wuagneux said. “This is the future of the industry.”

About the author: Mark Crawford is a freelance writer based in Madison, WI. Armed with a science background, he writes about a variety of subjects, from manufacturing to discovery to commercialization to testing/verification to market performance. Personally, natural health is one of his favorite fields. He can be reached at mark.crawford@charter.net.

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