According to the report, American consumers don’t limit their perspective of nutritional supplements to foods and beverages — they also have come to regard health and beauty care 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 to fortified/functional foods and nutritional supplements, and to personal care products [and] cosmetics,” said David Sprinkle, publisher, Packaged Facts. (He added that antioxidant-containing pet foods and treats also “have their place at the table.”)
For this reason, Packaged Facts sees tremendous growth potential for antioxidant product marketers over the next 10 years, the report states. 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 content standards, and somewhat-stringent FDA guidance on nutrient content claims for antioxidant foods and beverages.
Currently, 29 percent of U.S. adults are seeking out high-antioxidant groceries, according to a Packaged Facts survey conducted between February and March. And 44 percent of women buy skincare or cosmetic products that promote their antioxidant content.
Retailers looking to attract these consumers to the store brand side should consider rolling out products that are widely known for having high levels of antioxidants, Sprinkle told Progressive Grocer’s Store Brands.
“I would look to products … such as berry juices and even the currently trendy green vegetable juices — perhaps cross-merchandised in the produce section,” he said. “In addition, given that whole-grain products have a comparable antioxidant content per gram to fruits and vegetables, I would look to store brand breads — including [ones] from the fresh bakery department — and cereals that can be marketed on the basis of both whole grain and antioxidant content.”
For more information, visit https://www.packagedfacts.com/Antioxidant-Products-Foods-6859388.