The baby boomers just keep on ageing and spending. As 78 million boomers pass into their sixties, they remain the richest generation in history, and Doug Anderson of Nielsen's Global Research and Development sees them gravitating en masse toward wellness products. "As our society grows older, American culture will move from being based on the interests and tastes of young people to being defined by the growing population of older people," he says. "Companies catering to older consumers and providing goods and services to make them comfortable – such as medication or vitamins – will be positioned to do well."
The industry is growing as conglomerates such as Danone and Nestlé continue to devote increasing resources toward their health and wellness lines. SPINS research puts the conventional market for antioxidants and wellness products at just under $328 million, up eight per cent year over year. The slice of this market devoted to comparable natural products comes in at just under $90 million. Top sellers include vitamin C, coenzyme Q10 and vitamin E.
Pine bark remains a major player, with a growing roster of studies demonstrating benefits to nigh every system in the human body. Natural Health Science is the exclusive North American supplier of Pycnogenol, a French maritime pine bark grown in Europe's largest forest along the Bay of Biscay. "Pycnogenol is a household brand within the dietary-supplements industry," says CEO Victor Ferrari. "It offers a unique versatility in a single product. Because of our continuous efforts in research and development, we have been able to demonstrate in clinical trials additional evidence of Pycnogenol's benefits in cardiovascular health, diabetes, inflammation, eye health and many other conditions." The latest ailment to fall prey to pine bark? Jet lag.
"The term 'antioxidant' is very general," says Karen Todd, director of marketing for Kyowa Hakko USA. "You need to show a consumer why your product is different and give them a reason to use it." Kyowa Hakko did just that with Setria, its glutathione supplement billed as 'the morning antioxidant.' Glutathione levels are lowest in the morning, when oxidative stress is high. "Supplementing with Setria first thing in the morning is a natural fit," says Todd, "and the science is there to support this positioning." Glutathione boosts the immune system by recycling vitamins E and C, and detoxifying the body of pollutants, carcinogens and heavy metals.
The marketers gave us superfruits, and we ate them up … and drank them up. With seductive ORAC values and easy application on the beverage aisle, a range of phenol-rich fruits still drive the wellness sector. Perennial favorites such as pomegranate, açaí and mangosteen remain strong, but a new wave of fruits is entering the marketplace. Watch for chupa chupa, jackfruit, langsat, maqui berry, rambutan and yumberry in a healthy drink near you. Suppliers are paying close attention to sea buckthorn, too. With a respectable cadre of science behind it and a rich array of antioxidants inside – flavonoids, carotenoids, phytosterols, high levels of vitamin C – this shrub is poised to spread its influence beyond just beauty products. Sea buckthorn also boasts a full fatty-acid profile of omega-3s, -6s, -7s and -9s.
Which specific extracts and supplements are drawing the greatest demand? "We've seen the most growth in fruit extracts, such as raspberry, pomegranate, yumberry, blueberry and goji berry," says Brien Quirk of Draco Natural Products. "We continue to see strong interest in white-tea extract, green-tea extract and newer products like sea-buckthorn oil, sea-buckthorn flavonoids extract, pomegranate-seed oil, cili-rosehip extract and rosemary extract."
So when it comes to antioxidants and wellness, fruit and tea persist for their broad-spectrum benefits in fighting oxidative stress.
Natural astaxanthin produced from microalgae. Exclusive and patented closed-cultivation system guarantees the purest, most advanced product with the highest concentration of astaxanthin.
+972 8 635 6425
Kibbutz Ketura, Israel
An apple a day keeps the free radicals away. Water-soluble extract. Independent ORAC test verification of more than 12,000 umolesTE/g. Excellent stability and palatable flavour profile.
+1 800 893 5306
Eugene, Oregon, USA
Lipid-soluble extract of rosemary shown to neutralize free radicals, increase effectiveness of other vitamins, and support healthy vascular tissues and cellular health. Patented extraction technology removes the oil-soluble fraction from the herb and standardizes to contain carnosic acid.
+1 310 637 3644
Long Beach, California, USA
Wasabi japonica. All-natural dietary ingredient rich in isothiocyanates. Benefits include: high antioxidant activity, immune enhancement, anti-inflammatory and detoxification. Most potent Wasabi japonica available, providing 15,000ppm of ITCs.
+1 714 632 1231
Newport Beach, California, USA
Caromin & Tocomin
Caromin contains natural alpha-, beta- and gamma-carotene, lycopene, and other carotenoids. A unique mixture in natural proportions as found in carrots. Only true carotenoids complex with the highest ratio of alpha-carotene. Tocomin contains gamma-, delta-, beta- and alpha-tocotrienol.
+1 732 906 1901
More than 4,000 phytochemical compounds.
+1 949 419 0288
Irvine, California, USA
SelenoExcell High Selenium Yeast
Natural food form of organically bound selenium.
+1 559 229 7850
Fresno, California, USA
Embria Health Sciences
All-natural, nutrient-rich ingredient that helps balance the immune system. Manufactured using a proprietary technology that produces vital metabolites, vitamins, minerals and antioxidants. Clinical studies show significant decrease in cold, flu and seasonal-allergy symptoms. Also shown to possess anti-inflammatory activity and activate crucial defense cells (Natural Killer, T- and B-cells).
+1 877 362 7421
Ankeny, Iowa, USA
ORAC-15,000, Standardized Fruit Blends, ResVinol-25
Defined antioxidant power materials for supplements, foods and beverages. ORAC-15,000 is patent-pending grape extract. Standardized Fruit Blend guarantees 40 per cent polyphenols and 7,500 ORAC value. ResVinol-25 combines 25 per cent trans-resveratrol and 20 per cent red wine polyphenols.
+1 866 459 4454
San Anselmo, California, USA
Natural trans-resveratrol produced by fermentation. High-purity product supplied in white crystalline powder for supplement, functional-foods, cosmetics, cosmeceuticals and pharma industries.
+45 47 18 84 00
GAT Food Essentials
Micro-encapsulated polyphenols from red-grape extract and oil. Easy-to-use, stable format, enabling producers of functional-foods and beverage applications to incorporate the ingredient without having to make changes to the production process.
+43 2624 53922
Natural Almond Meal
In a study published in the Journal of Nutrition, antioxidants in almond skins and the vitamin E in almonds were shown to work together to prevent LDL cholesterol from being oxidized. Vitamin E and almond flavonoids were more than twice as effective when administered together.
+1 209 883 0403
Hughson, California, USA
Found only in Taiwanese cinnamomum kanehirai hay tree that grows 400-1,500 meters above sea level. Maintains healthy liver function and supports immune-system health.
+1 510 487 7800
Union City, California, USA
Kyowa Hakko USA
The morning antioxidant. Powerful tripeptide composed of glutamic acid, cysteine and glycine, promoting vital detoxification. Glutathione levels should be replenished every morning when levels are at their lowest and oxidative risk is high.
+1 212 319 5353
New York, New York, USA
Rooibos, green tea, hibiscus and other herbal extracts can be combined to provide a system of antioxidative properties used in a wide variety of foods and beverages to create a true functional product with real refreshment.
+1 201 659 3100
Secaucus, New Jersey, USA
Nutra Products Inc.
Super Flo Low Odor Garlic
Super Flo naturally odor controlled garlic is highly compressible and high in allicin. It is available in granule and powder with mulitple ranges of allicin levels.
+1 707 864 3420
High antioxidant properties. Supports healthy and normal cellular tissue growth. One of the highest ORAC values in the world. During a recent in vitro test, the well-known antioxidant phenols and anthocyanin chemicals were extracted from the fruit.
+1 310 694 3031
Gardena, California, USA
Liquid Ginkgo Complete
Full-spectrum Ginkgo biloba. Includes the conventional actives, ginkgoflavoneglycosides and terpene lactones, and also bioflavones that provide antioxidant activity to enhance overall health. Cultivated and meticulously manufactured in Japan.
Cultivated indoors in sealed and sterilized containers, resulting in a clean, pure and highly active product. Semi-permeable, thin cell wall makes nutrients bio-available. Excellent algae composition, higher digestive efficiency and no aftertaste.
+1 323 721 8300
Los Angeles, California, USA
MegaNatural Gold Grape Seed Extract
Super antioxidant clinically tested to raise antioxidant capacity within one hour and sustain the raise for up to six hours.
+1 866 308 7678
Madera, California, USA
Scientific Food Solutions LLC
Fast-C™ is a premium, faster absorbing and well-retained Vitamin C product. It provides a buffered and 90%+ acid neutralized Vitamin C, yielding an easily tolerated formulation that fosters greater compliance and delivers vitamin C with greater speed and excellent retention.
+1 800 447 0875
SourceOne Global Partners
Unique and patented solution to dramatically improving the absorption and bioavailabilty of co-Q10 in either the ubiquinol or ubiquinone form. Clinical evidence supports this effect on omega 3, vitamin D, resveratrol, citrus PMF, tocotrienols and more.
+1 800 755 4996
Chicago, Illinois, USA
Tang-An Medical Company
Patented aqueous cinnamon extract. 10:1 yield. Proven safety and efficacy in published human clinical trials. Patent covers cinnamon plus combinations with other bioactives. Principal active is Type-A polyphenolic compounds, a strong antioxidant.
+1 303 333 8361
Denver, Colorado, USA
UAS ActiVin Plus L-Optizinc
All-natural grape-seed extract rich in biologically active flavonoids. Combined with L-OptiZinc (zinc methionine), a form of zinc clinically proven to be the most bioavailable form of the nutrient ever manufactured.
+1 952 935 1707
Minneapolis, Minnesota, USA