• The Products and the Ingredients
• The Product
• Types of Antioxidants
• Antioxidant Levels in Foods and Ingredients
• Market Trends, Issues and Factors Highlights
• Antioxidants in Food
  • Market Size
  • Market Trends, Factors and Issues Highlights
  
  
• Antioxidant Supplements
  • Market Size
  • Market Trends, Factors and Issues Highlights
  
  
• Antioxidants in Cosmetics and Toiletries
  • Market Size
  • Market Trends, Factors and Issues Highlights

Chapter 2: The Products and the Ingredients

• The Product
• Definition and Function
• Free Radicals Attack Cells, Leading to Oxidative Damage and Disease
• Antioxidants Deactivate Free Radicals
• Types of Antioxidants
  • Vitamins, Minerals and Vitamin-like Substances
  • Vitamins
  • Minerals
  • Vitamin-like Substances
  • Bioflavenoids
  • Carotenoids
  • Table 2-1 Examples of Antioxidant Vitamins and Minerals
  • Table 2-2 Examples of Functional Components
  • Synthetics
  
  
• Sources of Antioxidants
• Color Me Healthy
• How Antioxidants Get in There
• Antioxidant Levels in Foods and Ingredients
• Table 2-3 Antioxidant Content of Selected Foods
• ORAC Assay the Standard Measurement

Chapter 3: Market Trends, Issues and Factors

• Participants Range from Small Ingredient Suppliers to International Conglomerates
• An Aging Population Propels the Market
• This Is Not Your Father’s 65
• Health Critical to Youthful Outlook
• Ageism Persists
• Research Is Both Laudatory and Inconclusive
• Consumer Awareness, Education and Commitment Are Critical
• Awareness
• Table 3-1 New Products Making Antioxidant Claims
• Education
• Conviction Is Central to Commitment
• Consumers Want Products Linked to Specific Benefits
• A Cautious Regulatory Environment
• Health Claims
• Table 3-2 Selected Qualified Health Claims Subject to Enforcement Discretion
• Nutrient Content Claims
• Structure/Function Claims
• Challenges of Measuring Antioxidants Quantitatively and Qualitatively
• Product and Marketing Trends
• Commoditization, Branding and Unique Selling Propositions
• Condition-Specific Formulations
• Table 3-3 Condition-specific Dietary Supplements
• Name Claims
• Tropical Superfruits Among the Trendy Antioxidants
• Table 3-4 Select Recent Superfruit Product Introductions
• Companies Sponsor Research, Publicize Findings
• ORAC Levels or Vegetable Equivalents Are Cited

Chapter 4: Antioxidants in Food

• Antioxidants in Food: Market Size
• Table 4-1 New Products Making Antioxidant Claims
• Table 4-1[cont.] New Products Making Antioxidant Claims
• Sales of $500 Million through Food/Drug/Mass
• Chocolate, Fruit and Tea are Big in Antioxidant Claims
• Antioxidants in Food: Market Trends, Factors and Issues
• Antioxidant Levels in Fresh Produce Vary
• Dietary Recommendations Invariably Endorse Fruits and Vegetables
• Dietary Guidelines for Americans
• Table 4-2 Updated USDA Dietary Recommendations at 2,000 Calories/Day: Fruits, Vegetables and Grains
• American Cancer Society
• American Heart Association
• Alzheimer’s Association
• Consumers Are Uncooperative
• What Marketers Can Do

Chapter 5: Antioxidant Supplements

• Antioxidant Supplements: Market Size
• Antioxidant Supplements: Market Trends, Factors and Issues
• Benefits of Supplementation
• Supplementation vs. Malnutrition Highlights
• Antioxidants vs. Cardiovascular Disease Highlights
• Antioxidants vs. Cancer Highlights
• Antioxidants vs. Alzheimer’s Disease Highlights
• Antioxidants vs. Age-Released Eye Disease Highlights
• Drawbacks of Supplementation
• The Vitamin E Kerfuffle
• JAMA Meta-analysis
• What Marketers Can Do

Chapter 6: Antioxidants in Cosmetics and Toiletries

• Antioxidants in Cosmetics and Toiletries: Market Size
• Antioxidants in Cosmetics and Toiletries: Market Trends, Factors and Issues
• Cosmeceutical Topics Affect Antioxidant HBC Products
• What Marketers Can Do
• Innovative Ingredients
• Scientific Positioning

Chapter 7: Snapshots of Selected Participants Foods

• POM Wonderful Sales Swell to $80 Million
• The Hershey Company
• Cornell Study Gives Hershey the Impetus
• Yale Study Also Gives Impetus
• Lipton
• Only 34% Believe Black Tea a Good Source of Antioxidants
• Supplements and Suppliers
  • Zila Nutraceuticals
  • Larry King Speaks for Ester-E
  • LycoRed
  • Lyc-O-Mato Protects Skin from Sun Damage
  • Kemin
  • 300+ Studies Document Benefits of Lutein
  
  
• Cosmetics and Toiletries
  • Estée Lauder
  • L’Oréal
  • Elizabeth Arden

Appendix A: Selected Antioxidant Marketers