Equipped with more disposable income than any previous generation, millions of Baby Boomers are approaching retirement. Committed to staying active and healthy, they are likely to consider antioxidants to fight off premature aging, cardiovascular disease, inflammatory conditions and cognitive disorders. With the current healthcare system struggling to find its way, consumers both young and old are being more proactive about their health.

According to Food Marketing Institute’s 2011 “Shopping for Health” survey, antioxidants are among the top five health components that U.S. consumers want in their food products. Mintel reported that new antioxidant product launches for both food and food supplements increased by about 10% between 2010 and 2011. And according to Packaged Facts, Rockville, MD, there has been significant product launch activity in the form of food products making antioxidant claims. “Twice as many new launches occurred in the first six months of 2011, compared to the entire year of 2010,” said Dean Mosca, president of Proprietary Nutritionals Inc. (PNI), Kearny, NJ. “‘Anti-aging’ and ‘immunity’ are the key attractive buzzwords when it comes to antioxidants.”

People get the majority of their antioxidants from food. However, today’s food sources are rarely enough. The body is inundated with daily stresses that include environmental toxins, electromagnetic pollution and even excess exercise, among others, increasing the body’s antioxidant requirements. Consuming an abundance of antioxidant-rich foods definitely makes a difference. However, to help bridge the antioxidant gap resulting from dietary deficiencies, a good quality antioxidant supplement regimen is also needed to promote optimal health.

Suppliers are confronted with the challenge of providing innovative, clinically validated, efficacious nutrients that are compelling to finished product companies and, ultimately, the consumer. “People now understand that antioxidants are good for their health but don’t really know why,” said Bruce Abedon, PhD, director of scientific affairs for NutraGenesis, Brattleboro, VT. “Until recently, antioxidants have been marketed primarily using the ORAC (Oxygen Radical Absorbance Capacity) measurement as a benchmark for demonstrating antioxidant power. However, the relationship between ORAC and specific health benefits remains unclear. The industry is now shifting its focus.”

Probiotics have become much more mainstream over the past several years. Interestingly, antioxidants in combination with prebiotics and probiotics, play a role for many looking to address digestive difficulties. In fact, millions suffer from various digestive disorders, including Inflammatory Bowel Disease (IBD), which is one of the five most prevalent gastrointestinal diseases in the U.S., according to the Centers for Disease Control and Prevention (CDC). “Currently, there is no cure and the condition lasts a lifetime,” noted Alexis Collins, manager of scientific affairs for Pharmachem Laboratories, Inc., Kearny, NJ. “Additionally, of the cancers affecting both men and women, colon cancer is the second leading cancer killer in the U.S.”

Health begins in the gut; studies are increasingly revealing how gut health influences overall health and well-being. “Currently, a person’s antioxidant status is considered in the context of blood bioavailability,” explained Ms. Collins. “However, it is also important to consider the antioxidant status of the gut. The digestive system is exposed to a wide range of metabolic products, many of which create oxidation in the body due to processing, cooking or storage. The bacteria in our digestive system convert dietary pro-carcinogens into carcinogens; and in addition, reactive nitrogen species can be formed when there is inflammation in the intestines. These harmful digestive byproducts interact daily with a very large and critical area of the body and have the ability to stimulate inflammatory and disease conditions.”

According to Ms. Collins, antioxidants in the gut have the ability to not only protect exposed surfaces, but also provide protection inside intestinal cells. “While diet has a direct impact on the antioxidant status in the gut, people generally do not eat foods that positively influence antioxidant status,” she noted. “Depending on the diet, microflora could either produce free radicals or antioxidants. This is where antioxidant supplementation could change the balance of free radical and antioxidant production in the gut.” 

The antioxidant market has become very broad and diverse in recent years. The term antioxidant has a myriad of meanings to consumers, regulators and researchers. 

“At the consumer level, there is a general understanding that foods rich in antioxidants are good for you, and this has been reinforced over the last decade through major media outlets as health and wellness programming has become more prevalent,” said Hartley Pond, vice president of technical sales for FutureCeuticals, Momence, IL. “Dr. (Mehmet) Oz and many leading mainstream health magazines have featured the benefits of antioxidants. However, antioxidants are very complex. The general consumer’s understanding of the benefits does not fully extend into the scientific community where there is less consensus on how antioxidants function in the body. There is deep division over whether antioxidants are best ingested in extracts via supplements or in their natural whole food matrix. The bioavailability and specific bioactivity of antioxidants and their suggested health benefits are the subject of intense research within the nutraceuticals industry and leading universities around the world.”            

According to Mr. Pond, one interesting trend has been the development of food and beverage products that claim whole food servings of fruits and/or vegetables. “Consumers are looking for convenient and practical ways to incorporate fruits and vegetables into their diet,” he said. “This is, in part, due to their understanding that fruits and vegetables are primary sources of antioxidants. Freeze drying enables manufacturers to remove water from fruits and vegetables allowing formulators to design convenient powder drink applications, snacks and nutritional bars that provide a whole serving of fruits and vegetables with the antioxidants in their natural food matrix.”

Increasingly, antioxidants are being discussed in more specific terms. “Antioxidant products are often called ‘polyphenols’ or ‘flavonoids’ as the public continues to become educated,” said Jeff Wuagneux, CEO of RFI Ingredients, Blauvelt, NY. “The term antioxidant, which was unknown 10 years ago, has now morphed into specifics in an effort to differentiate themselves. Antioxidant marketers are also providing more detail in the way they disseminate information. Simply saying a product is an antioxidant is not enough anymore.”

Antioxidant Innovation
Research is currently being conducted on how antioxidants benefit areas such as cardiovascular health, skin health, cognitive function, blood-sugar balance, weight management and inflammation response. According to NutraGenesis’ Mr. Abedon, low bioavailability has been a major challenge for some antioxidants. “Companies are now shifting the emphasis to bioavailable versions of traditional antioxidants,” he said. “Curcumin, derived from turmeric, is a good example of this trend. Its use in the areas of inflammation response, joint health, cognitive function, blood-sugar balance and insulin sensitivity has been widely investigated. In fact, branded curcumin formulations have been developed that possess greater bioavailability and increased efficacy.”

In vitro studies have demonstrated that cinnamon has antioxidant, anti-inflammatory, immune-modulatory and antimicrobial properties, noted Steve Holtby, president and CEO of Soft Gel Technologies, Inc., Los Angeles, CA. “Cinnamon contains some of the most potent antioxidants of all plants, making it an important food in the control of oxidative stress and, ultimately, dealing with the wide range of chronic diseases associated with oxidative damage. In fact, in a comprehensive global analysis of more than 3,100 different foods published in the January 2010 edition of Nutrition Business Journal, cinnamon was found to have one of the highest antioxidant contents of all the foods studied.”

Michael Smith, MD, senior health science specialist for Life Extension, Fort Lauderdale, FL, predicted a trend will soon emerge in dosing antioxidants using standardizations based on scientific studies. “For example, Red Reishi (mushroom) extracts are most effective when standardized to 13.5% polysaccharides and 6% triterpenes,” he said. “Most Reishi products are not standardized.” Dr. Smith also cited antioxidant specificity as another emerging trend. “Ergothioneine is a potent antioxidant not because of its ORAC value, but because it targets joint tissue better than traditional joint antioxidants.”

For several years, the antioxidant market has been fueled by the “discovery” of new superfruits. “Typically, a superfruit would be a little known botanical from the other side of the world,” noted FutureCeuticals’ Mr. Pond. “Whether it was noni, acai, mangosteen or maqui, a true superfruit would typically have a significant ORAC value. While all of these fruits have very interesting phytonutrient profiles and clinical data to support their use, the search for the ‘superfruit of the year’ has ebbed. This is a good sign the antioxidant industry is maturing. Mainstream fruits and vegetables such as blueberry, apple, cranberry, broccoli and tomato remain the best studied and most promising sources of antioxidants.”

Mr. Abedon said acerola, cherry, maqui and coffeeberry are emerging antioxidants that show promise. “Antioxidant ‘mainstays’ include acai, goji, wild blueberry, cranberry, green tea, grape skin and grape seed extract.”

When Dr. Mehmet Oz introduced astaxanthin as a “new” ingredient two years ago, the potent carotenoid immediately become popular in the mainstream. Joe Kuncewitch, national sales manager, AstaReal USA/Fuji Health Science, Burlington, NJ, said his company has been speaking about the science behind astaxanthin for more than a decade, and has conducted more than 50 peer-reviewed, published studies.

“Some of the areas we have studied include eye fatigue improvement, skin health, muscle endurance and improved muscle recovery and cardiovascular benefit, specifically supporting healthy blood lipids. I think we’re just now learning how beneficial astaxanthin is as an antioxidant and certainly Fuji will be at the forefront of research and development of this valuable carotenoid for many years to come.”

Unlike many algae growers who use an outdoor, open pond method, Fuji employs clean, closed indoor algae production, “which yields the highest potency and purest material available,” said Mr. Kuncewitch. “Based on these qualifications and standards, you can see why research groups and finished product formulators desire working with AstaREAL astaxanthin.”

According to the Natural Medicines Comprehensive Database, there are more than 590 products containing glutathione in the U.S. and 29 in Canada. Glutathione is an antioxidant that provides a wide range of benefits, including detoxification, immune health and eye health.

“As we age, glutathione levels naturally decrease,” noted Karen Todd, director of marketing at Kyowa Hakko USA, Aliso Viejo, CA. “Consumer intake data indicate there is a glutathione dietary gap and can range from up to 250 mg depending on the person. Also, a poor diet and lifestyle factors, including smoking, exercise and pollution will further decrease glutathione levels. The body does make glutathione, but the primary source must come from food and dietary supplements.”

A trend toward specific, focused marketing is also emerging. “An ingredient that is marketed as a ‘powerful antioxidant’ will be lost on the shelves,” said Paul Dijkstra, CEO of InterHealth Nutraceuticals, Benicia, CA. “This type of message is too vague. Antioxidants are more effectively marketed when positioned for a particular use, which requires scientific substantiation and a focused marketing message. Antioxidant claims do well when combined with a more specific health-supporting claim. For example, blueberry and pomegranate are often marketed as antioxidants that support heart health or bilberry and zinc as antioxidants that support eye health.”

Antioxidant products are also being unveiled in new and innovative delivery systems. “Antioxidants are now being used in supplements, food bars, beverages and gummies,” said Nichole De Block, marketing director for Nutraceuticals International Group, Paramus, NJ. “These products are easy to consume and are in a delivery form that can satisfy any demographic. Consumers will buy items that best dovetail with their daily activities and lifestyle. These products must be easy to consume, such as gummies for children.”

Oxidation & Free Radical Damage
The importance of cellular renewal and minimizing the damage done to cells over time cannot be understated. This is the key to a quality life and a long and vital existence. We all age—some of us better than others. Why? Studies have linked oxidative stress to aging. Simply stated, oxidation occurs when the body produces byproducts more commonly known as free radicals. The result is something akin to a machine rusting. And when this rusting is applied to humans (and not iron), it results in aging and age-related diseases.

Our bodies normally make free radicals as part of our daily metabolism. And they occur as a result of food and environmental pollutions from everyday things like air, water and sun. As we age, we become more susceptible to the long-term effects of oxidative stress (or too many free radicals) and inflammation on the cellular level.

The process of oxidation is abundant and can actually help the body work properly. But this very same process can also cause harm. The oxidizing process creates free radicals, which are electrically charged molecules. These free radicals interact with cells to create both good and bad results. For example, the immune system uses free radicals to help fight infection. However, when oxidized, LDL (bad) cholesterol can be produced.

Oxidative stress occurs when the free radicals overwhelm the body’s antioxidant defense system causing cell damage. Again, free radicals have useful functions in the body, but are extremely unstable molecules. If left uncontrolled, they will destroy cells, enzymes and DNA, and ultimately accelerate the aging process. Moreover, free radicals can also contribute to the development of many age-related diseases, including arthritis, cancer and heart disease.

Inflammation is also caused by free radical damage. And the negative effects of free radicals are due to oxidation. How can this be addressed in a nutritional regimen? Antioxidants play a major role in combatting oxidative stress and can minimize the damage free radicals cause in the body. Certain foods contain phytonutrients that many health professionals believe are capable of unlocking the keys to longevity.

“Antioxidants have broad appeal because they have been linked to disease prevention and anti-aging,” said Soft Gel’s Mr. Holtby. “Educating consumers about antioxidants is not easy, as it requires an understanding of cellular biochemistry and physiology that is extremely complex. Marketers have simply touted that antioxidants help protect the body against oxidative damage caused by free radicals. Properly promoting these key nutrients requires taking scientific evidence and presenting it to the consumer in a simple, understandable manner.”

Antioxidants tend to work as a team in synergistic fashion. Some of these antioxidants may not have relevant biological activity alone, and they do not work through identical biochemical mechanisms. Together, however, antioxidants constitute an interlinked defense system that protects against disease associated with oxidative stress.

“Most antioxidants lose their protective power once they have quenched a single free radical,” explained Mr. Holtby. “Alpha lipoic acid, the complete vitamin E complex (tocopherols and tocotrienols), vitamin C in both fat- and water-soluble forms, glutathione and CoQ10 are unique in their synergistic ability to ‘recycle’ one another into their active antioxidant forms.”

ORAC: Does It Have Value?
Supplement marketers often use ORAC as a powerful sales tool. This laboratory analysis is meant to provide an overall measure of a food’s antioxidant activity. The higher the ORAC score, the greater the antioxidant capacity. ORAC tests are often used to compare the antioxidant activities of different foods (fruits, vegetables, juices, etc.).

However, there are two main issues with ORAC: analyses are not precise; and testing varies from lab to lab, often producing dramatically different results.

Soft Gel’s Mr. Holtby said ORAC testing has made a significant impact on the industry in quantifying antioxidant levels. “While this test provides a relative measure of antioxidant potential to scavenge free radicals, it is not a substitute for scientific studies that support actual efficacy and health claims,” he said. “In addition, there isn’t a single antioxidant testing method that is applicable to all antioxidants. There are two groups of antioxidants, fat-soluble and water-soluble, that work in different parts of the cell. No single ORAC assay can measure the potency of both fat-soluble and water-soluble antioxidants simultaneously in the same sample. It is misleading to compare these two groups of antioxidants and claim that one is superior, if the testing method is skewed toward one particular group.”

PNI’s Mr. Mosca thinks ORAC has minimal impact with consumers, who still tend to perceive it as too complex. “ORAC does not define specific biophysical action, which is ultimately what consumers seek,” he offered. “The good news is that consumers know and like the concept of antioxidants for basic, overall, good health. Antioxidants provide a ‘feel good’ message. Because the category is so large, with numerous subgroups, it can easily become confusing. But it doesn’t have to be. If you are working with a specific antioxidant that has been demonstrated in peer-reviewed clinical trials to exert a specific benefit, such as cranberry and urinary tract support, that benefit can be clearly stated. I wouldn’t muddy the waters with ORAC language.”

InterHealth’s Mr. Dijkstra believes ORAC remains the industry standard for measuring antioxidant capacity. However, he noted it is difficult to translate a certain ORAC value with a particular health benefit. “The efficacy of any particular antioxidant involves studies that generate meaningful data, including bioavailability,” he said. “These studies are more expensive and time-consuming, but reveal much more about the health benefits of a given antioxidant product. While ORAC is popular, it is an in vitro analysis. This doesn’t always translate to antioxidant function in the body. Just increasing the ORAC value provides no guarantee of greater benefit. Measuring the antioxidant activity in vitro is one thing; assessing if the antioxidant has activity inside the body is another.”

The USDA has recently removed the ORAC database from its website. “There is a renewed search for another method that may distinguish antioxidant products,” said RFI’s Mr. Wuagneux. “However, we still use ORAC internally for quality control purposes. ORAC is a good way to guarantee that the extracts are high quality. And ORAC will always be an important measure of antioxidant activity.” (For more information on ORAC and antioxidant testing, click here.)

Another prominent issue facing the antioxidant category centers on establishing specific bio-activity and health benefits. FutureCeuticals’ Mr. Pond said he believes an area of focus should include establishing the role of antioxidant rich foods and extracts and their impact on inflammatory markers and enzymes. “Research has shown that enzymes tied to inflammation move out of their ideal bandwidth as we age,” he explained. Supplements and foods that can help “reset” these compounds may be of interest.  

Mr. Pond cited paraoxonase 1 (PON1), a human blood enzyme associated with maintenance of healthy HDL levels and reduction of oxLDL cholesterol activity. Elevated oxLDL levels have been associated with an increased risk for the development of cardiovascular diseases. “PON1 activation could be a potential strategy for heart-health management,” he said. “Our research is focusing on determining which fruits and vegetable ingredients best stimulate PON1. This allows us to screen a large number of antioxidant-rich ingredients against specific biomarkers and enzymes. In the case of PON1, we selected cruciferous sprouts rich in sulforaphane and determined that we could strongly stimulate PON1 in vitro, and then moved to human pilot trials where we saw both stimulation of PON1 and significant reduction of oxLDL.”

Kyowa’s Ms. Todd said it is very important to eliminate confusion in the marketplace. “An ingredient or product must differentiate itself from other antioxidant products,” she noted. “Consumers should understand who should take a particular product, when to take it and what the dosage should be. Educating the consumer must be a priority.”

Product Success: What are the Key Factors?
A key to an antioxidant ingredient’s success in today’s market is extensive research support, particularly human clinical trials. “Substantiation in one or more condition-specific areas, comprehensive safety testing including GRAS (Generally Recognized As Safe) affirmation when possible, old dietary ingredients (ODIs) or a successful New Dietary Ingredient (NDI) submission and competitive pricing are also key factors,” said NutraGenesis’ Mr. Abedon.

For a finished product, an antioxidant supplement or antioxidant-enriched food or beverage is successful when it contains one or more proven antioxidant ingredients, and clear, easy-to-understand claims on the product’s health benefits. “These benefits must be communicated so consumers can easily understand them,” said Mr. Abedon. “Also, the finished product must have one or more reliable distribution channels and, obviously, competitive pricing.”

PNI’s Mr. Mosca pointed out that a product can’t be all things to all people. “It’s possible to provide a super-antioxidant cocktail for overall health and well-being, that is more widely relevant than a polyphenol-based heart-health supplement,” he said. “But you still need to be creative in targeting a type of consumer who will identify with the brand, packaging and messaging.”

Acknowledging the competitive landscape, InterHealth’s Mr. Dijkstra said he believes product positioning is crucial. “Products positioned based on the health needs of the consumer and supported by genuine research are more likely to succeed,” he said. “In addition, antioxidant ingredients that have food- and beverage-friendly applications will appeal to both manufacturers and consumers.”

According to RFI’s Mr. Wuagneux, products that are simply called “antioxidants” are losing ground to products that offer more. “Many antioxidants have recently been found to support reduction of visceral fat, including apple extract, green coffee bean and green tea. The value of these products is likely going to be associated with antioxidant activity. However, true efficacy is a completely different measurement and much more advanced than a simple measure of antioxidant activity in vitro or in vivo. This is an area ripe for new development. We already know that antioxidants have pro-inflammatory effects. Now it’s time to look more closely at how to measure that.”

Who’s Buying?

As mentioned previously, millions of Baby Boomers are on the brink of retirement. Interestingly, despite the economic challenges in recent years, Boomers have more disposable income than previous generations. Plus, they are committed to staying active and are looking to natural solutions toward that end. Still, antioxidant-rich food and supplements have become very desirable for Boomers who want to extend and improve the quality of their lives. 

“Boomers are living longer and are not willing to accept the natural signs of aging, even those who shop at health food stores,” said Soft Gel’s Mr. Holtby. “They are seeking the proverbial ‘fountain of youth’ and are willing to spend their hard-earned dollars on natural anti-aging foods, supplements and topical health and beauty antioxidant products that may stall the aging process. Also, in addition to the aging Baby Boomers, Gen-X consumers have established that maintaining a youthful appearance is also a priority. They are spending thousands of dollars on cosmetic products and procedures to help reverse, or at least slow, the aging process. Today’s mainstream culture has been significantly affected by the media and its influence on personal appearance.”

InterHealth’s Mr. Dijkstra echoed the same sentiment. “There is a growing understanding about the relationship between diet and lifestyle and increased quality of life—and this is especially true among Baby Boomers. This demographic is incorporating dietary supplements along with moderate exercise and a healthy diet to maintain good health both internally and externally, as well as to increase their quality of life.”

NutraGenesis’ Mr. Abedon cited the following demographics as ideal for antioxidant products of all kinds:

• Aging Baby Boomers seeking anti-aging benefits and a reduction in the risk of developing chronic diseases that have become increasingly common later in life, including heart disease, diabetes, arthritis, Alzheimer’s, Parkinson’s and cancer;

• Women desiring skin-rejuvenation and other anti-aging benefits;

• Exercise enthusiasts because training can result in an increased build-up of free radicals that may hinder recovery and promote assorted health problems;

• Children who would benefit from enhanced immune function to help in the prevention of colds and flu.

Condition-Specific Antioxidants
Companies are also focusing on condition-specific antioxidants that address particular needs. “The term ‘antioxidant’ is much too broad and does not provide a compelling reason to buy a particular product,” said Mathieu Dondain, director of communication and marketing, Nexira, Rouen, France. “It’s important to offer antioxidant products that point to a specific health application.”

Mr. Abedon of NutraGenesis said consumers have only recently developed an understanding of condition-specific antioxidant products. “People have not had a good understanding of how antioxidants can benefit them in condition-specific ways because most antioxidant claims made on labels have been unrelated to specific health benefits. Claims have been more vague such as ‘high ORAC level’ or ‘rich in antioxidants.’ The industry is conducting more studies on condition-specific benefits including cardiovascular health, skin health, cognitive function, blood-sugar balance, weight management and inflammation response.”

According to Soft Gel’s Mr. Holtby, antioxidants that impact nitric oxide (NO) are getting a lot of attention because NO plays such a vital role in the health of arteries and the heart. “Nitric oxide increases blood flow, prevents fatty deposits from sticking to blood vessel walls, keeps walls from getting thick and stiff and prevents the arteries from narrowing. Certain antioxidants, such as arginine, restore endothelial health. Nitric Oxide also relaxes and enlarges blood vessels, ensuring that blood can efficiently nourish the heart.”

RFI’s Mr. Wuagneux is also exploring the association of antioxidants, specifically anthocyanins and fruit polyphenols, with nitric oxide production. “This is important for a number of conditions, including endothelial function, heart health, lipid maintenance and diabetes,” he added. “NO production is also important for energy, muscle building and many cognitive functions.”

There is also an emerging market for antioxidant products that impact energy and weight management. “The link between antioxidants and energy and weight management, including visceral fat reduction, are becoming more understood from a scientific perspective,” explained Mr. Wuagneux.

FutureCeuticals’ Mr. Pond said condition-specific antioxidants that can stimulate biomarkers associated with cognitive health are of significant interest. “With an aging population, there is an increasing need to develop nutritional products that may ameliorate cognitive decline associated with aging.”

Interestingly, according to Life Extension’s Dr. Smith, there will be an increasing market for antioxidants among chemotherapy patients. “Antioxidants can help to minimize the side effects associated with these treatments,” he said. “This, in turn, increases patient compliance, which is really the key to successful chemotherapy treatments.”

What Does the Future Hold?

All indications point to robust growth in the antioxidant category. “There will be continued growth and strengthening of this market because of the basic message that antioxidants effectively combat oxidative damage and free radicals,” said PNI’s Mr. Mosca. “Additionally, antioxidants in cosmetics, sports drinks and food impact a wide range of people in every demographic.”

Nexira’s Mr. Dondain agreed, saying, “The popularity of the antioxidant market is undeniable. Condition-specific products will fuel growth and better educate the consumer. However, studies must be conducted to support these ingredients and their impact on human health.”

InterHealth’s Mr. Dijkstra also anticipated profound growth as Baby Boomers age and people continue to seek antioxidant-rich supplements for overall health and specific health challenges. “These supplements work via numerous mechanisms to provide natural, broad-spectrum antioxidant support for optimal health and longevity,” he said. “Because it is so much easier to protect the health of various body systems than it is to restore their function once damage has occurred, it makes sense to begin a preventive program as soon as possible. When it comes to protecting and preserving your health, the old cliché, ‘an ounce of prevention is worth a pound of cure’ couldn’t be more profound.”  

Mark Becker is an account manager for Vivion, a raw materials distributor, based in Vernon, CA. He has worked as a natural products sales and marketing executive for 15 years. Mark has written more than 300 articles and has hosted or been a guest on more than 500 radio shows. He obtained a bachelor’s in journalism from Long Beach State University and did his master’s work in communications at Cal State Fullerton. For almost 30 years he has participated in numerous endurance events, including more than 150 triathlons of Olympic distance or longer, 100 marathons and numerous other events including ultra-marathons and rough water swims from Alcatraz to the mainland. He has relied on a comprehensive dietary supplement and homeopathic regimen to support his athletic, professional and personal endeavors. Websites: www.vivioninc.com; www.EnergyatLast.com. Follow Mark on Facebook at www.facebook.com/energyatlast; and on Twitter at http://twitter.com/becker_mark.


Antioxidant Ingredient Roundup

A snapshot of some of the latest antioxidant ingredient offerings.

Antioxidant-rich food and supplements provide profound health benefits for the aging and general population. Ingredient companies are meeting this demand by creating innovative new products that are making their way into new finished product formulas. Here’s a sample:

Aker BioMarine, Oslo, Norway
Superba Krill is rich in phospholipid omega 3s, and is also a natural source of the potent antioxidant astaxanthin, which is 500 times more powerful than vitamin E. The astaxanthin helps keep it naturally fresh and stable on the shelf. More specifically, astaxanthin inhibits fatty acid oxidation and thereby secures a stable lipid product within the capsule. Aker doesn’t use synthetic antioxidants to stabilize its product.

FutureCeuticals, Momence, IL
Spectra reduces reactive oxygen species (ROS) by using a new, patent-pending Total ORAC FN testing method developed by Brunswick Labs, which sets a new standard in Free Radical Targeting. Until recently, most ORAC assays targeted a single free radical, the peroxyl radical. Spectra targets five free radicals, including the peroxyl, hydroxyl, superoxide anion, singlet oxygen and peroxynitrite radicals. Spectra provides a targeted approach to multiple free radicals.

VitaRed is a condition-specific, high polyphenol apple extract antioxidant. A new published study by Ohio State University indicates VitaRed decreases plasma values of oxidized low-density lipoprotein/beta2-glycoprotein I complex (oxLDL-2GPI), an atherosclerosis risk factor. The VitaRed group saw significant reductions (21%) in plasma levels of oxLDL, while placebo group experienced no significant difference. 

Kyowa Hakko USA, Aliso Viejo, CA
Setria Glutathione is a tripeptide consisting of three amino acids: glutamate, cysteine and glycine. It is found to varying degrees in all cells, tissues, body fluids and organ systems. Glutathione is recognized as the great protector. Without glutathione, each cell would become so ravaged by free radicals that it would disintegrate. A lack of glutathione would also negatively affect the liver and immune system. By fighting free radicals, glutathione supports the liver so it can carry out its job of detoxifying the body. Likewise, preventing free radical damage also helps promote a healthy immune system.

Life Extension, Fort Lauderdale, FL
CoffeeGenic is a natural weight management product with green coffee extract. Taken before meals, this supplement, which includes potent doses of the green coffee compound chlorogenic acid, utilizes a novel, five-pronged approach that can, along with a healthy diet and regular exercise, help many people naturally achieve maximum weight loss.

Leucoselect consists of grapeseed extract, silymarin (from milk thistle) and trans-resveratrol—three hepatoprotective agents that aid in reducing compounds from potentially toxic xenobiotics and protecting cells from free radical-induced oxidative stress.

Nexira, Rouen, France
Oli-Ola is a new olive extract standardized in hydroxytyrosol, a phytonutrient with strong antioxidant properties. This antioxidant has been shown to promote a decreased risk of cardiovascular disease by preventing low-density lipoprotein (LDL) oxidation.

Cacti-Nea comes from Opuntia ficus-indica cactus fruit. An exclusive partnerships with local growers in the Mediterranean area ensures the origin and traceability of these fruits. Cacti-Nea offers anti-water properties for a slimmer body and antioxidant protection thanks to its high content of indicaxanthin, the most bioavailable betalain pigment. Cacti-Nea is supported by in vivo and clinical studies.

ViNitrox, a unique and proprietary synergistic antioxidant combination of apple and grape polyphenols, offers many sports nutrition properties, including enhanced and lasting performance. Nexira’s latest clinical study on 50 athletes, 25-45 years old, demonstrated that under intense exercise, 500 mg/day of ViNitrox increased physical training time by 10% and delaying the fatigue barrier by 13%.

NutraGenesis, Brattleboro, VT
Wellberry is a branded, patent-pending nutraceutical antioxidant formula that contains a standardized extract of Indian Gooseberry superfruit and a highly bioavailable form of vitamin C. This high ORAC antioxidant possesses substantiated structure/function claims in a range of condition-specific areas including antioxidant, anti-aging, immune health and cellular protection.

Sendara inhibits enzymes that cause wrinkling and aging of the skin, and possesses iron chelation properties. Studies have shown that iron chelation may reduce free radical formation in the brain to help support healthy cognitive function.

PL Thomas, Morristown, NJ
GliSODin represents an approach to oxidative stress different from the administration of conventional antioxidants. Instead of correcting a deficiency, it activates the endogenous antioxidant defense system including superoxide dismutase (SOD), glutathione peroxidase and catalase. GliSODin promotes the production of the body’s own natural antioxidants. The product contains SOD from melon that is “protected” by a protein called gliadin from wheat, which allows oral delivery of the SOD to the GI tract. It has been shown to increase tissue levels of SOD in animal studies and has been studied in numerous human clinical trials demonstrating reduced oxidative stress in healthy adults. In these trials, GliSODin protected skin cells from the damaging and aging effects of UV radiation, as well as reduced oxidative stress and lactic acid buildup during exercise. In HIV infected individuals, GliSODin normalized SOD levels and increased quality of life scores.

Proprietary Nutritionals Inc., Kearny, NJ
Cran-Max features a patented technology, Bio-Shield, which enhances the bioactivity of the cranberry, so that it gets to the site of action and has sustained effects. This extended release mechanism prevents the E. coli bacteria from settling in the bladder wall and allows nature to do its job and flush the bacteria out of the body. Cran-Max is a full-spectrum supplement, containing all the vital parts of the cranberry—the fruit, seeds, skin and juice.

RFI Ingredients, Blauvelt, NY
OxyPhyte is a proprietary line of advanced, antioxidant products derived from Generally Recognized As Safe (GRAS) fruits, vegetables, teas and herbs. Formulating with OxyPhyte products offers the well-established health benefits of plant-based antioxidants for many product applications.

Soft Gel Technologies, Los Angeles, CA
Perluxan is an exclusive, patented hops extract that provides natural, fast-acting anti-inflammatory related relief for minor aches and pains, without the side effects commonly associated with prescription anti-inflammatory products. The alpha acids in Perluxan are potent antioxidants and are effective at both scavenging free radicals and inhibiting the chemical processes that cause oxidation.

CoQsol is an all-natural, enhanced absorption, soft gel formulation of CoQ10 that includes other valuable antioxidant ingredients such as natural beta-carotene and mixed tocopherols. The company also offers CoQsol-CF, a solubilized, crystal-free formulation; and CoQH-CF, a patent-pending formula designed to protect ubiquinol from being oxidized.

Sytrinol is a patented formulation consisting of palm fruit and citrus extracts that contain polymethoxylated flavones and tocotrienols. It has been clinically proven to help maintain healthy cholesterol levels, according to the company.