The majority of people who purchase drinks such as AOk know that antioxidants are good for us, that we need to consume plenty of them to gain any health benefits, and that they fight free radicals, according to a survey by AOk Drinks.
Stuart Roberts, MD, founder and nutritionist at AOk Drinks, says: “We’re not surprised that people generally understand that antioxidants are good for us, but we were surprised at the level of understanding, which is higher than anticipated. Two-thirds understand that antioxidants fight free radicals and 65% know that they defend the body (cells) against oxidative stress.”
Red grape, cranberry, pomegranate and green tea are cited as leading natural ingredients that are packed with antioxidants by more than half of respondents. Kidney beans are a good source of antioxidants but this isn’t widely known (15%), as producers in this sector haven’t pushed this message during recent years, unlike in the juice sector.
“Word of mouth marketing by leading antioxidant drinks brands has worked wonders for the industry, but it’s the consumers’ desire to regain control of their health and well-being that’s driving this awareness,” says Roberts. “I’m frequently asked to explain how antioxidants work, what free radicals do and how they can benefit different conditions.”
The consumer survey of 102 British adults was conducted independently online by AOk Drinks in June and July 2010 ahead of the August rebrand.
Source: AOk Drinks
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