Publisher of packaged Facts, David Sprinkle, said: “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, cosmetics.” Antioxidant featuring pet foods and treats, of course, also have their place at the table.
For this reason, Packaged Facts sees tremendous growth potential for antioxidant product marketers over the next ten years. Several drivers are fuelling 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.
Marketers and media of all stripes continue to educate consumers about the anti-ageing 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.
According to a Packaged Facts survey conducted over February-March 2012, 29% of US adults are seeking out high-antioxidant groceries, and 44% of women buy skincare or cosmetic products that promote their antioxidant content.
Packaged Facts estimates that antioxidant-featuring foods, beverages, supplements, and personal care/cosmetics totalled $65bn in US retail sales in 2011, up 9% over 2010. By 2016, the market is projected to approach $86bn. Personal care and cosmetics are a particularly hot growth area.
Packaged Facts conservatively estimates that personal care/cosmetic products tagged with the word ‘antioxidant’ registered retail sales of $3.9bn in 2011, with skincare as the leading category at $2.2 n. This overall personal care/cosmetics figure presents a 12.7% gain over $3.5bn in 2010.
Source: Packaged Facts
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