There’s an idiom that states to “feed a cold, starve a fever.” To stay healthy and prevent illnesses like the common cold, consumers increasingly are turning to foods and beverages that are high in natural, immunity-boosting ingredients like antioxidants. The demand for non-artificial, clean-label products is further driving the use of antioxidants in beverages, experts say. “According to Research and Markets, the Global Food Antioxidants market is forecasted to grow at a [compound annual growth rate] (CAGR) of 5.28 percent during 2016-2021,” says Randal Kreienbrink, vice president of marketing at BI Nutraceuticals, Rancho Dominguez, Calif.
“The rise in the U.S. can be attributed to the aging of baby boomers and the increase in purchasing power of health-conscious millennials,” he continues. “Natural antioxidants are progressively taking more of the market share as American consumers increasingly search for clean-label, healthy ingredients. According to the Nutritional Business Journal, the U.S. Natural and Organic Food and Beverage Market grew by 10.7 percent to $62.7 billion in 2015.”