Formulating Antioxidant Products

Formulating Antioxidant Products
by Judi Quilici-Timmcke, M.S.

Formulating antioxidant products that will prove to be good sellers is an increasingly difficult task, since there are already millions of these types of products sold in every market, from mainstream supermarkets to health food stores and even over the Internet. In fact, targeting just the antioxidant properties does not provide enough sizzle for purchase; there needs to be a specific focus. Successful products will feature antioxidants with good research to support substantial structure/function claims that are incorporated into a formula that supports a specific health issue or region of the body.

Antioxidants are compounds that protect against the damaging effects of free radicals, which cause oxidative damage to the body’s tissues. Free radicals react chemically and can damage cell membranes; free radical damage has been associated with many disorders, including age-related diseases, such as cardiovascular disease and cancer. (For more on the research behind antioxidants, see related story.)

Unfortunately, the average person would have a hard time defining an antioxidant, and most consumers wouldn’t buy one without asking advice because they may not be truly convinced they need it. Even if they are aware of what an antioxidant is, they may not know which one is best for them. Consumers have told me there is so much information available that it is very confusing.

When a company asks me to develop a powerful antioxidant product, I encourage them to add antioxidants to a product that targets a specific market (i.e., sports nutrition) or that supports a body system, organ or specific region of the body. The other possibility is to incorporate well-researched antioxidants into a multiple vitamin/mineral product.

There are many vitamins, minerals, herbal extracts and specialty nutrients that possess antioxidant potential—vitamin A, beta-carotene and other carotenoids; vitamin C and E; the minerals chromium and selenium; botanical extracts such as bilberry, ginkgo biloba, green tea, grape seed extract and pine bark extract; and specialty ingredients such as coenzyme Q10 (CoQ10). Many of these ingredients have research to show antioxidant benefits and support their ability to quench free radicals as dietary supplements.

It is much easier for the consumer to purchase an antioxidant product that addresses a particular health or diet concern or one that targets a specific body system. They can more easily relate to an antioxidant that protects or supports a specific organ, tissues, or body system, such as antioxidants for eye health, the brain, heart or joints.

Among the antioxidants with target areas are:

• Eye Health: Bilberry standardized extract, beta-carotene, astaxanthin, lutein, zeaxanthin and other carotenoids.
• Cardiovascular Health: CoQ10, vitamin E, hawthorn and ginkgo biloba.
• Liver Health: Milk thistle and calcium D-glucarate.
• Prostate Health: Lycopene and selenium.
• Lung Health: Vitamin E, vitamin C, vitamin A, betacryptoxanthin, lutein, beta-carotene and lycopene.

One dilemma facing product formulators is the abundance of possible sources for ingredients, all of which appear to have similar products. For instance, there are many grape seed extracts on the market, but a product formulator should confirm with his or her supplier about what research is available on the specific ingredient if the finished product company is interesting in making a claim on the product. Several companies have performed their own antioxidant animal studies and/or supported various human clinical trials to support different body systems.

Selenium, for example, is a mineral with a primary metabolic function as an antioxidant; it also plays a role with vitamin E to protect the cell membrane and mitochondria. SelenoExcel™ (from Cypress Systems) is one form of selenium with multiple research studies demonstrating its benefits. One of the original trials administered 200 mcg/d selenium yeast to 974 men for 10 years (JAMA, 276, 24:1957-63, 1996). It demonstrated that the selenium yeast group had a 63-percent reduction in prostate cancer incidence versus the placebo group.

Another issue when formulating a combination product is to remember there are some ingredients, such as iron, that may not be appropriate for everyone. Iron has antioxidant properties, but in men over 40 it may act as a pro-oxidant. It is important in formulating products to carefully consider the target market and be sure that there are no safety issues with compounds that are selected for the formulas. Iron overload is an excess of iron stored in the body and is observed more in men than women. A study in Finland showed that men consuming a diet high in iron increased their risk for heart attacks (Circulation, 86:803-11, 1992). Men with ferritin levels higher than 200 mcg/L had twice the risk of those with lower levels. The excess iron circulates as ferrous iron through the blood uncontrolled by iron-binding protein and will act as a pro-oxidant damaging tissues. This pro-oxidant effect is seen in aging, cardiovascular disease and cancer.

Another new trend in product formulation is incorporating fruit- or vegetable-based products that provide antioxidants. Unfortunately, many companies position these products as whole food products, leading many consumers to believe they are actually consuming many of the ingredients from the actual fruit or vegetable source. They are not aware that the only benefit demonstrated by research would be antioxidant potential. A whole fruit or vegetable base used for marketing purposes should be examined a little closer before writing marketing copy to confirm that the company is being truthful and honest with the consumer.

In conclusion, unique antioxidant products that are good sellers aren’t the easiest products to sell since there are so many already being sold on the market. New products need to focus on using antioxidants with good research to support substantial structure/function claims and should be developed in a product to support a targeted group, body system, tissues or organs.