Antioxidants have been on consumers’ radars at least since the 1990s, when these free-radical-fighting compounds became all the rage for promoting good health. That’s when the connection between oxidative stress—caused by these unstable molecules poaching electrons from cells in attempt to stabilize—and chronic diseases really started to sink in. Now, it’s well known that oxidative stress damages cell structure and function, fueling inflammation and contributing to a whole host of conditions.

Demand for antioxidants persists today. Consumers increasingly understand that optimizing cellular health by curbing free radical damage supports myriad aspects of health, from cognition to vision to heart function to immunity. Ensuring plentiful antioxidant intake also promotes healthy aging, which begins at the cellular level, a mounting consumer interest as baby boomers grow older and Gen Xers and millennials take proactive measures to ensure lasting well-being.