Consumers Flock to Products "Rich in Antioxidants"

The phrase “rich in antioxidants” got more attention from U.S. grocery shoppers than the phrase “antioxidants added,” market researcher Decision Analyst reported based on a survey taken for its Food Ingredients: What’s Hot? report. (The report incorporated the responses of 16,392 U.S. grocery shoppers.)

According to the report, 40% of respondents indicated that they would very frequently or somewhat frequently consume foods labeled “rich in antioxidants,” while only 25% of respondents said they would consume foods calling out “antioxidants added.”

In fact, consumers were more drawn to the wording “rich in” versus “added” for a number of nutrients, including omega-3s and iron. “This is likely due to the perception that foods rich in an ingredient are more natural and less processed, compared to foods that have these ingredients added to them during the manufacturing process,” explained Diane Brewton, senior vice president of Decision Analyst’s market intelligence group.