The survey, based on an online panel of 2,000 US adults (age 18+) conducted over the last two months, revealed 44 percent of women buy skin care or cosmetic products that promote their antioxidant content.
“Although innumerable personal care and cosmetic products contain antioxidant ingredients, we estimate products tagged with the word ‘antioxidant’ appealed more to the consumer,” states the report.
Trends
Hair and skin products containing cocoa, green tea, and pomegranate are mainstays in the antioxidant market, according to the market researcher.
“Consumers equate the word ‘pomegranate’ with the word ‘antioxidant’, most likely due extensive marketing,” the report highlights.
While products containing cocoa remain important with more companies according to the report, green tea has solidified its reputation for balancing oily skin, as has Argan oil, as it stepped up as a natural source of antioxidant 'power'.
Moreover, Packaged Facts found that formulators are increasingly incorporating the antioxidant power of red tea/rooibos in personal care products whilst becoming more creative at mixing antioxidants, giving consumers the impression of more antioxidant 'power', and of cutting edge formulation.
Creative pairings over the past several years include detox skin care products, antioxidant deodorant and color cosmetics.
Successful products in this area…
In terms of moisturizers that specifically feature anti-aging/antioxidant properties, the market researcher found the highest percentage of women (29 percent) chose Olay.
In January 2012, Olay announced an extension of its popular Olay Regenerist product line to include a Moisturize Fragrance-Free version of its Micro-Sculpting Cream that is positioned to be an ‘advanced anti-aging’ skin care product.