Antioxidants are one of the most popular food related components. Found in varying degrees in many different plants, from goji to garlic, to blueberries to broccoli, from thyme to green tea, antioxidant rich fruits, vegetables and herbs are a billion dollar industry. But they aren’t just used in food. Skincare and animal feed are also part of the boom. In fact, antioxidant enriched animal feed accounted for $216.8 million in 2011.

Antioxidants are molecules such as Vitamin A, C, and E that prevent the oxidation of other molecules; other antioxidants include carotenoids, flavonoids, capsaicin (what makes peppers spicy), and more. When these molecules oxidize, they can create free radicals that damage cells in the body. We all need oxidation (and in some part, oxidative stress is an important part of the immune response) to survive; it is when free radicals build up that cell damage occurs.

When the cells get damaged, that’s when signs of aging begin to show and skin, for example begins to thin and sag. That’s why people who suntan or who use tanning beds are at a higher risk for skin cancers, and their skin appears leathery and wrinkled sooner. Free radicals and oxidative stress also play a role in the development of diseases and illnesses like other cancers, Parkinson’s disease, Alzheimer’s, chronic fatigue syndrome, heart problems, and more.

Antioxidants: The Combatants

Because antioxidants help combat the buildup of free radicals in the body, eating or drinking antioxidant rich foods may help lower a person’s risk of developing illnesses later on. The three most commonly recognized antioxidants are vitamin A, C, and E, all of which the body needs in certain levels in order to thrive. When levels get too low that is when free radicals build up in the body, causing problems. While these molecules are not a cure-all, in moderation they help to improve long-term health.

Due to the link between oxidative stress and illness, and the role antioxidants play in combating this, this business is growing exponentially.  Many baby boomers are looking to stay healthier longer and are investing in preventative care. They exercise, eat right and take care of their bodies. And many antioxidant rich foods like blueberries have additional benefits, besides the antioxidants. Wild blueberry juice for example is being studied for its role in preventing memory loss in older adults; it can help with depression and even with reducing blood sugar levels. Garlic, has been used for centuries to combat colds and flus, and is known for its antibiotic properties. Cranberries were used to stave off scurvy and the sulfur content in them helps promote urinary tract health.

Sources of Antioxidants

Cruciferous vegetables such as broccoli are a great vegetable source of antioxidants and are also rich with iron and vitamin K which helps promote circulatory health. Herbs such as thyme, oregano, sage, clove, and more also rich in these molecules and have great health benefits. Even red wine and cocoa are rich in polyphenol antioxidants, and in moderation can promote a healthy heart.

Foods rich in antioxidants are made into smoothies, yogurts, eaten dried or frozen, and are a growing part of the health food industry. With businesses both big and small dipping their toes into the water, it seems like everyone wants a piece of the pie. While the largest markets are currently in Asia and Western Europe, North America is slowly catching up as people are getting concerned with rising obesity and diabetes levels, and as concerns with environmental stressors rise, many people are wanting a better quality diet. It is also part of a mentality and way of life that promotes a more holistic approach to health. Instead of dosing with antibiotics when hit with the flu, why not ensure that the body’s needs are met ahead of time. By consuming whole, healthy foods, and relying less on Western medicine, many people feel that this is a better way of life.

In moderation, a diet supplemented by antioxidants may help combat against oxidative stress caused by free radicals. With illnesses such as cancer, diabetes, and heart disease on the rise, investing in prevention has never been a bigger business.  With a wide variety of antioxidant filled products on the market, from skin care to animal feed, to make up to matcha, antioxidants are a billion dollar industry, and growing.

This article was written by Gabriela Delay.