Kemin: Innovation in tea

Oxidative stress is a major contributor to many chronic health problems, as well as premature aging. As many epidemiological and intervention studies have shown, antioxidants, namely
the ones present in green tea and black tea are associated with positive health benefits, and are perceived by the general population as “healthy” and “good for you”.

In a time where consumers are looking to improve their health with products that are natural, safe and environmentally friendly, there is space for innovation, and the tea market is not an exception. The new generation of tea products must bring the benefits of teas in unique natural forms, ensuring efficacious products that adjust to the needs of its users and fulfill the growing market demand on natural and safe high quality products to the consumer’s overall health.

Antioxidants can prevent the formation of damaging oxidative radicals thus decreasing oxidative stress, one of the factors believed to be responsible for several chronic diseases and aging. Nowadays, antioxidants are perceived as healthy, with 23% and 53% of the general population feeling that they are deficient in antioxidants, and willing to add more antioxidants to their diet, respectively. Based on this growing consumer demand, the antioxidant market appears as an attractive, large and growing market.

Tea is a major contributor to the global antioxidant market, with 77% of the users consuming tea for their overall health and 70% to promote anti-aging. Thus, the tea market offers several opportunities, as tea is the most popular beverage in the world after water, and a product that mainstream consumers can easily relate to. Moreover, tea is perceived as safe and healthy, with 61% of the people believing that tea contains components that reduce the risk of disease. Generally, consumers are looking to improve their overall health with products that are natural, environmentally friendly, and exhibit a high safety profile, while also having scientific evidence of efficacy.

This article is available in full in the Winter 2011 issue of Nutraceuticals Now