Understanding Antioxidants

by Jon Benninger

Many people have heard of antioxidants, but very few can offer an accurate definition of what they are. Even fewer can describe how they work. Even with this gap between awareness and understanding, the American public is purchasing antioxidants at record levels.

From the basics such as vitamins E and vitamin C to the "new antioxidants" such as grape seed extract and selenium, antioxidants are strong sellers. Many of your clients probably are already buying antioxidants somewhere. Having a basic understanding of these substances is an important part of convincing your client to buy their antioxidants from you.

The McDonald's Study

One sure way to capture the attention of the American consumer is to conduct a study using food from McDonald's. Even though thousands of antioxidant studies have been published, it is safe to say that more Americans than ever before heard about antioxidants following a study published in the November issue of the Journal of the American Medical Association. The "McStudy" received widespread coverage in newspapers and on television, resulting in increased demand for antioxidant dietary supplements.

Researchers conducted the study by feeding fatty McDonald's breakfasts consisting of two McMuffins and two hash brown patties to 20 men and women with normal cholesterol levels. On the first day, the subjects ate only the McDonald's breakfast. On the second day, the subjects were given 1,000 milligrams of vitamin C and 800 international units of vitamin E before the same breakfast. On the third day, the subjects ate only a breakfast consisting of a bowl of frosted corn flakes and 8 ounces of skim milk.

The researchers found that both the low-fat corn flake breakfast and the high-fat McDonald's breakfast preceded by antioxidant supplements resulted in a 20-percent artery dilation. When the subjects ate the fatty breakfast without the antioxidant supplements, artery dilation was much lower for up to four hours. The scientists explained that this difference may be due to the accumulation of fat and that the antioxidant vitamins may prevent this fat from clogging the blood vessels. While the results are still considered "preliminary," this information was enough to convince many drive-thru regulars to buy antioxidants.

The Basics

Think of antioxidants as rust protection for the body. While the body does not actually rust, it does deteriorate due to oxidation, which is a process in which unstable oxygen molecules, known as free radicals, cause damage to the body and its cells.

These unstable oxygen molecules may come from environmental factors such as air pollution or from normal bodily functions such as metabolism. Antioxidants stop these unstable molecules from causing damage by providing them with the missing electron that they need to become stable.

After many years of research, many scientists believe that this "oxidation" caused by free radicals may contribute to chronic illnesses such as cancer, heart disease, arthritis and more. Many also believe that free radicals play an important role in the aging process. By ensuring the consumption of adequate levels of antioxidants, many researchers believe we can reduce the incidence of chronic diseases and delay the aging process.

Antioxidants Galore

The most well-known antioxidants found in dietary supplements are vitamin C, beta carotene and vitamin E. However, many more antioxidants exist and some are becoming extremely popular. The following list offers brief information about the most popular antioxidant substances available today.

Vitamin E is a fat soluble essential vitamin that is found naturally in seeds, nuts, grains and some vegetable oils (processing may eliminate much of the vitamin E). The most well-known form of vitamin E is alpha tocopherol.

Natural vitamin E is listed in ingredient panels as d-alpha tocopherol. Synthetic vitamin E is listed as dl-alpha tocopherol. Because vitamin E is naturally in an oil form, it must be processed to be used in a dry solid form as is needed for tablets and chewables. This form is identical in name to those above, with the addition of the word "acetate" or "succinate" at the end. As a dietary supplement, vitamin E is used as an antioxidant and may reduce the risk of heart disease and some cancers.

While the official RDI (Reference Daily Intake) for vitamin E is 30 International Units (I.U.), most experts recommend a daily intake of at least 400 I.U. for optimal health. Dietary supplements may contain one of many forms of vitamin E or a mixture of these forms. The product label clearly should identify the form.

Most supplements recommend a daily dosage of 400 I.U., but label directions for use should be followed. Because vitamin E is fat soluble, it should be taken with a meal to increase absorption. Vitamin E has demonstrated no effects on photosensitivity.

Vitamin C is a water-soluble nutrient that serves many purposes in the body. One of the primary reasons that people take dietary supplements of vitamin C is for its antioxidant effects.

The chemical name for vitamin C is ascorbic acid, and it is found in many foods such as green pepper, broccoli and citrus fruit. Vitamin C is generally regarded as very safe.

While the official RDI for vitamin C is 60 mg, many experts recommend a daily intake of 500 mg to 5,000 mg for optimal health. Dietary supplements that contain vitamin C come in many shapes and sizes. From those offering the RDI 60 mg per day to those offering thousands of milligrams per day, the selection is broad. Also, many forms of ascorbic acid compounds are available.

One of the best selling vitamin C ingredients is Ester-C, a trademarked name. This vitamin C form is found in many different brands and consistently outsells other vitamin C products. Vitamin C has demonstrated no effects on photosensitivity.

Beta carotene is the best known of a class of nutrients called carotenoids. Beta carotene is converted into vitamin A within the body and is used as an antioxidant. Beta carotene can be found in many fruits and vegetables, including carrots, spinach and cantaloupe.

Dietary supplements that contain beta carotene may contain natural or synthetic beta carotene. Others may contain "natural mixed carotenoids," which simply means that many substances within the class of carotenoids, including beta carotene, are used.

Studies have shown that high supplemental dosages of beta carotene are tolerated safely. If extremely high dosages are taken, the skin may take on an orange tone. This is harmless, and many experts believe this pigmentation actually offers additional sun protection.

Selenium is a mineral that may serve many purposes in the body, and it is gaining popularity as an antioxidant. Selenium is generally obtained from food, particularly meats and grains, though the selenium level is dependent on the quality of the soil in which the food was produced. Due to modern farming methods, selenium levels may be low in many foods.

A recent study published in The Journal of the American Medical Association found that human subjects given 200 micrograms of selenium per day had 37 percent fewer malignancies, a 50-percent reduced risk of death from cancer and a 17-percent decrease in overall mortality. Shortly after the study results were published, sales of selenium supplements skyrocketed.

Selenium is generally safe, though excessive dosages should be avoided. Label instructions for use should be followed. Selenium has demonstrated no effects on photosensitivity.

Grape seed extract is frequently found as an ingredient in dietary supplements used as antioxidants. While many components of this extract may offer benefits, a class of chemicals known as proanthocyanidins are thought to offer antioxidant properties.

Many researchers believe that the antioxidant benefits of the grape may explain what has become known as the "French Paradox." The French eat more fat, drink more alcohol and smoke more cigarettes than do Americans, yet they exhibit lower rates of some chronic diseases. Their regular wine intake (in essence a grape extract) may be responsible.

Dietary supplements that contain grape seed extract are marketed by many different manufacturers. There are also several trademarked ingredients within this class, such as Activin and Leucoselect. Depending on the manufacturing process, these various grape seed extracts may differ slightly or greatly from each other. Each manufacturer should provide information about their specific grape seed extract, including any studies that have been conducted. Label directions for use should be followed. Grape seed extract has demonstrated no effects on photosensitivity.

Pycnogenol is actually a trademarked brand name for an ingredient found in many antioxidant products. Pycnogenol is obtained from the bark of the French maritime pine tree, and many studies have shown health benefits from this substance.

Pycnogenol has been a popular antioxidant for many years in the health food industry. Recent marketing efforts by the exclusive U.S. distributor of this ingredient may result in mainstream demand in coming months.

Dietary supplements that contain Pycnogenol are marketed by many different manufacturers, but all Pycnogenol available in the United States originates from one ingredient supplier. Some companies market supplements that contain generic pine bark extract. While these products may offer benefits, they have not been used in the studies that have shown benefits for the brand Pycnogenol. This substance has demonstrated a high level of safety and has no known effects on photosensitivity.

Antioxidant dietary supplements may contain one or more of the above ingredients, as well as any number of other nutritional substances. The key to selling antioxidant dietary supplements is educating and informing the client.

When presented with information that the simple act of buying and using an antioxidant may prevent chronic illness and extend life, many consumers will make the purchase. When a reporter for the The New York Times tells millions of Americans that antioxidants may prevent cancer, Americans buy antioxidants. By the same logic, when you and your employees provide this basic information to clients, they will buy antioxidants. The result will be better health for both your clients and your cash register.

Jon Benninger is the editor and publisher of Health Supplement Retailer, a monthly trade magazine for the dietary supplement industry.