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Read our latest whitepaper on astaxanthin and get the antioxidant top of mind

April 03 2023 - News

While pet food specialists and scientists do know its potent antioxidant and anti-inflammatory properties among, natural astaxanthin does not yet have that same widespread reputation among pet parents. Research shows that only a fraction of them (6%) associate the ingredient with positive health benefits for their pets. 

The finding comes from the MarketPlace 2022 Consumer Insights White Paper, an annual and acknowledged study that keeps track on trends in supplements, ingredients, behaviors and lifestyles of pets parents. Interestingly, the same report states that antioxidants are top among ingredients pet parents associated with positive health benefits, tracking with the immunity trend noted in recent years. Clearly, more promotion is needed to get astaxanthin widely top of mind. 

Promoting astaxanthin

In the latest whitepaper ‘Natural astaxanthin: How the ‘king of carotenoids’ can upgrade pet food’, Geert van der Velden, IQI Trusted Petfood Ingredients’ Innovation Manager, is making a start with that. Taking a deep dive, he first tells about natural sources of astaxanthin and how it contributes to cell functioning. He then sums up the different pet health benefits of astaxanthin supplementation and elaborates on the science-based version of astaxanthin Novasta® EB1 that IQI supplies. 

Download our white paper

Powerhouse ingredient

“It’s great that many pet parents acknowledge the importance of antioxidants in pet food, but clearly many of them don’t know that astaxanthin is an antioxidant as well. With this whitepaper, we’re putting the spotlights on this powerhouse ingredient”, Van der Velden says. “Although the document is primarily aimed at specialists in the pet food industry, I’m confident it serves everyone who is either personally or professionally concerned with the latest trends on pet food supplementation.” 

Strategic partnership

On October 1, 2022, AstaReal announced a new strategic partnership with IQI trusted Petfood Ingredients to bring their innovative, science-based, health ingredient to the pet food market in Europe. The partnership combines the strengths of both companies to form a greater whole. AstaReal will provide its well-researched, natural algae-derived ingredient, while IQI Petfood Ingredients will act as a growth engine for Europe, connecting AstaReal with local and regional players in the pet food industry looking for high-quality, pure solutions. 

Download our white paper

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