The $100 Billion Antioxidant Market, and Why You're Having Fish for Dinner

Health food trends continue to grow because they are a cash cow. It’s estimated that the global antioxidant market will generate nearly $100 billion in a few years, even though most of us have no idea what an antioxidant is, and their long-term benefits are far from certain. But that doesn’t stop the California Walnut Board, the pomegranate hucksters at POM and assorted vendors of sugar drinks (from Vitamin Water to 7-Up) from proudly slapping “antioxidant” on their packaging and ads, while subtly pushing the narrative that it might possibly be the cure for cancer.

On my last night in Los Angeles, my wife and I offered to cook dinner for our friend Josh, whom we were staying with. “That would be wonderful,” he said, but the meal could have no meat, dairy, eggs, white grains, sugar or salt. “Fish is great, though,” he added, as though we had another option. There was no dessert.

David Sax in the Los Angeles Times, on the futility of health food crazes.

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