Modern life stresses on the eyes coupled with increasing knowledge of a link between nutrition and ocular disease is growing the market for vision health supplements.
The incidence of eye diseases among the aging population is on the rise, but a growing number of research studies have reported that many vision impairment causes are preventable via proper diet and eye care.
Kaori Dadgostar, PhD, technical specialist with Jarrow Formulas (Los Angeles, CA), said with that, the market for vision health supplements is also on the rise. She noted that in 2008, US consumer sales for vision health supplements reached $331 million, according to Nutrition Business Journal, and it continues to grow each year. “This is probably due to our aging population and increasing understanding of ocular disease development and nutrition. Also, an increase in the use of computers and video games contributes significantly to public interest in vision health supplements. More people are interested in vision nutritional supplements for preventative and/or remedial care for future and/or ongoing ocular conditions.”
Consumers have consistently listed vision impairment as one of their top five aging and health concerns, added Keith Lennertz, director of product development with Life Extension (Fort Lauderdale, FL). “This category is very viable as there is a compendium of research showing that nutraceuticals can be an excellent intervention in halting or delaying the progression of eye aging and vision impairment,” Lennertz said. “Fat-soluble and water-soluble antioxidants are a perfect intervention to deal with the high levels of free radicals generated by sunlight entering the eye that lead to free radical damage to different structures in the eye.”
At That Age
The vision health supplement category is robust, especially if targeting mature Americans. “People over the age of 40 start to notices changes in vision capacity and acuity,” said Lennertz. “This is often the first experience this consumer has that gives them the feeling that they are getting old or ‘over the hill.’ It seems like vision degradation is a ‘rite of passage’ that signals one has entered into middle age!”
Retailer Beverly Velasquez, director of nutrition with Native Sun Natural Foods Market in Jacksonville, FL, said although the customer for vision health can be almost anybody, it is predominately aging customers who are starting to need glasses, “and older customers looking to offset and prevent age-related problems such as macular degeneration.”
Josh Huffman, supplements manager with Mustard Seed Market and Café in Akron, OH, said his customers for vision health products are also older. “I would guess aged 40-60. They mainly come in for eye support. They’ve recently been to their doctor and want to take a natural route.”
Anyone who is worried about or experiencing ocular discomfort is a candidate for vision health supplements, Jarrow’s Dadgostar added. “Young people take supplements to relieve ocular fatigue and dry eyes often caused by extended use of computers and video games. People who suffer from or who have family histories of ocular diseases, particularly retinal conditions, frequently take these vision health supplements for preventative and therapeutic care.”
Impacting the Market
The biggest boost for the nutraceutical eye health category was the completion of the Age-Related Eye Disease Study (AREDS) sponsored by the National Eye Institute, one of the Federal government’s National Institutes of Health, noted Lennertz. This major clinical trial confirmed the benefits of using antioxidants to slow the progression of macular degeneration.
Also, the wide scale consumer acceptance of herbal products in the late 1990s allowed bilberry to become the pre-eminent nutraceutical for eye health, Lennertz added. “Since then, research on fat-soluble carotenoids for eye health such as lutein, zeaxathin, meso-zeaxanthin and, most recently, astaxanthin have become a mainstay in different degrees in products all the way from food, drug and mass (FDM) to health food stores.”
Due to the expense of carotenoids, the more sophisticated products using the whole array are primarily found in health food store-quality products. “These tend to have a greater array and high dose of these carotenoids compared to the limited and marginal dosing in FDM products,” explained Lennertz. “The nutraceuticals for eye health are also ‘consumer friendly,’ as they are typically found in the foods we eat. The pigmented carotenoids can be consumed if one is eating a very healthy and color-varied plant diet. Since many Americans are not eating in this top form, they seek supplements to fill the gap.”
Though recently, retailers are finding that market trends have been flat. Velasquez said there have been some advancements in the category and that reflection can be seen in manufacturers updating their products. “But overall, the category has been steady and the products feature ingredients that have been supported by science that say something about eye health,” she said.
Huffman agreed, and added that not much has changed in products over that past couple of years—the store hasn’t brought in new products and manufacturers have been steady with their products and dosing, he said, “not only on our shelves, but in other stores as well.”
Predominate Ingredients
Noted Dadgostar. “Although there are various ingredients gaining popularity that have shown vision health benefits in pre-clinical and clinical settings, it seems that lutein will be the leading supplement on the market.”
Daniel Tepper, MD, MS, a comprehensive ophthalmologist and consultant to Barlean’s (Ferndale, WA), said in regards to preventing age-related macular degeneration (ARMD) or avoiding progression of the disease, “there seems to be a buzz regarding higher quality, trustworthy fish oil products providing omega-3 fatty acids as well as finding good sources of lutein and zeaxanthin, which have also been shown to benefit those with this vision threatening disease.”
Omega-3s and-6s are also being promoted to provide relief from dry eyes by improving the health of the eyelid margins, Tepper said, adding that there has been more talk about the potential benefits of dietary antioxidants found in vegetables on the prevention of cataracts.
Vision Products
Though lutein is the big seller in the category, Velasquez said she prefers supplement blends for vision health that contain a specific list of ingredients proven for eye health such as CoQ10, lutein, grape seed, zeaxanthin and lycopene. “The supplement blends have a checklist of everything you read in any article, as opposed to just one product that has lutein in it.” Huffman agreed that the products that blend omega-3s and vitamin D3 along with lutein appeal to most customers.
For Jarrow, one of its best-selling vision health supplements is LuteinSorb™, a patent-pending delivery of free lutein as a dispersion of lutein laid onto a special hydrophilic carrier consisting of marigold (Tagetes species) fractions. The particle size of the lutein active ingredient is reduced to the molecular level, which results in six-fold greater absorption of lutein. LuteinSorb uses the latest technology that has been extensively tested in preclinical and clinical settings for its safety and effectiveness, according to the company, and all materials are GMO-free.
In addition, Jarrow has a new product called Vision Optimizer®, which has been “up-formulated” with blackcurrant. Vision Optimizer provides a comprehensive combination of nutrients that support various aspects of eye health, including protection from UV radiation and free radicals, support for critical eye components (like the lens and photoreceptors) and the promotion of healthy eye circulation, the company stated. The product contains lutein, zeaxanthin, New Zealand blackcurrant extract, grape seed extract, alpha lipoic acid, selenium, vitamin B2, ginkgo biloba extract and quercetin.
Life Extension also offers a full spectrum carotenoid formula that includes lutein, zeaxanthin, meso-zeaxanthin and astaxanthin. “Most products only have lutein and zeaxanthin,” said Lennertz. “We introduced meso-zeanthin to provide a full complement of carotenoids utilized in the macula of the eye. The astaxanthin helps to reduce muscle fatigue in the eye.”
Lennertz noted that bilberry marketing for eye health in the late 1990s was the often-quoted World War II fighter pilots who consumed bilberry jam before sortes and experienced better night vision. Recently, Life Extension introduced cyanidin-3-glucodise (C3G), an anthocyanin found in dark pigmented berries such as black currant. This anthocyanin helps to speed the regeneration of rhodopsin in the eye. “This is essential for faster eye processing of images entering the eye under dim light conditions,” Lennertz explained. “Therefore it will help with visual acuity at night time.”
For vision health, Barlean’s recommends its Fresh Catch fish oils in both liquid and capsules. “The high potency EPA/DHA per serving is of the highest in the industry,” said Andreas Koch, marketing director. “Visual acuity is supportive with this nutrientrich supplement.”
Visions for Eye Health
Recent advancements in vision health supplements, according to Tepper, include the promotion of the body’s master antioxidant enzyme, glutathione, through the use of oral supplementaion and eye drops. “Glutathione is known to prevent the formation of cataracts and may have many other ocular benefits. The best ways to promote ocular glutathione are actively being investigated, but one way is through the consumption of dark green vegetables included in many vegetable powders.
Another way is through the use of an eyedrop containing N-acetyl-carnitine.”
Astaxanthin has been clinically shown to help relieve eye fatigue due to muscle strain and imbalance, added Lennertz. “This has increasing appeal as so much time is being spent working on computers. This constant focusing of the eye on a fixed distance for hours on end is causing imbalances in muscles that are accustomed to focusing in a variety of distances.”
Other recent studies have shown the benefits of taking lutein and zeaxanthin for the prevention of ARMD, one of the leading causes of blindness in America, noted Dadgostar. One study found that people who consume high amounts of lutein and zeaxanthin, either though diet or dietary supplements, have a reduced risk of developing ARMD by as much as 43 percent, while their macular pigment density—a critical factor in visual acuity—is significantly increased.1 Similarly, lutein and vitamin A supplementation can dramatically reduce the risk of retinitis pigmentosa, another cause of blindness.2 Further, lutein supplementation has been reported to enhance visual function during and after prolonged exposure to computers.
Depending on the ingredients, delivery methods can make a big difference in bioavailability and, hence, resulting health benefits, Dadgostar said. “In nature, lutein occurs in the form of lutein ester, in which lutein is bound to fatty acids. Since lutein is a lipophilic material and insoluble in water, it is thought that lutein ester is more stable and more easily absorbed through the gut and incorporated into cells than the free form of lutein. However, the free form of lutein can be produced with enhanced stability and bioavailability by utilizing various delivery technologies such as hydrophilic carriers. Lipophilic vitamins, such as vitamin A and E, are often delivered in oil for better dissolution while omega-3 fatty acids and antioxidant-rich fruit extracts are available in a variety of forms such as capsules, soft gels and/or liquids to meet people’s various needs and preferences.” She added that it is always encouraged to obtain dietary supplements that are made from natural sources and formulated using the latest technologies to ensure the most effective and safe delivery mechanisms.
“One of the great advancements made in vision health supplements is the development of new delivery technologies to improve overall bioavailability of ocular health ingredients,” Dadgostar continued. “Lutein absorption has been significantly enhanced using a hydrophilic carrier technology. The delivery of curcumin, an anti-inflammatory ingredient that prevents unwanted inflammatory reactions in the aqueous, can also be improved using various micro-capsulation techniques. Using the latest technologies, extracts such as those from bilberry and blackcurrant can be highly concentrated and mixed with other ocular health ingredients without any interactions for consumer convenience as well.”
Store Promotions
In stores, vision health hasn’t received the same amount of attention as some other categories, such as heart health in February. Retailers Velasquez and Huffman both said their stores normally promote the category with sales featured in a store flier and by offering customers supportive literature. But Barlean’s Koch suggested setting up an eye/vision chart on an end cap for consumers to test their vision, as well as offering other vision maintenance education.
Most importantly, Dadgostar noted that retailers should make sure they stock products that have strong scientific documentation on effectiveness as well as quality and safety. “In terms of effectiveness, retailers are advised to pay attention to the quantity and quality of scientific research that supports specific supplements,” she said. “Groundbreaking scientific research always makes supplements exciting and provides proof of efficacy. Retailers should also monitor consumer feedback and sales for long-term validation. For quality, they can request certificates of analysis, which contain detailed information on the material contents and specifications.”
While vendors run promotions for eye health products with shelf talkers and literature, Huffman said his store’s information center has access to an online computer system where customers can research herbs, diet and nutritional deficiencies, for eye health or any other condition. “We go above and beyond. We have unlimited resources.”
Modern life stresses on the eyes coupled with increasing knowledge of a link between nutrition and ocular disease is growing the market for vision health supplements.
The incidence of eye diseases among the aging population is on the rise, but a growing number of research studies have reported that many vision impairment causes are preventable via proper diet and eye care.
Kaori Dadgostar, PhD, technical specialist with Jarrow Formulas (Los Angeles, CA), said with that, the market for vision health supplements is also on the rise. She noted that in 2008, US consumer sales for vision health supplements reached $331 million, according to Nutrition Business Journal, and it continues to grow each year. “This is probably due to our aging population and increasing understanding of ocular disease development and nutrition. Also, an increase in the use of computers and video games contributes significantly to public interest in vision health supplements. More people are interested in vision nutritional supplements for preventative and/or remedial care for future and/or ongoing ocular conditions.”
Consumers have consistently listed vision impairment as one of their top five aging and health concerns, added Keith Lennertz, director of product development with Life Extension (Fort Lauderdale, FL). “This category is very viable as there is a compendium of research showing that nutraceuticals can be an excellent intervention in halting or delaying the progression of eye aging and vision impairment,” Lennertz said. “Fat-soluble and water-soluble antioxidants are a perfect intervention to deal with the high levels of free radicals generated by sunlight entering the eye that lead to free radical damage to different structures in the eye.”
At That Age
The vision health supplement category is robust, especially if targeting mature Americans. “People over the age of 40 start to notices changes in vision capacity and acuity,” said Lennertz. “This is often the first experience this consumer has that gives them the feeling that they are getting old or ‘over the hill.’ It seems like vision degradation is a ‘rite of passage’ that signals one has entered into middle age!”
Retailer Beverly Velasquez, director of nutrition with Native Sun Natural Foods Market in Jacksonville, FL, said although the customer for vision health can be almost anybody, it is predominately aging customers who are starting to need glasses, “and older customers looking to offset and prevent age-related problems such as macular degeneration.”
Josh Huffman, supplements manager with Mustard Seed Market and Café in Akron, OH, said his customers for vision health products are also older. “I would guess aged 40-60. They mainly come in for eye support. They’ve recently been to their doctor and want to take a natural route.”
Anyone who is worried about or experiencing ocular discomfort is a candidate for vision health supplements, Jarrow’s Dadgostar added. “Young people take supplements to relieve ocular fatigue and dry eyes often caused by extended use of computers and video games. People who suffer from or who have family histories of ocular diseases, particularly retinal conditions, frequently take these vision health supplements for preventative and therapeutic care.”
Impacting the Market
The biggest boost for the nutraceutical eye health category was the completion of the Age-Related Eye Disease Study (AREDS) sponsored by the National Eye Institute, one of the Federal government’s National Institutes of Health, noted Lennertz. This major clinical trial confirmed the benefits of using antioxidants to slow the progression of macular degeneration.
Also, the wide scale consumer acceptance of herbal products in the late 1990s allowed bilberry to become the pre-eminent nutraceutical for eye health, Lennertz added. “Since then, research on fat-soluble carotenoids for eye health such as lutein, zeaxathin, meso-zeaxanthin and, most recently, astaxanthin have become a mainstay in different degrees in products all the way from food, drug and mass (FDM) to health food stores.”
Due to the expense of carotenoids, the more sophisticated products using the whole array are primarily found in health food store-quality products. “These tend to have a greater array and high dose of these carotenoids compared to the limited and marginal dosing in FDM products,” explained Lennertz. “The nutraceuticals for eye health are also ‘consumer friendly,’ as they are typically found in the foods we eat. The pigmented carotenoids can be consumed if one is eating a very healthy and color-varied plant diet. Since many Americans are not eating in this top form, they seek supplements to fill the gap.”
Though recently, retailers are finding that market trends have been flat. Velasquez said there have been some advancements in the category and that reflection can be seen in manufacturers updating their products. “But overall, the category has been steady and the products feature ingredients that have been supported by science that say something about eye health,” she said.
Huffman agreed, and added that not much has changed in products over that past couple of years—the store hasn’t brought in new products and manufacturers have been steady with their products and dosing, he said, “not only on our shelves, but in other stores as well.”
Predominate Ingredients
Noted Dadgostar. “Although there are various ingredients gaining popularity that have shown vision health benefits in pre-clinical and clinical settings, it seems that lutein will be the leading supplement on the market.”
Daniel Tepper, MD, MS, a comprehensive ophthalmologist and consultant to Barlean’s (Ferndale, WA), said in regards to preventing age-related macular degeneration (ARMD) or avoiding progression of the disease, “there seems to be a buzz regarding higher quality, trustworthy fish oil products providing omega-3 fatty acids as well as finding good sources of lutein and zeaxanthin, which have also been shown to benefit those with this vision threatening disease.”
Omega-3s and-6s are also being promoted to provide relief from dry eyes by improving the health of the eyelid margins, Tepper said, adding that there has been more talk about the potential benefits of dietary antioxidants found in vegetables on the prevention of cataracts.
Vision Products
Though lutein is the big seller in the category, Velasquez said she prefers supplement blends for vision health that contain a specific list of ingredients proven for eye health such as CoQ10, lutein, grape seed, zeaxanthin and lycopene. “The supplement blends have a checklist of everything you read in any article, as opposed to just one product that has lutein in it.” Huffman agreed that the products that blend omega-3s and vitamin D3 along with lutein appeal to most customers.
For Jarrow, one of its best-selling vision health supplements is LuteinSorb™, a patent-pending delivery of free lutein as a dispersion of lutein laid onto a special hydrophilic carrier consisting of marigold (Tagetes species) fractions. The particle size of the lutein active ingredient is reduced to the molecular level, which results in six-fold greater absorption of lutein. LuteinSorb uses the latest technology that has been extensively tested in preclinical and clinical settings for its safety and effectiveness, according to the company, and all materials are GMO-free.
In addition, Jarrow has a new product called Vision Optimizer®, which has been “up-formulated” with blackcurrant. Vision Optimizer provides a comprehensive combination of nutrients that support various aspects of eye health, including protection from UV radiation and free radicals, support for critical eye components (like the lens and photoreceptors) and the promotion of healthy eye circulation, the company stated. The product contains lutein, zeaxanthin, New Zealand blackcurrant extract, grape seed extract, alpha lipoic acid, selenium, vitamin B2, ginkgo biloba extract and quercetin.
Life Extension also offers a full spectrum carotenoid formula that includes lutein, zeaxanthin, meso-zeaxanthin and astaxanthin. “Most products only have lutein and zeaxanthin,” said Lennertz. “We introduced meso-zeanthin to provide a full complement of carotenoids utilized in the macula of the eye. The astaxanthin helps to reduce muscle fatigue in the eye.”
Lennertz noted that bilberry marketing for eye health in the late 1990s was the often-quoted World War II fighter pilots who consumed bilberry jam before sortes and experienced better night vision. Recently, Life Extension introduced cyanidin-3-glucodise (C3G), an anthocyanin found in dark pigmented berries such as black currant. This anthocyanin helps to speed the regeneration of rhodopsin in the eye. “This is essential for faster eye processing of images entering the eye under dim light conditions,” Lennertz explained. “Therefore it will help with visual acuity at night time.”
For vision health, Barlean’s recommends its Fresh Catch fish oils in both liquid and capsules. “The high potency EPA/DHA per serving is of the highest in the industry,” said Andreas Koch, marketing director. “Visual acuity is supportive with this nutrientrich supplement.”
Visions for Eye Health
Recent advancements in vision health supplements, according to Tepper, include the promotion of the body’s master antioxidant enzyme, glutathione, through the use of oral supplementaion and eye drops. “Glutathione is known to prevent the formation of cataracts and may have many other ocular benefits. The best ways to promote ocular glutathione are actively being investigated, but one way is through the consumption of dark green vegetables included in many vegetable powders.
Another way is through the use of an eyedrop containing N-acetyl-carnitine.”
Astaxanthin has been clinically shown to help relieve eye fatigue due to muscle strain and imbalance, added Lennertz. “This has increasing appeal as so much time is being spent working on computers. This constant focusing of the eye on a fixed distance for hours on end is causing imbalances in muscles that are accustomed to focusing in a variety of distances.”
Other recent studies have shown the benefits of taking lutein and zeaxanthin for the prevention of ARMD, one of the leading causes of blindness in America, noted Dadgostar. One study found that people who consume high amounts of lutein and zeaxanthin, either though diet or dietary supplements, have a reduced risk of developing ARMD by as much as 43 percent, while their macular pigment density—a critical factor in visual acuity—is significantly increased.1 Similarly, lutein and vitamin A supplementation can dramatically reduce the risk of retinitis pigmentosa, another cause of blindness.2 Further, lutein supplementation has been reported to enhance visual function during and after prolonged exposure to computers.
Depending on the ingredients, delivery methods can make a big difference in bioavailability and, hence, resulting health benefits, Dadgostar said. “In nature, lutein occurs in the form of lutein ester, in which lutein is bound to fatty acids. Since lutein is a lipophilic material and insoluble in water, it is thought that lutein ester is more stable and more easily absorbed through the gut and incorporated into cells than the free form of lutein. However, the free form of lutein can be produced with enhanced stability and bioavailability by utilizing various delivery technologies such as hydrophilic carriers. Lipophilic vitamins, such as vitamin A and E, are often delivered in oil for better dissolution while omega-3 fatty acids and antioxidant-rich fruit extracts are available in a variety of forms such as capsules, soft gels and/or liquids to meet people’s various needs and preferences.” She added that it is always encouraged to obtain dietary supplements that are made from natural sources and formulated using the latest technologies to ensure the most effective and safe delivery mechanisms.
“One of the great advancements made in vision health supplements is the development of new delivery technologies to improve overall bioavailability of ocular health ingredients,” Dadgostar continued. “Lutein absorption has been significantly enhanced using a hydrophilic carrier technology. The delivery of curcumin, an anti-inflammatory ingredient that prevents unwanted inflammatory reactions in the aqueous, can also be improved using various micro-capsulation techniques. Using the latest technologies, extracts such as those from bilberry and blackcurrant can be highly concentrated and mixed with other ocular health ingredients without any interactions for consumer convenience as well.”
Store Promotions
In stores, vision health hasn’t received the same amount of attention as some other categories, such as heart health in February. Retailers Velasquez and Huffman both said their stores normally promote the category with sales featured in a store flier and by offering customers supportive literature. But Barlean’s Koch suggested setting up an eye/vision chart on an end cap for consumers to test their vision, as well as offering other vision maintenance education.
Most importantly, Dadgostar noted that retailers should make sure they stock products that have strong scientific documentation on effectiveness as well as quality and safety. “In terms of effectiveness, retailers are advised to pay attention to the quantity and quality of scientific research that supports specific supplements,” she said. “Groundbreaking scientific research always makes supplements exciting and provides proof of efficacy. Retailers should also monitor consumer feedback and sales for long-term validation. For quality, they can request certificates of analysis, which contain detailed information on the material contents and specifications.”
While vendors run promotions for eye health products with shelf talkers and literature, Huffman said his store’s information center has access to an online computer system where customers can research herbs, diet and nutritional deficiencies, for eye health or any other condition. “We go above and beyond. We have unlimited resources.”
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