Supporting visual acuity and protecting ocular health is becoming increasingly more important to consumers of all ages. Today’s supplements fit the bill. Here’s why and how.

It’s plain to see—there’s a lot going on in the vision support supplement category. And it’s not like it used to be—that’s because the category is now more relevant and suitable for a wider number of consumers.

“Vision health used to be seen as a category for more mature customers,” observed Cheryl Myers, chief of scientific affairs and education at EuroPharma, Inc., Wisconsin. “I don’t think that’s the case anymore. Virtually everyone—student, working adult or retiree—has some kind of concern for their vision.”

Jennifer Weinhardt, BS, MS, senior research & development specialist with Texas-based Bluebonnet Nutrition agreed, noting that the vision health category has shifted dramatically within the last few years and has increased exponentially. In fact, she cited, a report by Persistence Market Research, which projects that by the end of 2024, more than $2.85 billion (U.S.) worth of eye health supplements will be sold across the globe. And although the increase in vision supplement sales is due in part to the aging population, it’s also because “younger generations have increased exposure to computer screens, tablets, phones, etc. daily. In fact, American adults now spend more than 11 hours per daily watching, reading, listening to or simply interacting with media.”

“Consumers are looking for solutions to eye fatigue and retinal damage caused by the emission of blue light—high energy light that is very damaging to retinal cells,” said Michael A. Smith, MD, director of education and spokesperson for Life Extension, Florida.

Commonly used media (smartphones, tablets, TVs and computers) emit blue light that can cause strain and oxidative stress on the eyes. Blue light has a very short wavelength that produces higher amounts of energy, and, some researchers speculate, continual exposure to blue light could cause serious long-term damage to eyes.

In the viewpoint of Bryan See, business development manager with New Jersey-based ExcelVite Inc., (an ingredient manufacturer), the most common eye concerns among American consumers are those associated with refractive errors (shortsightedness, farsightedness, astigmatism and presbyobia), according to the National Eye Institute (NEI). These conditions (except presbyopia) affect both children and adults and usually are the result of aging, or physical changes in the eyes affecting the positioning of light passing through the cornea. Surgery, wearing prescription glasses or contact lenses are the typical solutions used to correct refractive errors.

Both Millennials and Generation X-ers are taking more supplements as they have more expendable income and are motivated to shop for protection benefits, not health issues that may be present, according to retailer Zachary Milligan-Pate, supplement manager for Cambridge Naturals (Cambridge, MA). “We are definitely seeing more consumers coming in for solutions for eye strain and dry eye; where we are located is a hyper urban area where people probably spend more time viewing screens than those in other locations,” he said.

“Both children and adults could potentially develop different eye problems, and since the ability to see properly is crucial for us to carry out daily activities or to stay safe, maintaining good eye health is a priority for everyone regardless of age,” he emphasized.

According to Weinhardt, beyond the growing blue light concern, the aging Baby Boomer population is at risk for age-related macular degeneration (AMD), which, she pointed out, is the most common cause of irreversible blindness in the industrialized world. “This condition occurs in the light sensitive cells of the macula found in the middle of the retina and is manifested by a blurring of the central vision. The leading causes of visual impairment and blindness in the United States are due to AMD and cataracts,” she said.

Approximately 1.7 million Americans have AMD, according to the NEI. This body also estimates that there are 1.5 million cataract surgeries each year in the United States; it the most commonly performed surgery in the U.S. Treatment for advanced AMD is very limited, and until recently, there has been no treatment to slow the progression of intermediate AMD. In fact, it is projected by the National Institute of Health that by 2050, the estimated number of people with AMD is expected to more than double from 2.07 million to 5.44 million. Risk factors for AMD and cataracts include aging, farsightedness, smoking, and hypertension. “One out of six people between the ages of 55 and 64 are affected with some form of AMD,” Weinhardt noted. “By age 75, one out of three people will have it. Nutrients that have been found to be beneficial for AMD include the minerals zinc and copper plus the vitamins C, E and beta-carotene.”

By 2030, reported Robin Rogosin, vice president of product development for Texas-based LifeSeason, the number of Americans expected to develop AMD is estimated at 3.7 million. The number of Americans expected to develop glaucoma by 2030 is estimated to be 4.3 million.

Rogosin said lifestyle habits contribute to eye issues and vision-loss concerns among middle-aged and older Americans. “Among us are the first generation who were raised on bologna sandwiches on white bread and Twinkies—poor nutrition and other poor qualities of life—poor sleep hygiene, too much stress, and too little exercise—is catching up,” she noted. “One of the most sensitive body tissues affected by these poor choices are our eyes.”

Good Choices for Our Eyes

Thanks to consistent focus on research and innovation, supplement marketers and their ingredient partners have created vision-support supplements that consumers will find appealing and be likely to add to their daily regimen of self-care through natural means.

As an example from the supply side is EVTene from ExcelVite. See described the ingredient as a natural mixed-carotene complex extracted from non-GMO (genetically modified organism) Malaysian red palm oil that contains a wide array of carotenoids: beta-carotene (66 percent), alpha-carotene (33 percent), gamma-carotene (0.5 percent), lycopene (0.5 percent) and a small amount of other carotenoids.

According to See, a 20-year-long population study published in JAMA investigated the relation between carotenes with AMD. “This study involving more than 100,000 people had revealed that carotenes have inverse association with AMD where alpha-carotene demonstrates 25 percent while beta-carotene demonstrates 35 percent lower risks of developing AMD,” he reported.

These nutrients were part of the Age-Related Eye Disease Studies (AREDS) study, clinical trials sponsored by the federal government’s National Eye Institute, part of the National Institute of Health (NIH), explained Weinhardt. Results of AREDS showed that consuming high levels of antioxidants and zinc can reduce the risk of developing AMD by about 25 percent. Afterwards, in 2006, the same research team launched AREDS 2, to see if they could improve the AREDS formulation. This time, she noted, the researchers replaced beta-carotene with lutein and zeaxanthin, adding omega-3 fatty acids and lowering the dose of zinc. “It was discovered that this combination reduced the progression to advanced AMD by an average of 18 percent,” she said. “Most notably, there was a 26 percent reduction in progression to advanced AMD in individuals with the lowest intake of lutein and zeaxanthin in their diet—a statistic that is more representative of the American diet.”

Bluebonnet’s Targeted Choice EyeCare Blue + AREDS2 Vegetable Capsules are specially formulated with the clinically studied nutrients recommended by the National Eye Institute based on the AREDS 2 study.

Targeted Choice EyeCare includes hyaluronic acid and sustainably harvested or wildcrafted bilberry and wild blueberry to help support night vision, produce tears, and protect eyes from blue light. According to Weinhardt, the following ingredients support vision health in important ways:

Vitamin C: This antioxidant concentrates in ocular tissue. Age-related lens opacities (such as cataract opacity) are thought to be due to oxidative stress. Vitamin C protects the eye from oxidation caused mostly by UV rays in sunlight. Laboratory work has shown that vitamin C can slow chemical reactions that lead to cataracts. Those chemical reactions cause the aggregation of lens proteins, oxidative stress and loss of function of lens tissue.

Vitamin E: Studies have shown that high plasma vitamin E levels are associated with decreased risk of late AMD. The risk of late AMD was reduced by 82 percent in those individuals in the highest vitamin E quintile compared with the lowest quintile. Plus, other research has indicated that adding vitamin E to the diet can delay cataract formation by protecting the eye from oxidation caused mostly by UV rays. “A recent study demonstrated that higher dietary intakes of lutein and zeaxanthin along with vitamin E significantly decreased the risk of cataracts,” she emphasized.

Zinc: High concentrations of zinc are present in the eyes, particularly in the retina. Weinhardt explained, “The physiological functions for zinc have been studied predominantly in the retina and retinal pigment epithelium where zinc is believed to interact with taurine and vitamin A to modify photoreceptor plasma membranes and to regulate the light-rhodopsin reaction.”

Copper: This mineral supports eye health by helping to inhibit the progression of advanced AMD. Copper acts as an antioxidant, encouraging the development of flexible connective tissue for proper eye structure.

Hyaluronic Acid (HA): In the form of sodium hyaluronate, HA functions as a tissue lubricant as it forms a viscoelastic solution in water and provides mechanical protection for ocular tissues like the iris, retina, and corneal cell layers. HA also helps to give shape and volume to the eyes being present in the vitreous humor, a jelly-like compound in the eye, aside from also helping to encourage lubrication.

Mirtoselect: This standardized bilberry fruit extract (from supplier Indena) contains 3 percent anthocyanins and has been clinically evaluated for its significant benefits in eye health.

Blueberry Fruit Extract: Blueberry fruit and its active constituents, anthocyanins, have been linked to improving night vision and maintaining macular health.

Lutemax 2020: From supplier OmniActive, this botanical ingredient is a marigold extract providing all three macular carotenoids—lutein and enhanced levels of both zeaxanthin isomers (RR-and RS [meso]-zeaxanthin) at the same 5:1 ratio as found in nature to optimally support macular eye health.

EuroPharma’s CuraMed, which features curcumin, has several eye-protective benefits, such as regulating inflammatory response, which reduces UV damage in the eyes, as well as inhibits angiogenesis. Said Myers, “Curcumin also has protective effects against macular degeneration, cataract and glaucoma development, and other ocular diseases.”

Curcumin also offers potential support for dry eyes, she added, although the mechanisms of action is still being investigated. Currently, researchers believe that curcumin’s anti-inflammatory actions preserve tear film.

EuroPharma’s Omega-7 Dry Eye Relief (featuring sea buckthorn) was introduced to support against dry eye, no matter what the cause, according to Myers. It may be appropriate for those who experience dryness from wearing contact lenses, sun and wind exposure, screen time or dealing with chronic dry eye syndrome, in which the eyes cannot produce enough moisture. Myers explained, “In the case of chronic dry eye syndrome, one of two things is happening: the customer either can’t produce enough tears or moisture to keep the eyes from feeling dry, (aqueous deficient dry eye) or his/her eye moisture levels start off normal, but the tear film isn’t healthy enough to prevent the eyes from drying out, (evaporative dry eye).”

In a double-blind, randomized, placebo-controlled clinical study published in the Journal of Nutrition, 100 men and women aged 20 to 75 who were experiencing dry eyes (half wear contact lenses) were given either SB-150 sea buckthorn or a placebo for three months. The researchers found that redness and burning associated with dry eyes was much lower in the sea buckthorn group versus the placebo group. “In other similar studies, those using sea buckthorn had a much better fatty acid composition of their tear film than those in the placebo groups,” Myers said.

She added that the researchers using the sea buckthorn extract believe that reducing inflammation is critical because inflammation tends to dry out the eyes. “Research shows that the omega fatty acids in sea buckthorn work together to both reduce inflammation and boost tear secretion at the same time. A healthy fatty acid balance also helps build tears that lubricate the eye and prevent moisture loss. We know that people with healthy eyes have higher levels of certain fatty acids in their tears than people who suffer from dry eyes.”

Another product that addresses damage caused by blue light, which can cause dry eyes, is a multi-antioxidant supplement from Life Extension. According to Smith, Life Extension’s primary eye product, MacuGuard provides therapeutic doses of clinically verified retinal antioxidants, such as lutein and zeaxanthin. Additionally, the product contains astaxanthin and saffron extract, both of which have been shown to support healthy vision, he said. “Retinal antioxidants, also called pigmented antioxidants, naturally reflect red and orange light waves. This means that they can absorb the higher energy light waves and colors, such as blue and purple. This reduces the oxidative stress created by the higher energy light waves and helps to protect retinal cells.”

Similarly, LifeSeasons’ Visibili-T provides a wide array of antioxidants (beta carotene, bilberry extract—a source of anthocyanins, lutein, lycopene and zeaxanthin), that Rogosin noted have been shown to reduce the risk of age-related macular degeneration, but these nutrients also generally protect the eyes. Visibili-T also includes ginkgo leaf extract that helps promote effective circulation especially to the smallest capillaries in the eyes. Ginkgo and bilberry extracts have been shown to improve visual function. Eyebright, which has been used traditionally to smooth tired eyes, contains antioxidants and tannins that appear to have anti-inflammatory properties.

At Cambridge Naturals, “I find we still lean heavily on the core carotenoid pigments (lutein, zeaxanthin and anthocyanins from bilberry). Ophthalmologists are recommending people come to us for omega-3 EFAs, too,” said Milligan-Pate. He said he recommends EuroPharma’s Omega-7 Dry Eye Relief, hyaluronic acid eye drops for dry eyes, Jarrow’s Macula PF and Twinlabs’ OcuGuard Blutein Performance and Blutein Protection.

There are, of course, numerous other effective and distinctive vision-support supplements to sell. And because the category has expanded to include supplements for today’s lifestyle—ie, excessive exposure to blue light and dry eyes—the category has come out of the darkness and into the light. And, said Myers, “Retailers can have fun with this category, especially for an endcap that gives the products more visibility (pun definitely intended).”

She added that retailers can consider making an eye chart the centerpiece with vision-related products and literature radiating out from there. If it fosters interest, it may spark a conversation with customers and supplement purchases, too.

Oh, and look for the category to continue to grow. VR

For More Information:

Bluebonnet Nutrition Corp., www.bluebonnetnutrition.com
EuroPharma Inc., www.europharmausa.com
Excelvite, www.excelvite.com
Life Extension, www.lifeextension.com
LifeSeasons, www.lifeseasons.com

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