Upcoming Issue Highlights
CapsCanada
SOHO Expo

Focusing on Vision Health

| May 1, 2018

Vision Health

There are natural ways to maintain vision health. Helping customers see them clearly is the challenge.

The key to keeping your eyes healthy is preventive care. Getting regular, comprehensive eye exams is a great start, as well as a healthy diet loaded with antioxidants.

Certain medical conditions such as diabetes can affect vision, such as diabetic retinopathy, while age-related conditions, such as cataracts and macular degeneration, can impede vision as well.

For example, according to the latest data from NIH’s (National Institute of Health) National Eye Institute, more than 24 million Americans have cataracts, resulting in numerous corrective surgeries, while more than two million Americans over 50 have age-related macular degeneration (AMD), a major cause of blindness. The NIH estimates that the prevalence of those with AMD will double, reaching 5.44 million by 2050. Together, diabetic retinopathy and glaucoma account for another 10 million adults with visual impairment.

But age isn’t the only factor impacting vision. Young people may inadvertently accelerate eye problems, and blue screens have been implicated as the primary culprit. Recognizing this, some manufacturers have entered the marketplace with new products designed to support vision health.

Vision Health Concerns

Consumers of natural vision health products are concerned about age-related eye issues and about maintaining their visual acuity. “Maybe because we live in the south, where the sun likes to shine very bright year round, our customers have the full gamut of eye health concerns. Besides age-related eye concerns, many of our customers are also concerned with relief from dry eye,” observed Ramona Billingslea, marketing manager with Betsy’s Health Foods in Texas.

Although poor eyesight and eye-related issues are often associated with an aging, Baby Boomer population, younger people are also at risk for vision problems because of exposure to blue light.

“Blue light is everywhere. It emits from our televisions, tablets, smartphones, laptops, computers, and even fluorescent and LED light bulbs,” said Chris Crawford, vice president of education at LifeSeasons, a Texas manufacturer.

The effects of prolonged blue light exposure, he added, can be problematic. “It can accelerate eye fatigue, cause sleeping disorders, and have long-term damaging effects on the retina.”

Many consumers are becoming aware of the negative impact that blue light has on vision, which is impacting the market and increasing consumer demand for eye health supplements.

“Given the aging Baby Boomer population facing age-related vision issues and prolific use of digital devices by younger generations, we see an increasing demand for more products to protect and support our eyes at all ages,” said Niki Simoneaux, vice president of innovation and marketing with Twinlab in Florida. Calling this a “macro trend,” Simoneaux said that she anticipates that it will not let up anytime in the foreseeable future.

Consumer Demand

As maintaining visual health is a crucial component of overall well-being and an active, healthy lifestyle, it is no wonder that consumer demand for vision health products has increased. “More consumers are becoming aware of the effects that more screen time is having on their vision health,” said Nichole Carver, marketing director at Utah’s RidgeCrest Herbals. “EssentialEyes is our fastest growing product, so I would say that the demand has increased.”

Diyanah Roslan, nutritionist at ExcelVite, a manufacturer of ingredients in Malaysia, concurs. “There is a rising demand toward vision health products, all due to eye problems resulting from increasing screen time,” she said, adding that consumer demand includes those wanting to maintain their vision health as well as those looking to correct problems.

“The aging of the Baby Boomer generation will result in increased prevalence of age-related eye disease, hence also increases the demand for vision health products. With these factors, the demand for a vision health product is strong,” Roslan added.

When they do shop for vision health products, most customers want something with lutein, reported Billingslea. She said that her store carries about 20 SKUs that are specifically targeted for eye health. “We have a store brand product, Betsy's Basics Lutein Plus, that does well. It includes zeaxanthin and bilberry as well as lutein. Since these ingredients are well documented for their efficacy when it comes to eye health, they have been a staple in our eye health section for quite some time. We also have stand-alone astaxanthin products from Bluebonnet and KAL that provide super antioxidant support for the eyes,” she said.

Billingslea pointed out that vision health is not a single solution approach. For that reason, she said that it is important to help customers understand the reasons for products that are recommended to them. “For example, customers may not at first realize the importance of capillary health to our vision. Explaining why eyes are subject to so much free radical damage can help them understand the need for antioxidant support,” she said.

Ingredients

The carotenoid, lutein, is sometimes called the “eye vitamin” and has been a trending ingredient in natural eye care products for a while, as alluded to by Billingslea. “The next trend may be products that include meso-zeaxanthin, which seems to have some interesting emerging research for eye health,” she added.

Another popular ingredient, zeaxanthin, is an antioxidant that has been used in products designed to reduce oxidative stress in the eyes, as it absorbs destructive blue light and glare, said Jennifer Weinhart, BS, MS, research and development specialist with Bluebonnet Nutrition, a Texas-based manufacturer.

“Protective compounds such as lutein and zeaxanthin benefit the eyes because they can cross the barrier and increase the concentrations of protective pigments in the eye but offer similar benefits for the brain. Consequently, people who are taking these supplements are obtaining more benefit than they usually realize,” said Jim Daily III, PhD, president of Daily Manufacturing in North Carolina.

Some products combine effective ingredients for maximum benefits. Crawford said that LifeSeason’s product, Visibili-T, consists of lutein, zeaxanthin, bilberry, Gingko biloba, and eyebright. “Lutein and zeaxanthin are the macular carotenoids that protect the retina against light-induced damage. These ingredients work together synergistically and quickly absorb into the body and have been clinically researched to help protect the eyes against free radicals and support healthy blood circulation,” he said.

Other ‘tried-and-true’ vision health ingredients include vitamins C and E, and the minerals copper and zinc, said Weinhart. Newer ingredients include hyaluronic acid, which Bluebonnet included in their new formula “… because it moistens the surface of the eye (that is, cornea and conjunctiva) in a way very similar to the body’s own tear fluid,” she explained.

“Wild lowbush blueberry is another exciting ingredient that offers an antioxidant capacity, which is very high relative to other fruits. Blueberry fruit and its active constituents, anthocyanins, have been linked to improved night vision and eye support for those individuals with macular degeneration,” she continued.

ExcelVite, headquartered in Malaysia, has been supplying two ingredients for vision health to companies in the United States since 2000: EVNol and EVTene.

“EVNol is a mixed-tocotrienol and tocopherol extracted and concentrated from crude red palm oil. Besides alpha-tocopherol, alpha-, beta-, delta- and gamma-tocotrienol, EVNol also contain other phytonutrients such as squalene, phytosterols and trace amounts of mixed-carotene and CoQ10. Besides conferring benefit in terms of brain health, liver health and cardiovascular, tocotrienols also benefit vision health,” explained Roslan.

EVTene is a natural mixed-carotene complex derived that is derived from plants and contains a wholesome array of carotenoids. “Unlike other beta-carotene such as synthetic, fermentative and algae, EVTene is a true natural mixed-carotene derived from plant. The mixed-carotene composition in EVTene also is similar to carrots,” she said, adding that this ingredient has been used in a number of vision health products.

Twinlab collaborates with OmniActive in its use of Lutemax 2020. “This ingredient has been in the market for a while, but only recently completed significant research focused on digital device users, making it the first of its kind,” said Simoneaux.

Other ingredients becoming of interest include GABA, anthocyanins and vitamin D, the latter of which has been studied for its protection against age-related macular degeneration, said Daily.

Vision Health Products

Incorporating ingredients ranging from vitamins to lutein and zeaxanthin, a variety of manufacturers offer products that address the main vision health concerns of consumers.

RidgeCrest Herbals manufactures EssentialEyes, which is based on an ancient Chinese herbal formula. “It addresses the need to strengthen the circulatory system and related organs while providing essential nutrients for eye health,” said Aspen Anderson, the company writer. Another formula, Maculink Vision Complex, is geared toward herbal antioxidant and visual support, while Lutemax 20/20 contains lutein, zeaxanthin and meso-zeaxanthin, aimed to help the body “… replenish critical carotenoids that are the building blocks for healthy macular pigment support,” added Anderson.

Twinlab sells three types of eye health products: Ocuguard Plus, the company’s bestseller that addresses age-related eye health concerns; Ocuguard Bluetein products, designed to protect eyes from the blue light exposure encountered when using digital devices, also available in chewables for younger kids; and single ingredient lutein products.

Visibili-T is LifeSeason’s eye health complex supplement, introduced in 2009, which helps manage eye health, supports nighttime vision, and helps protect the eyes from harmful UV rays and blue light, said Crawford.

Daily Manufacturing offers Eye-Vite, which includes traditional ingredients such as vitamins E and A (from beta carotene) as well as zinc, lutein, zeaxanthin, lycopene and bilberry extract. “However, what sets it apart from other eye products is gamma-amino butyric acid (GABA). GABA is an important neurotransmitter in the eye that is essential to eye health,” said Daily.

“Bluebonnet’s Eye Antioxidant with Zeaxanthin Formula is a dietary supplement formulated with the most potent free-radical scavenging ingredients on the market designed to offer nutritional support for maintaining proper visual health,” said Jennifer Weinhart.

A new product is their Targeted Choice EyeCare Blue + AREDS2 Vegetable Capsules, formulated with the clinically studied nutrients recommended by the National Eye Institute based on the AREDS (Age-related Eye Disease Study) 2 study.

State of the Market

The market for vision health products is changing its focus, shifting from its traditional spotlight on age-related macular degeneration, to products addressing blue light damage, also known as computer vision syndrome, said Simoneaux, as the latter affects many more people and can cause such symptoms as fatigue, dry eyes, double vision and vertigo.

Most manufacturers reported that in general, sales in vision health products have been growing, due, again, in part to the aging population as well as the blue light effect often experienced by regular users of digital devices.

The market is not overcrowded, even though more manufacturers are entering the arena, and that is due in part to consumers taking proactive health measures.

Studies have supported the growth in the market. A major clinical study conducted by the National Eye Institute in 2001, AREDS, and its follow up, AREDS2, conducted in 2013, caused the market for vision health supplements to take off, said Daily. “These studies laid a foundation for eye supplementation that was accepted almost universally. We can expect sustained interest in eye supplements since they have solid scientific and medical backing,” he said.

Other studies have impacted the natural market. “The abundant number of research studies on age-related eye disease also make it easier for the scientist/product formulator to come out with a product containing ingredients that are proven to be effective,” said Roslan.

Despite the market growth, manufacturers have faced several challenges, such as creating a quality product at a reasonable price point. “We want to provide the highest quality ingredients for our customers for the best price; a lot of these ingredients can be very expensive,” said Brittani Gehring, RidgeCrest Herbals’ chief botanical officer.

Daily agreed. “The biggest obstacle for selling natural eye supplements is the entry by large pharmaceutical companies into the category making products with synthetic ingredients at a lower cost,” he said.

“Getting the right sources can also be a challenge,” Gehring added. “For example, Eyebright, an herb commonly used in Western herbalism for eye health, has 22 different species and 70 hybrids which sometimes makes it difficult to source and identify.”

Yet another challenge is education, getting the word out to end consumers about the real effects of digital devices, added Simoneaux.

Roslan said that, in part because of the clean label trend, consumers favor natural plant-based ingredients for their eye-care products. However, much research needs to be done to ensure the efficacy of the ingredients used.

Weinhart agreed with the clean label initiative, adding that the primary focus with regard to eye health includes natural or naturally sourced; whole food-based; free of artificial colors, flavors and sweeteners; allergen-free; vegetarian/vegan; and kosher-certified.

Merchandising/Marketing

Betsy’s Health Foods has a vision-specific section to display all of the related products. The store staff members also make eye health a featured category for their blog health articles, customer handouts and emails, which help call attention to what is for sale in-store.

Several manufacturers have suggested that an effective technique to sell vision health products is to team up with local eye doctors. “They can also make educational materials such as info graphic posters and leaflets, as well as providing samples for consumers to try themselves,” said Roslan.

Crawford agreed, adding that retailers could host pop-up seminars complete with eye tests and trivia games that could serve to educate consumers about natural ingredients that aid in eye health.

Others say that education is key to merchandising products as well as being transparent about ingredients and efficacy of products. Billingslea said that many of the manufacturers of the vision-specific products she carries supply information and are willing to answer questions about the products.

At LifeSeasons, for example, they support and educate their retail partners with “Weekly Tonic” videos. “These are short 40-second videos sent to retailers via text to inform them on the background of an ingredient and its health benefits,” said Crawford. The company has also launched a new education-focused website geared toward both retailers and consumers.

ExcelVite offers an educational website that focuses on natural carotene that can be accessed by consumers and retailers alike, while Twinlab has launched a module about one of their products, Ocuguard Blutein, on Experticity.

“For the Ocuguard Blutein products, we have found that pulling them out for visibility on an end cap with supporting education has pulled new shoppers into the eye health category,” said Simoneaux. “Your average mom of young children does not realize there are at least two to three products in this line that are critical to her family’s health. Eye health is no longer just a concern for older adults. It should be on everyone’s radar.” VR

For More Information:
Bluebonnet Nutrition, www.bluebonnetnutrition.com
Daily Manufacturing, www.dailymfg.com
ExcelVite, www.excelvite.com
LifeSeasons, www.lifeseasons.com
Ridgecrest Herbals, www.rcherbals.com
Twinlab, www.twinlab.com

Extra! Extra!

There are natural ways to maintain vision health. Helping customers see them clearly is the challenge.

The key to keeping your eyes healthy is preventive care. Getting regular, comprehensive eye exams is a great start, as well as a healthy diet loaded with antioxidants.

Certain medical conditions such as diabetes can affect vision, such as diabetic retinopathy, while age-related conditions, such as cataracts and macular degeneration, can impede vision as well.

For example, according to the latest data from NIH’s (National Institute of Health) National Eye Institute, more than 24 million Americans have cataracts, resulting in numerous corrective surgeries, while more than two million Americans over 50 have age-related macular degeneration (AMD), a major cause of blindness. The NIH estimates that the prevalence of those with AMD will double, reaching 5.44 million by 2050. Together, diabetic retinopathy and glaucoma account for another 10 million adults with visual impairment.

But age isn’t the only factor impacting vision. Young people may inadvertently accelerate eye problems, and blue screens have been implicated as the primary culprit. Recognizing this, some manufacturers have entered the marketplace with new products designed to support vision health.

Vision Health Concerns

Consumers of natural vision health products are concerned about age-related eye issues and about maintaining their visual acuity. “Maybe because we live in the south, where the sun likes to shine very bright year round, our customers have the full gamut of eye health concerns. Besides age-related eye concerns, many of our customers are also concerned with relief from dry eye,” observed Ramona Billingslea, marketing manager with Betsy’s Health Foods in Texas.

Although poor eyesight and eye-related issues are often associated with an aging, Baby Boomer population, younger people are also at risk for vision problems because of exposure to blue light.

“Blue light is everywhere. It emits from our televisions, tablets, smartphones, laptops, computers, and even fluorescent and LED light bulbs,” said Chris Crawford, vice president of education at LifeSeasons, a Texas manufacturer.

The effects of prolonged blue light exposure, he added, can be problematic. “It can accelerate eye fatigue, cause sleeping disorders, and have long-term damaging effects on the retina.”

Many consumers are becoming aware of the negative impact that blue light has on vision, which is impacting the market and increasing consumer demand for eye health supplements.

“Given the aging Baby Boomer population facing age-related vision issues and prolific use of digital devices by younger generations, we see an increasing demand for more products to protect and support our eyes at all ages,” said Niki Simoneaux, vice president of innovation and marketing with Twinlab in Florida. Calling this a “macro trend,” Simoneaux said that she anticipates that it will not let up anytime in the foreseeable future.

Consumer Demand

As maintaining visual health is a crucial component of overall well-being and an active, healthy lifestyle, it is no wonder that consumer demand for vision health products has increased. “More consumers are becoming aware of the effects that more screen time is having on their vision health,” said Nichole Carver, marketing director at Utah’s RidgeCrest Herbals. “EssentialEyes is our fastest growing product, so I would say that the demand has increased.”

Diyanah Roslan, nutritionist at ExcelVite, a manufacturer of ingredients in Malaysia, concurs. “There is a rising demand toward vision health products, all due to eye problems resulting from increasing screen time,” she said, adding that consumer demand includes those wanting to maintain their vision health as well as those looking to correct problems.

“The aging of the Baby Boomer generation will result in increased prevalence of age-related eye disease, hence also increases the demand for vision health products. With these factors, the demand for a vision health product is strong,” Roslan added.

When they do shop for vision health products, most customers want something with lutein, reported Billingslea. She said that her store carries about 20 SKUs that are specifically targeted for eye health. “We have a store brand product, Betsy's Basics Lutein Plus, that does well. It includes zeaxanthin and bilberry as well as lutein. Since these ingredients are well documented for their efficacy when it comes to eye health, they have been a staple in our eye health section for quite some time. We also have stand-alone astaxanthin products from Bluebonnet and KAL that provide super antioxidant support for the eyes,” she said.

Billingslea pointed out that vision health is not a single solution approach. For that reason, she said that it is important to help customers understand the reasons for products that are recommended to them. “For example, customers may not at first realize the importance of capillary health to our vision. Explaining why eyes are subject to so much free radical damage can help them understand the need for antioxidant support,” she said.

Ingredients

The carotenoid, lutein, is sometimes called the “eye vitamin” and has been a trending ingredient in natural eye care products for a while, as alluded to by Billingslea. “The next trend may be products that include meso-zeaxanthin, which seems to have some interesting emerging research for eye health,” she added.

Another popular ingredient, zeaxanthin, is an antioxidant that has been used in products designed to reduce oxidative stress in the eyes, as it absorbs destructive blue light and glare, said Jennifer Weinhart, BS, MS, research and development specialist with Bluebonnet Nutrition, a Texas-based manufacturer.

“Protective compounds such as lutein and zeaxanthin benefit the eyes because they can cross the barrier and increase the concentrations of protective pigments in the eye but offer similar benefits for the brain. Consequently, people who are taking these supplements are obtaining more benefit than they usually realize,” said Jim Daily III, PhD, president of Daily Manufacturing in North Carolina.

Some products combine effective ingredients for maximum benefits. Crawford said that LifeSeason’s product, Visibili-T, consists of lutein, zeaxanthin, bilberry, Gingko biloba, and eyebright. “Lutein and zeaxanthin are the macular carotenoids that protect the retina against light-induced damage. These ingredients work together synergistically and quickly absorb into the body and have been clinically researched to help protect the eyes against free radicals and support healthy blood circulation,” he said.

Other ‘tried-and-true’ vision health ingredients include vitamins C and E, and the minerals copper and zinc, said Weinhart. Newer ingredients include hyaluronic acid, which Bluebonnet included in their new formula “… because it moistens the surface of the eye (that is, cornea and conjunctiva) in a way very similar to the body’s own tear fluid,” she explained.

“Wild lowbush blueberry is another exciting ingredient that offers an antioxidant capacity, which is very high relative to other fruits. Blueberry fruit and its active constituents, anthocyanins, have been linked to improved night vision and eye support for those individuals with macular degeneration,” she continued.

ExcelVite, headquartered in Malaysia, has been supplying two ingredients for vision health to companies in the United States since 2000: EVNol and EVTene.

“EVNol is a mixed-tocotrienol and tocopherol extracted and concentrated from crude red palm oil. Besides alpha-tocopherol, alpha-, beta-, delta- and gamma-tocotrienol, EVNol also contain other phytonutrients such as squalene, phytosterols and trace amounts of mixed-carotene and CoQ10. Besides conferring benefit in terms of brain health, liver health and cardiovascular, tocotrienols also benefit vision health,” explained Roslan.

EVTene is a natural mixed-carotene complex derived that is derived from plants and contains a wholesome array of carotenoids. “Unlike other beta-carotene such as synthetic, fermentative and algae, EVTene is a true natural mixed-carotene derived from plant. The mixed-carotene composition in EVTene also is similar to carrots,” she said, adding that this ingredient has been used in a number of vision health products.

Twinlab collaborates with OmniActive in its use of Lutemax 2020. “This ingredient has been in the market for a while, but only recently completed significant research focused on digital device users, making it the first of its kind,” said Simoneaux.

Other ingredients becoming of interest include GABA, anthocyanins and vitamin D, the latter of which has been studied for its protection against age-related macular degeneration, said Daily.

Vision Health Products

Incorporating ingredients ranging from vitamins to lutein and zeaxanthin, a variety of manufacturers offer products that address the main vision health concerns of consumers.

RidgeCrest Herbals manufactures EssentialEyes, which is based on an ancient Chinese herbal formula. “It addresses the need to strengthen the circulatory system and related organs while providing essential nutrients for eye health,” said Aspen Anderson, the company writer. Another formula, Maculink Vision Complex, is geared toward herbal antioxidant and visual support, while Lutemax 20/20 contains lutein, zeaxanthin and meso-zeaxanthin, aimed to help the body “… replenish critical carotenoids that are the building blocks for healthy macular pigment support,” added Anderson.

Twinlab sells three types of eye health products: Ocuguard Plus, the company’s bestseller that addresses age-related eye health concerns; Ocuguard Bluetein products, designed to protect eyes from the blue light exposure encountered when using digital devices, also available in chewables for younger kids; and single ingredient lutein products.

Visibili-T is LifeSeason’s eye health complex supplement, introduced in 2009, which helps manage eye health, supports nighttime vision, and helps protect the eyes from harmful UV rays and blue light, said Crawford.

Daily Manufacturing offers Eye-Vite, which includes traditional ingredients such as vitamins E and A (from beta carotene) as well as zinc, lutein, zeaxanthin, lycopene and bilberry extract. “However, what sets it apart from other eye products is gamma-amino butyric acid (GABA). GABA is an important neurotransmitter in the eye that is essential to eye health,” said Daily.

“Bluebonnet’s Eye Antioxidant with Zeaxanthin Formula is a dietary supplement formulated with the most potent free-radical scavenging ingredients on the market designed to offer nutritional support for maintaining proper visual health,” said Jennifer Weinhart.

A new product is their Targeted Choice EyeCare Blue + AREDS2 Vegetable Capsules, formulated with the clinically studied nutrients recommended by the National Eye Institute based on the AREDS (Age-related Eye Disease Study) 2 study.

State of the Market

The market for vision health products is changing its focus, shifting from its traditional spotlight on age-related macular degeneration, to products addressing blue light damage, also known as computer vision syndrome, said Simoneaux, as the latter affects many more people and can cause such symptoms as fatigue, dry eyes, double vision and vertigo.

Most manufacturers reported that in general, sales in vision health products have been growing, due, again, in part to the aging population as well as the blue light effect often experienced by regular users of digital devices.

The market is not overcrowded, even though more manufacturers are entering the arena, and that is due in part to consumers taking proactive health measures.

Studies have supported the growth in the market. A major clinical study conducted by the National Eye Institute in 2001, AREDS, and its follow up, AREDS2, conducted in 2013, caused the market for vision health supplements to take off, said Daily. “These studies laid a foundation for eye supplementation that was accepted almost universally. We can expect sustained interest in eye supplements since they have solid scientific and medical backing,” he said.

Other studies have impacted the natural market. “The abundant number of research studies on age-related eye disease also make it easier for the scientist/product formulator to come out with a product containing ingredients that are proven to be effective,” said Roslan.

Despite the market growth, manufacturers have faced several challenges, such as creating a quality product at a reasonable price point. “We want to provide the highest quality ingredients for our customers for the best price; a lot of these ingredients can be very expensive,” said Brittani Gehring, RidgeCrest Herbals’ chief botanical officer.

Daily agreed. “The biggest obstacle for selling natural eye supplements is the entry by large pharmaceutical companies into the category making products with synthetic ingredients at a lower cost,” he said.

“Getting the right sources can also be a challenge,” Gehring added. “For example, Eyebright, an herb commonly used in Western herbalism for eye health, has 22 different species and 70 hybrids which sometimes makes it difficult to source and identify.”

Yet another challenge is education, getting the word out to end consumers about the real effects of digital devices, added Simoneaux.

Roslan said that, in part because of the clean label trend, consumers favor natural plant-based ingredients for their eye-care products. However, much research needs to be done to ensure the efficacy of the ingredients used.

Weinhart agreed with the clean label initiative, adding that the primary focus with regard to eye health includes natural or naturally sourced; whole food-based; free of artificial colors, flavors and sweeteners; allergen-free; vegetarian/vegan; and kosher-certified.

Merchandising/Marketing

Betsy’s Health Foods has a vision-specific section to display all of the related products. The store staff members also make eye health a featured category for their blog health articles, customer handouts and emails, which help call attention to what is for sale in-store.

Several manufacturers have suggested that an effective technique to sell vision health products is to team up with local eye doctors. “They can also make educational materials such as info graphic posters and leaflets, as well as providing samples for consumers to try themselves,” said Roslan.

Crawford agreed, adding that retailers could host pop-up seminars complete with eye tests and trivia games that could serve to educate consumers about natural ingredients that aid in eye health.

Others say that education is key to merchandising products as well as being transparent about ingredients and efficacy of products. Billingslea said that many of the manufacturers of the vision-specific products she carries supply information and are willing to answer questions about the products.

At LifeSeasons, for example, they support and educate their retail partners with “Weekly Tonic” videos. “These are short 40-second videos sent to retailers via text to inform them on the background of an ingredient and its health benefits,” said Crawford. The company has also launched a new education-focused website geared toward both retailers and consumers.

ExcelVite offers an educational website that focuses on natural carotene that can be accessed by consumers and retailers alike, while Twinlab has launched a module about one of their products, Ocuguard Blutein, on Experticity.

“For the Ocuguard Blutein products, we have found that pulling them out for visibility on an end cap with supporting education has pulled new shoppers into the eye health category,” said Simoneaux. “Your average mom of young children does not realize there are at least two to three products in this line that are critical to her family’s health. Eye health is no longer just a concern for older adults. It should be on everyone’s radar.” VR

For More Information:
Bluebonnet Nutrition, www.bluebonnetnutrition.com
Daily Manufacturing, www.dailymfg.com
ExcelVite, www.excelvite.com
LifeSeasons, www.lifeseasons.com
Ridgecrest Herbals, www.rcherbals.com
Twinlab, www.twinlab.com

Related Articles