The Eyes Have It

by Joy Choquette | August 1, 2024

Vision health in 2024: Who’s most interested, what’s the market like, and what do manufacturers look for when developing eye health products?

The eyes, it’s been said, are the windows of the soul. A quote online joked that some individuals need a little Windex. While that might be tongue-in-cheek, the truth is that vision health is something many people don’t think much about … until there is a problem. Thankfully, many manufacturers of natural health products spend a great deal of time thinking about, creating, testing and reformulating these products. What’s new now in the market of vision health? Who is buying these products and what do manufacturers look for when it comes to creating them? Read on to get the pulse of the vision health market now.

Trends and the Current Market

Neil Edward Levin, CCN, DANLA, senior nutrition education manager of NOW Foods in Illinois, stated that while the traditional vision supplement market caters to older people at risk of declining eye health, the arena is actually much larger. It includes both people who are very active outdoors, exposing eyes to harsh sunlight and those who prefer to spend time indoors, frequently in front of screens. “Gamers, students, office workers, social media users and other heavy users of electronic devices have joined the ranks of outdoor workers, nature enthusiasts and older people needing to compensate for their exposure to wavelengths of light that increase the need for antioxidants and plant pigments as protective elements for their eyes,” Levin said. “From visual stimuli reaction time for e-gamers to the ability to folks adjusting to harsh light when driving at night, there is now a wide demographic of consumers who should be concerned about protecting their eyesight with carotenoids and other free radical neutralizers.”

Retailer Ramona Billingslea, store manager at Betsy’s Health Foods, in Texas, noted that the store looks closely at the amount of key ingredients in eye health products. “What we retailers really want to see are products with efficacious amounts of each ingredient, not just less-than-optimal amounts of some ingredients so manufacturers can tout these ingredients on the title panel of the label,” she said. “Customers want to be sure eye products offer the AREDS2 supplements, so having that reassurance on the label is helpful when you are working with a customer on the sales floor,” Billingslea explained. AREDS stands for the Age-Related Eye Disease Study, conducted in 2001 (more information can be found on the National Eye Institute’s website). AREDS2 was a follow-up study published in 2013.

Billingslea noted that in addition to interest in AREDS, customers are often looking for help with eye strain. “Eye health needs and concerns also often involve looking for blue light protection/recovery and even dry eye support,” she noted. “Customers are also interested in ‘newer’ or less-often-used ingredients, like saffron and carnosine and even hyaluronic acid, as well as the tried-and-true lutein and zeaxanthin,” Billingslea noted.

Carl Germano, CNS, CDN, vice president of Verdant Nature, consultant for Texas-based Bluebonnet Nutrition, and NY Bd. Certified Clinical Nutritionist, stated that consumer confidence in dietary supplements, including those for vision health, remains robust. This, he explained, is driven by a combination of increased health awareness, the prevalence of self-medication, and the specific challenges posed by modern lifestyles such as increased screen time.

“This dynamic market is poised for continued growth and innovation in response to evolving consumer needs. Specific to vision health, the dietary supplement market is experiencing significant growth and evolving consumer confidence,” he said. “Vision health supplements are specifically gaining traction due to the rising prevalence of vision impairment and the increased awareness of the impact of digital screens on eye health.” Digital eye strain and blue light exposure are causing additional vision issues, Germano explained. Due to the surge of digital device usage the market for eye health supplements is growing rapidly. “Consumers are increasingly looking for supplements that can help mitigate these effects and support eye health over the long term,” he said.

Kristin Chapman, MSc, category manager at Florida-based Life Extension, stated, “The eye health category is neither significantly up nor down and is expected to remain relatively flat for the next couple of years. Consumers may neglect to proactively support vision until things start to become blurry,” noted Chapman. “This is unfortunate, as our ever-increasing screen time is placing stress on vision and eye health,” Chapman noted that lutein is still the most well-known ingredient in the market and the most recognized by consumers. Rightfully so, she said. There is a significant amount of research in support of lutein and carotenoids for eye health that enables consumers to feel confident concerning its benefits, Chapman stated. “Beyond lutein, consumer desires regarding eye health ingredients and supplements are not as clear. More research and consumer education are needed for continued growth in this category,” she noted.

Key Ingredients in Vision Health

As Chapman noted, lutein remains a big player in the vision health market. And she isn’t the only one to think so. “Lutein, RR-zeaxanthin and RS (meso)-zeaxanthin are potent antioxidants which are collectively called the macular carotenoids.” This is according to Sara Zoet, the director of activation marketing and communications, at OmniActive Health Technologies. The manufacturer, with U.S. headquarters in New Jersey, produces Lutemax Kids, a brand that addresses the eye health needs of a younger demographic.

These three ingredients—lutein, RR-zeaxanthin, and RS (meso)-zeaxanthin—are found in very high concentrations in the eye, Zoet said. They are what give the macula its identifiable yellow color and are believed to make up 75 percent of the carotenoids found in the brain, she explained. “Lutein is also the major carotenoids found in breast milk, indicating a need in infants.” Likewise, the company believes in the importance of these key ingredients in children’s eye health.

“In a first-of-its-kind completed supplementation study published in Advances in Therapy, Lutemax Kids (10 mg lutein/2 mg zeaxanthin isomers) was shown to help support both eye health and aspects of cognitive performance in children 5-12 years of age.”1 Outcomes of the study included several benefits, including decreased eye strain and fatigue, said Zoet. It also showed improved cognitive health, focus and attention, among other benefits. “This science is an important part of the growing body of evidence highlighting the intimate relationship between the eyes and brain as well as providing a solid stepping stone for future age-specific macular carotenoid research,” said Zoet.

“In the vision health dietary supplement market, several new and emerging ingredients are capturing consumer interest due to their potential benefits in mitigating eye strain and improving overall eye health,” Germano stated. He included the following on a list of noteworthy ingredients in the vision health category:

1) Astaxanthin, which may help reduce symptoms of eye fatigue and improve blood flow to the eyes

2) Meso-zeaxanthin, thought to filter harmful blue light and protect against age-related macular degeneration (AMD)

3) Saffron extract, which may help improve retinal health and visual acuity along with delaying the progression of AMD

4) Maqui berry extract, which shows potential in improving tear production and alleviating dry eye symptoms

5) Omega-3 fatty acids (DHA and EPA), which have anti-inflammatory properties and may reduce the risk of AMD and dry eye syndrome

6) Bilberry extract, which has antioxidant and anti-inflammatory properties, is believed to improve night vision and reduce eye fatigue

7) Lutein and zeaxanthin, are also believed to help filter blue light and may protect against oxidative damage in the retina as well as potentially preventing ADM.

Who Is Buying Vision Health Products?

Jolie Root, senior nutritionist and educator at Carlson Labs, a manufacturer located in Illinois, stated that when looking at the vision health market, it’s important to remember that the demographic is larger than the elderly. “Heavy use of digital devices creates eye strain and blue light exposure in people of all ages, so parents need to be mindful of providing protective nutrients like the omega-3 DHA for the retina and the carotenoids lutein and zeaxanthin to protect against damage from blue light,” Root explained. An easy way to do that? Using DHA in liquid form which can easily be added to a child’s smoothie, said Root. Additionally, “Lutein and Zeaxanthin Gummies are a delicious way to get the sight-supporting nutrients into kids who may not be fond of dark leafy greens. Adults also enjoy smoothies and the delicious gummies but can take advantage of Lutein with DHA in easy-to-swallow soft gels.” Additionally, Root noted that “Vision ingredients are also being studied for cognitive benefits and may be cross-marketed in both the vision and cognition area in stores.”

At Betsy’s Health Foods, the typical customer of eye health products is everyone. All ages are looking for natural vision support, Billingslea said, “… especially because of the way our exposure to computer and phone screens has just about everyone feeling eyesight fatigue at the very least.” However, Billingslea noted that the store’s customers who purchase eye support products are mostly 45 or older. “Many eye health product purchasers already have some sort of eye problem or a family history of eye problems,” she stated. “The eyes are definitely a supplement category which many of us take for granted.”

What Do Manufacturers Look for in Vision Health Products?

Root noted that Carlson Labs has a standard of award-winning taste for its liquid products. “A distinction of Carlson omega-3s are their delicious flavors, which have won Superior Taste Awards by the International Taste and Quality Institute (iTQi),” she said. iTQi is the leading independent chef and sommelier organization dedicated to testing and promoting superior-tasting food and drinks from around the world, Root explained.

Germano stated that when formulating a dietary supplement for the vision health care market, manufacturers need to prioritize several critical factors. Doing so will ensure their products are effective, safe, and appealing to consumers. “Firstly, it is essential to use ingredients backed by scientific research for their efficacy in promoting eye health. Key ingredients such as lutein, zeaxanthin, astaxanthin, meso-zeaxanthin, omega-3 fatty acids (DHA and EPA), bilberry extract and saffron extract are well-documented for their benefits,” he noted. “Referencing clinical studies and trials that support these ingredients’ effectiveness adds credibility and can be used in marketing to educate consumers about the product’s benefits,” he said.

Another area where manufacturers should focus, he believes, is on the creation of formulations with complementary ingredients that work synergistically and enhance their collective benefits for eye health. “Developing unique formulations that address specific consumer needs, such as eye strain from digital screens or age-related vision decline, can also provide a competitive edge Ensuring the dosages of active ingredients are within clinically effective ranges is crucial, as incorrect dosages can impact the product’s efficacy,” Germano noted. And offering various delivery formats is always a wise idea. Capsules, gummies, powders and liquid drops cater to a variety of consumer tastes and preferences. Lastly, he noted, that marketing education plays a significant role in a product’s success.

Chapman stated that when formulating dietary supplements many factors must be considered. This will ensure efficacy and consumer satisfaction, she noted. “Science is the backbone of Life Extension’s product formulation—not just in the eye health category. From papers published in peer-reviewed scientific journals to funding and conducting clinical research to see what works, Life Extension is committed to providing products with scientific support.”

Levin noted, “NOW looks at the studies supporting certain nutrients and the related functional category that addresses consumer needs. We also survey products on the market to determine whether we can add something new and interesting to the category.”

How Can Retailers Promote Vision Health Products Best?

At Bluebonnet Nutrition, Germano stated that there are key things store owners should be aware of when seeking out vision health products. “Retailers should focus on these emerging ingredients when promoting vision health supplements, as they are backed by scientific research and align with consumer interest in effective and natural eye health solutions,” he noted. “Highlighting these ingredients in marketing materials, product labels and educational content can help attract health-conscious consumers looking for advanced solutions to maintain and improve their vision health.”

Vanessa Pavey, ND, is the education scientist at Life Extension. She noted that retailers would benefit most from promoting both the benefits of a vision product while emphasizing consumers’ needs. “It is important to bring attention to chronic blue light exposure, such as that emitted by computers, smartphones and TV screens, and how it can negatively impact the retina and other parts of our eyes and contribute to occasional discomforts such as dry eye and eye fatigue,” said Pavey. “Nutrition is an aspect to consider, as the nutrients needed by our eyes are often hard to come by in the average diet. Carotenoids that include lutein, zeaxanthin, and meso-zeaxanthin are the main components of the macular pigments, which protect the eyes’ photoreceptors,” she explained. The sale of products with unique ingredients such as maqui berry, for instance, would benefit most from consumer education concerning both the product’s eye health benefits and the supporting science, which builds trust, she noted.

Levin stated that different types of high-support supplements claim to have different benefits. “It would be advised that the retailers look at the category to determine which products affect age-related eye problems versus which ones might be more useful for younger people. In general, it’s wise for retailers to stock products made by reputable brands that have demonstrated quality,” Levin noted. “Check that the products contain the amounts of ingredients research indicates provide the desired health benefits.”

What Research in the Vision Health Area Is Most Intriguing Now?

Root stated that a study of 60 children in a double-blind, placebo-controlled clinical trial showed some impressive results.2 “Subjects were supplemented with gummies containing either a combination of 10 mg lutein and 2 mg zeaxanthin (LZ) or placebo for 180 days,” Root explained. “Macular pigment optical density (MPOD) was the primary endpoint. The Lutein Zeaxanthin (LZ) group showed significant increases in MPOD at all visits post-supplementation, with significant increases as early as day 42 compared to placebo,” noted Root. “Likewise, the LZ group showed significant increases in serum lutein levels, reduced eye strain and fatigue, and improved cognitive performance (focus, episodic memory and learning, visuospatial working memory) at days 90 and 180 compared to placebo,” Root stated. And the LZ group “showed significant increases in processing speed (CFF), attention, visuospatial processing, and serum Z and BDNF levels on day 180 compared to placebo. No safety concerns were observed,” Root noted.

Two studies consistently come up when discussing dietary supplementation and vision health, Germano noted, both of which can be found via the National Eye Institute’s website: the Age-Related Eye Disease Study (AREDS) and its follow-up, AREDS2. The first, published in 2001, investigated the impact of high-dose antioxidants and zinc on AMD, which is a leading cause of vision loss, Germano explained. “The results showed a significant reduction in the risk of vision loss from AMD in people with intermediate or advanced stages of the disease.” The AREDS2 was a follow-up study, published in 2013. It followed the AREDS study, but introduced lutein and zeaxanthin, two carotenoids, while modifying the beta-carotene dosage due to some safety concerns, Germano said. “AREDS2 confirmed the benefits of the original AREDS formulation while suggesting lutein and zeaxanthin might offer additional protection, although more research is needed.”

At Life Extension, Education Content Writer, Dayna Dye, stated that while most consumers are familiar with beta-carotene, another carotenoid, alpha-carotene, has been shown to protect the retina from light-induced oxidative damage.3 “A study analyzed cohorts from the Nurses’ Health Study and the Health Professionals Follow-Up Study that included 63,443 women and 38,603 men, all of whom were 50 years or older,” explained Dye. “The analysis determined that those who consumed the most dietary alpha-carotene had a 32 percent reduced risk of developing advanced AMD, compared to those with the lowest intake.”

The adage, “You don’t know what you’ve got till it’s gone,” couldn’t be more true in the area of vision health. While it isn’t perhaps as glamorous or trendy as other submarkets, eye health is essential to overall health. As additional studies are completed in vision health, perhaps further opportunities for growth, new ingredients, and products will be discovered and created.VR