Make eye health a priority in

the digital era

Prioritize the nutritional needs of the eyes and educate consumers about the way these important
nutrients can help their vision at every life stage.

Stephanie Mattucci

Associate Director, Global Food Science

September 2019

Read on mintel.com
Table Of Contents

FOCUS ON PREVENTION
1

TARGET THE DIGITAL GENERATION

2

PARTNER WITH EYE HEALTHCARE

3
PROFESSIONALS
Mintel recommends
Focus on prevention
Use nutrition to protect vision. Promote
nutrients that support eye health, such
as zinc, lutein, zeaxanthin, essential
fatty acids and vitamins A, C and E.
Target the digital generation
Explore new opportunities in eye health
supplements and functional foods,
especially for young consumers who
may be exposed to prolonged screen
time.
Partner with eye healthcare
professionals
Help educate consumers on how food,
drink and supplements can support eye
health. For example, consider working
with eye healthcare professionals or eye
care retailers for product placement and
their social media following.
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FOCUS ON PREVENTION

Preventative eye care measures are essential to preserving vision, and part of those preventative measures
is a healthy diet with nutrients that support eye health. As consumers start to understand more about the
benefits of supporting eye health with nutrition, they will begin looking at this aspect of healthy ageing as a
lifelong endeavor, not one that begins late in life, which is a concept explored in Mintel's 2019 Food and
Drink Trend Through the Ages.

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Use prevention to protect eye health

Vision can be affected by ageing, nutrition and inherited factors, as well as

lifestyles. In the digital era, in which our lives are becoming increasingly
dependent on screens and technology, taking care of eye health should be
prioritized.

Nutrition plays an important role in preserving vision. Zinc, EPA/DHA and

vitamins A and B2 (riboflavin) all have European Food Safety Authority
(EFSA) approved health claims for the maintenance of eye or vision health.

Research has found that a diet with carotenoid-rich foods, such as dark leafy
vegetables and orange and yellow fruits and vegetables, can significantly
reduce the risk of age-related macular degeneration (AMD). The Age-related
Eye Disease Study 2 (AREDS2) found that key nutrients, including
zinc, lutein, zeaxanthin, DHA and EPA, can help protect eye health.

Areds Eye Care Formula Plus Omega-3

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A need for preventative health solutions

Position supplements and functional foods for eye health as a proactive way to protect vision.

IN THE US IN THE UK IN CHINA

48% 41% 59%

of US consumers aged 65+ wish of UK consumers agree taking of health supplement consumers
they could redo past choices that vitamins and minerals helps protect aged 20-59 agree they prefer to
have negatively impacted their against illness later in life take health supplements to prevent
health illness

Base: US: 500 internet users aged 65+; UK: 2,000 internet users aged 16+; China: 2,667 internet users aged 20-59 who have purchased
health supplements for themselves in the last 12 months

Source: Lightspeed/Mintel; KuRunData/Mintel Read on mintel.com

Snacking your way to better vision
Outside of the baby food category, very few food and drink products make functional claims for eye health.
Carrots for beta carotene
Carrot & Cumin Sticks have been developed
for "people aged 2 to 102." The dissolves-in-
your-mouth vegetarian product features
carrots, which are said to be the best source
of beta carotene, an important nutrient for
eyesight (India).
Crocetin, a carotenoid from saffron
Berry Jelly for Clear Vision contains crocetin
and is said to be perfect for snacking after
lunch or studying. Carotenoids such as
crocetin can help protect the retina and may
help improve macular function (Japan).
Lutein from mango juice concentrate
Mango Milk Candy. This FFC-certified candy
is formulated with lutein to enhance contrast
sensitivity (Japan).
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Innovate with essential nutrients and eye-friendly ingredients

Consuming certain nutrients – either through foods or supplements – can

help preserve vision. Eye health-friendly nutrients include zinc, lutein,
zeaxanthin, vitamin A and omega-3 fatty acids.

Make the function of these nutrients easier for consumers to understand by

promoting their anti-inflammatory benefits. In the eyes, chronic inflammation
can lead to cataracts and age-related macular degeneration.

Antioxidants, such as lutein, zeaxanthin and vitamin E, may help protect the
eyes by neutralizing free radicals and reducing oxidation. Lutein and
zeaxanthin may also help prevent cataract formation by protecting the lens
from oxidation.

Food Supplement for Eye Health (UK)

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Connect antioxidant-rich foods with the benefits for eye health

Similar to the US, younger consumers in the UK were more likely to express interest in sports/energy drinks that support
eye health compared to older consumers.

US: desired health benefits of nutrition or performance drink, by generation, December 2018
40%
37%
% of sports, nutrition or performance drink

35%
33% 33% 33%
32%

30%
purchasers who agree

27%
26%
23%
22%
21% Generation Z
20%
Millennials
15%
Generation X and older

10%

0%
Antioxidant-rich Brain health Anti-inflammatory Eye health

Base: 1,168 internet users aged 18+ who have purchased any sports, nutrition or performance drink in the past three months

Source: Lightspeed/Mintel Read on mintel.com

Colorful fruits and vegetables are great for the eyes

Build a connection between healthy eyes and the nutrients from fruits and vegetables. In the US, 27% of fruit consumers
look for fruit with antioxidant properties.

Pumpkin: an eye health superfood
Super Immunity Apple, Pumpkin and Beet
Organic Power Blend promotes eye health
thanks to pumpkin. Pumpkins are rich in
important nutrients for eye health: zinc,
vitamins C and A, lutein and zeaxanthin
(Mexico).
Mangos: fruit for the eyes
Freeze Dried Mango & Banana is high in
vitamins C and A and carotene, which are
important for vision. The manufacturer uses a
special drying method that locks in the great
fruit taste along with the nutrition (Indonesia).
Anthocyanin helps protect the eyes
Maintain Formula Mix Herbal Drink with Stevia
is made with butterfly pea juice and enriched
with anthocyanin that promotes eyesight and
inhibits free radicals (Thailand).

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Highlight eye health nutrients on pack

Between Aug 2014 and Jul 2019, approximately 4% of vitamins/supplement launches made an eye health claim
compared to less than 1% of food or drink products.

Astaxanthin, a powerful antioxidant
Astaxanthin Premium Egg has been fortified
with astaxanthin, a keto-carotenoid
(Indonesia).
The carotenoid is linked to eye health and was
spotted as an ingredient to watch by Mintel
analysts at Health Ingredients Europe in Nov
2018.
Carotenoids zeaxanthin and lutein
Manuka Health Vision Shield Dietary
Supplement contains natural antioxidants,
lutein and zeaxanthin, to support healthy
vision, eye retina and macula health
(Australia).
Omega-3s DHA and EPA
Eye Performance Supplement contains seven
important nutrients for eye health, including
omega-3s, DHA and EPA, to help support
healthy tears and a healthy retina (US).

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Highlight eye health nutrients on pack
VItamin A
Vitamin A Artesian Spring Water makes an
eye health claim on pack (New Zealand).
Vitamin A deficiencies can lead to dry eyes
and night blindness.
Vitamin E and C
Alkaloid Proculin Plus Dietary Supplement
acts as an antioxidant and contains eye health
nutrients (Croatia).
Both vitamins E and C work as antioxidants
and may help reduce the progression of
cataract formation and AMD.
Zinc
Organic Chlorella Powder is a source of zinc,
which helps to maintain healthy vision and
protects cells from oxidative stress (Ukraine).
Zinc is an essential trace mineral that plays a
protective role in eye health.
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Pair eye health with brain health

Like the rest of the body, the brain and the eyes require good nutrition to
function properly. Bring attention to the importance of nutrition above the neck
and pair nutrients that are beneficial for the brain and the eyes.

Lutein and zeaxanthin are sometimes described as "internal sunglasses" as

these concentrated pigments in the macula help protect the retina from blue
light. Because the retina and the brain are both comprised of neural tissue,
emerging research is investigating the role lutein plays in cognitive function
too.

For example, Bioglan Healthy Kids Focus + Learn Choline, Lutein & Iodine
Tablets have been formulated to help support children's learning and
development. Lutein is one key ingredient in the formulation, said to support
eye and brain health, which is important for learning and development.

Focus + Learn Choline, Lutein & Iodine

Tablets

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Promote omega-3s for eye health

Emphasize that DHA and EPA are not just good fats, but great fats that
consumers should get more of. In the UK, 29% of adults believe they are not
getting enough 'good' fats, such as omega-3. Omega-3s are important for all
age groups and are especially key for children's eye and brain development
as they are important for the structural components of cell membranes.

DHA is an omega-3 fatty acid that is important during pregnancy for a baby's
eye and brain development. In the US, the American Academy of Pediatrics
recommends nursing women take 200-300mg of DHA daily in order to
guarantee sufficient concentration of DHA in breast milk. The European Food
Safety Authority also recommends pregnant and lactating women consume
an additional 100-200mg of DHA per day.

DHA support brain and eye health

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TARGET THE DIGITAL GENERATION

Explore new opportunities to provide eye health supplements and functional foods to young consumers who
may be exposed to prolonged screen time. These products have potential to resonate with gamers who want
to keep their eyes sharp for competitions or parents of young gamers who may be concerned about their
child's eye health.

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The digital era brings new opportunities for products that protect eyes

Prolonged screen time can lead to dry eyes, headaches, blurred vision and
possibly cause retina damage from blue light emissions. A study published in
the journal PLOS One has shown that children who spent seven hours or
more a week using computers or mobile video games tripled their risk of
myopia, or nearsightedness.

Supplements formulated specifically for eye health related to screen time are
starting to appear on the market. While switching off may be the best option
for reducing eye strain, it can often be the most difficult, especially as
technology becomes more integrated into our lives. Nutritional and dietary
support for eye health, particularly related to screen damage, will become an
attractive option.

Glico Eye Support Chocolates with

astaxanthin to reduce eye fatigue

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Support gamers and esport enthusiasts with eye health food, drink and supplements

Incorporate eye health ingredients to target global concerns about the damage caused to eyes by digital screens.

46% 41% 34%

of US adults who play video games of UK adults who own gaming of Chinese adults who play mobile
are dedicated console gamers and consoles or computers play video games are mainstream players who
44% are dedicated computer games once a week or multiple play most often on PCs, tablets and
gamers who play at least weekly times per week consoles

Base: US: 1,278 internet users aged 18+ who played video games in the three months to Jan 2019; UK: 1,896 internet users aged 16+ who own game consoles
or computer; China: 2,888 internet users aged 18-49 who have played games on mobile devices in the three months to July 2018

Source: US and UK: Lightspeed/Mintel; China: KuRunData/Mintel Read on mintel.com

Develop functional formulations with eye health ingredients to help gamers level up

Go further to help gamers make sure their eyesight is sharp or that their eyes have the stamina to last by incorporating
eye health nutrients in food and drink products.

Feature professional gamers
Red Bull Energy Drink packaging features a
competition to win a match against the
professional gamer and online celebrity Tyler
'Ninja' Blevins. In August 2019, Tyler Blevins
was the first pro gamer to be signed by Adidas
(Germany).
Add value to snacks for gamers
Player's Pack Snack Pack Variety Box from
Kellogg's is themed with Overwatch video
game characters and offers a free exclusive
Overwatch poster (US).
Doritos for gamers
Jalapeno Flavored Tortilla Chips. This limited
edition product features characters from Xbox
games and a chance to win Xbox prizes
(Mexico).

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Teen boys are a key demographic for video gaming

Develop age-appropriate functional food and drink products that support eye health to appeal to the parents of young
gamers.

58% 55% 27%

of US teen boys aged 12-17 and of US teen boys aged 12-17 and of US kids aged 6-11 agree video
41% of boys aged 6-11 spend 34% of boys aged 6-11 spend games are their main way of
more time playing video games more money on video games than having fun; agreement rises to 40%
than watching television they do on music or movies among boys aged 6-11

Base: teens: 1,902 teens aged 12-17 surveyed from October 2017-November 2018; kids: 2,259 kids aged 6-11 surveyed from April 2017-June 2018

Source: Simmons Research, Fall 2018 Simmons NCS Teen Study 12-Month and Spring 2018 NCS Kids Study 12-month. Copyright: 2019 Simmons Research
Inc. All rights reserved/Mintel Read on mintel.com
PARTNER WITH EYE HEALTHCARE PROFESSIONALS

Look beyond traditional channels to educate consumers about the role that nutrition plays in eye health and
discover new retail opportunities for eye health food, drink and supplements. Healthcare professionals have
a growing presence on all social media networks, particularly Twitter.

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Position eye health supplements with new retailers

There are opportunities for eye health

supplements brands to partner with
eye healthcare professionals and
retailers of corrective lenses.

Eye health product makers can learn

from the beauty industry about ways
to position cross-category products.
For example, in the US, supplement
company Olly has teamed with
Sephora on beauty-focused
supplements that are sold exclusively
at Sephora.

Olly's Restful Sleep Supplement Gummies Radiant Sleep Supplement for "Restorative
Beauty Rest" sold at Sephora

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Leverage influential healthcare providers to start the conversation about eye health
and nutrition

Discuss latest research Give advice to consumers Talk about brands

Dr Eric Topol is a US-based doctor and
scientist. His Twitter channel has 168K
followers and focuses on clinical research
updates and medical evidence reviews. He
often covers dietary guidance.
Dr Wendy Swamson is a US-based
pediatrician with 39.5K followers on Twitter.
She regularly answers followers' questions on
children and infant health and posts videos on
her Facebook and Twitter channels.
US-registered dietitian Mia Syn has 97.6K
followers on Instagram and combines
attractive recipe ideas with health advice. She
often tags certain food brands in her posts
such as this one with POM pomegranate juice.

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Use social media strategically

Align with credible and regulated healthcare professionals to reduce the risks
associated with miscommunication. Harness the unique skill set of healthcare
professionals to deliver engaging in-store experiences or educational video IN CANADA
content.

It is important to engage with the right media influencer as not all healthcare
providers are qualified or suited to deliver health and nutrition messaging to
consumers.
22%
In Canada, while 41% of adults agree medical professionals (eg doctors, of adults agree information on social
media motivates them to make
nurses) and 45% agree health-related specialists (eg pharmacists,
progress in improving their health
nutritionists) are credible sources for health information, only 14% agree
information on social media is a credible source.

Base: 2,000 internet users aged 18+

Source: Lightspeed/Mintel Read on mintel.com

Younger consumers are more likely to engage with social media and TV health
messages
Medical professionals are the most credible source for health information. However, 13% of US consumers aged 18-24
also feel social media is credible vs only 3% of 65+ consumers.

US: credible sources of health information, % of consumers who agree, by age, Nov 2018

72

63

55

42 41 42 TV shows
Information on social media from brand/company
Medical professionals

13 13 13 14 13
10
8 8
6 6
3 3

18-24 25-34 35-44 45-54 55-64 65+

Base: 2,000 internet users aged 18+

Source: Lightspeed/Mintel Read on mintel.com

Meet the Expert

HELPING
BUSINESSES
TO GROW

Stephanie Mattucci
Associate Director, Global Food Science
smattucci@mintel.com

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