Eye health is a priority for Asia–Pacific (APAC) consumers – but other regions tell a different story. Brands should consider leveraging digital apps to attract this untapped market, suggests Mintel.
New food, drink, and supplement launches with eye health claims are dominated by APAC, where consumers express interest in ocular health and are willing to make changes to their lifestyles to improve it.
Brands should explore the role of smart tech in eye health and consider sub-categories with potential for growth, such as cereals and nutritional beverages, to appeal to consumers outside of APAC, says Mintel.
Globally, eye health features in the top 10 functional claims in baby food and formula – but for other food, drink, and supplement categories, such claims are scarce, says Mintel.
That is, apart from APAC. Almost half (47%) of adults in China say they are prone to eye fatigue, while two in five (39%) say they have poor eyesight, Mintel data shows.
What’s more, almost half (47%) of Indian consumers say they would be interested in a food, drink, or supplement that benefited eye health, while in Japan, one in four (25%) says they are interested in functional food and drink that target this need.
Other regions, however, seem less convinced. Fewer than one in six (15%) of consumers across select European countries state that they have consumed functional food and drink products that target eye health in the past three months. In Germany, that figure drops to fewer than one in ten (8%).
Meanwhile, in the US, just one in five (19%) consumers buy vision-supporting food and drink.
How can brands grab the attention of consumers outside of APAC when it comes to eye health? Mintel suggests leveraging wearable technology and digital tools to attract a new customer base.
“Apps could well be a saviour of the eye health food and drink market beyond APAC,” wrote Rick Miller, food and drink associate director for specialised nutrition.
“The growth of digital tools to enhance the convenience of regular health check-ups caters to a growing consumer interest in the use of tech to support health and wellness.”
Mintel figures show that more than two in five (44%) of US consumers who use corrective eyewear are interested in app-based vision testing, while half (50%) of German consumers believe that wearable technology can help in the early identification of physical health problems.
“Brands could leverage such apps to not only help consumers get health checks early but also to steer them towards supporting nutrition that may slow vision decline,” Miller added.
He gave the example of WHOeyes, an app developed by the World Health Organization in 2023. This free-to-download software can measure visual acuity and has been validated against the Early Treatment Diabetic Retinopathy Study (ETDRS) acuity chart – the gold standard for vision testing.
Consumers are increasingly conscious of the impact of environmental aggressors such as screen glare and blue light, pollution, and ageing on eye health. Mintel highlights that this can not only cause short-term problems, such as dry eyes, but may have longer-term consequences, including damage to the corneal surface.
It also reports that eye health has deteriorated globally post-pandemic, with a simultaneous increase in screen time and digital device use. Brands can appeal to consumers with products targeting these areas.
Many lutein- and zeaxanthin-based products, for example, were originally conceived to address age-related eye diseases – but the area has since evolved to encompass standalone products that address vision health.
Lutein, known for its eye health benefits, is a popular ingredient in such supplements. Marigold (Calendula) extract, a source of lutein, is lesser known – but its inclusion in products may boost their appeal for consumers who show a preference for natural ingredients, suggests Mintel.
