FEATURE
A Natural Outlook
By Dr. Joyce Tellier Johnson BSc., ND
F
ear of blindness or partial loss of vision may be driving more
and more consumers over the age of 40 to purchase eye
health products. Aging increases one’s risk for developing
macular degeneration and cataracts, the top two age-related causes
of blindness or reduced vision. Many Canadians are taking a
proactive approach to their visual health by using nutritional and
herbal supplements specially formulated to protect their eyes.
According to Christine Ferrari, RNPA and Manager of Pure Nature
Nutrition Center in Lakeshore, Ontario, eye health is seldom the
customer’s only concern, especially since they are also looking
for general antioxidant support to promote healthy aging.
Sales Volume of Antioxidants
2007* $23,188,707
2008** $25,613,637
*Latest 52 weeks ending January 20, 2007
**Latest 52 weeks ending January 19, 2008
Source: Nielson MarketTrack
50 DECEMBER 2008 A Vital Venture www.santehealthnetwork.com
Ferrari adds that people are now very aware that antioxidants
help slow the signs and symptoms of aging, however, they may
not know how important antioxidants are for their eyes. Age-
related Macular Degeneration (AMD) tops most eye-related health
concerns, with cataract prevention a close second. Sales Associate
Emma Pintus, RMT, also says her customers are aware of herbal
products for the eyes such as bilberry, blueberry and eyebright.
It’s clear that health-savvy consumers know what their eyes need.
Consider the following information to help you understand
and retail vision health products effectively.
AMD
AMD or Age-related Macular Degeneration refers to loss of
function of the light-sensitive cells at the centre of the retina.
With AMD, peripheral vision is preserved, however, reading,
close work, driving and recognizing faces becomes impossible.
Blurred or distorted vision and trouble discerning colours can
be warning signs of AMD, the leading cause of blindness in the
elderly. The good news is that studies using antioxidant
vitamins and other nutrients to protect the eyes from
free-radical damage have shown excellent results in preventing
or slowing the progress of AMD.

Retailer Tip
Advise smokers who visit your store to avoid taking
beta-carotene supplements. Long-term use of beta-carotene
supplements in patients who smoke can increase the risk of lung
cancer, prostate cancer and death from cardiovascular disease.
Protecting Against Cataracts
Like AMD, most cataracts are age-related. Cataracts can be caused
by clumps of protein or by a general colour change of the lens from
clear to yellowish/brownish. Vitamins B2, B12 and folic acid
protect against cataracts. One study showed that the long-term
use of a multivitamin, along with B vitamins and vitamin A,
reduced the incidence of cataracts. Multivitamins are generally
considered safe supplements as well.
Retailer Tip
No matter what the supplement is, always remember to suggest
that customers visit their doctors before they begin a new
supplement regime, especially if they have health conditions or
they are taking any OTC medications. To make matters easier on
the customers, you may consider having a naturopath visit the
store a few times a week for appointments.
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FEATURE
Lutein and Zeaxanthin
Lutein and zeaxanthin are carotenoids known for their
colour and antioxidant capacity. They are found in the
macular region of the eye and are the only two carotenoids
absorbed and used by the eyes to protect the macula
from ultraviolet light and free-radical damage. Research
has demonstrated that generous intakes of lutein and
zeaxanthin reduce the risk of macular degeneration
by as much as 40% and cataracts by up to 20%.
While no recommended daily allowance exists for
lutein, positive results are attainable with 6mg per day.
Note that lutein and zeaxanthin are considered to be
extremely safe supplements without any known side
effects or contraindications.
Retailer Tip
Your customers may be extremely surprised to know that
the body cannot make lutein or zeaxanthin — this is a great
opportunity for you to recommend these supplements to them.
Whether you are speaking to your customers or creating
brochures, bookmarks, or newsletters, bring up interesting FYIs
to pique interest.
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FEATURE

Blueberries, Bilberries and Eyebright

Eye Health Merchandising Tips
Education
Use in-store or email newsletters, message boards and
brochures to explain the safe, effective use of eye health
products. Because of the small font on supplement labels,
provide magnifying glasses or enlarged ingredient lists for
your most popular eye health products.
Cross Merchandise
Place vision supplements together with antioxidant support,
reading glasses and other related eye health products and
continue to update your planogram as you move these SKUs
around the aisles.
Cross Promote
Talk to a local optometrist for any in-store/cross promotions
and consider holding an in-store eye health clinic in conjunction
with them.
Blueberries and bilberries (huckleberries) are high in
anthocyanidin bioflavonoids, blue pigments in fruit with many
health benefits such as the ability to strengthen capillaries.
Bilberry eases visual fatigue and improves light-to-dark vision
adjustment — in fact, Bilberry jam was fed to fighter pilots in
WWII to enhance their night vision.
Eyebright is a herb used to treat eye irritation. Its antibiotic and
astringent properties tighten membranes around the eyes,
strengthening them and improving circulation. Rich in
vitamins A and C, eyebright also contains tannins that
reduce inflammation.
Retailer Tip
It is important for customers to understand that bioflavonoids,
such as those in blueberries, are essential for proper absorption
and use of vitamin C and other antioxidants. They help
protect sight, maintain collagen and blueberry and bilberry
may reduce blood glucose and triglyceride levels. Medication
adjustments may be necessary in users with diabetes.
Essential Fatty Acids (EFAs)
Omega-3 docosahexaenoic acid (DHA) is at its highest
concentration in the retina. According to two research studies,
a higher intake of omega-3 essential fatty acids supports eye
health by reducing the incidence of age-related maculopathy
(ARM) and reducing AMD risk.

52 DECEMBER 2008 A Vital Venture www.santehealthnetwork.com

 FEATURE

Retailer Tip
You may want to consider educating new mothers about the
importance of DHA to fetal visual acuity. DHA is crucial for
fetal brain development and for visual acuity based on the
expectant mother’s DHA intake. Researchers have confirmed a
marked decrease in neural DHA in infants, where the mother
had a DHA deficiency. Keep in mind that customers on
anticoagulants or large amounts of ASA and/or NSAIDs may be
put at greater risk of problematic bleeding when seeking to
lower omega-6 oils and raise omega-3 oils.

Conclusion
Healthy eyes mean full enjoyment of life’s visual pleasures and
the ability to function well in the world. Natural eye health
products range from homeopathic eye drops to herbals, vitamin
and mineral formulas, lutein enhanced multivitamins and even
teas. Attention to nutrient intake in your customers’ diet
(especially antioxidants and essential fatty acids) from infancy
to old age, is key for healthy, crisp and clear vision.

References
Age-Related Eye Disease Study Research Group. A Randomized, Placebo-
Controlled, Clinical Trial of High-Dose Supplementation With Vitamins C and
E, Beta Carotene, and Zinc for Age-Related Macular Degeneration and Vision
Loss. Arch Ophthalmol. 2001;119:1417-1436, 1439-1452, 1533-1534.
Hankinson SE et al. “Nutrient intake and cataract extraction in women:
a prospective study.” Br Med J. 1992; 305, 6849:335-9.
Kuzniarz M et al. “Use of vitamin supplements and cataract: the Blue
Mountains Eye Study.” Am J Ophthalmol. 2001; 132, 1:19-26.
Seddon JM et al. “Dietary carotenoids, vitamins A, C, and E, and advanced
agerelated macular degeneration.” JAMA. 1994; 272:1413-20.
Stringham JM and Hammond BR. " Macular pigment and visual performance
under glare conditions." Optom Vis Sci. 2008 Feb;85(2):82-8.
Kajimoto O. et al. Scient Rep Collect. 19:1, 1998.
Bazan NG. " Neurotrophins induce neuroprotective signaling in the retinal
pigment epithelial cell by activating the synthesis of the anti-inflammatory
and anti-apoptotic neuroprotectin D1." Adv Exp Med Biol. 2008;613:39-44.
Chua B et al. Dietary Fatty Acids and the 5-Year Incidence of Age-Related
Maculopathy. Arch Ophthalmol. 2006;124(7):981-986.
Seddon J, et al. Cigarette Smoking, Fish Consumption, Omega-3 Fatty Acid
Intake, and Associations With Age-Related Macular Degeneration: The US
Twin Study of Age-Related Macular Degeneration. Arch Ophthalmol.
2006;124(7):995-1001.
Coleman H and Chew E. " Nutritional supplementation in age-related
macular degeneration." Curr Opin Ophthalmol. 2007 May;18(3):220-3.
Innis SM and Friesen RW. "Essential n-3 fatty acids in pregnant women and
early visual acuity maturation in term infants." Am J Clin Nutr. 2008
Mar;87(3):548-57.
Judge MP et al. " A docosahexaenoic acid-functional food during pregnancy
benefits infant visual acuity at four but not six months of age." Lipids. 2007
Mar;42(2):117-22.

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