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Frost & Sullivan: Ageing Population and Availability of Preventative Medicines Propels Growth of European Eye Health Ingredients Market
Date:3/9/2009

n overcoming obstacles such as variant regulation, substitution threats and the impact of fluctuating economies and prices. Legislation, in particular, is a pertinent challenge for manufacturers as such a scenario results in ambiguous legislative requirements. For instance, eye health ingredients such as lutein and astaxanthin are not covered in the positive list of the food supplement directive and are awaiting the results in 2010. This presents a setback for smaller companies populating a large portion of this market. The situation is uncertain due to the framework for ingredients being in various modes of commercialisation. Low consumer awareness remains a major challenge for manufacturers attempting to do business in the European eye health ingredients market. Moreover, European legislation regarding supplement ingredients remains mired in uncertainty as the region awaits the 2010 decision.

One strategy to counter low consumer awareness will be to consult with industry associations such as the Alliance for Natural Health, the National Eye Institute and the Royal institute of the Blind. Such associations would view these ingredients from a public perspective and form an impartial ledge in the supply chain. Additionally, in an increasingly competitive industry, it is imperative to have valid proof of the mechanism of action of the natural ingredients being supplied and their beneficial effects on the eyes. Such differentiation can only be achieved through validated research studies.

"European consumers are generally well-informed, as nutrition plays a big role in the purchasing behaviour of end users," notes Telles. "European manufacturers should focus on educating consumers, which will be an essential criterion in this market, especially for emerging extracts such as zeaxanthin, where greater consumer demand results in a rise in supply."

European Eye Health Ingredients Market is part of the Food & B
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