Nutritional supplements aimed at specific health issues and backed by scientific studies experience gains

Select vitamin brands aimed at eye and brain health had significant sales gains in 2016, according to Kline’s just-published Nonprescription Drugs USA 2016 study. Preservision adult multivitamins for eye health, which is marketed by Valeant Pharmaceuticals, experienced sales growth over 20.0% in 2016, driven by a switch from print to television media for the brand and claims that “only Preservision’s formula has been proven to reduce the risk of progression of moderate to advanced Age-related Macular Degeneration (AMD) in the National Eye Institute’s Age-related Eye Disease Study (AREDS).” Preservision contains high potency antioxidants and minerals, such as 1,000mg omega-3 fatty acids, lutein, and zeaxanthin, and claims to be “the only clinically proven formula.”

Consumers are increasingly seeking solutions for brain health and memory health concerns. Prevagen is a brain health supplement marketed by Quincy Bioscience that also experienced a 20.0% sales gains in 2016. Growth is driven by increased ad spending and marketing efforts that promote Prevagen’s advantages of mental alertness and memory improvement attributed to the omega 3 derived from jelly fish. Prevagen’s claims include “Prevagen improves memory.” and “Prevagen is a dietary supplement that has been clinically shown to help with mild memory problems associated with aging.”

Given the aging of the large baby boomer generation who are now in their 50s, 60s, and 70s, preserving vision and memory are of critical importance to consumers in this demographic group. Brands that make brain and memory claims are experiencing rapid sales gains as a result. Kline published Brain Health: Unlocking White Space Potential for the OTC Industry,” which can be accessed here.

Digestive health and its relationship to immunity is another area of interest to consumers, and many probiotic brands experience strong double-digit gains year over year as a result. Kline’s soon-to-be-published Digestive Health, Immunity, and Probiotics study provides in-depth analysis and insights of the fast-growing digestive health market, including probiotics and prebiotics, digestive enzymes, and probiotic beverages. The report provides sales and forecasts through all retail outlets of companies and brands in this market and assesses product claims, innovation, and the emerging science behind microbiomes.

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