Lutein awareness continues to grow across Europe
a new consumer survey that shows the potential of marketing to
expand the food supplements market in Europe.
The new survey by Frost & Sullivan was commissioned by Kemin Health, maker of FloraGLO branded lutein. Three thousand consumers aged between 20 and 65 years were questioned across Italy, Germany, Spain, Portugal, France and the UK (500 in each country). The survey looked into awareness of the antioxidant carotenoid lutein for skin health - an association that Kemin has recently been communicating. Interestingly, 57 per cent of the respondents stated that delaying premature skin ageing is important and that wrinkling, age spots and decreased elasticity rate very high as concerns for skin ageing - making the carotenoid a prime ingredient for skin care formulations. The same 57 per cent said that they were willing to take dietary supplements specifically because they are concerned about skin health. It found that awareness of the lutein has never been so high in Europe: in Portugal it had doubled compared to last year, to 39 per cent, and surpassed the previous leaders, Germany, in the process. Germans again showed a great awareness, with 37 per cent of respondents aware of lutein, up from 33.3 per cent last year. Similar increases were observed in the UK (up to 27 per cent from 20 per cent in 2006), and Spain (up to 13 per cent from 9.8 per cent last year). As to the reasons behind the overall increase in awareness, Kemin Health is claiming the credit for itself. It has been a major force in building the category, and does a lot of co-marketing with its customers and partners, including the sponsorship of congresses and round tables. "The majority of consumers,46 per cent, state they have heard of lutein through press articles," said Kemin Health. "Pharmacies, a target of extensive education efforts by Kemin Health and many of its partners through out European, are identified by 38 per cent of consumers as a place where they have heard of lutein," added the company.