Digital distress: Kyowa Hakko’s postbiotic unlocks opportunities in eye health market

30 Oct 2023 --- European supplement brand Supersmart is unveiling Vision Postbiotic Eyemuse, a solution to address digital eye fatigue, featuring Kyowa Hakko’s scientifically tested postbiotic strain to combat visual fatigue and support overall eye health. 

Innova Market Insights data suggests that global F&B and supplement launches featuring eye health claims have increased 7% from 2018 to 2022. 

Nutrition Insight sits down with Oksana Ritchie, head of marketing at Kyowa Hakko, to discuss the newly launched postbiotic and the scientific studies that support its efficacy and developments in the eye health market.

“Eyemuse is the first heat-treated probiotic (postbiotic) of Lacticaseibacillus paracasei KW3110, recently launched in Europe and the US. It helps to combat visual fatigue and promote optimal eye health through immune support and by reducing digital distress,” says Ritchie.

“Eyemuse has a unique ability to stimulate immune cells that produce regulatory cytokines, such as IL-10. These regulatory cytokines are vital in supporting a balanced immune response.”

Ritchie adds that Eyemuse is specifically designed to help reduce tired eyes caused by digital stress and blue light.

“With the increasing reliance on screens and prolonged exposure to blue light in our daily lives, our eyes are constantly under strain. Eyemuse addresses this concern.”

Scientific backing
Lacticaseibacillus paracasei KW3110 is supported by scientific research, including in vitro and in vivo studies focused on eye health, explains Ritchie. “This scientific evidence demonstrates its effectiveness in combating visual fatigue and promoting healthy eye function.”

She details that in an eight-week randomized, double-blind study with 88 healthy subjects, people who consumed KW3110-containing supplements exhibited notably more significant changes in “critical flicker frequency, an indicator of eye fatigue, compared to those in the placebo group.”

“After four and eight weeks, the result was statistically significant, and the group that supplemented with Eyemuse showed a significant improvement in eye fatigue compared to placebo. These results also suggest that Eyemuse (KW3110 ) may hold promise for ameliorating chronic eye disorders, including eye fatigue.”

Innova Market Insights data suggests that product launches featuring eye health claims have increased by 7% from 2018 to 2022.In another study, researchers analyzed the function of Eyemuse on immune regulation and reduction of blue light exposure in vitro, Ritchie continues.

A further study assessed the effect of Eyemuse on body strain associated with eye fatigue. Ritchie explains that researchers studied 62 healthy participants with eye fatigue over eight weeks in a randomized, double-blind, placebo-controlled study.

“The Eyemuse group showed the reduction of stiffness of the waist or shoulders in individuals with severe eye fatigue.”

Blue light exposure
The product addresses consumer concerns about exposure to blue light, which Ritchie highlights is a critical issue in today’s digital age.

“With the increasing use of digital devices, from smartphones and tablets to computers and televisions, people spend more time in front of screens. This prolonged screen time exposes the eyes to blue light emitted by these devices. Research suggests that excessive screen time is associated with digital eye strain, which includes symptoms like dry eyes, eye fatigue and discomfort.”

Ritchie adds that digital eye fatigue is a common concern among individuals who spend significant hours working, studying or engaging in leisure activities on screens. The visual symptoms of digital eye fatigue can be bothersome and impact overall well-being.

“Consumers are becoming more health-conscious and are seeking natural and science-backed solutions to address modern health issues. Eye health is a growing concern, given the widespread use of digital devices.”

Product development
Ritchie underscores that the strain in Eyemuse is not commonly found in most other eye health supplements.

“Its unique characteristics make it a standout ingredient in the market. Eyemuse is the only postbiotic in the world scientifically tested against visual fatigue. This scientific validation sets it apart from other ingredients and demonstrates its efficacy in addressing a specific concern related to digital eye fatigue.”

In the market, Kyowa Hakko is witnessing an increased demand for innovative solutions to combat digital eye fatigue and promote overall eye health.

“While traditional eye health supplements and blue light-blocking glasses exist, consumers are looking for cutting-edge products, which respond to these market demands by offering a unique and scientifically tested approach to support eye health,” continues Ritchie.

Commonly used ingredients in eye health supplements include lutein and zeaxanthin, which prevent or delay the progression of vision problems such as age-related macular degeneration.

By Jolanda van Hal

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