ROHTO V5, an eye supplement containing ingredients that support "improvement of clear vision *1," has surpassed 15 million units shipped in total across the series *2!
- It has grown into Rohto's No. 1 selling brand *3 within their online store -
August 5, 2024
ROHTO Pharmaceutical Co., Ltd. (Headquarters: Osaka City, President: Masafumi Sugimoto) has been selling "ROHTO V5 Tablets ROHTO V5" a functional food product that supports "improvement of clear vision*1," in 2015. Since then, the product lineup has been expanded in response to the depth and changes in customers' concerns. Currently, the cumulative number of "ROHTO V5" series units shipped has exceeded 15 million *2, and it has been supported by many customers. Behind the success of the "ROHTO V5" series is the change in customers' awareness and behavior regarding the eye problems they face on a daily basis and their care.
*1: Contrast sensitivity
*2: Shipment figures for all products in the "ROHTO V5" series of functional foods as of the end of June 2024.
*3: Among the brands sold on Rohto's online store, the cumulative sales amount as of the end of June 2024.
From left to right: "ROHTO V5 b", "ROHTO V5 62 tablets", "ROHTO V5 ActVision a", "ROHTO V5 Memory Support"
The reason behind the success: Changes in how people deal with eye problems.
The percentage of people who choose supplements as a solution for eye problems has quadrupled, from 5% to 20%.
According to surveys conducted by our company in 2018 *4 and 2023 *5, while 5% of respondents in the 2018 survey chose supplements as a way to address their eye problems, this figure rose to 20% in the 2023 survey, a fourfold increase (see GRAPH1). This increase is attributed to factors such as the changing environment caused by the COVID-19 pandemic, which has led to increased use of digital devices and a greater number of people experiencing complex eye problems. This suggests that customers' eye problems are becoming more serious, and that more people are seeking solutions.
*4: [Survey Overview] Target: Men and women aged 20-70 experiencing eye problems (n=31073) Survey Method: Internet survey Survey Contractor: In-house survey Survey Period: November 12 (Mon) - 16 (Fri), 2018
*5: [Survey Overview] Target: Men and women aged 20-70 experiencing eye problems (n=14196) Survey Method: Internet survey Survey Contractor: In-house survey Survey Period: March 6, 2023 (Mon) - March 8, 2023 (Wed)
Reference information: Changes in the eye care supplement market
Since the launch of the Functional Foods Labeling System in 2015, the number of functional foods has been steadily increasing, and the market for functional foods in eye care is expected to continue expanding *6. Products with various functions, such as those that address focusing difficulties in middle-aged and elderly people, and those that reduce eye fatigue associated with increased contact time with smartphones and PCs, have been released, and further growth is expected.
*6: Source: Fuji Keizai "H&B Foods Marketing Handbook 2023: Market Analysis by Functional Food Labeling Category" <Eye Care>
About the "ROHTO V5" series
In 2015, as a new offering for people experiencing eye problems as they age, we launched "Rohto V5 Tablets," our first functional food supplement, which focuses on the retina from the five elements that support vision and contains ingredients that support clear vision *1. Since then, we have made proposals that respond to our customers' eye problems and changes in their lifestyles, and currently offer a series of four products: "ROHTO V5 ROHTO V5 b 30 tablets," "ROHTO V5 b 60 tablets," "ROHTO V5 Actvision a 62 tablets," and "ROHTO V5 Memory Support 62 tablets." Throughout the series, we have focused on making the soft capsules easy to swallow and less likely to get stuck in the throat, making it easy to continue taking just one tablet a day (recommended). Since its launch, it has been supported by many customers and has grown into the No. 1 selling brand in Rohto's online store *3.
Since launching our first eye drops, "ROHTO Eye Drops" in 1909, we have been addressing the changing eye concerns of our customers for over 110 years through eye care solutions centered on over-the-counter (OTC) medications. Moving forward, we will continue our efforts to protect the eye health of people of all ages through various approaches.
*1: Contrast sensitivity
*3: Among the brands sold on Rohto's online store, the cumulative sales amount as of the end of June 2024.
Customer testimonials
Rohto Pharmaceutical's products seem to suit me well. I think they pay close attention to the ingredients.
Since I stream games for esports, having a clear view is really important. I'm so glad I found Rohto's V5.
Member of MATAGI SNIPERS, Japan's first senior professional gaming team.
mark25 (male, in his 60s)
The thoughts of the R&D team
<Fukada, Development Manager>
We want to deliver better products to our customers.
Because Rohto Pharmaceutical has been conducting research on eye health for over 100 years since first introducing eye drops to the market, we develop our supplements with the same meticulous attention to detail as our pharmaceuticals. What we want to deliver is something that can solve our customers' problems. And beyond that, we want to support our customers in leading healthier lives. We believe that customer satisfaction means that they will want to purchase our products again as a result.
Instead of just saying "it seems like it will work," we should show "what," "where," and "why" it works.
In the field of functional foods, we focus on carefully explaining the ingredients included and how they work. While it may sound simple to say "show that the ingredients are effective," providing evidence to support that claim is not easy.
I believe that Rohto's approach to science is to tackle even the most challenging tasks with unwavering dedication.