The new survey by Frost & Sullivan was commissioned by Kemin Health, maker of FloraGLO branded lutein. Three thousans consumers aged between 20 and 65 years were questioned across Italy, Germany, Spain, Portugal, France and the UK (500 in each country).

It found that awareness of the antioxidant carotenoid 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.

Tied into this, awareness of age-related macular degeneration is also on the up, with 37 per cent of respondents across Europe reporting that they are aware of the condition. The most aware consumers were found in the UK, where 45 per cent of respondents questioned had heard of AMD.

AMD is a progressive eye disease that affects the central macula of the eye, leaving sufferers with only peripheral vision. It is the most common cause of blindness in the over-50s in the Western world, according to AMD Alliance International, and is estimated to affect 25 to 30m people.

A number of studies have shown that lutein can play a role in protecting against AMD as it filters out harmful blue light that can induce oxidative stress and possibly free-radical damage.

Another carotenoid called zeaxanthin (also present in the eye but in smaller amounts) has also been linked with AMD risk reduction, leading a number of supplement-makers to develop formulas containing both lutein and zeaxanthin.

The survey also looked into awareness of 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. The same 57 per cent said that they were willing to take dietary supplements specifically because they are concerned about skin health.

"The survey once more revealed the potential for growth in the food supplement market in Europe, as only 34 per cent of the consumers state they consume supplements and of these only 52 per cent do so year round," said Kemin Health.

"This fact clearly shows to manufacturers that with correct marketing campaigns, the food supplement market has a tremendous growth opportunity in Europe."