Bayer targets baby boomers with condition-specific

One of the largest marketers of over-the-counter medications and dietary supplements in the world, Bayer is focusing the new line on maximizing baby boomer vitality.

The baby boomer generation is entering its seventh decade, and formulators are targeting their ingredients and products accordingly.

Added to this is the overall trend towards condition-specific marketing.

As such, Bayer's line is targeting cardiovascular, cognitive, joint and eye health as well as cellular health - areas of particular concern for baby boomers, said the company.

"We've designed the Bayer Nutritional Science line to make the benefits of each product clear, which simplifies the decision-making process for consumers because they can easily select the product or products that are right for them," said Girard Smith, vice president, consumer Wellness and division market research at Bayer Consumer Care.

According to the company, more than 100 million people have searched the Internet for information on diet, nutrition, vitamins, and nutritional supplements.

Accordingly, Bayer has created The Vitality Institute, a comprehensive online resource center with content contributed by the MayoClinic.com.

Bayer's new formulations include: - "Vital Body & Cells Formula" daily multivitamin, which includes antioxidants pomegranate and alpha-lipoic acid (ALA) to help promote cell health, including during the cell regeneration process.

- "Eye Health & Vitality" including lutein and zeaxanthin.

- "Vital & Sharp Mind" containing omega-3 DHA and ginkgo biloba.

- "Heart Vitality" with phytosterols, folic acid and CoQ10. - "Joint & Bone Vitality" combining glucosamine, chondroitin, calcium and vitamin D.