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Homeopathic remedies win growing following.

NEW YORK--Homeopathic remedies have grown increasingly popular with many American consumers in recent years. Their impact and presence is being felt in a wide variety of over-the-counter categories ranging from digestive aids and cough/cold to eye and ear care.

Much of the growing popularity of homeopathic medicines stems from consumers' wariness toward the chemical ingredients of traditional O-T-C remedies, a wariness that has been heightened by widespread product recalls of leading brands in recent years.

Homeopathy represents a completely different approach to medication than conventional medicines. The fundamental principle behind homeopathy is the concept that certain substances that cause specific symptoms when ingested in toxic doses can be given in micro-diluted doses and cause the body to react against and counteract a condition causing those same symptoms. Underlying that concept, of course, is the idea that the body has the ability to heal itself.

According to Susan Hanson, chief operating officer of TRP Co., two conditions affecting ears and eyes offer rich opportunities for homeopathic products: tinnitus, or ringing of the ears, and presbyopia, blurred near vision. The occurrence of both conditions can be expected to increase. In addition to very loud noises, tinnitus is caused by use of cell phones, iPods and MP3 players, while presbyopia is a natural result of aging as the crystalline lens of the eye loses its flexibility.

TRP's Blur Relief eye drops are formulated to stimulate the body to provide nutrients and oxygen to the crystalline lens, improving its flexibility and reducing blurry vision. Its ingredients also address dry, tired eyes. Similasan Corp., a leading homeopathic supplier, offers a range of specialized eye solutions, including Allergy Eye Relief, Computer Eye Relief, Pink Eye Relief and Stye Eye Relief, all in addition to Dry Eye Relief.

Homeopathic products play a particularly important role in the ear drops/treatments category. Similasan holds the No. 2 and No. 9 spots with its Healthy Relief ear drops and Ear Wax Relief drops. Hylands Inc., a longtime player in the segment, is the sixth-ranked brand, while TRP's Ring Relief moved into seventh place with a 14.4% jump in sales, based on SymphonyIRI Group Inc. data.

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Title Annotation:SUPPLY SIDE
Publication:MMR
Date:Sep 19, 2011
Words:358
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