Marketing analysis of the range of phytoremedies based on blueberry

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Bukovinian State Medical University

Marketing analysis of the range of phytoremedies based on blueberry

Ezhned Maria Akhmedivna Assistant Professor

of the Department of pharmaceutical botany and pharmacognosy

Zaitsev Valern Ivanovich Doctor of Medical Sciences;

Professor Department of urology and neurosurgery

Ukraine

Резюме

Маркетинговый анализ ассортимента фитопрепаратов на основе черники

Зрение - самый мощный источник наших знаний о внешнем мире, возможно, одно из самых сложных, удивительных и прекрасных свойств живой материи. Его потеря - большое несчастье для человека. На данный момент свою лепту внесла и пандемия COVID-19, которая вынудила людей свести к минимуму прогулки, личное общение и активный образ жизни, что, в свою очередь, приводит к ухудшению зрения. Для предотвращения ухудшения остроты зрения используется ряд лекарственных растений, одним из которых является черника. После проведения маркетингового анализа было установлено, что рыночный ассортимент составляет 60 наименований, из которых 63,3% - отечественного производства.

В современном мире хорошее зрение - это не только природный дар, но и результат бережного отношения к здоровью глаз. За последние десятилетия нагрузка на глаза (компьютер, телевизор, гаджеты, книги) многократно возросла [1].

В целом, существует множество факторов, которые приводят к ухудшению зрения. К ним относятся неправильная организация рабочего места, недостаточная физическая активность, заболевания позвоночника, недостаток витаминов и отсутствие профилактики глазных заболеваний [2].

В результате это приводит к увеличению частоты заболеваний органов зрения. По данным ВОЗ, около 2,2 миллиарда человек во всем мире страдают нарушениями зрения. По меньшей мере 1 миллиард из них, то есть почти половина, имели нарушения зрения, которые можно было предотвратить или все еще можно исправить. Сегодня, как никогда, актуален вопрос профилактической поддержки органов зрения и разработки терапевтических методов борьбы с их заболеваниями. Поэтому на первый план выходят лекарственные травы [3]. Одним из растений, которое широко используется в офтальмологии для профилактики нарушений остроты зрения, является голубика обыкновенная (Vaccinium myrtillus L.).

Итак, на фармацевтическом рынке представлен довольно большой ассортимент фитопрепаратов на основе черники, которые можно использовать для профилактики заболеваний глаз. Однако остается перспективным изучение других лекарственных растений, которые могут быть использованы для профилактики, а также в период поддержания стабильности при лечении глазных заболеваний.

Ключевые слова: маркетинговый анализ, черника, ухудшение зрения, фитопрепараты, фитотерапия.

Summary

Sight is the most powerful source of our knowledge of the external world, perhaps one of the most complex, amazing and beautiful properties of living matter. His loss is a great misfortune for a person. At the moment, the COVID-19 pandemic also contributed, which forced people to minimize walking, personal communication, and an active lifestyle, which, in turn, leads to deterioration of vision. In order to prevent deterioration of visual acuity, a number of medicinal plants are used, one of which is blueberry. After conducting a marketing analysis, it was established that the market assortment is 60 items, of which 63.3% are of domestic production.

Keywords: marketing analysis, blueberry, vision impairment, phytoremedies, phytotherapy.

Introduction

In today's world, good eyesight is not only a natural gift, but also the result of a careful attitude to eye health. The load on the eyes (computer, TV, gadgets, books) has increased many times over the past decades [1].

In general, there are many factors that lead to vision impairment. These include improper organization of the workplace, insufficient physical activity, spine diseases, lack of vitamins, and lack of prevention of eye diseases [2].

As a result, this leads to an increase in the frequency of diseases of the organs of vision. According to WHO, around 2.2 billion people worldwide suffer from visual impairment. At least 1 billion of them, that is, almost half, had a vision impairment that could have been prevented or could still be corrected. Today, more than ever, the question of preventive support of the organs of vision and the development of therapeutic methods of combating their diseases is relevant. Therefore, medicinal herbs come to the fore [3]. One of the plants that is widely used in ophthalmology for the prevention of visual acuity disorders is common Blueberry (Vaccinium myrtillus L.).

The purpose of the work was to analyze the range of medicines, dietary supplements and medicinal plant materials available on the pharmaceutical market of Ukraine that contain Blueberry and are used to maintain visual acuity.

Materials and methods. The methods of marketing analysis and statistical processing of the obtained data were used for the research. The objects of the study were medicinal products, dietary supplements and medicinal plant raw materials containing Blueberry available on the pharmaceutical market of Ukraine. The research was conducted on the basis of Chernivtsi pharmacy networks and data from the electronic directory "Compendium - medicinal products".

Results

Bilberry extract improves blood circulation, especially in the organs of vision. Anthocyanins, which are part of Blueberry, have a capillary-strengthening effect, contributing to an increase in blood flow to the retina. The presence of P-carotene in Blueberry helps protect the eyes from the harmful effects of free radicals, prevents chronic dryness, the development of night blindness and related diseases of the visual organs [4].

The first stage of the research was to establish an assortment of phytoremedies, which include Blueberry. It was established that the pharmaceutical market of Ukraine is represented by 53 names of Blueberry-based drugs (Table 1).

Table 1

List of phytoremedies containing Blueberry and presented on the pharmaceutical market of Ukraine

[author's development]

The ratio of medicines and dietary supplements was 18,9% and 81,1%, respectively. At the same time, the number of trade names of domestic production was 33 (62.3%), and foreign - 20 (37.7%) (Fig. 1).

Fig. 1. Ratio of trade names of blueberry-based phytopreparations by producing country

The next stage of the research was the analysis of medicinal products and dietary supplements based on blueberry according to the release form. Phytomedicines are most often represented by capsules and tablets, the ratio of which to the total number of drugs presented on the domestic pharmaceutical market was 56,6% and 38%, respectively. Other dosage forms (powders, teas, phytoconcentrates, gels) account for 5.4% of the total number of all drugs, represented of the pharmaceutical market of Ukraine (Fig. 2)

Fig. 2. Distribution of herbal remedies registered in Ukraine for the treatment of insomnia by form of release

medicine visual acuity herbal phytopreparation

The analysis of the data of the State registration of pharmaceuticals established that the leading positions in the pharmaceutical market are occupied by domestic manufacturers, which over time may lead to depletion of raw material stocks on the territory of Ukraine.

Conclusion

So, the pharmaceutical market has a fairly large range of blueberry-based phytoremedies that can be used to prevent eye diseases. However, it remains promising to study other medicinal plants that can be used for prevention, as well as during the period of maintaining stability during the treatment of eye diseases.

References

[1] Alferova, D. R., Chaplygina V. V. (2019). Narusheniye i profilaktika zreniya. Yunyy uchenyy, 3.1 (23.1), 1 - 4.

[2] Jaimie D Steinmetz, Rupert R Bourne, Paul Svitil Briant (2021).Causes of blindness and vision impairment in 2020 and trends over 30 years, and prevalence of avoidable blindness in relation to VISION 2020: the Right to Sight: an analysis for the Global Burden of Disease Study. The Lancet Global Health, Vol 9, Issue 2, 144-60.

[3] Sandhu P.S. (2011). Potential Herbs Used in Ocular Diseases Journal of Pharmaceutical Sciences and Research, Vol.3(4),1127-40.

[4] Ta"nia C. S. P. Pires, Cristina Caleja, Celestino Santos-Buelga (2020). Vaccinium myrtillus L. Fruits as a Novel Source of Phenolic Compounds with Health Benefits and Industrial Applications. Current Pharmceutical Design. Volume 26, 1917-28. DOI: 10.2174/138161 2826666200317132507.

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