Contact Lenses and Solutions in Sweden

PROSPECTS

Sales of contact lenses improve thanks to push from retailers to younger consumers who engage in sports and outdoor activities

Changing retailer strategies are driving an improved performance for contact lenses. Marginal growth in both value and volume terms was posted in 2019 following declines in the previous year.

Toric and silicone hydrogel lenses grow in popularity, while DD lenses continue to outperform FRP versions

There has been an increase in the use of silicone hydrogel lenses and toric lenses within daily disposable lenses. Toric became the leading DD lens by value share in 2018 and strengthened its lead in 2019.

Ageing population and rising myopic prevalence will boost sales

Sweden’s ageing population and gradually increasing myopia prevalence will be key factors in the growth of contact lens and solutions over the forecast period. More than two million of residents in Sweden are aged 65 years or over, representing a fifth of the total population, with their share set to rise over the next five years.

COMPETITIVE LANDSCAPE

Overall sales are concentrated, but cheaper offerings and internet retailing are increasing the competition

CooperVision Nordic AB enjoys the highest value share in contact lenses, with high penetration in both DD and FRP lenses. Its LIVE product, a contact lens specifically aimed at young consumers just starting out with contact lenses, has quickly become a success since its launch in 2017.

Competition increases as subscription-free contact lenses are now available

At the start of 2018, the Swedish health and social care inspectorate decided to level out competition by allowing opticians to sell lenses without prescription as chemists/pharmacies have long been able to do. This change is putting pressure on the unit prices as more promotions are becoming prevalent in the marketplace to attract customers.

Internet retailing may have peaked in contact lenses as the importance of visiting an optical store for a professional diagnosis and advice remains

Although the value share of internet retailing remains high in contact lenses, it might have reached its saturation point. The channel has been growing rapidly in contact lenses in Sweden for over a decade.

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