Contact Lenses and Solutions in the Netherlands

PROSPECTS

Daily disposable lenses performs well due to convenience, comfort and hygiene

Contact lenses registered higher current value growth in 2019 tan seen in all other years of the review period. The category benefited from the increasing prevalence of eyesight problems and the rising adoption of contact lenses, along with consumers choosing value-added products.

Functional lenses to solve eye problems, and innovative night lenses bring dynamism to the market

Contact lenses with functional features, such as lenses adapted to correct common issues such as myopia and astigmatism, are winning in terms of preference and are the focus of most new product development activity in terms of line extensions. Dutch consumers respond positively to products that provide a solution, such as products for people who spend long hours in front of a screen or night driving.

Optical shops dominates distribution but internet retailing rises rapidly

Although optical shops continued to dominate the distribution of contact lenses throughout the review period, internet retailing further consolidated its position. Dutch consumers use the internet as a source of information, but also to find the best possible prices or deals.

COMPETITIVE LANDSCAPE

Multinationals dominate, led by Bausch & Lomb

Multinationals continued to dominate contact lenses in 2018, with Bausch & Lomb maintaining its lead despite seeing a small decline in its value share. It increased its promotional activity, with a particular focus on marketing new products, which consolidated its lead.

New product development from leading players sparks consumers’ curiosity

Companies were active in terms of new product development in 2018. Activity included the promotion of Bausch & Lomb’s line Ultra, which contains MoistureSeal, a patented formula that ensures a high moisture content and helps prevent irritation or allergies.

Contact lenses launched to meet the needs of older people

Manufacturers are increasingly focusing on marketing contact lenses to older people. Most people over the age of 40 in the Netherlands do not use contact lenses due to discomfort, a dry feeling or disturbed vision.

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