Contact Lenses and Solutions in Turkey

PROSPECTS

Daily disposable lenses (DD) to remain the most popular

Contact lenses in Turkey is expected to record positive current retail value growth over the forecast period. Turks are living increasingly active lifestyles, which favours contact lenses and the continuing advancement of innovative technologies offers increased comfort.

Silicon hydrogel contact lenses march on

Manufacturers have introduced a number of new products which try to solve the problem of dryness and red eyes with hydrating formulae, including Acuvue TruEye, Air Optix Aqua, Air Optix Aqua Night and Day, PureVision HD, PureVision2 HD and Avaira. The products offer UV protection and prevent allergies.

Optical shops use bundled offers to drive volume sales

Bundle purchase discounts remain the main marketing strategy implemented by retailers in order to drive volume sales. Optical stores such as Atasun and Opmar use this tactic to attract customers throughout the year.

COMPETITIVE LANDSCAPE

Johnson & Johnson increases its lead in contact lenses

Johnson & Johnson Sihhi Malzeme has extended its lead in contact lenses with its popular Acuvue range. The player enjoys strong customer loyalty and has a wide distribution network in Turkey.

Parallel exports a significant challenge

Parallel exports remain a significant challenge to contact lens players in 2019, in the form of cross-border sales of goods by independent traders outside the manufacturer’s distribution system. Parallel traders generate profit by buying contact lenses in Turkey at relatively low prices and subsequently exporting them to countries where the selling price is higher.

Increasing use of internet retailing and social media

The number of internet retailers of contact lenses is on the increase. Relatively new entrants include www.

Files are delivered directly into your account within a few minutes of purchase.