The increasing use of electronic devices across work, education and social lives is leading to the increasing incidence of eye problems, such as red eyes and dry eyes. According to Euromonitor International economic and consumer data, more than 97% of households possessed a mobile phone by the end of the review period, with around 60% owning a personal computer.
Store-based chemists/pharmacies remains the dominant channel for eye care products, though the COVID-19 lockdown significantly bolstered the existing trend towards sales through e-commerce. As well as offering convenience and the removal of risk of viral transmission via social contact, e-commerce provides consumers with a rich product portfolio across both local and international brands, thereby offering greater choice and the opportunity for price comparisons.
Leading brands such as Shandong Bausch & Lomb Freda Pharmaceutical Co Ltd’s Mioclear, Jiangxi Zhen Shi Ming Pharm Co Ltd’s Zhen Shi Ming, and Renhe Pharmacy Co Ltd’s Renhe Shanliang, have established high levels of consumer recognition and trust due to their early market entry and extensive distribution, both offline and online. Brand-awareness and loyalty are proving increasingly important in the category, as consumers come to perceive branded products to offer better quality than unbranded alternatives.
On National Eye Health Day, 6 June 2020, the National Health Commission of the People’s Republic of China announced Vision 2020, aiming to raise awareness of general eye health amongst citizens. This was the 25th National Eye Health Day, which is intended to publicise the importance of eye health, as well as the effectiveness and progress of eye health work for all age groups and throughout the whole life cycle, as well as raising awareness of the prevention and treatment of myopia, senile cataract, diabetic retinopathy, glaucoma and other eye diseases amongst children and adolescents, and enhancing the public's awareness of eye care generally.
OTC eye care products utilising herbal/traditional ingredients, such as liquid pearl and borneol, are popular in the Chinese market, as they are perceived to be more natural than rival products and to involve less risk of side-effects. OTC eye care products with herbal/traditional ingredients are primarily positioned as anti-fatigue products and sold via store-based chemists/pharmacies and drugstores/parapharmacies, and online channels.
Prior to the outbreak of COVID-19, rising disposable income played an important part in driving growth in eye care, alongside increasing consumer health-awareness and growing confidence in self-medication. Growing numbers of consumers were proving able and willing to purchase products such as eye drops and eye ointment for daily eye care, choosing from either international brands, like New V Rohto, or local ones, such as Zhen Shi Ming and Renhe ShanLiang.
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This report originates from Passport, our Eye Care research and analysis database.
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