Eye care continues to witness greater product sophistication to meet consumers’ need for improved and more convenient features. For example, Systane Hydration UD and Rohto Eye Drops Aqua have both launched innovative standard eye care products in the form of eye drops that can be applied while the user is wearing contact lenses.
Eye care faces competition from the growing popularity eye health supplements with which consumers aim to prevent various eye health issues. Eye health supplement brands such as Opceden Ocumin Areds, Kordel’s V-Aid and Bio-Life Pycno Sight, which contain lutein and zeaxanthin, claim to help relieve dry eyes and eye strain and therefore to prevent the formation of eye-related health issues.
Prolonged exposure to the screens of digital devices including smartphones, personal computers and televisions stimulates demand for standard eye care as consumers increasingly experience tired, dry, red or strained eyes. Various eye care ranges such as Optrex Rehydrating Eye Drops, Rohto Dry Aid Eye Drops, Systane Hydration Lubricant and Blink Intensive Tears aim to relieve eyes that suffer the effects of long exposure to technological gadgets.
There continues to be a mix of international and domestic companies that head up eye care in Malaysia. The top five players in 2019 were Reckitt Benckiser (M) Sdn Bhd, Alcon Laboratories (M) Sdn Bhd, CCM Pharmaceuticals Sdn Bhd, Rohto-Mentholatum (M) Sdn Bhd and Allergan Malaysia Sdn Bhd.
Consumers continue to purchase eye care through offline retail channels. Chemists/pharmacies is the main distribution channel.
There are a large number of eye care brands from both multinational and domestic players in Malaysia, and a very limited presence of private label. Private label cannot compete with brands’ capability of making significant investment in research and development and rapidly launching new products.
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This industry report originates from Passport, our Consumer Health market research database.