The eye health of many Portuguese consumers is being affected by elements of modern life. The main negative factor is the intensifying usage of electronic devices from an early age, particularly in artificial light.
Self-medication in eye care is quite limited, with many consumers preferring to consult a doctor. The eye is a very sensitive part of the body for which the perceived risk is very high for consumers when dealing with any treatment.
In many cases, doctors prescribe Rx remedies when it comes to eye complaints, while OTC eye care is usually only purchased by patients with good product knowledge. Another factor expected to limit value growth is a lack of innovation, resulting in stagnating or even falling unit prices, with some brands reducing their profit margins to make their products more attractive.
Reckitt Benckiser remains the leading player within eye care. The company’s long-established flagship brand Optrex leads thanks to its strength within standard eye care.
Local company Laboratorio Edol Produtos Farmaceuticos remained the clear leader in allergy eye care in 2019. The company is one of the few Portuguese players capable of competing in eye care with bigger multinationals thanks to the strong recognition enjoyed by its Alerjon brand.
Consumers typically stick to well-known and trusted brands when it comes to eye care, with consumers being very sensitive about the products they use on their eyes. This makes it hard for new players to gain access to the market, while a lack of innovation also limits the potential of the category.
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This industry report originates from Passport, our Consumer Health market research database.