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Eye Care in
Romania

Country Report

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Executive Summary

Oct 2019
PROSPECTS
More screen-time fuels growth in eye care

Eye care is predicted to record moderately strong sales growth over the forecast period and this is set to be based mainly on rising demand due to the higher incidence of eye problems linked to people using consumer electronics devices more often and for longer periods of time. Tired and strained eyes are becoming more common, especially among younger people who use their laptops, tablets and smartphones to watch streamed video content and working professionals who spend a lot of time at work staring at LCD screens.

Self-medication for eye care is still low, but has potential to rise thanks to greater health knowledge

At present, self-medication remains at a quite low level despite growing sales, as the population is not accustomed to the daily usage of eye care products, with medication in most cases being the result of an acute discomfort for which medical advice is required. Although dry eye is a problem that a lot of people suffer from, it is usually only when the pain or condition becomes acute that consumers will address the issue.

Quick and painless, eye drop products dominate sales

Eye drops is set to remain the most commonly used format in standard eye care during the forecast period, with standard eye care benefiting the most from self-medication. The dominance of eye drops is mainly due to the ease of administration that the format offers and the fact that almost no discomfort is caused during the administration of products.

COMPETITIVE LANDSCAPE
Consumers find Optrex to be the optimal brand

Reckitt Benckiser is the leading player in eye care due to the very strong position of its Optrex brand. Optrex benefits from very high levels of consumer loyalty and it is common for the use of the brand to be passed down through families from generation to generation.

Visine does not trail Optrex by much

Johnson & Johnson Romania SRL holds second position in eye care and its Visine brand remains the main competitor to Optrex. Visine registered strong growth in 2019, keeping pace with its more popular rival.

Brands proliferate but visibility remains low

The competitive environment in eye care is highly fragmented and “others” accounted for a third of value sales in the category in 2019. Indeed, there are many brands available across pharmacies and in online stores, although, in general, consumer-awareness of brands remains low.

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Eye Care in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Eye Care industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Eye Care industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Eye Care in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Eye Care in Romania?
  • What are the major brands in Romania?
  • How are population trends affecting eye care product sales?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Eye Care in Romania - Category analysis

HEADLINES

PROSPECTS

More screen-time fuels growth in eye care
Self-medication for eye care is still low, but has potential to rise thanks to greater health knowledge
Quick and painless, eye drop products dominate sales

COMPETITIVE LANDSCAPE

Consumers find Optrex to be the optimal brand
Visine does not trail Optrex by much
Brands proliferate but visibility remains low

CATEGORY DATA

Table 1 Sales of Eye Care by Category: Value 2014-2019
Table 2 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Eye Care: % Value 2015-2019
Table 4 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 5 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 6 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Consumer Health in Romania - Industry Overview

EXECUTIVE SUMMARY

Rising incomes push Romanians to make healthier choices
Ageing and busier schedules provide consumer health with strong demand sources
Local and international companies vie strongly for share
Chemists/pharmacies remains the go-to channel
Healthy growth rates will persist

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources