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