Executive Summary

Oct 2019
PROSPECTS
Standard eye care continues to drive demand, linked to dry eyes

Eye care continued to experience solid demand in 2019 supported by the strong performance of standard eye care. One of the main factors driving demand for standard eye care is that many Swedes spend long hours in front of computer screens and the prevalent use of smartphones resulting in the need for dry eye treatments such as eye drops.

Further demand for eye care could be supported by health care professionals

Demand for standard eye care is predicted to gain momentum as opticians and health care professionals are slowly starting to recognise problems associated with dry eye in addition to encouraging Swedes to make sure that they look after their eyes by booking regular eye examinations. Chained optical goods store Specsavers ran a promotional campaign in collaboration with the Visually Impaired National Association at the end of 2018 to create greater awareness amongst the population by highlighting the need for correct eye care health.

Stagnation for allergy eye care with higher unit prices discouraging some consumers

The smaller category of allergy eye care experienced stagnation towards the end of the review period despite warmer springs and summers causing high amounts of pollen, and leading to hay fever from which many consumers seek relief. However, some consumers may reach for other types of products to address these problems outside of the category such as antihistamines/allergy remedies (systemic).

COMPETITIVE LANDSCAPE
Théa Nordic retains leadership of eye care with strengthening demand for Viscotears

Théa Nordic AB retained its leadership of eye care in 2019 due to its strength in the larger category of standard eye care with brands Viscotears, which continued to gain value share, and Oculac, which experienced strong loss of share at the end of the review period. The player also has a smaller presence in the consolidated landscape of allergy eye care with Zaditen.

Consolidated allergy eye care experiences increasing entry of new players

Competition within allergy eye remained fairly consolidated with the three leading players of McNeil Sweden AB, Sanofi AB and SantenPharma AB dominating share with their respective brands Livostin, Lomudal and Lecrolyn; Lomudal made the most gains in terms of share and value growth in 2019. While the unit price of allergy eye care is much higher than the standard segment, the increasing entry of new players at the end of the review period could place some pressure on prices due to stronger competition, although new brands would find it difficult to establish themselves and attract consumers away from trust allergy eye care brands.

Internet retailing continues to make gains while optical goods stores could offer alternative channel

Chemists/pharmacies continued to dominate distribution of eye care in Sweden in 2019, although it continued to lose value share to internet retailing. This is likely to be some cannibalisation of store-based sales for online pharmacies, with internet retailing offering consumers the chance to easily compare different brands and products in addition to exposing them to a larger assortment of more affordable prices online.

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Eye Care in Sweden

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Overview

Discover the latest market trends and uncover sources of future market growth for the Eye Care industry in Sweden 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 Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Eye Care in Sweden 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 Sweden?
  • What are the major brands in Sweden?
  • 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 Sweden - Category analysis

HEADLINES

PROSPECTS

Standard eye care continues to drive demand, linked to dry eyes
Further demand for eye care could be supported by health care professionals
Stagnation for allergy eye care with higher unit prices discouraging some consumers

COMPETITIVE LANDSCAPE

Théa Nordic retains leadership of eye care with strengthening demand for Viscotears
Consolidated allergy eye care experiences increasing entry of new players
Internet retailing continues to make gains while optical goods stores could offer alternative channel

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 Sweden - Industry Overview

EXECUTIVE SUMMARY

Stable performance by consumer health supported by health and wellness trends
Vegans offer growing niche as important consumer group
Highly fragmented competitive landscape of consumer health allows smaller brands to gain Swedes’ attention
Internet retailing continues to gain ground supported by online pharmacies
Sports nutrition will continue to move into mainstream acceptance over forecast period

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