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