At the end of the review period a significant part of the Ukrainian population suffered from eye health problems. Many people suffered from myopia and presbyopia, not to mention the increasing number of cases of dry eye, conjunctivitis and allergies.
Competition for OTC eye care comes from Rx eye care, since it is typically possible to purchase the latter products without prescription, despite the formal split between Rx and OTC medicines. Prior experience, recommendations from family and friends and even advice from a pharmacist play a role in determining how a consumer chooses to treat minor eye health problems.
Eye care is a comparatively concentrated consumer health category in Ukraine, with the top four players generating more than four fifths of retail value sales. These companies benefited from early entry and offer a good balance of efficacy and pricing.
The demand for eye care products is expected to continue to increase in the forecast period as the significant proportion of the Ukrainian population suffering from eye health problems is only projected to grow. Many Ukrainians suffer from myopia and presbyopia, and an increasing number are contracting cases of dry eye, conjunctivitis and allergies.
In Ukraine there tends to be a lack of innovation and advertising support in eye care. Over the forecast period, eye care sales would benefit from innovations, particularly in the convenience of application of eye care products, including on-the-go packaging, to attract appeal to consumers.
As in several other consumer health categories, demographic trends have an impact on retail sales of eye care products in Ukraine and will continue to affect eye care over the forecast period. Although the population is set to decline, which will hamper the growth in eye care in the forecast period, the ageing population is expected to contribute to growth.
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This report originates from Passport, our Eye Care research and analysis database.
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