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Eye Care in the Netherlands

Netherlands eye care market: Optrex the leading brand with 59% value share

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2014-01-22 14:36:01 - Eye Care in the Netherlands - a new market research report on

Eye care in the Netherlands remains concentrated amongst several brands and private label in the Netherlands. Absent switch activity and with relatively low promotional support eye care continued to show little dynamism in 2012. Optrex ranked first with a 59% value share in 2012 due to extensive and long-established distribution. Optrex tends to be the single brand available in mainstream parapharmacies/drugstores such as Kruidvat and Etos beside the private label brand.

Eye care remained small in size in the Netherlands, due to relatively low levels of promotion and new product development. In 2012, current value sales continued to grow due to higher demand from consumers who seek a solution for eye irritation. High exposure to computer and phone screens is triggering



cases of eye irritation but promotional activity remained low when compared with other consumer health categories.

Sales of eye care will depend on how committed manufacturers are to giving these products more exposure and promotion. The fact that more Dutch consumers will see symptoms such as eye irritation due to extensive use of computers and smart phones presents opportunities for potential further development of eye care.

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