“The market demand for eye healthcare is expected to increase as eyesight problems once again become the number one sub-health issue. While the majority of consumers acknowledge the effects of technology on their eye health, their eye protection needs vary according to their specific life stage. Brands have the opportunity to leverage the science of eye protection in the technology sector, and at the same time connect with their key demographics based on their specific daily lifestyles.”
– Catherine Liu, Senior Research Analyst
Key issues covered in this Report
- Market factors (including the impact after relaxing the COVID-19 prevention policy) influencing the health and wellness market
- Market strategies and new product trends in the general health and wellness market and the specific eye health market
- The prevalence of sub-health issues and unhealthy lifestyle behaviours
- The prevalence of specific eye health problems and subsequent behaviours and attitudes towards eye health prevention and management
Collapse All
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
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Executive Summary
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- The market
- Health precautions more needed after the relaxation of the COVID-19 prevention policy
- China is experiencing large-scale population aging, escalating year by year
- The national eye health plan specifies key demographics to work on the eye health products and services
- Innovation highlights
- The consumer
- Poor eyesight is back to being the top sub-health issue
- Figure 1: Sub-health issues, 2021-23
- Sleep problems caused by meal irregularity spark market opportunities
- Figure 2: Unhealthy lifestyle habits, 2023
- Myopia, eye fatigue and dryness are top eye health issues
- Figure 3: Eye health issues, 2023
- Eye protection needs vary, but the desire for protection from mobile phone use is universal
- Figure 4: Eye protection needs, 2023
- Most satisfied with electronics’ “eye protection” mode, most willing to try professional products and services
- Figure 5: Methods to protect eye health, 2023
- Majority easily forget to use eye-protecting products
- Figure 6: Attitude towards using eye protective products, 2023
- What we think
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Issues and Insights
- Daily life occasions are a growth-driving entry point into the senior eye protection market
- Figure 7: FANCL Vision Focus Support dietary supplement for seniors, China
- “Eye protection” mode can be applied to the non-technology sector
- Figure 8: Youto Light Basic contact lens, China
- Offer night-time food that reduces digestive discomfort at night
- Figure 9: Nightfood Sleep Friendly Cookies (US) and Pizza Megic Diavola Pizza (Switzerland)
- Daily life occasions are a growth-driving entry point into the senior eye protection market
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Market Factors
- Health precautions are more needed after relaxing the COVID-19 prevention policy
- Figure 10: Plans after the new COVID-19 regulations – health precaution-related, China, 2023
- Aging population keeps expanding
- Figure 11: Population aged 65 and above (million) and the respective weight (%), China, 2016-21
- Rising eyesight problems in children and adolescents
- The government has taken actions to advance eye health in China
- Health precautions are more needed after relaxing the COVID-19 prevention policy
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Marketing Activities
- Swisse markets its healthcare products as “fashion items”
- Figure 12: SWISSE’s fashion magazine-alike campaign, China, 2022
- Scenario-based marketing becomes a hot spot for health-related brands
- Figure 13: Examples of marketing according to a specific occasion or scenario, China, 2021
- Zeiss held the first exhibition in response to the national call to protect eyesight
- Figure 14: Zeiss VisionLAB exhibition in Guangzhou, China, 2023
- Swisse markets its healthcare products as “fashion items”
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New Product Trends
- Winning claims in the past three years focus on specific dietary/lifestyle choices
- Figure 15: Share of health-related claim categories in food, drink and healthcare new product launches, China, 2018-22
- Innovation using the eye health claim is low in China
- Figure 16: Top 10 functional claims in food, drink and healthcare new product launches, China, 2018-22
- Figure 17: Top 10 categories in food, drink and healthcare products featuring eye health claim, China, 2020-22
- Innovation spotlight: eye health
- Cross-category players in China are active in making eye health products more convenient
- Figure 18: Convenience-related claims used in food, drink and healthcare new product launches featuring eye health claim, China vs Global, 2020-22
- Figure 19: Cross-category examples of convenient-packaging eye health products, China, 2021-23
- Eye health products can raise Chinese seniors’ interest by overcoming their lifestyle challenges
- Figure 20: Demographic claims used in food, drink and healthcare new product launches featuring eye health claim, China vs Global, 2020-22
- Double-powered with formulations combining botanicals and known eye-supporting ingredients
- Figure 21: Minayo Lutein Ester Eye Care Gummies, China, 2022
- Global: eye health could be the growth engine for probiotic ingredients
- Figure 22: Food, drink and healthcare new product launches featuring eye health claim, by ingredients, global, 2020-22
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- Figure 23: KIRIN iMUSE for eye, Japan
- Winning claims in the past three years focus on specific dietary/lifestyle choices
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Sub-health Issues
- Increased proportion of consumers think their health has deteriorated
- Figure 24: Self-evaluation of health, 2021* vs 2023
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- Figure 25: Self-evaluation of physical health, by city tiers, 2021 vs 2023
- Eyesight issues return to the number one spot among sub-health issues
- Figure 26: Sub-health issues, 2021-23
- An increase in skin problems is found in consumers of lower-tier cities
- Figure 27: Sub-health issues – skin problems (a), by city tiers (b), 2021-23
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- Figure 28: Unhealthy lifestyles – staying up late often (a), by city tiers (b), 2022-23
- Increased proportion of consumers think their health has deteriorated
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Unhealthy Lifestyles
- Staying up and prolonged tech usage are major unhealthy lifestyle habits
- Figure 29: Unhealthy lifestyle habits, 2023
- More claim to have sleeping disorders when their meal time is irregular
- Figure 30: Sub-health issues – sleeping disorders, by select unhealthy lifestyle habits, 2023
- Staying up and prolonged tech usage are major unhealthy lifestyle habits
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Eye Health Issues
- Myopia, eye fatigue and dryness are top eye health issues
- Figure 31: Eye health issues, 2023
- Eye health issues vary across age demographics
- Figure 32: Eye health issues, by age, 2023
- Consumers think a variety of eye health problems are remediable
- Figure 33: Attitude towards eye health problems – eye health problems are remediable, by eye health issues, 2023
- Myopia, eye fatigue and dryness are top eye health issues
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Eye Protection Needs
- Needs vary, but the desire for protection from mobile phone use is universal
- For self-protection: tech-usage occasions enjoy priority
- For kids: reading occasion is also essential
- For the elderly: eye protection needs fuelled by various occasions
- Figure 34: Eye protection needs, 2023
- Children’s eye protection needs differ according to their growth milestones
- Figure 35: Select eye protection needs – child(ren) in my family, by age of children in household, 2023
- Young and high-income consumers care more about the eyes when driving
- Figure 36: Eye protection needs when driving – myself, by age and monthly personal income, 2023
- Needs vary, but the desire for protection from mobile phone use is universal
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Methods to Protect Eye Health
- Consumers are more willing to try professional products and services
- Figure 37: Methods to protect eye health, 2023
- Most satisfied with eye protection mode of electronic devices
- Figure 38: Heat map of satisfaction and new user recruitment potential on methods to protect eye health, 2023
- Eye drops more embraced as preventative tools than treatment solutions
- Figure 39: Methods to protect eye health (eye drops/artificial teardrops) – have not tried but are interested in trying, by select eye health issues, 2023
- Consumers are more willing to try professional products and services
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Attitudes towards Eye Health
- Majority agree that eye health problems are remediable
- Figure 40: Select attitudes towards eye health, 2023
- Majority finds it easy to forget to use eye-protecting products
- Figure 41: Attitude towards using eye protective products, 2023
- Figure 42: Selected methods to protect eye health – have tried and will continue to use, by attitude towards using eye protective products, 2023
- Established attitudes towards checking the ingredients in eye-protecting products
- Figure 43: Attitude towards ingredients in eye protective products, 2023
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- Figure 44: Attitude towards eye health product effectiveness, by attitude towards ingredients in eye protective products – pay special attention, 2023
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- Figure 45: Article on points to consider when buying contact lenses by Ding Xiang Doctor, China, 2023
- Majority agree that eye health problems are remediable
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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