Market Report, "Eye Care in Denmark", published

The current value growth of 2% recorded in eye care in 2015 was mainly due to the common issues of dry eyes and red eyes among Danish consumers as well as the prevalence of various allergy problems. Due to the cold weather which prevails in the country, Danes generally spend high amounts of time indoors, often in front of television or computer screens, with many households making use of central heating. The time spent in front of television or computer screens has increased gradually over the years as people increasingly work in front of their computers and look for entertainment on television. These situations are expected to increase eye sensitiveness, leading to a higher incidence of dry eyes and red eyes. In addition, the noticeable difference in the average temperatures in the country between summer and winter and the increasingly frequent use of contact lenses is also leading to high levels of eye sensitivity and this is expected to continue stimulating growth in sales of eye care products.

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Competitive Landscape

Ophtha continued to lead eye care in Denmark in 2015 with a value share of 20%. During the year, Ophtha withdrew its Ophtha brand from allergy eye care due to weak sales and since then it has focused its efforts on standard eye care. This appears to have been a smart move as standard eye care is a larger category than allergy eye care, with standard eye care accounting for 61% of total eye care value sales in 2015, as well as being more dynamic. The strong reputation of this brand, frequent recommendations by staff working in chemists/pharmacies and strong consumer loyalty are key factors behind the strong sales recorded by the Ophtha brand in recent years.

Industry Prospects

Eye care in Denmark is set to increase in value at a CAGR 1% at 2015 constant prices over the forecast period, rising to DKK84 million by the end of 2020. Consumer demand for such products to solve problems related with red and dry eyes are set to continue boosting sales in the category. In addition, wide distribution and convenience in terms of availability in various retail channels together with strong marketing campaigns are set to support future growth in eye care.

Report Overview

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

The Eye Care in Denmark market research report includes:

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