Table of Contents
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
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- Figure 1: Sub-health issues, 2021-23
- Sleep problems caused by meal irregularity spark market opportunities
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- Figure 2: Unhealthy lifestyle habits, 2023
- Myopia, eye fatigue and dryness are top eye health issues
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- Figure 3: Eye health issues, 2023
- Eye protection needs vary, but the desire for protection from mobile phone use is universal
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- Figure 4: Eye protection needs, 2023
- Most satisfied with electronics’ “eye protection” mode, most willing to try professional products and services
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- Figure 5: Methods to protect eye health, 2023
- Majority easily forget to use eye-protecting products
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- Figure 6: Attitude towards using eye protective products, 2023
- What we think
Issues and Insights
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- Daily life occasions are a growth-driving entry point into the senior eye protection market
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- Figure 7: FANCL Vision Focus Support dietary supplement for seniors, China
- “Eye protection” mode can be applied to the non-technology sector
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- Figure 8: Youto Light Basic contact lens, China
- Offer night-time food that reduces digestive discomfort at night
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- Figure 9: Nightfood Sleep Friendly Cookies (US) and Pizza Megic Diavola Pizza (Switzerland)
Market Factors
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- Health precautions are more needed after relaxing the COVID-19 prevention policy
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- Figure 10: Plans after the new COVID-19 regulations – health precaution-related, China, 2023
- Aging population keeps expanding
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- 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
Marketing Activities
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- Swisse markets its healthcare products as “fashion items”
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- Figure 12: SWISSE’s fashion magazine-alike campaign, China, 2022
- Scenario-based marketing becomes a hot spot for health-related brands
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- 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
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- Figure 14: Zeiss VisionLAB exhibition in Guangzhou, China, 2023
New Product Trends
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- Winning claims in the past three years focus on specific dietary/lifestyle choices
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- 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
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- 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
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- 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
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- 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
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- Figure 21: Minayo Lutein Ester Eye Care Gummies, China, 2022
- Global: eye health could be the growth engine for probiotic ingredients
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- 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
Sub-health Issues
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- Increased proportion of consumers think their health has deteriorated
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- 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
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- Figure 26: Sub-health issues, 2021-23
- An increase in skin problems is found in consumers of lower-tier cities
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- 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
Unhealthy Lifestyles
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- Staying up and prolonged tech usage are major unhealthy lifestyle habits
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- Figure 29: Unhealthy lifestyle habits, 2023
- More claim to have sleeping disorders when their meal time is irregular
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- Figure 30: Sub-health issues – sleeping disorders, by select unhealthy lifestyle habits, 2023
Eye Health Issues
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- Myopia, eye fatigue and dryness are top eye health issues
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- Figure 31: Eye health issues, 2023
- Eye health issues vary across age demographics
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- Figure 32: Eye health issues, by age, 2023
- Consumers think a variety of eye health problems are remediable
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- Figure 33: Attitude towards eye health problems – eye health problems are remediable, by eye health issues, 2023
Eye Protection Needs
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- 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
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- Figure 34: Eye protection needs, 2023
- Children’s eye protection needs differ according to their growth milestones
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- 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
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- Figure 36: Eye protection needs when driving – myself, by age and monthly personal income, 2023
Methods to Protect Eye Health
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- Consumers are more willing to try professional products and services
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- Figure 37: Methods to protect eye health, 2023
- Most satisfied with eye protection mode of electronic devices
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- 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
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- 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
Attitudes towards Eye Health
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- Majority agree that eye health problems are remediable
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- Figure 40: Select attitudes towards eye health, 2023
- Majority finds it easy to forget to use eye-protecting products
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- 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
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- 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
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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