Bilberry and Saffron Surge as Lutein Declines in Eye Care

Executive Summary

China's eye care ingredient market is undergoing a decisive structural rotation. Lutein sales declined -21.6% to CN¥ 1.6 billion and blueberry fell -28.7% to CN¥ 900 million as commodity-grade formulations face consumer fatigue. In their place, premium anthocyanin ingredients are surging: bilberry grew +19.6% to CN¥ 300 million, anthocyanins rose +31.9%, and saffron extract exploded +156.3%. Imported brands Doppelherz, Youthit, and Swisse command 49% of the bilberry market through "Nordic wild bilberry" origin narratives and compound formulation strategies. Meanwhile, Vitamin B complex eye care products emerged as a dark-horse category at +292.7% YoY, with Doppelherz holding a near-monopoly 78.7% share. The era of single-ingredient commodity products is ending; growth belongs to differentiated, science-backed compound formulations.

Lutein's Dominance Masks a Structural Decline

Lutein commands 47.5% of consumer awareness among professional eye care ingredients -- nearly double the second-ranked blueberry at 26.1%. Together, these two ingredients account for 73.6% of awareness, establishing a clear two-tier hierarchy. Yet awareness leadership does not translate into growth.

Lutein commands 47.5% consumer awareness, with blueberry at 26.1% as the second-most recognized ingredient

The Price-Growth Correlation: Premium Ingredients Win

The ingredient market's bifurcation follows a clear pricing fault line. Every ingredient priced above CN¥ 150 per unit posted positive growth; every ingredient priced below CN¥ 100 declined.

Lutein sales decline -21.6% while saffron extract surges +156.3%, marking a decisive ingredient market rotation

Bilberry's Rise: Imported Brands Build Premium Moats

Bilberry has established itself as the premium representative of the anthocyanin class, with fruit containing anthocyanin concentrations up to 15 times that of ordinary blueberries. Clinical studies confirm that bilberry anthocyanins penetrate the blood-retinal barrier, relieving eye fatigue and improving dark adaptation through rhodopsin regeneration and improved microcirculation.

Doppelherz, Youthit, and Swisse command 49% combined share of bilberry market, dominating the premium tier

Vitamin B Complex: The Dark-Horse Category at +292.7%

Vitamin B complex eye care products delivered the most explosive growth story in the market, surging +292.7% YoY to CN¥ 24.49 million. Clinical studies show that Vitamin B complex combined with lutein improves eye fatigue relief by 58%, making it particularly suitable for the high-intensity screen demands that characterize modern digital lifestyles.

Doppelherz holds 78.7% of Vitamin B eye care market, reflecting near-monopoly in nascent category

Key Takeaways

• Lutein declined -21.6% to CN¥ 1.6 billion and blueberry fell -28.7%, signaling consumer fatigue with commodity-grade eye care supplements.
• Bilberry surged +19.6% to CN¥ 300 million; imported brands Doppelherz, Youthit, and Swisse hold 49% combined share through premium origin narratives.
• Every ingredient priced above CN¥ 150 posted positive growth; every ingredient below CN¥ 100 declined -- confirming a structural premiumization shift.
• Saffron extract (+156.3%) and grape seed (+48.8%) represent emerging niche opportunities with strong growth but low absolute sales.
• Vitamin B complex (+292.7%) is the highest-growth category but remains below 1.3% of market share, with Doppelherz holding a near-monopoly 78.7%.

About the Data

This analysis draws on Moojing Market Intelligence's proprietary e-commerce transaction data covering 30+ platforms (including Tmall, JD.com, Douyin, and Pinduoduo), combined with social media listening and consumer review analysis. The primary comparison period is MAT2025 (June 2024-May 2025) vs. MAT2024 (June 2023-May 2024). Professional eye care ingredients are defined by direct ocular mechanisms of action and high consumer awareness specifically focused on eye care. Moojing tracks 400,000+ brands representing 58-65% of China's online retail GMV.