China's Eye Health Market Surges to CN¥ 26.5B in H1 2025

Executive Summary

China's online eye health market reached CN¥ 26.54 billion in MAT2025, surging +32.7% YoY as a myopia population projected at 190 million under age 20, escalating screen time, and sustained government policy intervention converge to fuel demand across the entire value chain. Lamps and lighting dominated with CN¥ 17.4 billion in sales (+52% YoY), while personal care products -- eye patches, steam eye masks, and eye wash -- posted the fastest growth at +44.1% YoY. Social media discussions approached 20 million posts, with Xiaohongshu (小红书) emerging as the only major platform showing positive volume growth. Female consumers accounted for 71.7% of eye health discussions, and myopia combined with prolonged electronic device use triggered nearly 60% of all eye care demand.

A Myopia Crisis at Scale Drives Structural Demand

Nearly 190 million Chinese under age 20 are projected to have myopia by 2025, establishing one of the world's largest addressable populations for preventive and corrective eye care. The senior high school myopia rate stands at a staggering 81.2%, with the steepest prevalence jump occurring between primary school (36.7%) and junior high (71.4%) -- a transition window that coincides with intensified academic workloads and increased screen time.

The Chinese government has responded with an increasingly comprehensive policy framework. Since 2018, national-level regulations have established standardized protocols for myopia prevention and control, culminating in the 2024 edition of the Guidelines for Prevention and Control of Myopia. This policy momentum has elevated eye health from an individual concern to a national strategic priority, creating a favorable demand environment for market participants.

Myopia prevalence among China's under-20 population projected to reach 190 million by 2025

Seven Categories, One Growth Wave

The market's +32.7% YoY acceleration significantly outpaces the overall health and wellness e-commerce growth rate. Category-level analysis reveals both the breadth and depth of the expansion.

Lamps and lighting dominates eye health market with CN¥ 17.4 billion sales, growing +52% YoY

Xiaohongshu Gains as Platform Dynamics Shift

Social media eye health discussions approached 20 million posts across major platforms, though aggregate volume declined -13.9% YoY. This headline decline masks a significant platform divergence.

Douyin leads volume but Xiaohongshu shows growth against overall market decline

Female-Led, Screen-Driven: The Eye Health Consumer

Social media data reveals an audience dominated by female consumers at 71.7% of discussion volume -- virtually unchanged from 71.5% in MAT2024. The 31-35 age group commands the largest share at 25.2%, with the 26-35 range accounting for 43.1% of all participants. This demographic sits at the intersection of digital screen exposure, career demands, and early parenthood -- where eye health concerns become personally salient for the first time.

Five distinct audience segments drive discussions: parents focused on scientific myopia prevention; night owl workers seeking steam eye masks and lutein supplements; school students exploring blue light protection and OK lenses; office workers relying on celebrity-endorsed eye patches and fish oil combinations; and silver-haired elderly sharing treatment experiences for cataracts and macular degeneration.

Myopia and electronic device use account for nearly 60% of eye care demand triggers

Key Takeaways

• China's online eye health market reached CN¥ 26.54 billion in MAT2025, growing +32.7% YoY across seven product categories.
• Lamps and lighting led at CN¥ 17.4 billion (+52% YoY); personal care posted the fastest growth at +44.1% YoY; supplements were the only category to contract at -14.2%.
• Xiaohongshu was the only major platform to grow eye health discussion volume (+11.1%), signaling a shift toward community-based health engagement.
• Female consumers (71.7%) and the 26-35 age cohort (43.1%) dominate the eye health audience, driven by screen-intensive lifestyles and parental concerns.
• Myopia and electronic device use together trigger nearly 60% of all eye care demand, establishing digital screen exposure as the market's structural growth driver.

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), social media listening from Douyin, Weibo, and Xiaohongshu, and consumer review mining. The primary comparison period is MAT2025 (June 2024-May 2025) vs. MAT2024 (June 2023-May 2024). Moojing tracks 400,000+ brands representing 58-65% of China's online retail GMV.