Singapore optical retailers bet on eye care to drive repeat business

Professional expertise becomes a bigger selling point as price competition grows.

Singapore's optical retailers are shifting from selling spectacles to providing eye care services as consumers become more price-conscious and increasingly view eye health as a long-term priority.

“As seen in many markets globally, greater internet penetration and the growth of omnichannel shopping have enabled consumers to enjoy better affordability, convenience, and more personalised shopping experiences,” Dennis Chia, director of retailer vertical account development for Singapore at NielsenIQ (NIQ), told Retail Asia.

Retailers are investing in loyalty programmes, customer relationship management systems, and artificial intelligence (AI)-powered customer engagement to encourage repeat visits for eye exams, contact lens replacements, and lens upgrades instead of relying on one-off eyewear purchases.

Chia said Singaporeans are comparing prices more actively and researching products online before buying, making it harder for retailers to compete on price alone.

He added that Singapore has the highest average selling price per unit amongst the optical markets tracked by NIQ across China, Japan, South Korea, Taiwan, and Malaysia.

Singapore's optical retail market was valued at $415m in 2025 and is projected to reach $570m by 2032, according to New Delhi-based market intelligence firm 6Wresearch.

Rising screen time, growing awareness of eye health, and advances in optical technology are expected to support growth.

International travel has also intensified competition, with some consumers buying eyewear overseas where prices can be lower.

Professional expertise, however, remains difficult to replace, particularly for contact lenses that require proper fitting and follow-up care.

“Optometrists play a critical role in assessing individual eye health, recommending the most suitable vision solutions and providing ongoing care,” Chia said.

At W Optics Pte. Ltd., Director Jonathan Wong said customers are becoming more knowledgeable about eye health, whilst parents are seeking earlier treatment for children's vision problems and older adults are requesting more comprehensive eye exams.

“Consumers nowadays are more informed,” Wong said via Zoom. “They are “expecting higher standards of accuracy, professionalism, as well as aftercare service from our eye care providers.”

The retailer has expanded family eye care plans, regular eye exams, and myopia management programmes to boost customer loyalty.

Wong said the industry's biggest challenge remains public awareness.

“Many consumers nowadays still view optical retail as primarily places to buy spectacles rather than treating us as a healthcare touchpoint for preventive vision care, myopia management, as well as long-term eye health monitoring,” he said.

Many eye conditions are detected only after symptoms appear.

“A lot of times, eye conditions are silent,” Wong said. “When they really get blurry vision or they get pain, it's usually at quite an end stage.”

The strategy is already contributing to revenue. W Optics has posted a 10% year-on-year increase in eye examination revenue, whilst more than half of its customers—and nearly 90% in some product categories—choose to undergo eye exams at its outlets.

Chia expects competition to increasingly centre on professional expertise, personalised care, and digital engagement rather than price alone.

With Singapore's ageing population and heavy use of digital devices expected to increase demand for preventive eye care, Wong said the sector would become “more health-driven and relationship-oriented rather than just transaction-based.”