Comfort-seeking consumers are reshaping eyewear choices, Euromonitor shares at 100% Optical

Euromonitor’s global insight manager for eyewear, Natasha Cazin, informed eye care practitioners about the ‘Comfort zone’ consumer trend in the first of three sessions spotlighting the top global consumer trends for 2026, hosted at 100% Optical (28 February–2 March).

In her presentation, which opened the panel discussion session, Cazin explained that the comfort zone trend is about “empowering consumers to navigate uncertainty with confidence.”

She added that, through the session, herself and the panellists would explore how this trend – alongside ‘Rewired wellness’ and ‘Fiercely unfiltered,’ which would feature in other presentations – is influencing how consumers purchase eyewear.

Overall, Cazin informed delegates listening that nearly three quarters (71%) of consumers are concerned about the rising cost of living and 58% report daily stress and anxiety. She added that these pressures are influencing not only what people buy, but how and where they buy.

Yet fewer than 40% of companies actively align their strategies with shifting consumer attitudes, according to the data Cazin shared during the session.

Cazin explained that in the comfort zone movement, “consumers are seeking calm, control and stability in their lives… They’re not trying to control the world anymore. They’re creating safe zones.”

The Comfort zone trend reflects a coping mechanism for a chaotic world. Rather than chasing constant optimisation, consumers are looking for reassurance, simplicity and emotional safety, she explained.

Cazin said that in optical practice this can translate into clear pricing, edited choices, supportive communication, and environments that feel welcoming rather than overwhelming.

Following the presentation, dispensing optician Garry Kousoulou hosted a panel discussion with Grace Downes, head of marketing at Mondottica, and Daniel Barnes, founder of Pop Specs.

The differing company examples were designed to demonstrate how both models – from one that is value-driven and offers fixed pricing and rapid turnaround times, to luxury brands that provides identity and emotional belonging – can meet the demand of the comfort zone consumer.

Leading the discussion with panellists following Cazin’s presentation, dispensing optician and founder of Loving Social Media, Kousoulou, emphasised that comfort does not mean blandness.

During the lively panel discussion, panellists described how taking patients slightly outside of their comfort zone can be both commercially and clinically powerful.

“Having things that are a little bit different is critical,” Barnes said.

He explained that most people want to be taken slightly out of their comfort zone, and to him, “the comfort zone is almost the death zone, repeating the same cycle, over and over.”

Barnes asked: “How often do we hear patients say, ‘Everywhere I go, it’s all the same?’,” explaining that part of Pop Specs’ mission is about stocking something that no one else has.

“Straight away people are intrigued by what you have got,” he added.

Storytelling emerged as a consistent theme throughout the discussion. Stories sell, the panellists agreed, adding that most consumers will purchase based on an emotional connection.

“We all have our own identify, and we all buy brands who we feel represent who we are – they are an extension of your personality,” said Downes.

“If you’re selling a brand, you need to know the story,” Kousoulou highlighted.

Understanding heritage, design inspiration and brand DNA helps practitioners translate product into emotion – a critical step when consumers are buying not just vision correction, but identity, said Downes.

The panel challenged delegates to think like retailers as well as clinicians.

“When people walk through the door, they are customers,” Kousoulou said. “You have got to create energy.”

Simple environmental cues, such as background music, engaging displays and visible enthusiasm from staff, were described as tools to lift mood and build trust.

“I hear customers singing along,” Barnes shared when reflecting on Pop Specs locations.

The overarching message from the session was that comfort and change are not opposites. When patients trust and aspire in the practitioner or practice staff, understand the pricing, and feel emotionally engaged, they are more willing to try a new colour, a bolder shape or a premium upgrade, the panel summarised.