Six lessons from the eyewear market

From rising eyewear sales to a strengthening sunglasses category, and the opportunities in myopia management – the latest report into the eyewear market from Euromonitor International has identified some of the key drivers of change in consumer behaviour.

OT asked Natasha Cazin, global insights manager for eyewear at Euromonitor International, to unpack some of the trends from the Euromonitor International 2027 Eyewear Edition report and what these can mean for optometry practices in the UK.

1 Rising eye health awareness and increased eyewear sales

Eyewear sales are expected to rise 4.9% in current fixed terms to USD171 billion in 2026 – slightly below the rise seen in 2025 of 5.2%.

Considering the rise in sales, Natasha Cazin, global insights manager for eyewear at Euromonitor International, told OT: “Consumers are becoming more health-aware, while also placing greater value on quality and durability.”

The growth in the market is underpinned by the ageing demographic of wearers and increasing myopia prevalence, Cazin said: “In the UK, rising eye health awareness, an ageing population and increased screen time are creating a stable baseline of demand.”

Euromonitor International’s Consumer Lifestyles Survey found 28% of respondents in the UK intend to put money aside for health and wellness spending – equivalent to nearly one third of consumers.

In the UK, rising eye health awareness, an ageing population and increased screen time are creating a stable baseline of demand

2 Spectacles a dependable segment

Spectacles remain a dependable category, Euromonitor noted, delivering 5.1% value growth and 2.6% volume expansion.

Analysts noted that this reflects premiumisation rather than a strong increase in unit demand, supported by higher prices to offset increased costs, and the introduction of added functionality and premium features.

Cazin told OT that spectacles remain the largest segment within eyewear, representing 66% of total value sales in the UK, and expected to grow by 3% in constant terms in 2026.

The category is driven by a fundamental consumer need for vision care, she added: “This makes them closely linked to health as well as to fashion.”

What this means for practices, she suggested, is that they should ensure the products they offer are evidence-based and health benefits are clearly communicated.

“There is also an opportunity for practices on specific areas of eye health where they can serve the needs of their local community,” she said.

Noting a hyper segmentation seen in consumer behaviour, Cazin explained: “The same principle applies to health: practices that understand the specific needs of their patient base can position themselves more effectively.”

3 Polarisation, quality, and performance in sunglasses

Consumer behaviour is continuing to evolve with the polarisation of the market, the analysts found, driven by strong demand for premium and budget offerings.

Cazin noted that consumers are also looking for quality, durability, and long-term value.

The Consumer Lifestyles Survey found 31% of personal accessories consumers in the UK are willing to pay more for high quality, while 21% of British consumers are willing to spend more on products that are durable.

Sunglasses are increasingly purchased as an everyday, all-season accessory, which helps to smooth demand beyond traditional summer peaks, Cazin said.

The sunglasses market is expected to outperform expectations in 2026, emerging as the third fastest growing category in eyewear with 5.5% growth at current prices.

4 Potential for inflation a challenge

“While the UK eyewear market in 2026 faces tailwinds, it is not without its challenges,” Cazin observed.

Geopolitical uncertainty poses risk through potential inflation, she noted, particularly from higher energy costs.

This could constrain discretionary spending and encourage some consumers to “trade-down” to cheaper options or switch categories, such as from contact lenses to spectacles.

In spite of the challenges, Cazin shared: “Eyewear remains relatively resilient because it is a need-driven category.”

Longer-term trends, such as artificial intelligence personalisation and fitting, as well as influencer marketing, will continue to shape the market.

5 Bridge knowledge gaps in myopia management

The Euromonitor report has also looked at the impact of myopia management options in the market.

Myopia control spectacle lenses and contact lenses are expected to register the highest growth rates in 2026, at 22.8% and 13.2% respectively in current terms.

The market has benefitted from stronger recommendations from optometrists, as well as rising parental awareness and wider availability of product options.

Cazin shared: “Effective myopia control solutions are widely available in 2026, yet global adoption remains low.”

“Consumer unawareness and eye care professional hesitation – not a lack of innovation – are the primary barriers to growth,” she said.

This presents opportunities for the market and highlights a need for further education.

“Bridging these knowledge gaps, supported by proven models from Asia Pacific, is key to unlocking the market’s full potential,” Cazin said.

6 E-commerce not a threat, but opportunity to embrace

Offline retail continues to constitute the major channel for the eyewear industry (86%), Euromonitor reported, with a focus on professional guidance.

However, e-commerce is continuing to grow significantly, with sales rising by 8% compared to 4% for offline channels.

This is resulting in a shift towards omnichannel models in the eyewear market to support customer retention.

Cazin told OT: “In the UK, e-commerce currently represents 18% of total eyewear sales and is expected to grow by a further 5% in 2026. However, this should not be seen as a threat to High Street practices. Instead, e-commerce presents an opportunity that every practice should be embracing.

E-commerce presents an opportunity that every practice should be embracing

"Today’s consumer journey often begins online rather than in store, and this is particularly true for Gen Z consumers, who are now starting to become parents,” she said.

Euromonitor has noted that many consumers discover products digitally and use online tools, like virtual try-on features, to consider their options, and then visit a physical store to complete their journey.

Cazin said: “Retailers should respond by building a strong omnichannel presence across both digital and in-store channels.”

She emphasised: “This does not need to be complex: practices can start small by using social media platforms such as TikTok, Instagram and Facebook to showcase products, share short educational videos and build trust with consumers. Done well, online engagement can ultimately help drive more people into store.”