Eyewear in Australia

Eyewear in 2025: The big picture

In 2025, Australia’s eyewear market is set to experience continued growth, shaped by demographic shifts, digital transformation, and evolving consumer lifestyles. Amid ongoing cost-of-living pressures, consumers have become increasingly value-conscious, prioritising affordability and functionality, with volume growth outpacing value. Myopia control contact lenses have been an exception to this trend, maintaining premium pricing due to their specialised nature and growing demand among younger users. An ageing population and rising screen time have further fuelled demand for vision correction and eye health solutions, reinforcing the importance of both spectacles and myopia management products.

2025 key trends

In 2025, functional-led eyewear has gained significant traction in Australia, driven by demographic changes, increased screen time, and shifting consumer expectations. Spectacles are increasingly viewed not only as medical necessities but also as lifestyle and fashion accessories. This dual role is fuelling demand for solutions that combine vision correction with added functionality, such as blue light blocking lenses, progressive lenses for presbyopia, and myopia control products like MiYOSMART and Stellest. The rise in digital device usage has heightened awareness of digital eye strain, while an ageing population is accelerating demand for presbyopia-related solutions.

Competitive landscape

Specsavers retained the lead in eyewear in Australia in 2024 by combining affordability, data-driven eye care, and a robust retail network. Its review of over 3 million patient records revealed a 28.8% myopia detection rate, highlighting its importance in preventive eye care and early intervention in the Australian market. As digital transformation reshapes retail, Specsavers has strengthened its e-commerce and omnichannel efforts to compete with online marketplaces such as Amazon. It has also made a commitment to sustainable activities. Through an alliance with Opticycle, it has recycled 7.8 tons of eyeglass materials, diverting them from landfill. Becoming the preferred consumer options due to good brand recognition, affordability, a strong digital presence and sustainable initiatives shows how the company has worked on its competitive advantages and it is expected to maintain its relevance in the future.

Retail developments

Optical stores remains the leading distribution channel in eyewear thanks to the fact that it can provide professional in-store consultations, the opportunity to try products on for fit, and myopia control services. Despite the rise of digital retail, many customers continue to prefer physical stores for prescription eyewear and personalised fits, making Specsavers and OPSM major participants in the market.

What next for eyewear?

Value sales of eyewear are set to rise over the forecast period, supported by a combination of demographic, lifestyle, and technological factors. The continued rise in myopia, especially among children, will drive demand for myopia control solutions such as MiYOSMART, Stellest, and MiSight, reinforcing the dominance of spectacles in the market. At the same time, Australia’s ageing population will increase demand for presbyopia-related lenses and progressive eyewear, while increased screen time will fuel interest in blue light blocking lenses and digital eye strain solutions.