Eyewear in Brazil

Eyewear in 2025: The big picture

Eyewear in Brazil operated under the shadow of persistent macroeconomic challenges over the last year. High interest rates, currency volatility and political uncertainty continued to shape consumer behaviour, leading to a cautious and value-driven retail environment. While inflation started to show signs of stabilisation, purchasing power remained under pressure, and consumers across income levels prioritised affordability and essential purchases over discretionary spending. These dynamics influenced all areas of eyewear, from contact lenses to spectacles and sunglasses.

2025 key trends

A combination of economic caution and strategic innovation has shaped eyewear in Brazil. Across contact lenses, spectacles and sunglasses, players responded to shifting consumer priorities with a focus on affordability, health-driven solutions and sustainability. While technological breakthroughs remained limited in scope, incremental innovations and targeted campaigns helped to maintain and prepare the industry for growth.

Competitive landscape

A mix of global giants and local players are shaping the competitive landscape across all categories in Brazilian eyewear. The leading companies maintained their positions through strong brand portfolios, diversified distribution strategies, and continued investment in product development.

Retail developments

Optical goods stores is set to remain the dominant distribution channel for eyewear in Brazil over 2025, leveraging trust-based relationships, in-person consultations and the essential nature of vision correction products. Despite a challenging macroeconomic environment, optical goods stores continue to capture a dominant share of retail value sales in spectacles, sunglasses and contact lenses. Their ability to offer personalised service, professional fittings and medical guidance reinforces their importance in a cautious consumer landscape.

What next for eyewear?

Eyewear is expected to maintain a positive trajectory over the forecast period, with strong, if gradually slowing, retail value (constant 2025 prices) sales. Strong-to-moderate increases are projected for retail volume sales. While macroeconomic headwinds, such as high interest rates and limited credit access, are set to continue to shape consumer behaviour, the essential nature of vision correction products ensures a baseline of steady demand. Growth is likely to be driven more by necessity than discretionary spending, particularly in spectacles and contact lenses, where health-related positioning and demographic trends, such as an ageing population and increased screen time, support long-term need.