Eyewear in Germany

Eyewear in 2025: The big picture

In 2025, value sales of eyewear in Germany recorded a marginal increase, driven by sales of spectacles and sunglasses. Sales of sunglasses recorded a boost in value, driven by a rise in sales of premium and luxury brands. Spectacles remained an essential product in a society where eyesight issues are becoming more prevalent, particularly due to the increasing use of digital screens that affect eye health. As a one-time purchase, spectacle lenses is regarded as a more cost-effective alternative to contact lenses. Consequently, contact lenses and solutions recorded negative value and volume growth in 2025, with ales continuing to be challenged by ongoing economic uncertainty.

2025 key trends

In 2025, German consumers continued to be affected by the cost-of-living crisis, leading to purchases being restricted to essentials, delayed wherever possible, and shifted towards cost-saving, long-term solutions. This was evident in the increased investment in durable spectacles as the primary tool for vision correction, in preference to contact lenses, which require regular repurchasing and are subject to value-added tax on each transaction. Many consumers turned to more affordable options, a trend observable in both spectacle frames and sunglasses. Demographics play a significant role in eyewear, with older consumers typically investing in high-quality, long-lasting products such as progressive lenses, while younger consumers favour cheaper alternatives like single vision lenses.

Competitive landscape

Fielmann AG remained the leading company in eyewear in 2024, although it lost share during the year. As the leading player in spectacle lenses and spectacle frames, the company’s popularity is rooted in its reputation as a trustworthy and reliable provider, qualities highly valued by German consumers, who prioritise security and risk avoidance. However, Fielmann AG is losing share as consumers increasingly seek alternatives during times of uncertainty.

Retail developments

Optical goods stores remained the leading distribution channel within eyewear in 2025. As most eyewear categories are health-related, optical goods stores are indispensable, offering essential testing, adjustments, and professional advice to ensure optimal eyesight. This is particularly important for German consumers, who generally prefer to make well-informed, cautious purchase decisions.

What next for eyewear?

Value sales of eyewear are anticipated to rise over the forecast period, supported by expectations of an improving economic climate, which will help restore consumer confidence and willingness to spend. This positive trend is likely to be further driven by deteriorating eye health, particularly as digitalisation continues to intensify screen time across all age groups.