Eyewear in South Africa

Eyewear in 2025: The big picture

Value sales of eyewear in South Africa rose in 2025 as demand continued to grow, even as local consumers faced mounting cost-of-living pressures. With many households under financial strain, spending decisions are becoming increasingly selective, with certain product categories being prioritised over others. As a result, discretionary eyewear segments, such as sunglasses, are often viewed as non-essential, leading many consumers to delay purchases unless discounts or promotional offers are available, or to buy cheaper alternatives.

2025 key trends

South African consumers are facing heightened financial pressure as the cost of living continues to rise, and eyewear is generally perceived as a discretionary purchase by most households. Affluent consumers, as well as those with access to medical insurance, tend to take a more proactive approach to eye health. In contrast, a large proportion of the population continues to live with poor eyesight due to the high cost of accessing proper eye care.

Competitive landscape

Essilor South Africa maintained its leading position in the category in 2025, followed closely by Hoya Hill Optics. Both players benefit from extensive distribution networks and strong visibility across optical retailers and optometry practices nationwide. Their strength is further reinforced by strong endorsement from optometrists, who frequently recommend these brands for their proven quality, reliability, and clinical performance. This professional trust not only strengthens brand credibility but also plays a critical role in influencing consumer choice at the point of care, sustaining their competitive advantage in the market.

Retail developments

Optical goods stores remained the primary sales channel for contact lenses, spectacles, and sunglasses in 2025, as many South Africans prefer visiting brick-and-mortar optometry practices for in-person eye testing and prescription issuance.

What next for eyewear?

Looking ahead, eyewear demand – particularly for contact lenses and prescription spectacles – is expected to maintain an upward trajectory over the forecast period. Category players are also likely to strengthen their digital strategies, increasingly incorporating AR and VR solutions into their online platforms. These technologies will be used to promote virtual fitting features, allowing consumers to preview how spectacle frames or sunglasses suit them remotely, ultimately driving greater uptake of online purchases. Contact lenses are set to see robust growth in the years ahead, fuelled by rising adoption among younger consumers who favour them for style and convenience.