Eyewear in 2025: The big picture
Eyewear in Sweden is maintaining steady growth in 2025, with value outpacing volume across many categories due to premiumisation, innovation, and price increases.
2025 key trends
The Swedish eyewear market continues to show clear signs of polarisation, with both premium and affordable segments performing well, although in different ways. While the cost-of-living crisis still influences consumer behaviour, many Swedish consumers are not necessarily trading down but instead making more strategic choices.
Competitive landscape
The overall Swedish eyewear market is fairly fragmented, with a combination of large global players and private labels. In contact lenses and solutions, private label EyeQ (Synsam Group Sweden AB) holds the leading brand place, followed by Biofinity (CooperVision Nordic AB), and Dailies (Alcon Nordic A/S).
Retail developments
Optical goods stores remains the leading channel for eyewear in Sweden, particularly for spectacles and sunglasses. Chains like Synsam, Specsavers, and Synoptik benefit from their in-store eye exams and wide product ranges.
What next for eyewear?
Eyewear in Sweden is expected to grow steadily over the forecast period, with stable volume development and stronger value growth driven by product innovation, premiumisation, and lifestyle shifts. Spectacles will continue to account for the largest share of sales, supported by demand for more advanced and tailored lenses, such as progressive, blue light-filtering, and photochromic options.
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Overview:
Understand the latest market trends and future growth opportunities for the Eyewear industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories:
- Contact Lenses
- Spectacles
- Sunglasses
If you're in the Eyewear industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Eyewear in Sweden report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Eyewear in Sweden?
- How are sales of contact lenses performing compared to spectacles?
- Which are the leading brands in Eyewear in Sweden?
- How are products distributed in Eyewear in Sweden?
- How are demographic changes impacting demand?
- To what extent are fashion and consumer affluence growth determinants?
- Where is future growth expected to be most dynamic?
Eyewear in Sweden
Eyewear in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for eyewear?
DISCLAIMER
Contact Lenses and Solutions in Sweden
KEY DATA FINDINGS
Ongoing growth supported by price increases and advanced features
EyeQ demonstrates the popularity of private label brands
Myopia control influences developments in contact lens features
Steady and slow growth expected across the forecast period
Digital innovation in contact lenses expected to remain limited
Sustainability trends in contact lenses remain industry-driven
Spectacles in Sweden
KEY DATA FINDINGS
Spectacles continiue to show stable growth thanks to steady demand
Consumers more inclined to purchase high-quality lenses and cheaper frames if seeking to save on costs
Myopia control spectacles lenses remain a small but steadily growing area of development
Low and steady growth expected to continue, with value supported by premiumisation
Optical stores remain important for sales of spectacles
Sustainability trends gain traction in spectacles
Sunglasses in Sweden
KEY DATA FINDINGS
Sunglasses remains one of the most dynamic categories within eyewear
Polarisation between high-end names and private label noted
Optical stores remain important, although sunglasses are also easy to purchase through other channels
Ongoing growth expected for sunglasses, thanks to myriad trends
Sustainability trends gain further visibility in sunglasses
Sports sunglasses tipped to see stready growth
The following categories and subcategories are included:
Eyewear
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- Daily Disposable Lenses (DD)
- Frequent Replacement Lenses (FRP)
- Conventional Lenses
- Myopia Control Contact Lenses
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- Contact Lens Solutions
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- Readymade Reading Glasses
- Spectacle Frames
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- Standard Spectacle Lenses
- Myopia Control Spectacle Lenses
- Sunglasses
Eyewear
Eyewear is the aggregate of contact lenses, spectacles and sunglasses.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
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This report originates from Passport, our Eyewear research and analysis database.
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