Eyewear in Germany

Eyewear market propped up by fashion trends

The eyewear market in Germany once again recorded a positive performance in 2019. Year on year, the public awareness of visual impairments and sight defects is increasing in Germany, which is helping the market to continue developing.

Demand is becoming polarised

There is gradual polarisation in demand for eyewear products in Germany. On the one hand, companies and retailers that compete on the basis of prices and aggressive promotions are gaining popularity.

Eyewear industry very much a local one in Germany

The competitive landscape of eyewear in Germany is relatively fragmented, nonetheless the top three players still account for more than a quarter of total retail value sales, and they are all local companies: Fielmann, Rodenstock and Carl Zeiss Vision. Fielmann in particular has a very strong reputation in the market with its numerous optical shops across the country, with the chain well known for its customer service.

Eyewear market divided mainly into optical shops and internet retailing

A first pair of spectacles or a first set of contact lenses is usually purchased in a traditional optical shop in Germany, while, for repeat purchases, consumers still favour optical shops for spectacles but are more open to buying online for contact lenses. Within spectacles, optical shops remains the dominant channel, not only because of the large number of stores of leading optical chains like Apollo Optik or Fielmann, but also because consumers demand professional advice and service, particularly regarding the eyesight test when purchasing spectacles.

More diverse product offerings expected in the future

Due to the huge impact of technology on people’s daily lives, such as continuous use of smartphones, an increasingly heavy burden is being placed on eyes. As a result, ophthalmologists increasingly diagnose patients with vision impairments.

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