Eyewear in the US

Eyewear in 2025: The big picture

Eyewear in the US is expected to post further strong retail volume and current value growth over 2025. Retail current value growth is predicted to outpace retail volume growth, largely due to anticipated unit price increases, particularly in light of potential tariff impacts. The performance of the industry is primarily driven by consumers’ growing focus on eye health and the ongoing demand for functional eyewear, such as contact lenses and spectacles. In contrast, sunglasses continues to face challenges, with further declines in retail volume and current value sales anticipated over 2025. Economic uncertainty, combined with the non-essential nature of fashion-driven sunglasses and lower replacement frequency, has seen many consumers to deprioritise this category, especially as budgets tighten.

2025 key trends

Consumers in the US continue to face economic uncertainty, particularly due to the rising cost-of-living and the impact of the government’s 2025 policies. These pressures have prompted consumers to redefine the value of their purchases, not just in terms of prices, but also the trade-offs between price, functionality, fashion and personal need or importance. As a result, eyewear is seeing divergent trends. On the one hand, some luxury brands, such as Prada, have been seeing above-average retail value growth for the industry. On the other hand, lower-priced brands, such as Izipizi, have also been gaining traction. Importantly, consumers are increasingly willing to pay for products that address specific needs. For example, myopia control solutions to slow the progression of near-sightedness, or sports sunglasses suitable for outdoor activities.

Competitive landscape

EssilorLuxottica is the GBO of the top two NBOs in eyewear, Essilor of America and Luxottica US Holdings Corp. In 2024, Essilor of America continued to lead eyewear in the US, despite a small dip in retail value share, compared with 2023. The company led spectacles, followed by Luxottica US Holdings, which also topped sunglasses. Essilor of America’s performance has been affected by spectacle lenses’ slower retail value growth compared with contact lenses. Spectacle lenses is an area where the company is working to strengthen through enhanced partnerships. Meanwhile, the rise of emerging brands and more cost-effective alternatives in spectacle frames and sunglasses has increased the competitive pressure on Luxottica US Holdings. Johnson & Johnson Vision Care remained the third-ranked player in eyewear, due to its leading position in contact lenses.

Retail developments

In retail value share terms, optical goods stores is projected to be the leading distribution channel in spectacles, sunglasses, contact lenses (but not contact lenses and solutions) and eyewear overall, in 2025. The channel’s retail value share is set to grow over the year. Despite the rise of retail e-commerce, optical goods stores have maintained momentum because consumers still value in-person consultations, eye examinations and personalised service. Moreover, technology like virtual try-ons has been successfully adopted to enhance the in-store experience, while optometry services are integrated within optical goods stores. For instance, LensCrafters and Sunglass Hut are prioritising improvements in in-store customer experiences and expanding their selections of brands to cater to consumers who enjoy shopping in person. Meanwhile, Walmart has rolled-out an AR-enhanced shopping experience for eyewear, allowing customers to virtually "try-on" products before purchasing. This feature allows shoppers to see how different styles look on their face in real-time, as if they were looking in a mirror. 

What next for eyewear?

Eyewear in the US is expected to see strong rises in retail volume sales and moderate growth in retail value (constant 2025 prices) sales over the forecast period. Contact lenses and solutions is predicted to see the highest CAGRs, with a moderate growth performance for spectacles, as well as a rebound for sunglasses, albeit with modest CAGRs.