Germany is very much a spectacles country, with increasing adoption of contact lenses being a more recent trend. Sales of spectacles had already started declining slightly, starting in 2018, as the contact lens adoption rate picked up pace.
Spectacle frames, which is the second biggest category within spectacles, will see the steepest decline in spectacles, with value falling at a faster pace as a result of consumers downgrading to less expensive models in the wake of the anti-COVID-19 measures. It will also be seeing the biggest decline in volume sales as frames are deemed less essential than lenses.
The e-commerce channel is playing an increasingly important role and is developing dynamically as an online presence, with non-store retailing platforms becoming crucial to ensure strong sales and customer retention. On the one hand, it helps clients to familiarise themselves with the offer of a given player and compare the prices of specific models.
In spite of Germany being a spectacles country, the increasing adoption of contact lenses has resulted in spectacles recording declining sales in recent years, even before the arrival of the COVID-19 virus and its social and economic impact in 2020. Although spectacles is recording a less steep decline than contact lenses and sunglasses in 2020, this means that its rebound will have a little less dynamism, with no significant positive annual value growth (at constant 2020 prices) expected before 2024, and, even then, it will only see very modest sales increases in the final two years of the forecast period.
Aggressive price strategies from online retailers such as Mr Spex or Brille24 are growing in importance in Germany. Consumers have become accustomed to lower prices and are likely to continue to shop around for the best prices in the highly promotional retail environment.
As a traditionally spectacles country, domestic manufacturers dominate value sales of spectacle lenses in Germany. In 2019, Fielmann, Carl Zeiss Vision and Rodenstock remained the top national brand owners.
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Understand the latest market trends and future growth opportunities for the Spectacles industry in Germany 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.
If you're in the Spectacles industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Spectacles research and analysis database.
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