Executive Summary

Aug 2019
PROSPECTS
Perception of sunglasses as a fashion accessory ensures steady demand

Significant numbers of consumers buying sunglasses in Germany are mainly driven by fashion reasons, as people, especially youngsters, perceive sunglasses as a fashionable accessory rather than an item that protects their eyes from harmful UV light. For fashion brands such as Ray-Ban, Calvin Klein or Diesel, consumers wear these sunglasses brands as a reflection of their personality and to make a fashion statement.

Bolder designs alongside subtle colours

In 2019, various models of sunglasses with extravagant frames appeared on the market. The range is very differentiated – customers can choose from transparent, bolder or hexagonal and octagonal glasses.

Customisation and convenience are key factors

In 2019, sunglasses continued to witness trends in the areas of novelties and customisation. This seemed to be related to digital and new technologies that help boost sunglasses sales by offering try-on features and the possibility of ordering multiple pairs online to try at home.

COMPETITIVE LANDSCAPE
Luxottica leads sunglasses with the Ray-Ban brand

Sunglasses in Germany has two clear leaders. One of them is the international player Luxottica and the other is domestic company Fielmann.

Foreign brands dominate

While local German optical shop chain Fielmann’s eponymous line was the leading brand in sunglasses in 2018, it is the exception rather than the rule, because the rest of the competitive landscape is crowded with foreign brands, most of them fashion labels, from mainstream brands like Esprit to luxury brands like Louis Vuitton. The companies Marchon and Marcolin were doing particularly well at the end of the review period, including 2018.

Kering and Balenciaga agree on partnership

Kering Eyewear and Balenciaga have announced a partnership for the development, production and worldwide distribution of Balenciaga sunglasses and prescription eyewear. The first Balenciaga Eyewear collection was launched with the spring 2019 collection, available through a highly selective distribution network.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Sunglasses in Germany

SAMPLES (FAQS ABOUT SAMPLES):

Delivery: Files are delivered directly into your account within a few minutes of purchase. 

Overview

Discover the latest market trends and uncover sources of future market growth for the Sunglasses industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sunglasses industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sunglasses in Germany market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • Do spectacle frames create more sales than spectacle lenses in Germany?
  • Which type of spectacles do we spend more on – men’s, women’s or children’s?
  • How are independent opticians coping with the emergence of health and beauty multiples?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our sunglasses market research database.

Sunglasses in Germany - Category analysis

HEADLINES

PROSPECTS

Perception of sunglasses as a fashion accessory ensures steady demand
Bolder designs alongside subtle colours
Customisation and convenience are key factors

COMPETITIVE LANDSCAPE

Luxottica leads sunglasses with the Ray-Ban brand
Foreign brands dominate
Kering and Balenciaga agree on partnership

CATEGORY DATA

Table 1 Sales of Sunglasses: Volume 2014-2019
Table 2 Sales of Sunglasses: Value 2014-2019
Table 3 Sales of Sunglasses: % Volume Growth 2014-2019
Table 4 Sales of Sunglasses: % Value Growth 2014-2019
Table 5 NBO Company Shares of Sunglasses: % Value 2014-2018
Table 6 LBN Brand Shares of Sunglasses: % Value 2015-2018
Table 7 Distribution of Sunglasses by Format: % Value 2014-2019
Table 8 Forecast Sales of Sunglasses: Volume 2019-2024
Table 9 Forecast Sales of Sunglasses: Value 2019-2024
Table 10 Forecast Sales of Sunglasses: % Volume Growth 2019-2024
Table 11 Forecast Sales of Sunglasses: % Value Growth 2019-2024

Eyewear in Germany - Industry Overview

EXECUTIVE SUMMARY

Eyewear market propped up by fashion trends
Demand is becoming polarised
Eyewear industry very much a local one in Germany
Eyewear market divided mainly into optical shops and internet retailing
More diverse product offerings expected in the future

MARKET DATA

Table 12 Sales of Eyewear by Category: Volume 2014-2019
Table 13 Sales of Eyewear by Category: Value 2014-2019
Table 14 Sales of Eyewear by Category: % Volume Growth 2014-2019
Table 15 Sales of Eyewear by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Eyewear: % Value 2014-2018
Table 17 LBN Brand Shares of Eyewear: % Value 2015-2018
Table 18 Distribution of Eyewear by Format: % Value 2014-2019
Table 19 Forecast Sales of Eyewear by Category: Volume 2019-2024
Table 20 Forecast Sales of Eyewear by Category: Value 2019-2024
Table 21 Forecast Sales of Eyewear by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Eyewear by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Related Reports