The COVID-19 pandemic and the measures taken to try and contain it has weighed on sunglasses demand in 2020 as consumers have delayed their purchasing decisions due to uncertainty connected with summer holidays. Sunglasses is a secondary good, which is why consumers do not prioritise buying it, but rather wait “for better times”.
Social media is becoming extremely important for the sales of sunglasses. Brands have extensively used a mix of public and private communication.
As more of a fashion item, sunglasses in Germany is dominated by international brands. Sunglasses is dominated by international players, with sports companies targeting their products at young, physically active customers, and fashion giants offering a whole range of models from luxury brands from the world of fashion (Gucci, Dior etc).
Sunglasses has been very hard hit in 2020 by the COVID-19 pandemic, with travel restrictions preventing many Germans from travelling abroad for their annual summer holiday, particularly in the first half of the year, as well as much more time being spent at home rather than being out and about. While things have gradually been returning to something more like normal as 2020 progresses, and will continue to do so over the forecast period, sunglasses is expected to take some time to recover.
Although optical shops continued to lead the distribution of sunglasses in 2020, the distribution landscape is much more diverse in sunglasses than in contact lenses and solutions or spectacles. This is because not all sunglasses need a prescription.
Sunglasses with sight correction are becoming increasingly popular among consumers with visual impairments. Almost all sight defects can be corrected by sunglasses with individually selected correction.
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Understand the latest market trends and future growth opportunities for the Sunglasses 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 Sunglasses 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 Sunglasses research and analysis database.
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