Executive Summary

Jul 2019
PROSPECTS
Shift towards lower-priced sunglasses and online discounting impact value sales

Sunglasses in Italy continued to be impacted in 2019 by the polarisation of demand between luxury and low-priced references, to the cost of mid-priced products. With more and more sunglasses sold at the low end of the price spectrum, value sales are expected to see a steeper decline in the forecast period compared to the review period.

Eye health awareness boosts demand for outdoor sunglasses offering UV protection

As eye health awareness becomes more prevalent, customers are increasingly interested in high-quality sunglasses that provide the best UV protection. General health awareness in the country has brought about more active lifestyles and, with it, further growth potential for sunglasses suitable for various uses including outdoor activities and sports.

Fashion remains important but consumers also seek blue light protection

Sales of sunglasses are closely linked to rapidly changing fashion trends. Italian consumers often own multiple pairs to express their style and update their look.

COMPETITIVE LANDSCAPE
Luxottica dominates due to owning leading brand within wide portfolio

Luxottica Group SpA continued to dominate value sales of sunglasses in Italy in 2018, mainly due to the strength of its Ray-Ban brand. The company continues to benefit from its wide portfolio of owned brands, including Ray-Ban, Oakley, Persol, and Vogue, and licensed brands such as Emporio Armani, Giorgio Armani, Prada, Chanel, Dolce & Gabbana, DKNY, and Bvlgari.

Italian companies dominate sunglasses and target aspirational millennial and generation Z consumers

National companies dominate sunglasses in Italy. Guccio Gucci SpA, Safilo Group SpA and Giorgio Armani SpA are among the leading players after Luxottica Group SpA.

Local company Marcolin SpA renews licence agreements

Venetian eyewear player Marcolin SpA is an interesting domestic company in terms of its manoeuvres to retain its position in the sunglasses competitive landscape. In 2018, it advanced its position in the rankings and maintained its value share of sunglasses but saw a decrease in value sales amid the generally weaker sales of sunglasses in Italy.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sunglasses industry in Italy 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 Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sunglasses in Italy 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 Italy?
  • 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 Italy - Category analysis

HEADLINES

PROSPECTS

Shift towards lower-priced sunglasses and online discounting impact value sales
Eye health awareness boosts demand for outdoor sunglasses offering UV protection
Fashion remains important but consumers also seek blue light protection

COMPETITIVE LANDSCAPE

Luxottica dominates due to owning leading brand within wide portfolio
Italian companies dominate sunglasses and target aspirational millennial and generation Z consumers
Local company Marcolin SpA renews licence agreements

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 Italy - Industry Overview

EXECUTIVE SUMMARY

Ageing population and fashion trends boost sales
Daily disposable lenses appeal by offering convenience and hygiene
LuxotticaEssilor becomes force to be recognised after merger
Optical shops benefit from strong chains while internet retailing offers low prices
Sales growth limited by price competition, online discounts and laser eye surgery

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

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