Executive Summary

Aug 2019
PROSPECTS
Sunglasses struggling with a negative image

Sunglasses is a largely underdeveloped category in Japan compared with Western markets, largely due to the fact that it has a negative image with many consumers. Some people associate sunglasses with the Yakuza (the Japanese mafia) or with young delinquents because of their use in the portrayal of such characters in films.

Increasingly seen as a fashion accessory

The negative image of the category in Japan is slowly changing, as a rising number of consumers increasingly see sunglasses as a fashion item. Manufacturers are working to encourage this change in attitude through marketing activity emphasising an approachable and relatable image.

Innovation in spectacles undermines sunglasses’ potential for development

While the rise in health-consciousness means that consumers are increasingly aware of sunglasses’ capacity to offer eyes protection from the harmful effect of the sun’s rays, the product is still not strongly associated with UV protection in Japan. Japanese consumers will still more commonly turn to alternatives such as hats, sunscreens and sun-protection umbrellas.

COMPETITIVE LANDSCAPE
Mirari maintains lead with strong portfolio of international brands

As sunglasses is less mature in Japan than other eyewear categories, global brands continue to have a strong presence. Mirari Japan Co remained the leading player in the category in 2018.

Manufacturers promoting sunglasses as daily wearables

As Japanese consumers remain hesitant about wearing sunglasses, manufacturers are working to promote the use of such products. For instance, both JINS and Intermestic offer tutorial pages on their websites advising which designs of sunglasses would best fit consumers’ face shapes and style preferences.

Range of competition expected to diversify

The underdeveloped character of sunglasses in the Japanese market provides significant potential room for growth in both volume and value terms, despite the shrinking of the Japanese population. Although global brands have established high levels of consumer awareness, emerging domestic brands are targeting the particularities of local demand by tailoring designs to the shape of Japanese people’s faces and facial parts.

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Sunglasses in Japan

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Overview

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

The Sunglasses in Japan 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 Japan?
  • 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 Japan - Category analysis

HEADLINES

PROSPECTS

Sunglasses struggling with a negative image
Increasingly seen as a fashion accessory
Innovation in spectacles undermines sunglasses’ potential for development

COMPETITIVE LANDSCAPE

Mirari maintains lead with strong portfolio of international brands
Manufacturers promoting sunglasses as daily wearables
Range of competition expected to diversify

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 Japan - Industry Overview

EXECUTIVE SUMMARY

Health and fashion influencing market development
Emphasis on fashion cuts across categories
Value-adding innovation and branding drive consolidation
Changing retailing landscape leading to innovation
Growth ahead, but emerging practices and technologies pose longer-term threat

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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