In 2021, sunglasses is projected to see only a slow recovery from strong retail volume and current value sales declines in 2020. As Coronavirus (COVID-19) continues to force Swedes to remain within their country’s borders, international tourism during traditional holiday periods is expected to remain limited in 2021.
Each spring-summer, there is a higher demand for, and new trends in, sunglasses in Sweden. Sweden’s climate can be characterised by its limited number of sunny days, resulting in strong seasonality and a dependence on international tourism, in terms of sales of sunglasses.
Sunglasses remain a premium or “luxury” commodity for some consumers, an item bought to display the purchasing power, “coolness” or style and social status of the user. While the opportunities for flaunting such accessories have been more limited in 2020 and 2021, less strict COVID-19 restrictions and the outdoor activity trend have sustained the social status aspect of wearing sunglasses.
Sales of sunglasses in Sweden are significantly dependent on outbound tourism, partly due to the relatively small number of sunny days in spring and summer in the country. However, the category is also traditionally boosted by sales to inbound tourists.
It is likely that players will attempt to capitalise further on the status of sunglasses as a fashion and style accessories. However, this concept is long-established and in danger of becoming stale or counter-productive.
On the other hand, the domestic tourism and athleisure trends are expected to boost the demand for sunglasses that are branded specifically for outdoor sporting and leisure activities. This development appears to present the best opportunities for innovation, with a view to longer-term growth and market expansion.
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Understand the latest market trends and future growth opportunities for the Sunglasses industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sunglasses research and analysis database.
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