During the first year of the pandemic, sunglasses were strongly impacted by the COVID-19 travel restrictions as the lack of foreign tourists and the lack of opportunities for Dutch consumers to holiday abroad severely limited sales. However, the Netherlands experienced a record number of days with sunshine during the Spring of 2020 with 713 hours of sunlight during this period.
Manufacturers are recognising the trend towards extended exposure to screens, as technology continues to play an increasingly large role in consumers’ lives. Thus, sunglasses manufacturers are innovating to design products that maintain eye health whilst looking at screens.
As in all other eyewear categories, sunglasses are witnessing rapid growth in e-commerce during the pandemic. The trend accelerated during the enforced store closures as more retailers encouraged their customers to shop online by offering special deals and convenience of delivery.
As restrictions are anticipated to be increasingly relaxed over 2021, including the re-opening of outdoor dining at cafés and restaurants, the Dutch are likely to be more willing to spend time outside. As the travel bans ease domestic and foreign tourist trade will also support category growth.
Over the forecast period, there is expected to be further segmentation in the sunglasses category, with more products being targeted at specific demographics, such as children, or to solve specific problems. As well as serving a preventive purpose, in terms of UV protection, category products are also set to see growing demand as consumers treat them as fashion items.
Social responsibility and environmental concern are also set to be key trends in the coming years, with these factors expected to increasingly play a larger role in consumers’ purchasing decisions. To maintain their consumer base, manufacturers in eyewear will need to commit to being responsible and eco-friendly players.
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Understand the latest market trends and future growth opportunities for the Sunglasses industry in Netherlands 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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