Sunglasses in Ukraine

2020 IMPACT

COVID-19’s travel restrictions and retail closures take their toll on sunglasses in Q2 2020, but recovery is on the horizon

The lockdown, travel restrictions and retail closure measures introduced by the Ukrainian government in March 2020 to contain the spread of the COVID-19 pandemic, negatively impacted sales of sunglasses as consumers were spending less time outdoors and were unable to travel to sunny destinations at home or abroad. However, once restrictions were lifted, people were able to visit non-essential retail outlets selling sunglasses, go outside for the whole day and travel abroad again.

Sunglasses still require development of “the culture of correct usage” in 2020

In the Ukraine, sunglasses are primarily purchased as items allowing consumers to enhance their image or style, with less attention paid to the quality of the sunglasses and their effectiveness in protecting the eyes from UV rays. This creates fertile ground for strong consumer demand for unbranded Chinese sunglasses or brand imitations, with these widely sold at outdoor markets and street kiosks.

Sunglasses undergoes slow concentration in 2020 while Luxoptika retains its place as leader

Sunglasses is historically a fragmented category in Ukraine due to the significant presence of no-name sunglasses and brand imitations, usually widely supplied from Asian countries. Such products are popular due to their affordability, which results in a large share for players grouped under “others”.

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