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 volume 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.
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, street kiosks, and small non-specialist retailers.
In 2021, e-commerce will continue to grow its share in sunglasses as extended time at home and fear of contracting the virus force consumers to consider digital purchases. Although many Ukrainians prefer trying on sunglasses in-person to make sure the style fits and suits them, many also appreciate the wide assortment and promotional prices available online.
Over the forecast period, sunglasses is expected to see accelerating current value growth rates in line with the domestic economy and consumer confidence increasing. Furthermore, as social and travel restrictions are relaxed, Ukrainians will spend more time away from home and buy sunglasses more frequently.
In the early forecast period, unit prices will be an important factor in consumers’ choices of sunglasses. Brands offering a good balance of quality and affordability will be amongst the highly favoured ones as consumers continue to carefully consider their finances as well as strive to take care of their health.
In the long-term, luxury brands face the best growth prospects. As the threat of COVID-19 dissipates and life returns to some level of normality, the economy will also improve.
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Understand the latest market trends and future growth opportunities for the Sunglasses industry in Ukraine 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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