The sunglasses market - France

The global sunglasses market, an integral part of the wider eyewear industry, is experiencing modest growth, with demand driven primarily by fashion trends and ongoing product innovation, as well as by the health of the optical market. Sunglasses accounted for 17% of total eyewear sales, with worldwide sales reaching 860 million units, representing a 9% share of the total volume of eyewear sold worldwide. While the French market appears to be stagnating at a CAGR of 1.21%, the global market is set to grow from $21.4 billion to an estimated $24.1 billion by 2023, indicating growing consumer interest and potential market opportunities.

Europeans, particularly Danes and Finns, spend a lot of money per capita on sunglasses, indicating strong market penetration in these regions. The sector is characterized by an oligopolistic structure, dominated by powerful entities such as the well-known Luxottica group, Safilo, Walker and Marcolin, which together hold significant control over branding and manufacturing through licensing agreements. Luxottica, in particular, has taken strategic steps, including mergers and the acquisition of retail chains such as LensCrafters and Sunglass Hut, to consolidate its market position.

Consumer buying behavior varies, influenced by price sensitivity and brand preference, with notable gender differences. Men prefer brands like Ray-Ban, while women opt for designer brands like Gucci and Prada. Marketing strategies emphasizing online research followed by in-store purchases are common due to the substantial role that physical retail plays in the consumer journey, despite the rise of e-commerce, which accounted for 5% of sunglasses sales in France.

The production process for sunglasses involves complex stages, from design and material selection to manufacturing, with titanium and carbon fiber among the materials preferred for their durability and lightness. Production strategies are evolving, with luxury brands seeking to internalize manufacturing to gain greater control over their products. The evolution of industrial strategies, the advent of e-commerce and start-ups that are undermining traditional retailing, as well as challenges such as counterfeiting, are all contributing to this trend.challenges such as counterfeiting, which jeopardize brand integrity and consumer safety, are at the heart of the market's future.

In summary, while the sunglasses market is indeed mature, it is characterized by slow but steady growth, as consumer preferences and fashion trends keep demand buoyant. While Europe is experiencing modest growth and the global market is poised for expansion, the industry continues to grapple with challenges such as market concentration and the need for innovation in production and distribution to meet changing consumer priorities and regulations.

Diverse demand and trends in the sunglasses market

In the French sunglasses market, consumer preferences and behaviors vary considerably from one segment to another. An important factor influencing demand is demographic age, with younger customers aged 18 to 34 allocating an average budget of around 80 to 90 euros for sunglasses, while individuals over 55 tend to have a higher budget, approximately between 150 and 170 euros. Interestingly, while a large proportion of buyers, around 40%, set themselves a sunglasses budget of less than 50 euros, around 20% are prepared to spend more than 150 euros, suggesting a paradox in buying habits: consumers are attracted by high-end brands even if they maintain a moderate average budget.

If we go into more detail, almost 60% of buyers spend less than 60 euros on their sunglasses, highlighting the price sensitivity of the market. This sensitivity is also reflected in the preferences of men and women, with women preferring high-end Italian brands such as Ray-Ban, Gucci and Prada, and men turning to Ray-Ban, Police and Vuarnet. These choices underline the balance customers are seeking between affordability and the appeal of established, prestigious brands. Demand for sunglasses is also driven by aesthetics, with vintage styles remaining popular, as evidenced by the preference for "Pantos" and "Pilot" models. For example, almost half of women and a significant percentage of young people prefer the "Pantos" shape. By contrast, the "Pilot" model is favored by more than half of male customers.

In terms of purchasing behavior, a large majority of French consumers, around 65%, prefer to shop in-store rather than online. However, the "research online, buy offline" (ROPO) trend is significant, with 92% of consumers adopting this behavior. These data indicate that while online research plays a role in the decision-making process, the tactile experience of in-store shopping remains essential for the actual purchase.

Overall, the French sunglasses market exhibits a dynamic interplay between budget constraints, brand loyalty, fashion trends and purchasing channels, with the overall average price for a pair of sunglasses hovering around 90 euros. This complex market structure reflects the constant evolution of trends and the diversity of consumer preferences in the country

Key market players

The sunglasses market is characterized by the presence of a number of distinct players, ranging from opticians to major manufacturers, niche companies, department stores and specialty stores, each playing an essential role in the sector's dynamics. Here, we take a look at the key characteristics of some of the main entities setting the tone for competition and innovation in the market.

Opticians: The front line in eyewear distribution

• Krys has established itself as a reliable and well-established optician in France. It caters to a broad customer base and offers a varied selection of sunglasses that combine fashion and functionality.
• Alain Afflelou stands out for its versatile portfolio, including franchise stores that have become synonymous with quality eyewear throughout Europe.
• GrandVision is known for its extensive network of optical stores offering personalized service and a wide range of sunglass brands to its customers.
• Optical Center remains an important name in optical retailing, offering a full range of sunglasses and other optical products.
• Optic 2000 continues to make a significant contribution to the optical market thanks to its extensive collection and emphasis on customer service.

Manufacturers : The giants behind the lenses

• EssilorLuxottica is the industry behemoth, born of a merger between Essilor's expertise in lens manufacturing and Luxottica's dominance in frame design and production, which has given it a considerable market share.
• Safilo is recognized as a world leader in high-end eyewear, creating branded sunglasses that set trends and embody luxury.
• Walker marks its presence in the industry as a notable manufacturer that has steadily climbed the ranks to achieve a key position in the sunglasses market.

Department and specialty stores: Beyond the generic

• Décathlon is a sports-oriented retailer, offering sunglasses designed to meet the rigorous demands of sporting use, with durability and utility at their core.
• Galeries Lafayette offers fashion-forward sunglasses, presenting an eclectic mix of renowned brands under one roof, to meet the needs of style-conscious consumers.

Niche market enthusiasts: creating unique spaces

• Izipizi thinks outside the box with its range of fun, accessible eyewear, targeting the budget-conscious market segment without compromising on style.
• Lunettes pour tous takes a radical approach to eyewear distribution, offering affordable prices and fast service, breaking down traditional eyewear barriers

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 05/05/2023

Summary and extracts

List of charts

• Top 10 spending per head in the sunglasses market
• Global market size for sunglasses
• Weight of different categories in optician sales
• Most popular shapes of sunglasses on the Internet
• Most popular eyewear brands in France
• Breakdown of consumers with non-corrective sunglasses by out-of-pocket expenses
• Opticians' market share in France
• Where do you usually buy sunglasses for yourself?
• Main sunglasses exporting countries
• French trade balance in sunglasses by value
• France's main customers in the sunglasses market
• Main countries supplying sunglasses
• French over-18s by sunglasses owned
• Poll: "How do you perceive sunglasses?"
• Sales channel for last purchase of non-corrective sunglasses
• Evolution of traffic on different purchasing channels
• Poll: "What are your reasons for buying non-corrective sunglasses from an optician?"