Eyewear in Sweden continues to display a robust performance in 2024, buoyed by an ageing population and increasing time spent on digital screens, which are both boosting the need for more specialist or value-added eyewear products. The rising incidence of myopia and presbyopia is triggering sales of prescription spectacles, whilst contact lenses are gaining popularity among those living active lifestyles.
The polarisation between low-cost eyewear and luxury eyewear in Sweden is relatively one sided, with the premium segment performing much better. Swedish consumers tend to be careful spenders with low-cost stores like the discount drugstore Normal gaining much popularity in recent years.
The competitive landscape in eyewear is consolidated among a handful of leading companies, especially in contact lenses and spectacle lenses. Larger international players, such as Essilo Luxxotica, Marcolin Nordic, and CooperVision Nordic are leading in both sales and innovation, aided by their good working relationship with the leading optical goods stores.
E-commerce is a critical channel for contact lenses, where it is already the most prominent channel alongside opticians in Sweden. While most Swedes order their first set of contact lenses at the optician, many subsequent orders are done online.
Eyewear in Sweden is expected to develop at a stable pace, driven by the ageing population, rising screen use and the wider prevalence of ailments like myopia. Increasingly advanced lenses and rising demand for premium products will encourage consumers to trade up.
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Eyewear
Eyewear is the aggregate of contact lenses, spectacles and sunglasses.
See All of Our DefinitionsThis report originates from Passport, our Eyewear research and analysis database.
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