The online eyewear market - Italy (2024)

1.2 The global market

The global eyewear market is growing significantly due to the presence of various factors, including: evolving fashion trends, increased consumer awareness of eye health, and the adoption of luxury accessories, particularly among millennials.

Global eyewear market evolution World, ****-****, US$ billion Grand View Research

The global eyewear market shows a clear trend of continued growth from **** to ****. It starts from a value of US$***.* billion in **** and is expected to increase to US$***.* billion in ****. This represents a ** percent increase over eight years, with an annual growth rate of*.* percent, underscoring a robust expansion of the industry.

Eyewear and sunglasses trends ****

Results for eyeglass frames and lenses show that sales are still recovering from the pandemic-related downturn as the global crisis disrupted normal buying cycles. Most consumers have now made their purchases after the pandemic freeze was lifted.

Lenses: Sales volume is driven by price growth, partly due to rising raw material prices, but mainly due to increased demand for more expensive lenses. Progressive lenses, designed to provide clear vision at multiple distances with a gradual change in power across the lens surface, are growing by * percent in volume and value. Growing at similar rates are proximity lenses, also known as ...

1.3 The Italian market

The following graph shows the production value that the eyewear industry holds:

Italian Eyewear Production Value Italy, ****-****, in billion € the production value of Italian eyewear showed a substantial growth trend between **** and ****, rising from €*.** billion to €*.** billion. This represents an increase of ** percent over the period. The most significant decline occurred between **** and ****, with a **.**% reduction, influenced by the economic impacts of the COVID-** pandemic.

1.4 Imports and Exports

Foreign trade is characterized by a preponderance of exportsover imports:

Imports, exports and coverage rate: optics market Italy, ****-****, in US$ billion UNComtrade

Exports increased significantly, starting at US$*.* billion in **** and reaching US$*.* billion in ****, an overall increase of ** percent after a decline in **** to US$*.* billion. Imports showed a more stable trend, fluctuating slightly but with an overall increase from $*.* billion in **** to $*.* billion in ****, marking a ** percent increase. The coverage ratio, which indicates the ratio of exports to imports, reflects a predominance of exports. After a sharp decline in **** to *.*, attributable to the reduction of exports in that crisis period, the coverage ratio has resumed its upward trend, reaching *.* in ****.

Global Distribution in Italian Eyewear Imports in ****: Main Countries of Origin of Eyewear Imports Italy, ****, % Uncomtrade The geographical distribution of Italian eyewear imports shows a significant predominance of imports from China, accounting for ** percent of the total. This underscores China's central role as the main supplier in the eyewear sector. The United States follows with ** percent, positioning itself as the second largest exporter to Italy, followed by Japan with ** percent and France with ** percent. These four countries together make up ** percent of total eyewear imports to Italy. Other ...

1.5 The Russian-Ukrainian conflict

The Russian-Ukrainian conflict has suddenly changed the global economic outlook, which was already greatly shaken by uncertainty related to new variants of the Covid-** virus. While the global economy is unabated in its search for a new equilibrium after two years of the pandemic, the attack is bringing the two states involved in the conflict to their knees, creating significant strains on commodity-related costs ; this leads to a blockage of trade lines, as well as the introduction of great uncertainty weighing on households and businesses about future prospects. On a general level, Russia is not one of the most decisive players for Italian eyewear, as in value it weighs less than * percent for both frames and sunglasses (***). The biggest backlash at the sector level will be related to the decrease in purchases by Russians in the Italian territory, due to the reduction in tourism.

Certainly, the most worrying situation economically is the one related to the energy crisis, which has brought a rise in costs and electricity that, together with increases in transportation, logistics and packaging, will greatly affect the budgets of companies. The war in Ukraine has opened a critical economic phase, leading to a change in household and business ...

2.1 Overview of demand

The eyewear industry has numerous sub-segments, a relevant distinction in demand analysis is based on the purpose of eyewear:

Non-corrective use (***) Correctiveuse (***)

Due to its strong international propensity, Italian eyewear has performed brilliantly in international markets, but inflationary tensions and uncertainty have weighed on the domestic market and margins.

The **** budget sees Italian eyewear production in **** at *.** billion euros, up ** percent from ****. Exports of frames, sunglasses and lenses, which absorb about ** percent of the industry's production, grew ** percent to about * billion euros (***). The total balance of manufacturers fell by about * percentage points to *** companies nationwide. On the employment front, the end of the year seems to be positive for the time being: the sector basically closes with **,*** employees, a situation that is basically stable compared to ****.

Distribution of Turnover in the Italian Eyewear Market by Product Type:

Distribution of turnover in the eyewear market, by product type Italy, ****, in % ANFAO

The pie chart shows a predominance of eyeglass lenses, accounting for **.** percent of total sales. Frames occupy the second place with **.**%, followed by sunglasses, which account for **.**%, and finally, contact lenses and contact lens care products make up **.**% of the market.

Analysis of Retail Sales Value by Product Category in the ...

2.2 Determinants of demand

Corrective eyeglasses

Population and visual defects

Specifically, within the glasses sub-segment, undoubtedly the number of Italians with optical deficiencies is a determining variable. There are about ** million myopic people in Italy, and the problem is sharply increasing, registering the highest number of cases among the very young, where more than * out of ** children, already at the age of **, are affected. The main cause can be found in the many hours spent in front of electronic devices, such as cell phones, PCs or tablets. According to WHO, there are *** million visually disabled people in the world, of whom *** million are visually impaired and ** million are blind. It is projected that by **** half of the world's population could be affected by myopia; data show a prevalence to myopia especially among children, registering as early as * years of age at **%. The figure increases to **% at age ** and reaches **% in adulthood.[***]

A useful element to keep in mind is the degree to which people are sensitive to eye health and safeguarding it through regular eye examinations. The data, as seen in the chart below, are reassuring; nearly ** percent of respondents check themselves regularly, *.* percent several times a year. Analyzing the data according to the gender ...

2.3 Trends in demand for online sunglasses

Seasonal Analysis of Searches for "Sunglasses" in Italy (***): Numbers represent search interest relative to the highest point on the graph in relation to the region and period indicated. A value of *** indicates the highest frequency of searches for the term; ** indicates half of the searches. A score of *, on the other hand, indicates that not enough data were found for the term.

Searches for the term "sunglasses" Italy, ****-****, in numbers Google Trends, Businesscoot processing

The data reported shows a seasonal trend with peaks in the summer months and declines in the winter months. The research recorded a peak of ** in July **** and a low of **.* in November ****, with a slight overall decrease of * percent over the observed period.

Fluctuations and Trends in Searches for"Contact Lenses":

Searches for the term "contact lenses" Italy,****-****, in numbers Google Trends, Businesscoot Processing

The analysis shows a less seasonal trend than for sunglasses, but still shows monthly fluctuations. In May ****, the volume of searches was **.*, while in May **** it dropped slightly to **, marking a decrease of **.* percent over the observed period. Searches reach their peaks in July **** and July **** with values of **.* and **, respectively. However, the most notable declines occur toward the end ...

2.4 Geographical distribution of demand

Geographic distribution of online searches for sunglasses

Sardinia showing the highest interest (***). Southern regions, such as Puglia and Campania, also have very high values, indicating strong interest. Interestingly, Trentino-Alto Adige in the North also shows high interest. In contrast, regions such as Piedmont, Friuli-Venezia Giulia and Umbria show the lowest values.

Contact lenses

Sardinia leads with the highest index of interest, regions such as Basilicata, Puglia and Lombardy follow with high levels of interest, while Trentino-Alto Adige, Sicily and Campania have the lowest values.

Eyeglasses

The table reflects a greater propensity to search for eyeglasses online in southern Italian regions than in the north, with some exceptions in central regions showing intermediate values.

2.5 Geographic distribution by visual aids expenditure item

As for the distribution of the expenditure item for optical items, it can be seen that the highest value is in the North, followed by the Center and the South.

2.6 New demand trends

Often it is the details that make the difference in a look, and sunglasses are proof of that: to be worn to define a look, thus taking up the style of the elegant or minimalist outfit, or to break the classic mood of a formal, serious daytime outfit. It goes beyond just functionality, that of an accessory that protects the eyes from the sun's rays, to become a decorative element that is part of the outfit.

Some of the following styles are trending for spring - summer ****:

Linear and minimalist glasses: Featuring a geometric frame, Gucci's sunglasses are made of shiny black acetate - with en pendant lenses - where we find gold logo detail on the side of the temple. Aviator sunglasses: Sojos' sunglasses - with more than * thousand more than positive feedback on Amazon, and then we move on to Aviator sunglasses with a bold design, as with Isabel Marant's model - in black with cut-out detail on the bridge and "gradient" lens - and Tom Ford's teardrop sunglasses - with maxi temples and light blue lenses. Squared sunglasses: Ray-Ban Wayfarer sunglasses are definitely one of the most iconic and well-known sunglasses, with a history of more than ** years, ...

3.1 Italian market structure

The eyewear sector is a feather in Italy's cap for two reasons that can be traced back to Italy's historical past and industrial present. Half of the largest licensed manufacturers are located in Italy, thus covering ** percent of the world's licensed production and ** percent of the world market. The Italian eyewear market is characterized by a strong tendency to export and about ** percent of production is destined for foreign markets. [***]

Below is the growth and slight contraction in the sector of Italian ophthalmic lens manufacturing enterprises:

Italian enterprises active in ophthalmic lens manufacturing Italy, ****-****, in number Istat

A growth trend is observed from **** to ****, starting with ** firms in **** and increasing to a peak of *** firms in ****. In ****, however, a slight decrease is seen, with the number of active enterprises falling to ***.

analysis of the decline of Eyeglass Frame Manufacturing Companies in Italy: Companies Active in the Manufacture of Eyeglass Frames of Any Type, Mass Production of Common Eyeglass Frames Italy, ****-****, in numbers Istat In **** there were *** companies, there was a significant reduction of **.*% in ****, bringing the number to ***. The contraction continued in ****, with a further *% decrease compared to ****, resulting in *** companies. Between **** and ****, the number remained relatively stable, with ...

3.2 Value Chain

The value chain of the analyzed market takes in various players, from the production of materials to the sale of finished products.

Material suppliers: this first stage involves companies that produce primary materials for optical lens production, such as glass, plastic, and anti-reflective coatings. Lens production: lenses are manufactured using the materials mentioned earlier; lenses can be optical or ophthalmic, for prescription glasses or sunglass lenses. Lens fitting: the lenses, then, are placed in the frames; these can vary from prescription eyeglasses to sunglasses. Distribution: the frames are distributed to retailers, optical stores and, increasingly, through online trade channels. Retail: the final product reaches the consumer via prescription eyeglasses or sunglasses, through physical stores or websites.

3.3 Italians' trends in e-commerce

In ****, online product purchases are worth about **.* billion euros, +*% compared to ****. Most of this increase is explained by inflation, the product penetration rate remains stable: the share of online consumption in total consumption is, also in ****, **% .

According to a survey conducted in October ****, **.*% of Italian digital users make, on average, at least one online purchase per month .

Through this data, it is possible to outline the frequency and type of online purchases made by male and female consumers, divided into:

Intensive / **.*%, at least once a week

Regular / **.*%, at least once a month

Sporadic / **.*%, once every quarter or less

Type of Italian consumers in e-commerce Italy, ****, in % Idealo

Demographic profile of the consumer in Italy The following table provides a detailed look at the demographic profile of Italian consumers in different product categories. The data presented highlights the percentages of online purchases broken down by gender, providing valuable insights into purchasing preferences between men and women. Demographic profile of the digital consumer in Italy Women Men Electronics **.**% **.**% Fashion and Accessories **.**% **.**% Shoes and Sneakers **.**% **.**% Beauty and Perfumes **.**% **.**% Health and Pharmacy **.**% **.**% Pet products **.**% **.**% Toys and Gaming **.**% **.**% Eating and Drinking **.**% **.**% Furniture and Garden **.**% **.**% Sports and Outdoors **.**% **.**% Children and Infants **.**% *.**% Cars and Motorcycles *.**% **.**% Sexuality and Sex ...

3.4 Main Italian e-commerce

The data presented offer an interesting look at the popularity of keywords associated with leading Italian optical e-commerce in ****, they represent terms or phrases that describe the content of a web page, which are essential for SEO (***). They serve to improve a site's visibility in search engine results. The choice of keywords should be based on their relevance, search volume, and user intent.

These data are estimated, they might deviate from the real ones, but they allow to keep a rough view of the popularity of the e-commerce sites in question.

Top Italian e-commerce keywords Italy, ****, in numbers Semrush

Grandvision with **,*** searches, represents the top of the ranking with **.* percent of the total combined searches for all listed companies. Ray-ban ranks second with **,*** searches, making up about **.* percent of the total. Salmoiraghievigano follows close behind with **,*** searches, about **.* percent of the total. A marked drop in searches is noted below with Adrialenti getting **,*** searches, making up **.* percent of the total. The decrease continues further for Lentiamo and Smartbuyglasses with **,*** and **,*** searches, respectively, showing **.* percent and **.* percent of total searches. Companies with fewer searches such as Centrootticomegavision, which records only *,*** searches, account for just *.*% of the total.

Another important figure inherent in ...

4.1 Supply analysis

Category segmentation identifies three major sectors within the eyewear industry:

Glasses (***) Sunglasses Contact lenses

Sales value by category of the eyewear market Italy, ****, in % ANFAO

The graph indicates a predominance of eyeglass lenses, accounting for **.* percent of total sales. Frames rank second, with ** percent of sales, followed by sunglasses with **.* percent and contact lenses and care products with **.* percent.

Sunglasses classification Analyzing the sunglasses segment, it is possible to define the different characteristics of the product by dividing it into various categories: Category *: These lenses have minimal gradation. Protection from light and glare is almost nonexistent. Category *:are lenses with sun protection, suitable only when the sky is overcast or on cloudy days. Category *-*: are the most common and best suited for most light conditions, with protection between **% and **%. Category *:these lenses allow a maximum of *% of light to filter through. This extremely high color gradation is designed especially for very intense, glaring solar radiation on shimmering surfaces, such as the ocean or a glacier high in the mountains, with strong reflections from snow and ice. Driving with this type of lens is not allowed. In addition, lenses can be categorized by the gradation of lens color; the latter is ...

4.2 Evolution of prices

This analysis examines the evolution of consumer price indexes for two specific product categories in Italy from **** to ****. Focusing on apparel and accessories, which also includes the production of noncorrective eyewear; and corrective eyeglasses and contact lenses, the report tracks annual changes in the indexes.

Consumer price index trends for the whole community, base ****=*** - (***) Italy, ****-****, in numbers Istat

It can be seen that articles of clothing and accessories including non-corrective eyewear saw an increase from ***.* in **** to ***.* in ****, an overall increase of *.* percent over the period .

The index for corrective eyeglasses and contact lenses showed a gradual increase from ***.* in **** to ***.* in ****, a total increase of *.* percent.

Price segmentation: high end, medium end, low end

A classification of eyewear based on brand image and positioning in the eyes of consumers allows for a further price distinction. The high-end segment is subsequently divisible between luxury brands (***) [***]. Again, the price gap is visible, this time within a single category: eyewear.

Segmentation, Sunglasses Positioning Price Example Product Distribution Channel High-end Luxury > €*** Saint Laurent, €*** Optical chain, Grand Vision Mid-high-end €***-€*** Ray-Ban €*** Optical Chain, Salmoiraghi & Viganò Middle-end Medium €**-€*** Ralph Lauren, ***€ Optical Chain, Salmoiraghi & Viganò Low level Mass < €** Fielmann collection, from €**.** for graduated sunglasses ...

4.3 Innovations and Start-Ups

Even in the field of sunglasses, the process of technological innovations has advanced by great strides. Meta has launched smart sunglasses in collaboration with the famous brand Ray-Ban equipped with advanced artificial intelligence to identify objects, monuments and even translate texts. This significant upgrade allows users to access the smart assistant directly through their glasses. All it takes is to say the voice command "Hey Meta" and the assistant to respond through the speakers built into the frame. In no time, even faster than any other device with the same capabilities, a range of real-time information will be available. As for translations through the use of artificial intelligence, there is currently limited language support, but Italian is among them. it is very likely that Meta will continue to improve and update this feature and then expand the glasses worldwide and make them increasingly useful and versatile. They were announced at the annual Meta Connect event on September **, ****, and are available for purchase starting October **, ****.

Currently, not everyone can access the artificial intelligence features of Ray-Ban Meta glasses. The devices are only available through the waitlist for a limited preview to U.S. users.

Searches for the term Ray-Ban Italy,****-****, in ...

5.1 Regulations on the sale of all categories of eyeglass products

Because of the special nature of the product categories, all eyewear, whether worn for corrective or noncorrective purposes, is subject to specific and strict regulation at the national and international levels.

In Italy the distinction is between:

*Medical devices, which include frames and ophthalmic lenses.

Commercial sale is regulated by D. Lgs. no. **/** and the Ministry of Health Decree **/**/**. Customer information is specified by EN ***** in addition to the Ministry of Health decree.

*Personal protective equipment, which includes sunglasses, which are used for protection from the sun.

All aspects (***) are regulated by EU ****/***

In April ****, the new EU Regulation ****/*** was introduced to extend and amend the old Directive **/***/EEC. The new regulation aimed to provide a clear and concise set of rules for the entire value chain of the eyewear industry in the EU, from supplier to retailer.

As for the provisions on eyewear retailing, these are dictated to implement Article ** of Decree No. **/****. This stipulates that only individuals in possession of the qualification qualifying for the exercise of the auxiliary health art of optician are authorized to sell eyeglasses and custom-made, protective and corrective lenses for visual defects to the public. However, other commercial eservizi, including pharmacies and ...

5.2 Bonus View

Since April **, ****, the web platform to apply for the sight bonus, which provides a financial contribution for the purchase of prescription eyeglasses and corrective contact lenses, has been activated. The subsidy was introduced by Law No. *** of December **, ****, and is disbursed for those who meet the requirements established in the Decree of the Minister of Health of October **, **** (***).

Beneficiaries

The subsidy is designed for citizens with ISEE not exceeding ** thousand euros and is aimed at supporting expenses concerning eye health protection, also in view of the economic difficulties resulting from the pandemic emergency. It is expected that the bonus can be applied for only once, for each member of the household to which the ISEE refers. Beneficiary citizens will be able to choose two ways to access the contribution:

voucher worth ** € for each beneficiary, expendable within ** days of issuance at authorized businesses; ** € reimbursement for a purchase already made (***). The reimbursement is eligible for all purchases made from January *, **** until May *, ****.

To apply for the grant, you must have SPID level * or higher or Electronic Identity Card (***). The platform will remain active until December **, ****, and the voucher, issued at the same time as the online application, is immediately spendable in one lump ...

6.1 Market segmentation

• Essilor Luxottica groupe
• Marcolin (LVMH Groupe)
• Kering Eyewear
• Safilo Group
• De Rigo
• Zeiss Group
• Lamaoptical
• Nau!
• Demenego
• Grandvision
• Centro Ottico Megavision
• SmartBuyGlasses
• Adrialenti
• Lentiamo