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The U.S. Eyewear Market
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Jul 1, 1997
148 Pages - Pub ID: LA462
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- Executive Summary
The Products
The Market
- Retail Sales of Eyewear Near $17-Billion Mark in 1996
- Table 1-1: U.S. Retail Sales of Eyewear by Product Category, 1992-2001 (dollars): Rx Lenses/Treatments, Rx Frames, Plano Sunglasses, Contact Lenses, Total
- Prescription Lens Sales Lead Market
- Eyewear Sales to Reach $21.8 Billion by 2001
- Optical Chains Dominate Eyewear Sales.
- Figure 1-1: Share of U.S. Eyewear Market by Optical Outlet, 1996 (percent): Optical Chains, Optometrists, Opticians, Ophthalmologists, HMOs
- Sunglass Sales Dominated by Optical Outlets and Sunglass Specialists
- Factors Affecting Market Growth
The Marketers
- Many Marketers in Four Eyewear Categories
- Marketing Trends
Distribution and Retail
- Independents Corner Almost Two-Thirds of Sales by Dispensers
- Sunglass Specialty Stores on Top in Plano Sunglasses
- Sunwear Retail Outlet Trends
The Consumer
- 29.5% Of Adults Use Prescription Eyeglasses
- Prescription Eyeglass Use Linked to Variety of Demographic Factors
- User Profiles for Bifocals, Plano Sunglasses, Contact Lenses
Scope and Methodology
- Products Covered
- Report Methodology
- The Products
Scope of Report
- Eyewear Products Sold at Retail
A Brief History of Eyewear
- Corrective Lenses in Use for Six Centuries
- Johannes Kepler Explains Why Lenses Work
- Benjamin Franklin Invents Bifocals
- Concavity Improves Upon Original Lens Design
- Sunglasses Developed for Sailors
- Contact Lenses Have Evolved Over 100 Years
- Style Comes Late to Story
The Products and Their Uses
- Four Product Categories
- Prescription Lenses and Lens Treatments
- Prescription Frames
- Plano Eyewear
- Contact Lenses
- Packaging and Labeling
Federal Regulations
- Health Professionals Write Prescriptions
- Framed Eyewear Must Meet Impact Resistance Requirements
- Medical Device Reporting Standards Apply
- Regulators Act in Interest of Consumer
- Sunglasses "Use Category" Labeling Is Voluntary
- Table 2-1: Standards for Sunglass Blockage (percent): UVA, UVB, Visible Light
- Voluntary Compliance with "Use Category" Labeling Is Lacking
- The Market
- Figure 3-1: Estimated U.S. Retail Sales of Eyewear by Category, 1992-1996 (dollars): Rx Lenses/Treatments, Rx Frames, Plano Sunglasses, Contact Lenses
Market Size and Growth
- Methodology Used to Determine Market Size
- Jobson, SAA Are Major Data Sources
- Retail Sales of Eyewear Near $17-Billion Mark in 1996
- Table 3-1: Estimated U.S. Retail Sales of Eyewear by Category, 1992-1996 (dollars): Rx Lenses/Treatments, Rx Frames, Plano Sunglasses, Contact Lenses, Total
- Prescription Lens Sales Lead Market
- Frame Sales Post Respectable Gains
- Sales of Sunglasses Strong
- Contact Lens Market Estimated at $1.9 Billion
Market Composition
- Sales by Product Category: Lenses Lead in Market Share
- Table 3-2: Share of U.S. Retail Sales of Eyewear by Category, 1992-1996 (percent): Rx Lenses/Treatments, Rx Frames, Plano Sunglasses, Contact Lenses, Total Optical Chains Dominate Eyewear Sales
- Figure 3-2: Share of U.S. Eyewear Market by Optical Outlet, 1995 vs. 1996 (percent): Optical Chains, Optometrists, Opticians, Ophthalmologists, HMOs Independents Maintain Market Share Sunglass Sales Dominated by Optical Outlets and Sunglass Specialists
- Table 3-3: Share of U.S. Sales of Plano Sunwear by Retail Outlet, 1995-1996 (percent): Optical Outlets, Sunglass Specialty Outlets, Drugstores & Discount Department Stores, Unmonitored Outlets, Department Stores/Chain Apparel Stores, Sport Retail Chains/ Independent Sport Specialty Stores, Supermarkets/ Convenience Stores, Other Sunwear 13% of Gross Sales for Independents
- Figure 3-3: Share of Gross Dollar Sales of Sunwear by U.S. Independent Dispensers: Plano vs. Prescription, 1996 (percent) Regional Use of Eyewear
- Table 3-4a: U.S. Eyewear Market: Share of Users of Regular Prescription Eyeglasses by Region, 1996 (percent and index): Northeast, Midwest, South, West
- Table 3-4b: U.S. Eyewear Market: Share of Users of Bifocals by Region, 1996 (percent and index): Northeast, Midwest, South, West
- Table 3-4c: U.S. Eyewear Market: Share of Users of Contact Lenses by Region, 1996 (percent and index): Northeast, Midwest, South, West
- Table 3-4d: U.S. Eyewear Market: Share of Purchasers of Plano Sunglasses by Region, 1996 (percent and index): Northeast, Midwest, South, West
- Summer Is Peak Season for Sunwear Sales
Factors Affecting Market Growth
- Eyesight of Aging, Affluent Boomers Is Worsening
- Table 3-5: Projected U.S. Population, 1995-2050 (number): 45-64 Years and Over, 65 Years and Over, 85 Years and Over
- Aging Population Should Benefit Multifocals the Most
- Table 3-6: Eyewear Use by Older Americans, 1996 (index) Rx Eyeglasses, Bifocals, Soft Contact Lenses, Plano Sunglasses.
- Managed Care Claims Profits, Benefits Optical Chains
- Rx Eyewear Threatened: Corrective Surgery Improving, Consumers Interested
- Lens/Lens Treatment Sales Fueled by New Products
- Consumer Preference for Premium Frames
- Multiple Factors Spur Growth in Plano Sunwear
- Rx Sunwear a Growth Area for Retailers
- Disposables Will Pace Weak Contact Lens Category
- Figure 3-4: Projected U.S. Retail Sales of Eyewear by Category, 1996-2001 (dollars): Rx Lenses/Treatments, Rx Frames,
Plano Sunglasses, Contact Lenses.
Projected Market Growth
- Eyewear Sales to Reach $21.8 Billion by 2001
- Lens Sales to Near $10 Billion
- Frame Sales Trending Upward
- Plano Sunwear Sales to Remain Strong
- Contact Lens Sales to Continue on Slow Growth Path
- Table 3-7: Projected U.S. Retail Sales of Eyewear by Category, 1996-2001 (dollars): Rx Lenses/Treatments, Rx Frames Plano Sunglasses, Contact Lenses, Total
- The Marketers.
The Marketers
- Many Marketers in the Four Eyewear Categories
- Lens Category Fragmented Among Numerous Companies
- A Variety of Frame Marketers
- Plano Sunwear Category Crowded
- Four Major Contact Lens Marketers
- Table 4-1: U.S. Eyewear Market: Selected Marketers of Eyewear Products
The Competitive Situation
- Lenses a Commodity
- Lens Treatments
- Frame Market Difficult to Crack
- Plano Sunwear Viciously Competitive
- Contact Lens Category Concentrated
Competitive Profile: Bausch & Lomb, Inc.
- Long History as Marketer of Lenses, Sunglasses
- Fraud and Ethics Concerns Lead to Leadership Change, Restructuring
- Contact Lens Sales Up, Sunwear Sales Down
Competitive Profile: BEC Group, Inc. (Bollé America, Inc.)
- Bollé Sunwear a Core Business
- Sales of Sunglasses Are Flat
- Strategies for Future Include Rx Sunwear Focus, Purchase of Bollé France
Competitive Profile: CIBA Vision, Inc
- Number Two in Contact Lens Market
- Innovation Sets the Pace
Competitive Profile: De Rigo Group S.p.A
- Style and Technology Drive Frame and Sunglass Marketer
- Sales, Market Value Down
- Physical Plant Investments and New Products May Bolster Brand Sales
Competitive Profile: Essilor International.
- Largest Optical Company in the World
- Alignment with Bausch & Lomb May Boost Sales
- Oakley Agrees to Exclusive Purchasing Agreement
Competitive Profile: Johnson & Johnson (Vistakon, Inc.)
- Vistakon Division Markets Top-Selling Contact Lenses.
- Company Launched with Sales of Surgical Dressings.
- Company Marked by Strong Financials.
Competitive Profile: Luxottica Group S.p.A.
- Frame and Sunglass Marketer Focuses on Vertical Integration.
- Stock Plummets on Disappointing Financials
- Prognosis May Be Good Despite Recent History
Competitive Profile: Oakley, Inc.
- Established Leader in U.S. Premium Sunglass Market
- IPO Enthusiasm Does Not Last
- Disappointing Performance May Improve with New Product Introductions
Competitive Profile: SOLA Optical USA
- Major Player in Lens Market
- Most of Current Revenues Come from Sales of Plastic Lenses.
- Prospects Good for Improved Financial Situation
- Acquisition of American Optical Could Spur Growth.
Competitive Profile: Wesley Jessen Corp.
- First to Bring Contact Lenses to Market, Specializes in High-End
- Development Plans Include UV Absorber, Torics, Stronger Brand Identity
Marketing Trends
- Celebrities, Sports Stars Used to Promote Product Lines
- Frame Designers Emerge in Spring, Do Tie-Ins
- Frame Marketing Trends: Design and Material
- Frame Design Trends: Specifics
- Plano Sunwear Marketing Trends: Polarization and Lens Tints
- Sunwear Marketers Push for Year-Round Market
- Sunwear for Kids
- Internet an Emerging Marketing Tool
- Marketers Optimistic Despite Advance of Eye Surgery
New Product Trends
- Lens Introductions Include Progressives
- Prescription Sunwear Introductions Starting to Appear
- Overwhelming Number of New Frame Collections
- New Frames Feature Flexibility, Strength
- Children's Collections Part of Product Line Extensions
- Pipeline Still Open for New Sports-Specific Plano Sunglasses.
- Contact Lens Introductions on the Planned Replacement Side
- List of New Product Introductions
- Table 4-2: The U.S. Eyewear Market: Selected New Product Introductions and Line Extensions, January 1996-June 1997
Consumer Advertising Expenditures
- Approximately $60 Million Spent in 1996
- Additional Promotional Expenditures
- Nine Companies Account for Some $40 Million of Measured Expenditures
- Johnson & Johnson Pays Top Dollars
- Bausch & Lomb's Ad Spending Is Second Highest
- Luxottica Third with Frames and Sunglasses
- Novartis Heavily Promotes Contact Lens Brands
- Five Companies Combined Spend More Than $5 Million
Consumer Advertising Positioning
- Lens Advertising Stresses Product Performance, Features
- Fashion Models Set Tone for Frame and Sunwear Positioning.
- Emotional Push Not Uncommon
- Celebrities Put Excitement in Eyewear Ads
- Sports Stars Offer Similar Ad Sizzle
- Plano Sunwear Ads Highlight Premium Features, Safety Benefits
- Youth Marketing Evident in Many Plano Sunwear Ads
- Retailer/Marketer Tie-Ins Emerging in Plano Sunglass Ads
- New or Unusual Angles Mark Some Campaigns
- Contact Lens Marketers Stress Comfort and Convenience
- Examples of Consumer Ads
Consumer Promotions
- Special Offers the Purview of Rx Dispensers
- Marketers Tout Good Works and Health Promotion to Engender Goodwill
- Low-End Plano Sunglass Promotions Perpetual
- Examples of Consumer Promotions
Trade Promotions and Advertising
- Trade Ads Help Move Product to Dispensers' Shelves
- Retailer Incentives Range from Lavish to Trivial
- Vision Expo a Premier Venue for Sales and New Product Introductions
- International Trade Fairs Attract U.S. Manufacturers and Retailers Retailer Locating Service, Continuing Education Also
- on List of Promotional Tactics
- Examples of Trade Ads and Promotions
- Distribution And Retail
Distribution
- Sales Direct or Through Distributors
- Direct Distribution
- Direct-to-Consumer Distribution
Retail Outlets
- A Wide Variety of Retailers
- Optical Outlets
- Non-Optical Eyewear Outlets
- Mass vs. Limited Distribution Outlets
- Retailer Ads Stress Value, Special Deals
- Example of Retailer Advertising
At the Retail Level: Optical Outlets
- Trade Press Tracks Dispenser Trends
- Independents Corner Almost Two-Thirds of Dispenser Market
- Optical Chains Take One-Third of Optical Outlet Business
- Mass Merchants Account for Small Part of Optical Chain Share
- Top 100 Optical Chains Control One-Fourth of Market
- Independents Stand Their Ground
- HMOs Claim a Sliver of the Market
- Retailer Focus: LensCrafters
At the Retail Level: Non-Optical Outlets.
- Plano Sunglasses and Reading Glasses Comprise Eyewear Product Mix
- Sunglass Specialty Stores on Top in Sunglasses
Retailer Focus: Sunglass Specialty Stores
- Restricted Distribution Key to Sunglass Sales Strategy
- Retailer Profile: Sunglass Hut
Retailer Focus: Drugstores
- Sunwear Sales Share Down, But Numbers Up
- An Exception to the Seasonality Rule
- Plano Price Points Rise
- Drugstore Sales of Reading Glasses Expanding
- Product Mix, Merchandising Approach Vary
Retailer Focus: Department Stores
- Nature of Business Is Evolving
- Profile: Typical Department Store
- Sunglass Hut Merchandising Strategy Makes Inroads
- Consumer Trade-Up Levels Modest and Cooling
- The Consumer
Introduction
- The Simmons Consumer Survey
- Consumer Data on Eyewear Use and Purchase Available
Consumer Use: Prescription Eyeglasses.
- 30% Of Adults Use Prescription Eyeglasses
- Eyeglass Use Linked to a Variety of Demographic Factors
- Table 6-1: U.S. Eyewear Market: Demographic Characteristics Favoring Use and Purchase of Rx Eyeglasses
- Purchasing Habits Strongly Linked to Use
- Resisters Present Lower-Scale Profile
Consumer Use: Bifocals
- 31% Of Adults Use Bifocals
- Use Linked Strongly to Age
- Use Highest in The Midwest
- Purchasers Mirror Users.
- Table 6-2: U.S. Eyewear Market: Demographic Characteristics Favoring Use and Purchase of Bifocals
- Youth Set Are Resisters
Consumer Use: Plano Sunglasses
- 39% of Adults Purchase Plano Sunglasses
- Use Linked to Youth, Race, and Other Factors
- Sunglass Purchasing Static Across Regions
- Table 6-3: U.S. Eyewear Market: Demographic Characteristics Favoring Purchase of Plano Sunglasses Resisters
- 75% of Purchasers Buy Low-Priced Sunwear
- Table 6-4: Share of Sunglass Purchasers by Product Price Range (U.S. Adults)
- Premium Sunglasses Purchasers Young and Affluent
- Price-Point Purchases Correlate with Income, Position, Age
- Table 6-5a: U.S. Eyewear Market: Demographic Characteristics Favoring Purchase of Plano Sunglasses by Price Range (dollars): Under $10, $10-$25, $26-$50
- Table 6-5b: U.S. Eyewear Market: Demographic Characteristics Favoring Purchase of Plano Sunglasses by Price Range (dollars): $51-$75, Over $75
Consumer Use: Contact Lenses
- 7.5% Of Adults Use Contact Lenses
- Use Linked to Youth, College Education, Above-Average Income
- Westerners Wear Most Contact Lenses Per Capita
- Table 6-6: U.S. Eyewear Market: Demographic Characteristics Favoring Use and Purchase of Contact Lenses
- Resisters
Appendix I: Examples Of Consumer, Trade, And Retail Advertising And Promotions
Appendix II: Addresses Of Selected Marketers
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