Eyewear in Sweden is maintaining steady growth in 2025, with value outpacing volume across many categories due to premiumisation, innovation, and price increases.
The Swedish eyewear market continues to show clear signs of polarisation, with both premium and affordable segments performing well, although in different ways. While the cost-of-living crisis still influences consumer behaviour, many Swedish consumers are not necessarily trading down but instead making more strategic choices.
The overall Swedish eyewear market is fairly fragmented, with a combination of large global players and private labels. In contact lenses and solutions, private label EyeQ (Synsam Group Sweden AB) holds the leading brand place, followed by Biofinity (CooperVision Nordic AB), and Dailies (Alcon Nordic A/S).
Optical goods stores remains the leading channel for eyewear in Sweden, particularly for spectacles and sunglasses. Chains like Synsam, Specsavers, and Synoptik benefit from their in-store eye exams and wide product ranges.
Eyewear in Sweden is expected to grow steadily over the forecast period, with stable volume development and stronger value growth driven by product innovation, premiumisation, and lifestyle shifts. Spectacles will continue to account for the largest share of sales, supported by demand for more advanced and tailored lenses, such as progressive, blue light-filtering, and photochromic options.
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Understand the latest market trends and future growth opportunities for the Eyewear industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories:
If you're in the Eyewear industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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