Key Takeways

  • The US optical industry grew to $69.5 billion in 2025 despite declines in product purchases and eye exams

  • Economic uncertainty led shoppers to make fewer, more deliberate purchases, signaling a clear shift toward higher-value optical products rather than reduced engagement

  • In-person purchasing remained dominant and contact lenses continued to lead online sales

The U.S. optical industry increased in overall value in 2025 even as Americans bought fewer optical products and underwent fewer eye exams, according to Market inSights 2025 with 2026 Forecast, released by The Vision Council. The industry is now estimated to be worth $69.5 billion, highlighting a shift toward higher spending per purchase amid continued economic uncertainty.

While unit volume declined across nearly all major optical categories last year, rising prices and a stronger focus on value helped sustain revenue growth. The data point to more deliberate consumer behavior, with shoppers opting for fewer but higher-value purchases rather than disengaging from the category altogether.

Built on analytics and multiple data sources, Market inSights 2025 integrates transaction data, retail location data, and consumer surveys to provide a comprehensive view of the US optical market. The report examines all major categories, including eye exams, frames, ophthalmic lenses, contact lenses, plano sunglasses, and reading glasses. It also analyzes vision correction usage, managed vision care participation, and the national optical retail footprint.

Key findings from 2025 include:

  • Industry value growth amid volume declines: Total market value rose modestly from 2024, reaching $69.5 billion. Ophthalmic lenses remained the highest-value prescription category, while plano sunglasses led non-prescription sales.

  • Fewer eye exams, higher costs: The market value of eye exams continued to increase despite a decline in the number of exams conducted. The average cost of an eye exam rose by $10 compared with 2024.

  • Shifting consumer behavior: Economic uncertainty and evolving tariff policy weighed on consumer sentiment, yet spending proved more resilient than typically expected during downturns, suggesting consumers were selective rather than disengaged.

  • Plano sunglasses posted volume gains: Plano sunglasses recorded a 2% increase in unit volume, standing out as one of the few categories to grow while others declined.

  • Retail and channel dynamics: In-person shopping continued to dominate, with more than 80% of frames and lenses purchased in physical locations. Contact lenses had the highest share of online purchases among all product categories.

“About 94% of U.S. adults, or 250 million people, regularly use some form of eyewear, making vision care a fundamental part of everyday life,” said Alysse Henkel, Vice President of Research and inSights at The Vision Council. “This year’s Market inSights findings show how economic pressure reshaped consumer behavior. People bought fewer products and had fewer exams, but they spent more per purchase, signaling a clear shift toward value-driven decision-making in the optical market.”

The report also includes a forecast for 2026, identifying areas for cautious optimism despite persistently negative consumer sentiment. Continued spending, along with potential changes to tax refunds, could help offset the lower volume trends observed in 2025.