Esa: new consumer market study
The European Sunglass Association has presented its latest market research to its members. The study has been supported by the Italian and German associations Anfao and Spectaris and is one of the tools to better understand needs and desires of the European sunglasses customers.
Some results of the Esa study:
- Spain and Germany behind other countries concerning sunglasses equipment;
- 6 respondents out of 10 need vision correction. Almost all of them wear glasses;
- a declared need of vision correction which remains superior in France and Germany;
- as observed in 2003 an average of 2 pairs of sunglasses are currently owned in those 5 European countries (France, Germany, Great Britain, Spain and Italy). France registers the highest proportion of sunglasses owners. Germany and Spain still reaches the highest score of no owners of sunglasses;
- 40% of sunglasses owners are now aware of the brand they bought. However the brand does not appear as an essential criteria for buying sunglasses, whit the only exception in Italy where consumers are the most concerned with the brands;
- 1 sunglasses owner out of 2 has said he bought his last pair in an optician shop. A highly superior score in Italy, as noted in 2003 (70%), but also in Spain this year (75%);
- each other place attracts less than 10% of sunglasses owners, but each country shows particularities on that point: French people still frequent more supermarkets and sport shops, English people still frequent opticians less than department stores, fashion stores and chemists;
- the last purchase had cost 63 euros in average (same as 2003);
- German people still buy their sunglasses at the lowest price while the French and English People are positioned both in the mid price area. Spanish and Italian people spend in average much more for their sunglasses;
- for almost 9 respondents out of 10, a purchase of sunglasses overall justified by sun protection;
- English and Italian people are more interested in look/style when buying sunglasses.
