In addition to spectacles, lenses, accessories, machinery and raw materials, MIDO also focuses on culture and information for exhibitors and visitors. A major discussion, for example, revolves around changes in consumer habits and markets of the future. In fact, today’s focus was on consumers and future markets and consumer trends that will impact 2026, defined as the “year of transition”.
Among the emerging trends, four consumer profiles are sure to shape the eyewear market, and beyond. Impartialists, in their quest for transparency and authenticity, want an honest relationship with brands. Individualists, independent non-conformists, challenge the establishment and seek products that can convey their individuality. Gleamers, leaning toward simplicity and well-being, prefer serene, gratifying shopping experiences. Synergists, advocates of harmonious interaction between humans and technology, embrace innovative solutions that improve quality of life.
Four key perceptions are expected to influence buying choices. The Moral wound, an inner conflict between values and the cost of living reflects consumers’ growing struggle to reconcile ethics and affordability. Rational optimism, as a countermeasure to global pessimism, encourages a more positive view of the future. Yearning for past stability, fueled by a longing to restore the lost sense of security and certainties of the more stable past. Shimmering hope, small moments of joy that serve as emotional sanctuaries of comfort in uncertain times.
Attendees were also treated to an exclusive look at consumer trends in key eyewear markets (Italy, France, Germany and the United States), delivering insights crucial to understanding global market needs and planning successful strategies.
In defining consumption scenarios, price plays a key role. Consumers feel a strong need for escapism that, however, must be managed with daily necessities.
Fashion trends, less influential than they once were, are letting key trends emerge that outline a more cautious and conscious consumer profile, where value for money takes on great importance.
In the eyewear sector, people are buying more frequently and owning an increasing number of glasses. The main drivers of choice involve the quality of materials, aesthetics and design, while price, although relevant, is not the primary determinant. The consumer infojourney is increasingly digital: testimonials and influencers play a decisive role in eyewear choice, but the physical store remains the preferred channel for purchase. Internationally, the U.S. market appears more dynamic, but in Italy people spend more on eyewear purchases, with a strong focus on the value of “Made in” and brand.
These analyses – that arose in particular from two high-profile studies presented on The Vision Stage by eyewear industry experts: The “Future Consumer 2026: four consumer profiles sure to shape 2026”, a conference led by Tamara Cloé Leguía, Senior Client & Trend Consultant at EMEA by WGSN and “Optical Monitor - Italy, France, Germany and the United States: comparison of optical markets”, with Daniele Novello (Strategic Analytics & Insights Manager of NIQ GfK Italia) brought a clear perspective on the future of the eyewear industry, providing companies with valuable tools to understand and respond to emerging market demands and build authentic, lasting connections with consumers.