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Simmering Sunglass Sales

July 2010
Optics, UK

The £18.9 Million sales of Sunglasses through Opticians in the most recent quarter are reflective of the improved weather conditions experienced in the last three months. During Q2 10 monthly Sunglass sales have hit a three-year record, as temperatures soared to a four year month on month high* and the annual rainfall measured the lowest since 1953**. May 2010 saw record sales of sunglasses through Opticians, with in excess of 87,800 sold, with a resulting value of £7.4 Million, the highest levels since May 2007 (103k sales, £9.4 Million).

With more than 3,100 different models selling in the Opticians Channel (Apr - Jun2010), what insight can the GfK sales audit provide towards optimising product range? The start of this summer has seen a continued trend in favour of Women’s sunglasses ahead of unisex models, with 2 in 5 sunglass sales being those manufactured specifically for the female demographic (Q2 10, 40%, volume share).

Within the Women’s category plastic models continue to account for an increasing proportion of sales. In fact the 91% share of Women’s sunglass sales achieved by the plastic segment (Apr - Jun10) resulted in record volume sales of 79.5 thousand for this category over that period⁺.

The importance of this type of Sunglasses is reflected in channels outside of Opticians. The Department Store & Sunglass specialist channel show a similar dynamic with Women’s plastic frames accounting for the largest share of sales (35.1%), compared to 36.4% held in Opticians (Volume Share, All Sunglass Sales, Apr - Jun10). With an average selling price of £80.80, the record women plastic sales achieved in the Opticians channel corresponded to the lowest average price recorded⁺. In comparison seasonal trends witnessed a decline in the average selling price in the Department Stores/Sunglass Specialist channel, with the women’s plastic category (£64.23, Apr - Jun 10) holding a similar c.20% price differential to that of the overall sunglass market. Will this price difference impact where consumers spend as we move further into Summer months?

* Met Office: 2010 Average Temp. of June (14.1°C) four year high (14.5°C, 2006)

** www.metoffice.gov.uk/corporate/pressoffice/2010/pr20100707.html

⁺ GfK RT Sunglass Audit, Period Jan 2006 - Jun 2010