Spotlight on global consumer trends

Natasha Cazin with Comfort Zone session panellists Daniel Barnes (far right) and Grace Downes, and moderator, Garry Kousoulou

At this year’s 100% Optical, Euromonitor International presented its 2026 Global Consumer Trends Series focusing on three major trends “reshaping the eyewear market” – Comfort Zone, Rewired Wellness and Fiercely Unfiltered.

For each session, Euromonitor’s global insight manager for eyewear, Natasha Cazin, welcomed the following panellists, with dispensing optician (DO), Garry Kousoulou, acting as moderator:

• Comfort Zone: Daniel Barnes, founder of Pop Specs, and Grace Downes, head of marketing for Mondottica
• Rewired Wellness: Jason Halsey, Rodenstock product and training manager, Liz Lumb, global professional affairs director at CooperVision, and Sarah Morgan, communication specialist and staff development consultant
• Fiercely Unfiltered: Hayley Brunsden, contact lens optician (CLO) at CBTR See Better Opticians, and DO Rebecca Thompson, owner of the Eyestyle Studio

Natasha outlines how these trends are reshaping the eyewear market…

Comfort Zone: consumers seeking stability

Against a backdrop of economic strain and emotional overload, consumers are prioritising calm, control and simplicity.

According to Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey (fielded February 2025), 58 per cent of consumers experience moderate to extreme stress on a daily basis and two in five consumers feel under pressure to get things done. This is driving demand for products and services that remove friction and offer reassurance.

DOs and CLOs who simplify choices, communicate clearly and provide emotional comfort are best positioned to win.

Rewired Wellness: high tech, high trust self care

Wellness is accelerating into a more science led, tech enhanced space. Consumers now turn to wearables, AI powered diagnostics, and personalised treatments to improve appearance, performance, and long term health. Eyewear is increasingly part of this ecosystem.

Optical professionals who guide consumers through data, educate them on treatment options, and make advanced tech approachable, will benefit most.

Fiercely Unfiltered: the rise of radical authenticity

The third major trend marks an even louder cultural shift. Its roots go back years, but 2026 represents a tipping point. With 65 per cent of consumers feeling their identity is accepted, according to Euromonitor International’s Consumer Lifestyle survey 2025 (fielded January to February 2025 n-40,337), they are rejecting polished perfection and embracing unfiltered, honest self expression.

What this means for optical practices

Across all three trends, the conclusion for UK optical practices is clear: consumers want brands that simplify, guide and reflect who they truly are.

For Comfort Zone consumers:

• Remove intimidation
• Offer clarity
• Build calm and trust into the customer journey

For Rewired Wellness consumers:

• Provide evidence
• Embrace precision technology
• Educate with transparency

For Fiercely Unfiltered consumer:

• Show intentional design choices and material integrity
• Lead with purpose and the ‘why’ behind each frame
• Curate ranges that speak directly to personal identity – not the mass market

In essence, authenticity wins.

Optical professionals in the UK who personalise, explain and guide will resonate most deeply with today’s eyewear consumer navigating uncertainty – whether they seek calm, optimisation or unapologetic individuality.

Download the event presentations.