Consumer inSights Q4 2025

The Consumer inSights Q4 2025 report from The Vision Council provides a detailed snapshot of consumer behaviors and preferences across the U.S. vision care market. This report examines patterns in vision correction, eye exams, managed vision care (MVC) usage, and purchasing habits for prescription eyewear, contact lenses, readers, and plano sunglasses. Covering over 12,000 U.S. adults, it delivers an extensive look at how consumers access eye exams, the factors influencing their eyewear purchases, and the balance between online and in-person buying channels.

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Report Methodology

The Q4 2025 iteration of Consumer inSights was fielded between October 3 and December 11, 2025, in partnership with Full Circle Research. Approximately 4,000 completed surveys were obtained each month from U.S. adults aged 18 and over, resulting in a total sample size of 12,129 respondents. Soft quotas based on U.S. Census benchmarks (gender, age, region, income, race, and Hispanic origin) ensured representativeness across demographics. Surveys were completed online via desktop, tablet, or mobile devices, with 69% of respondents using a mobile device or tablet.

Post-fielding, The Vision Council conducted demographic and quality checks, confirming alignment with the U.S. adult population. Results are representative of the U.S. adult population, with a margin of error of ±0.9% at a 95% confidence level for the full sample. The report focuses on unmodeled consumer responses, offering direct insights into behaviors and attitudes, with trending data spanning Q1 2022 through Q4 2025.

Key Findings

• Similar to Q3, more than 80% of adults report using some form of vision correction.
• Over 60% of adults report getting eye exams at an independent practice.
• The number of consumers who receive managed vision care coverage from their employer rose to 48%.
• 52% of consumers who previously made a purchase online switched and made their most recent purchase in-person.
• More than half of respondents report spending less than $50 on non-prescription sunglasses.

Why It Matters

The Consumer inSights Q4 2025 report is essential for eyewear retailers, manufacturers, and healthcare professionals who aim to anticipate consumer needs and capitalize on market opportunities. As purchasing channels and price preferences shift, understanding these behaviors is critical for driving engagement and improving product positioning. The report also underscores opportunities to re-engage consumers who delay eye exams or overlook their vision benefits, helping providers refine outreach strategies.

By identifying where consumers are spending, which brands they trust, and how they perceive value, this report provides actionable data to strengthen business strategies, improve patient engagement, and shape the future of the eyewear and vision care industries.

Report Delivery

The report will be delivered via download in a PDF format.