Focused inSights 2024: Frame Trends
The Focused inSights: Frame Trends 2024 report from The Vision Council provides a comprehensive analysis of U.S. adults’ preferences, habits, and purchase behaviors when shopping for new eyeglass frames. Drawing from a nationally representative sample, this report explores patterns across frame material, color, shape, and feature preferences—along with detailed buyer segmentations that reveal how these choices vary by age, gender, shopping channel, and fashion or tech attitudes. It offers strategic insights to help eyewear brands, optical retailers, and designers understand the forces shaping today's frame market.
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Report Methodology
The Vision Council partnered with Morning Consult to conduct this survey between January 17–19, 2024. A total of 2,200 U.S. adults completed the online questionnaire. Data were weighted for demographic accuracy across age, gender, race, education, and region. Visual references were included to standardize understanding of frame shapes. The margin of error for the full sample is ±2 percentage points.
Key Findings
Shape and Style Preferences Remain Consistent
Rectangular (77%) and square (66%) frames remain the most popular overall. Cat eye and browline shapes are favored by women and younger generations, while aviator and rimless styles appeal more to men.
Material and Color Trends Reveal Segmented Tastes
Acetate frames are the most preferred material (48%), particularly among those wearing multiple pairs or reading glasses. Color preferences vary by age and gender—black leads overall, but tortoise, multicolor, and clear frames see stronger appeal among younger consumers and non-prescription wearers.
Lifestyle and Personality Shape Buying Behavior
Consumers who say frame shopping is “fun” or who prioritize fashion/brand attributes show higher interest in bold shapes and colors. In contrast, those focused on sustainability or technology gravitate toward geometric and metallic styles, and value features like durability, expert recommendations, and material quality.
Why It Matters
With growing demand for individualized style and improved frame functionality, this report helps stakeholders align product offerings with evolving consumer expectations. It reveals clear market opportunities for eyewear customization, segmentation-based marketing, and merchandising strategies that emphasize fit, comfort, and fashion across diverse shopper profiles.
Report Delivery
The report will be delivered as a downloadable PDF.
To request a presentation-ready version or discuss key findings, please contact The Vision Council’s Research Team.