Focused inSights 2024: Sports Sunglasses Report

The Focused inSights: Sports Sunglasses 2024 report from The Vision Council provides a detailed snapshot of how U.S. consumers engage with sunglasses designed specifically for athletic and recreational activities. The report examines ownership, usage behaviors, product satisfaction, and future purchasing intentions. It offers critical insights into the preferences and decision-making drivers of sports sunglasses users—highlighting demographic patterns and the features that matter most to consumers on the go.

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Report Methodology

This report is based on an online survey conducted by Morning Consult on behalf of The Vision Council between May 13–15, 2024. A nationally representative sample of 2,200 U.S. adults participated. The data were weighted by age, gender, race, education, and region. Sports sunglasses were defined for respondents as eyewear designed for outdoor sports or physical activities, featuring attributes like impact resistance, scratch resistance, or hydrophobic coating. The survey has a margin of error of ±2 percentage points.

Key Findings

Ownership and Usage Trends

Approximately 11% of respondents report owning sports sunglasses, with Gen Z and Millennial men the most likely users. The most frequent use cases include hiking (40%), running (39%), biking (35%), and fishing (34%).

Satisfaction and Product Features

Most owners (68%) have two or more pairs, and 85% are satisfied with their sunglasses. UV protection and style emerged as the most valued features—both in existing pairs and as top purchase drivers. Over half of owners (55%) do not use prescription lenses in their sports sunglasses.

Purchase Intentions and Market Potential

While 41% of consumers have never purchased a pair of sports sunglasses, nearly one-third plan to buy a pair within the next year—signaling strong potential for future growth in this product category.

Why It Matters

As outdoor activity continues to grow in popularity across all age groups, sports sunglasses represent a high-opportunity market for optical retailers, manufacturers, and brands. This report equips stakeholders with the latest data on consumer attitudes and behaviors, helping to guide product development, marketing, and retail strategies in a performance-driven segment of the eyewear industry.

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.