Focused inSights 2026: Beyond UV Awareness - How Comfort, Fit, and Style Drive Sunglass Use

The Focused inSights: Beyond UV Awareness report authored by The Vision Council and supported by HOUSE of MODO provides a closer look at the behaviors, experiences, and sentiments of surveyed adults that do not currently wear sunglasses. According to previous findings from The Vision Council, the sunglasses market reached over $20 billion in 2025, yet a significant portion of adults reported not wearing sunglasses. This report provides a closer look at why consumers have stepped away from the sunglasses category, what it would take to bring them back, and reveals where the most actionable market opportunities lie.

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Report Methodology

The survey was conducted by The Vision Council between April 29 and May 15, 2026, among a sample of 607 American adults who do not wear sunglasses. The interviews were conducted online. No hard or soft quotas were established for the report, and the survey results were not weighed. The estimated margin of error for this report is approximately ±4%.

Key Findings

• 65% of respondents are familiar with UV effects on the eyes.
• 36% of participants are concerned about harmful impacts the sun has on the eyes (a 29-point gap between knowledge and urgency).
• 75% of those surveyed used to wear sunglasses but have stopped.

Why It Matters

The Focused inSights: Beyond UV Awareness report offers insights into the lapsed or unengaged sunglasses consumer, their perceptions of UV impacts, and barriers to re-entry. By learning why so many people do not wear sunglasses, brands, retailers and eyecare professionals can gain clear takeaways to protect the eye health of their customers. 

Report Delivery 

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