Finns over the age of 55 take care of their eyesight regularly – they not only spend money on vision-related products and services, but also invest their time in purchasing them, consulting with a specialist, and considering the various options on offer. According to the recent Erikoiskauppa 2025 (Special Commodity Trade) study, vision products and services are almost the last things that people are willing to haggle on, even if the price level rises.
According to the recent Special Commodity Trade 2025 study, among respondents over the age of 55 who have ever purchased vision-related products or services, an average of 280 euros was spent in the last 12 months. The consumption of older women (€338) is clearly higher than that of men (€220).
“It is interesting that age and retirement seem to increase the amount of money spent on vision care products and services. It may be that illegally long treatment queues are also reflected here – pensioners are choosing cataract surgery from private parties, rather than the public sector, which would explain the increase in the value of the purchases,” says Panu Tast, CEO of the Finnish Association of Vision and Eyecare.
When respondents were asked whether their spending on vision care products might change over the next 12 months, 68% estimated that it would remain the same, 17% believed it would increase, and only 11% expected it to decrease. Vision care products are almost always the last products that people are willing to compromise on when the price level changes.
“The use of money for products and services in this sector is expected to remain at least unchanged in this age group in the future. This speaks to the perceived importance of vision care products and services in everyday life and well-being. “People are willing to reduce their spending on vision care products and services the least after purchasing food, if the price level possibly changes,” says Tast.
Spectacles clearly the most popular purchase – the role of a specialist is emphasized
According to the study, almost two out of three respondents over the age of 55 who have ever purchased vision care-related products or services purchase them at least every 2–3 years or more often.
Over the past year, the most common purchase has been spectacles (66%), followed by eye care services (45%) and sunglasses (25%).
“The results show that people over 55 take care of their eyesight regularly. “Spectacles and eye care services are clearly the most important purchases, which shows both the need for and trust in professionals in the sector,” says Tast.
Optics stores are by far the most popular place to shop
The position held by the specialist stores is strong: 86% of respondents say they shop at an optics store. Medical clinics lag far behind (9%), and online shopping accounts comprise only 4% of purchases.
Products and services in the sector are most often purchased out of necessity: almost 60% of respondents only make a purchase decision when the need arises. Around 40% need specialist help at the point of purchase before making a decision, and a quarter first look at the options on offer before making a choice.
“In this age group, the purchasing decision is particularly influenced by the role of the specialist and the options available. The strong position of optics stores shows that a personal service and trust in a specialist are still crucial – online shopping does not yet meet these needs,” Tast states.
Quality and familiarity are valued – the brand takes a back seat
When the respondents were asked to rate the importance of various factors on a scale of 1–5, the most important factors influencing their purchase decision were fit and sizing (av. 4.55), quality (av. 4.42), practicality (av. 4.36), and price (av. 4.17). The brand’s importance was minor.
A familiar store is particularly important for retirees – 12% cite it as the most important factor, compared to 5% for other people over 55.
“The most important thing in vision products is not the logo, but the quality, fit and practicality. “A store that is familiar to many retirees and its reliability means more than any brand,” Tast summarizes.
More information:
Panu Tast
CEO, Finnish Association of Vision and Eyecare
tel. +358 29 542 2227, panu.tast@naery.fi
The Federation of Finnish Special Commodity Trade ETU, together with its member associations, conducted an exceptionally extensive study of the perceptions of Finns aged 55 and over as consumers. The youngest respondents were 55 years old, the oldest were over 90 years old. The survey was conducted by the research company Verian, whose panel survey was answered online by a total of 3,824 people in the target group in July, August and September. There are 848 respondents in the survey for vision-related products and services. The results have been standardised to correspond to the standard population by age, gender and place of residence.
