Retail sales in the eye care sector continued to grow in the third quarter of 2025, while wholesale sales grew at a more moderate pace. Growth was boosted by a regulatory change that made life easier for consumers, allowing eyeglass customers to start shopping at optometrist without restrictions. The industry review trend map examines sustainable development and responsibility solutions that are shaping the future of the eye care sector.
The eye care sector continued to perform well in the third quarter of 2025. Turnover increased by 7.7%, the number of employees by 6.5% and the total sum of wages by 7.4%. The development of wholesale trade was more moderate: turnover +1.6%, number of employees -1.6% and total sum of wages +0.4%.
Panu Tast, CEO of The Finnish Association of Vision and Eyecare Näe ry, points out that individual monthly figures do not tell the whole story.
“It is gratifying that the positive trend in the sector continued. However, it should be noted that the exceptional September figures are partly due to the impact of last year’s VAT change and the simultaneous easing of inflationary pressure on prices. In addition, some operators in the sector have changed their accounting practices for ophthalmological services to those used by healthcare companies, which increases the turnover of the entire sector. Of course, growth is also supported by the increasing need for services among the aging population.”
Regulatory reform in eye health makes things easier
The reform of eye health regulations, which came into force at the beginning of August 2025, repealing of the Article 16 of the Decree of Health Care Professionals, means that customers can always start their visit at an optometrist, regardless of their age, previous eye surgeries, or eye health. The optometrist will still refer the customer to an ophthalmologist if necessary.
“The reform was a historically significant step from the consumer’s point of view. It makes purchasing eyeglasses more flexible and speeds up access to treatment. At the same time, it strengthens the role of the eye health sector as part of the eye health service system,” says Tast.
Trend map shows the direction – recycling and responsible materials at the center
The eye care sector trend map tracks five key themes that are particularly significant for the future of the industry. This time, the industry review delves deeper into the themes of sustainable development and responsibility. The focus is on reducing packaging waste, responsible materials and manufacturing, eliminating PFAS compounds, and recycling eyeglasses and contact lenses. Promoting these solutions offers opportunities for differentiation, strengthening customer loyalty, and long-term cost savings, as well as encouraging cooperation in recycling and logistics networks.
“A lot of work is already being done in the industry to promote responsibility, but for many operators, the overall picture is only just beginning to take shape. Sustainable development is no longer a separate issue, but part of the core of business. This is reflected in concrete actions, such as recycling and reusing materials and offering second-hand frames to customers,” says Vesa Mars, CEO of Synsam Group Finland Oy.
According to Mr. Tasti, the trend map, which illustrates trends and phenomena, offers a multifaceted view of the forces of change in the industry’s future.
“The trend map brings together the forces of change in the industry and helps to guide development and makes it easier for the industry to respond to changes in regulation, consumer expectations, and technology when there is a shared understanding of the situation.”
For additional information, please contact:
Panu Tast, CEO, The Finnish Association of Vision and Eyecare Näe ry
Tel. +358 40 542 2227, panu.tast@naery.fi
Vesa Mars, CEO, Synsam Group Finland Oy
Tel. +358 50 447 7681, vesa.mars@synsam.fi
