A new report from The Vision Council reveals that Americans are maintaining consistent vision care habits, even as cost considerations become more important in their purchasing decisions.
The Consumer inSights Q3 2025 report draws on responses from more than 12,000 U.S. adults to examine trends in vision correction, eye exams, eyewear purchases, and more. While consumers are still obtaining regular exams and new eyewear, many are keeping their out-of-pocket spending for eyeglasses and sunglasses under $100. This reflects a shift toward more value-conscious shopping.
Key Survey Findings
The report features several key highlights:
- Vision correction is widespread: More than 80% of respondents say they use some form of vision correction, including prescription eyewear, reading glasses, or contact lenses.
- Independent practices remain central: More than half of recent exams and eyewear purchases were made at independent opticals.
- In-person retail dominates: 86% of eyewear purchases were made in-store.
- Contact lens purchasing is steady: 75% of CL wearers reported making a purchase within the last year, and nearly one-third used daily disposables.
Consumer inSights Q3 2025 offers a comprehensive view of vision care trends. The report can be accessed along with more details and 3+ years of data for free to TVC members and for purchase by non-members.
Insights on Consumer Sentiment
While economic concerns are influencing decision-making, consumers are not doing so at the expense of their vision care, says Alysse Henkel, TVC’s vice president of research and insights. “Our Q3 data show a clear message: even as consumers report more caution about the economy, they continue to prioritize their vision. Eye exam activity remains steady, and many eyewear users are staying on their typical replacement cycle. Where we see hesitation, it’s driven by practical considerations like cost, time, and the perception that existing eyewear is ‘good enough.’”
For providers and retailers, Henkel adds, these findings create opportunities to support loyal patients who schedule exams regularly while also increasing engagement those others who are overdue for exams or eyewear.