Belgians turn up their noses at fashion eyewear, says report

UK opticians who have entered the Dutch market will not be encouraged to make a foray into neighbouring Belgium if a new report is anything to go by.

In a study carried out by Brussels-based TNS Dimarso for Holland's Pearle Opticiens, it appears that the Belgians are not wooed by fashion frames and upmarket eyewear but opt for long-lasting, functional spectacles.

The report, which was featured last week by expat information service www.expatica.com, commented that more than half (53 per cent) of its
10m population needs visual correction, with the country's optical outlets getting 35,000 new customers annually.

Nevertheless, the report reveals that turnover for retail businesses in the Belgian profession shrank by 2 per cent last year.

Most Belgians only replace their spectacles when they have been broken or lost, the report claimed, and on average hang on to them for four years before getting a new pair.

When they do shop, they pay attention to the quality as well as price, though many feel that a pair of spectacles under Û200 is probably too cheap to be worthwhile, and often underestimate the average cost of their eye care.

Those surveyed thought an average complete pair cost around Û236, while in reality the research company stated the figure was nearer Û380.

The study also found that six out of 10 Belgians who buy spectacles are 50 years and older, with 12 per cent of those under 35 opting to wear contact lenses instead of spectacles.