Health Update: ‘Rewired wellness’ trend signals shift to faster, personalised eyecare – What Experts Say

A shift toward fast, personalised and science-led wellness is set to reshape consumer behaviour in eyecare, according to Euromonitor International, which presented new insights at 100% Optical 2026, the UK’s largest annual trade show for the optical industry.

Speaking during a session on 1 March, titled Rewired Wellness: using science-led storytelling to showcase health outcomes in optics, Natasha Cazin, global insights manager for eyewear at Euromonitor International, outlined four key consumer trends expected to have the greatest impact on the year ahead: Comfort Zone, Rewired Wellness, Fiercely Unfiltered, and Next Asian Wave.

Cazin said these trends are emerging against a backdrop of ongoing economic and social pressures shaping purchasing behaviour.

“Life is fast-paced, it’s a bit complex, it’s overwhelming,” she told delegates, noting that a significant proportion of consumers remain concerned about the cost of living and experience daily stress.

“These pressures are really influencing how people buy, what they buy, and where they buy.”

Central to the presentation was the ‘Rewired Wellness’ trend, which signals a move away from traditional, slower approaches to wellbeing.

“Wellness is no longer slow; it’s personalised and fast-paced. It’s all about optimisation,” Cazin said.

She explained that consumers are increasingly turning to science-backed products and services to enhance longevity, appearance and day-to-day performance, with demand driven by a desire for measurable and immediate results.

Technologies such as artificial intelligence, smart wearables and customised therapies are enabling individuals to take greater control of their health, while also accelerating expectations around convenience and accessibility.

“Ultimately, wellness is becoming a premium product and people are willing to invest in a solution if it’s scientifically proven,” Cazin said.

She added that brands are responding with more portable and on-demand solutions, from mobile diagnostics to micro-treatments.

For the optical sector, Cazin said the trend presents an opportunity to align with consumer expectations through innovation and communication. She highlighted examples including CooperVision, which she said demonstrates a strong “clinical story” in areas such as myopia management, and Rodenstock, which uses biometric data to create highly individualised lenses.

“The takeaway here is that businesses should be embracing clinical, proven technology in order to demonstrate confidence and clinical value, and deepen trust – and it’s all about storytelling,” Cazin said.

However, she stressed that messaging must remain accessible.

“The message must be simple, transparent and very clear, backed by science,” she said, adding that practices should aim to demystify advanced technologies for patients.

Cazin emphasised that understanding these evolving behaviours will be critical for practices seeking to connect with patients in an uncertain environment.

“Educate and support; be the retailer that guides this consumer through the wellness journey,” she said. “Help them interpret the data and also understand the treatment options.”

She added that empowering patients with clear information will be essential to building confidence and trust.

Industry response

A subsequent panel discussion expanded on how these trends are already influencing clinical practice, particularly through personalised solutions enabled by biometry.

Led by optometrist Garry Kousoulou, managing director of Loving Social Media, the panel featured Sarah Morgan, communication specialist and staff development consultant at Eyecommunicate, Elizabeth Lumb, director of global professional affairs at CooperVision, and Jason Halsey, product and training manager at Rodenstock UK.

Halsey said advances in measurement technology are allowing lenses to be designed specifically for individual patients, challenging the long-held assumption that all lenses are broadly the same.

“There are lots of ways of improving our patients’ lives now, and they’re prepared to invest – they see the value in it,” he said.

Myopia management was also highlighted as an area of increasing importance, with Lumb urging practitioners to adopt a more proactive approach and introduce interventions earlier.

She pointed to data from the International Myopia Institute suggesting prescribing trends are gradually shifting away from single vision correction toward myopia control strategies.

Alongside technological advancement, speakers emphasised the importance of communicating patient outcomes in a relatable way. Lumb said the sector has evolved from purely clinical discussions to incorporating more human-centred storytelling, helping patients better understand the long-term impact of conditions such as myopia.

Meanwhile, Morgan highlighted the role of imaging and visual tools in improving patient engagement, particularly in areas such as dry eye disease.

“A picture does paint a thousand words,” she said.