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Home Care in Switzerland

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    Report

  • 65 Pages
  • February 2025
  • Region: Switzerland
  • Euromonitor International
  • ID: 2395151
In 2024, home care in Switzerland recorded positive retail value growth of 1%, while retail volume sales saw a marginal decline. While price points stabilised, persistent international instability and ongoing pressures from packaging, energy, transport costs, and supply chain disruptions, led prices to remain elevated. Furthermore, VAT increased in 2024, rising to 8.1% from 7.7% in the previous year.

The Home Care in Switzerland market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Home Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Home care in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2019-2024
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2019-2024
  • Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
  • Table 4 NBO Company Shares of Home Care: % Value 2020-2024
  • Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
  • Table 7 Distribution of Home Care by Format: % Value 2019-2024
  • Table 8 Distribution of Home Care by Format and Category: % Value 2024
  • Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN SWITZERLANDKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Liquid tablet detergents record positive growth while standard powder detergents decline
  • Private label products lead as consumers look for affordable efficacy in 2024
  • Laundry sheets grow as consumers appreciate sustainable products
PROSPECTS AND OPPORTUNITIES
  • As price points stabilise, retail value and volume is set to decline
  • Cold-water washing is expected to increase in popularity, with brands aligning marketing to the practice
  • Sustainability and EU regulations may challenge manufacturers across the forecast period
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2019-2024
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
  • Table 14 Sales of Laundry Aids by Category: Value 2019-2024
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
  • Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
  • Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
  • Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN SWITZERLANDKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Positive growth is driven by sustainable, convenient dishwashing solutions
  • Automatic dishwashing tablets lead retail volume growth while dishwashing additives struggle
Miele AG launches an eco-friendly detergent solution called PowerDisk All-in-1 ECO
PROSPECTS AND OPPORTUNITIES
  • Automatic dishwashing powders and dishwashing additives are set to face challenges
  • The competition between private label and multinational brands is set to intensify
  • Circular economy principles and sustainable attributes will become key to innovations
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2019-2024
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
  • Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN SWITZERLANDKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Despite rising costs, surface care records positive retail value and volume growth
  • Multi-purpose cleaners support retail volume sales while oven cleaners suffer, being considered unessential
  • Private label offers consumers an attractive price-to-quality ratio
PROSPECTS AND OPPORTUNITIES
  • Concentrated formulas will challenge higher levels of retail volume sales
  • Convenience-driven products are set to drive growth while task-specific goods struggle
  • Probiotic and plant-based formulations are expected to gain ground
CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2019-2024
  • Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
  • Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
  • Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
  • Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN SWITZERLANDKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Retail volume and value fall as bleach continues to suffer from a negative image
  • Bleach faces competition from surface care products that are viewed as less harmful
  • Migros retains its lead in bleach as it offers consumers affordable price points
PROSPECTS AND OPPORTUNITIES
  • As consumers turn to versatile alternatives, growth is set to struggle
  • Consumers are expected to migrate to chlorine-free bleach or other less harmful disinfectants
  • Supermarkets are set to lead sales, while retail e-commerce benefits from convenience
CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2019-2024
  • Table 45 Sales of Bleach: % Value Growth 2019-2024
  • Table 46 NBO Company Shares of Bleach: % Value 2020-2024
  • Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
  • Table 48 Forecast Sales of Bleach: Value 2024-2029
  • Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN SWITZERLANDKEY DATA FINDINGS
2024 DEVELOPMENTS
  • A decline in retail value as price promotions hinder stronger value sales
  • Toilet liquids/foam gains ground as it offers ease of use and a variety of scents
  • Migros retains its lead as private label products attract budget-conscious consumers
PROSPECTS AND OPPORTUNITIES
  • An ongoing decline is predicted for toilet care, as promotional activities challenge value growth
  • Brands will focus on innovations within rim blocks in an effort to boost retail value
  • Biodegradable solutions are set to launch as players focus on sustainable attributes
CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2019-2024
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
  • Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN SWITZERLANDKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Retail value falls as other home care products challenge the sales of polishes
  • Floor and shoe polishes record ongoing declines as consumers consider these products unessential
  • SC Johnson AG retains its lead while private label from retailer Migros is close behind
PROSPECTS AND OPPORTUNITIES
  • Polish is set to face ongoing challenges as behaviour and aesthetics trends impact demand
  • Shoe polish is expected to see the best performance, while floor polishes face a further decline
  • Innovations will need to adapt to consumers' rising interest in sustainable cleaning products
CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2019-2024
  • Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
  • Table 58 NBO Company Shares of Polishes: % Value 2020-2024
  • Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
  • Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN SWITZERLANDKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Sustainable attributes drive growth for air care products in 2024
  • Liquid and candle air fresheners gain ground, offering ease of use while being decorative
  • Major players focus on green and sustainable product lines
PROSPECTS AND OPPORTUNITIES
  • Positive value growth is expected as consumers invest in air care for welcoming, fresh environments
  • As sustainability becomes more important, gel air fresheners is expected to struggle
  • Innovation is likely to focus on seasonal preferences, and personalised scent experiences to boost value
CATEGORY DATA
  • Table 62 Sales of Air Care by Category: Value 2019-2024
  • Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
  • Table 65 NBO Company Shares of Air Care: % Value 2020-2024
  • Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
  • Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN SWITZERLANDKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Positive growth for home insecticides is driven by warm temperatures and outdoor activities
  • Electric insecticides benefits from being convenient, while spray/aerosol insecticides struggle
  • Environmental concerns challenge sales of home insecticides as many consumers avoid chemicals
PROSPECTS AND OPPORTUNITIES
  • Seasonality, maturity and health concerns are expected to challenge sales over the forecast period
  • Demand for spray/aerosol insecticides and insecticide coils is set to fall as consumers seek eco-friendly alternatives
  • Retail e-commerce is expected to grow as consumers appreciate convenience and flexibility
CATEGORY DATA
  • Table 69 Sales of Home Insecticides by Category: Value 2019-2024
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029