Retail in Switzerland - Research and Markets

Retail sales in Switzerland in 2023 saw minimal current value growth, which was solely driven by price increases. Paradoxically, this was also one of the main limiting factors on demand. Substantial increases in the cost of living made local consumers more price-sensitive and conservative in their spending. A shift towards essentials and discounted products was notable, including sales through discounters and in favour of private label.

The Retail in Switzerland report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

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

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RETAIL IN SWITZERLAND

EXECUTIVE SUMMARY

Retail in 2023: The big picture
Value for money and sustainability are key trends in 2023
Transparency and provenance are increasingly displayed on packaging
What next for retail?

OPERATING ENVIRONMENT

Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Christmas
Easter

MARKET DATA

Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

SOURCES

Summary 2 Research Sources

CONVENIENCE RETAILERS IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Convenience retailers remain popular amongst Swiss consumers in 2023
Forecourt retailers hit by spiralling cost of travel
Leading player Valora Holding AG continues to expand following takeover

PROSPECTS AND OPPORTUNITIES

Bright outlook for convenience stores as consumers favour shopping in their local neighbourhood
Valora will continue its significant expansion across Switzerland
Unmanned stores offer new opportunities for Migros

CHANNEL DATA

Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

DISCOUNTERS IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Discounters continues to benefit from offering good value for money in 2023
Decline in shopping tourism boosts interest in shopping locally
Migros retains the lead, but Lidl sees growth as discounters highlight their price advantage

PROSPECTS AND OPPORTUNITIES

Consumers expected to demand more of discounters over the forecast period
Further expansion predicted as discounters look to reach a wider audience
Low prices may help discounters effectively compete with e-commerce

CHANNEL DATA

Table 65 Discounters: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Discounters GBO Company Shares: % Value 2019-2023
Table 68 Discounters GBN Brand Shares: % Value 2020-2023
Table 69 Discounters LBN Brand Shares: Outlets 2020-2023
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

HYPERMARKETS IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Competition from other grocery retailers intensifies in 2023 as Switzerland is hit by high inflation
Competitive landscape remains consolidated and unchanged
E-commerce presents challenges and opportunities for Migros and Coop

PROSPECTS AND OPPORTUNITIES

Migros and Coop expected to switch focus to smaller format stores at the expense of hypermarkets
Hypermarkets expected to see more investment in digital services while embracing the shift to e-commerce
Sustainability will remain a growing concern for consumers

CHANNEL DATA

Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

SUPERMARKETS IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Modest declines in 2023, but supermarkets continues to prevail among grocery retailers
Quick and easy meal solutions proving to be a profitable area for supermarkets
Coop, Migros and Volg continue to dominate the competitive landscape in supermarkets in 2023

PROSPECTS AND OPPORTUNITIES

Supermarkets expected to focus on an omnichannel approach to retailing over the forecast period
Migros announces expansion plans against a backdrop of economic uncertainty
Competitive landscape likely to remain unchanged and consolidated in the years ahead

CHANNEL DATA

Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Supermarkets GBO Company Shares: % Value 2019-2023
Table 82 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 83 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

SMALL LOCAL GROCERS IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Small local grocers sees modest growth in 2023
E-commerce presents a growing threat to the channel
Consumer loyalty and specialisation remain key factors for success

PROSPECTS AND OPPORTUNITIES

Small local grocers likely to fall out of fashion as consumers switch to alternative channels
Opportunities to provide a more sustainable approach to grocery retailing
Changing shopping preferences present a serious threat to the future of small local grocers

CHANNEL DATA

Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 89 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPAREL AND FOOTWEAR SPECIALISTS IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Increase in the cost of living limits the recovery of apparel and footwear specialists
Dosenbach-Ochsner AG is backed by the success of its click-and-collect service
Fast fashion retailers lead the way as competition intensifies

PROSPECTS AND OPPORTUNITIES

E-commerce expected to cannibalise in-store sales of apparel and footwear in the years ahead
Challenging economy could favour fast fashion retailers and e-commerce
Digitisation likely to be key to success for the category in the future

CHANNEL DATA

Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPLIANCES AND ELECTRONICS SPECIALISTS IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation takes its toll on sales as retailers and consumers face rising costs
E-commerce continues to benefit from ongoing digitalisation in 2023
Omni-channel approach seeks to address a range of consumer needs

PROSPECTS AND OPPORTUNITIES

Appliances and electronics specialists will be impacted by evolving consumer behaviour
Category players must continue investing in developing an omnichannel approach to remain successful
E-commerce set to take further share from appliances and electronics specialists

CHANNEL DATA

Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

HEALTH AND BEAUTY SPECIALISTS IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Modest growth in 2023, thanks to evolving self-care trends and health consciousness
Beauty specialists remain under pressure, but Douglas still eyes opportunities within the premium segment
At-home salon and spa experiences benefit the category in 2023

PROSPECTS AND OPPORTUNITIES

Steady growth projected for pharmacies in the years ahead
Investment in new technology may help optical goods stores remain relevant
Beauty specialists facing mounting competition both offline and online

CHANNEL DATA

Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

HOME PRODUCTS SPECIALISTS IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Home improvements put on hold as inflation impacts consumer purchasing power
Less time at home means less incentive to invest in homewares and home furnishings
Expansion opportunities still being explored by Ikea and XXXLutz Group

PROSPECTS AND OPPORTUNITIES

Coop looks to consolidate its position following the acquisition of Jumbo
Swiss consumers will continue to enjoy reviewing and testing home products in store in the years ahead
Economic recovery set to boost consumer investment in home products once more

CHANNEL DATA

Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 120 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 122 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 123 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

GENERAL MERCHANDISE STORES IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Department stores drive down overall category performance in 2023
Variety stores continues to benefit from value positioning and convenience
Manor continues to lead but faces ongoing competition from Coop and Otto’s

PROSPECTS AND OPPORTUNITIES

Department stores likely to see a further decline as consumers shop elsewhere
Low prices and a wide variety are key to the future success of variety stores
Competitive landscape likely to remain stable, favouring current contenders

CHANNEL DATA

Table 129 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 130 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 131 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 132 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 133 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 134 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 135 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 136 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 137 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 138 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 139 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

DIRECT SELLING IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Direct selling suffers from a return to in-store shopping in 2023
Fragmented landscape favours health and wellness, and sustainability trends
Higher prices hamper growth in 2023

PROSPECTS AND OPPORTUNITIES

Direct selling likely to see more investment in new technology
Players will need to adapt and change to the demands of consumers
Competitive landscape likely to remain stable in the years ahead.

CHANNEL DATA

Table 140 Direct Selling by Product: Value 2018-2023
Table 141 Direct Selling by Product: % Value Growth 2018-2023
Table 142 Direct Selling GBO Company Shares: % Value 2019-2023
Table 143 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 144 Direct Selling Forecasts by Product: Value 2023-2028
Table 145 Direct Selling Forecasts by Product: % Value Growth 2023-2028

VENDING IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Post-pandemic return to activity outside of the home benefits vending once again in 2023
Valora expanding into vending as machines become more sophisticated
Selecta looks to cement its dominance through the digitalisation of its machines

PROSPECTS AND OPPORTUNITIES

Vending set to benefit from further modernisation
Healthy living trend offers sales opportunities for vending in the future
Players could look for opportunities in other vending

CHANNEL DATA

Table 146 Vending by Product: Value 2018-2023
Table 147 Vending by Product: % Value Growth 2018-2023
Table 148 Vending GBO Company Shares: % Value 2019-2023
Table 149 Vending GBN Brand Shares: % Value 2020-2023
Table 150 Vending Forecasts by Product: Value 2023-2028
Table 151 Vending Forecasts by Product: % Value Growth 2023-2028

RETAIL E-COMMERCE IN SWITZERLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Sales through e-commerce moderate in 2023 as local consumers returned to pre-pandemic shopping behaviour
Delivery services bolster sales of food through the online channel
Price comparison functions benefit appliances and electronics sales through e-commerce

PROSPECTS AND OPPORTUNITIES

E-commerce will continue its upward trajectory thanks to ongoing improvements in services
In-store shopping will continue to appeal to some Swiss consumers in the years ahead
Well-established online marketplaces will continue to see growth in Switzerland

CHANNEL DATA

Table 152 Retail E-Commerce by Channel: Value 2017-2022
Table 153 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 154 Retail E-Commerce by Product: Value 2017-2022
Table 155 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 156 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 157 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 158 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 159 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 160 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 161 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027

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