Cosmetics And Toiletries in Switzerland
Euromonitor International's Cosmetics And Toiletries 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, 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 illustrate how the market is set to change.
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Tables: 144 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Cosmetics and toiletries is still immune from the global financial crisis in 2008
Despite the international financial crisis hitting most of Western Europe hard, with some countries falling into recession towards the end of 2008, the Swiss economy remained relatively strong in 2008, mainly held up by private consumption. Cosmetics and toiletries was still immune from the crisis, showing healthy growth rates in 2008. This strong development was supported by a number of factors. The inflation rate stayed exceptionally high throughout the year, which led manufacturers to increase the prices of many of their products. In addition, a high number of product launches led to people trying out new products, which generated more demand. Also, the unemployment rate was still very low in 2008, and consumers benefited from recent inflation-adjusted salary rises.
Specialisation and segmentation drive growth in a mature market
Due to the high degree of saturation of the Swiss cosmetics and toiletries market, specialised products continued driving the market in 2008. New product developments are gradually targeting smaller and smaller consumer groups based on age, gender, types of skin and hair, and even lifestyle and state of mind. Hair care and skin care are two categories characterised by the movement towards diversification and specialisation - and quite naturally so, since these niches have traditionally targeted multi-variant hair and skin types. Nowadays, even in mass products, new developments are now very specialised. Also, men’s grooming products remains one of the most targeted and promising categories in cosmetics and toiletries, as an increasing number of men no longer perceive using beauty products as taboo. The question will be how much further specialisation can go, and more importantly, when the point will be reached when specialisation causes confusion.
L’Oréal leads the market, both in terms of value sales and innovation
The Swiss cosmetics and toiletries market remains fragmented, with sales divided amongst some highly competitive multinationals which drive innovation, and a large number of small players which focus on specific niche areas. L’Oréal Suisse SA was the market leader in 2008, and was responsible for a continued wave of new product launches. Procter & Gamble Switzerland Sarl and Beiersdorf AG (JV) followed, both maintaining their market shares at a stable level. Private label player Migros Genossenschaftsbund eG lost some ground over the review period due to its increased focus on branded products, which led to a cannibalisation of some of its own label products.
Swiss grocery retailers gain ground in distribution
With lifestyles expected to become increasingly busy, the time available to consumers for shopping is declining, and more often than ever before, the Swiss are looking to do all their shopping in one place. This led to a higher distribution share for grocery retailers, which have been putting increased focus on cosmetics and toiletries. This was supported by the fact that Migros gradually introduced more branded products into its private label-dominated shelves. Health and specialist retailers suffered as a result of this; losing ground over recent years. The recession is expected to put even more pressure on these retailers, as their prices tend to be higher than those in grocery retailers.
Outlook far less positive than in 2008
The outlook for the Swiss economy is far less positive than the strong performance seen in 2008. Switzerland is expected to fall into recession in 2009, and only recover slowly from 2010. Unemployment is expected to rise in 2009, and go even higher in 2010. The rather dark economic outlook will have a direct impact on the performance of cosmetics and toiletries. Whereas in 2008 consumers still perceived perfume, make-up and similar products as affordable, they are expected to spend less on non-essentials in the near future. Consequently, consumers are likely to reduce their number of purchases, or trade down to cheaper options, which will lead to significantly reduced growth rates, especially during the early part of the forecast period.
Table of contents
COSMETICS AND TOILETRIES IN SWITZERLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics and toiletries is still immune from the global financial crisis in 2008
Specialisation and segmentation drive growth in a mature market
L’Oréal leads the market, both in terms of value sales and innovation
Swiss grocery retailers gain ground in distribution
Outlook far less positive than in 2008
KEY TRENDS AND DEVELOPMENTS
Cosmetics and toiletries is still immune from the global financial crisis in 2008
Forever young: the pressure to look good
Adding value in a mature market
Being beautiful on the inside
Grocery retailers are swaying the market
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWITZERLAND
DOETSCH GRETHER & CIE AG - COSMETICS AND TOILETRIES - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Doetsch Grether AG: Key Facts
Summary 3 Doetsch Grether AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Doetsch Grether AG: Competitive Position 2008
MIBELLE AG - COSMETICS AND TOILETRIES - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Mibelle AG: Key Facts
Summary 6 Mibelle AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Mibelle AG: Competitive Position 2008
SPIRIG PHARMA AG - COSMETICS AND TOILETRIES - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Spirig Pharma AG: Key Facts
Summary 9 Spirig Pharma AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Spirig Pharma AG: Competitive Position 2008
TRISA AG - COSMETICS AND TOILETRIES - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Trisa AG: Key Facts
Summary 12 Trisa Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Trisa AG: Competitive Position 2007
WIDMER AG, LOUIS - COSMETICS AND TOILETRIES - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Louis Widmer AG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Louis Widmer AG: Competitive Position 2008
BABY CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Care Premium Brand Shares 2005-2008
Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 29 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 31 Bath and Shower Products Premium Brand Shares 2005-2008
Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Deodorants by Subsector: Value 2003-2008
Table 36 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 37 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 38 Deodorants Company Shares by Retail Value 2004-2008
Table 39 Deodorants Brand Shares by Retail Value 2005-2008
Table 40 Deodorants Premium Brand Shares 2005-2008
Table 41 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 42 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 43 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Hair Care by Subsector: Value 2003-2008
Table 45 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 46 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 47 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 48 Hair Care Company Shares by Retail Value 2004-2008
Table 49 Hair Care Brand Shares by Retail Value 2005-2008
Table 50 Styling Agents Brand Shares by Retail Value 2005-2008
Table 51 Colourants Brand Shares by Retail Value 2005-2008
Table 52 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 53 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 54 Hair Care Premium Brand Shares 2005-2008
Table 55 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 56 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 57 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 59 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 60 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 61 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 62 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 63 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 64 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 65 Lip Products Brand Shares by Retail Value 2005-2008
Table 66 Nail Products Brand Shares by Retail Value 2005-2008
Table 67 Colour Cosmetics Premium Brand Shares 2005-2008
Table 68 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 69 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 70 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 72 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 73 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 74 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 75 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 76 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 77 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 78 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 79 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 80 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 81 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 82 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 83 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 84 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 85 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 86 Toothpaste Brand Shares by Retail Value 2005-2008
Table 87 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 88 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 89 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Fragrances by Subsector: Value 2003-2008
Table 93 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 94 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 95 Fragrances Company Shares by Retail Value 2004-2008
Table 96 Fragrances Brand Shares by Retail Value 2005-2008
Table 97 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Skin Care by Subsector: Value 2003-2008
Table 103 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 104 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 105 Skin Care Company Shares by Retail Value 2004-2008
Table 106 Skin Care Brand Shares by Retail Value 2005-2008
Table 107 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 108 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 109 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 110 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 111 Skin Care Premium Brand Shares 2005-2008
Table 112 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 113 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 114 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Depilatories by Subsector: Value 2003-2008
Table 116 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 117 Depilatories Company Shares by Retail Value 2004-2008
Table 118 Depilatories Brand Shares by Retail Value 2005-2008
Table 119 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 120 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Sales of Sun Care by Subsector: Value 2003-2008
Table 122 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 123 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 124 Sun Care Company Shares by Retail Value 2004-2008
Table 125 Sun Care Brand Shares by Retail Value 2005-2008
Table 126 Sun Care Premium Brand Shares 2005-2008
Table 127 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 128 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 129 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013