Household Care in Switzerland
Euromonitor International's Household 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, 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: 90 | Publication date: Jul 2008
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Convenience drives growth in household care
Household care saw healthy value growth in 2007. Growth was mainly driven by convenience formats such as liquid laundry care products, multi-functional dishwashing tablets, household care wipes and power cleaners. Prices remained stable in most categories, and even increased towards the end of 2007, which had a positive impact on the value growth of the market. Thanks to the positive impact of the healthy growth of more expensive convenience products and stable unit prices, household care performed better in 2007 in current value terms than during the review period.
Energy saving is becoming an important aspect for household care
The ongoing discussion on global warming has led to an increasing environmental-consciousness amongst Swiss consumers. On the supply side of the market, new product developments and communication have seen the significant impact of this trend. Whilst biodegradable products still represent a niche, products with energy saving components, such as laundry care and dishwashing products which dissolve at low temperatures, are very much the trend at the moment.
Private label producer leads household care
Household care is largely dominated by private label manufacturer Migros Genossenschaftsbund eG and the three multinationals, Procter & Gamble Switzerland Sarl, Unilever Schweiz GmbH and Henkel & Cie AG. The rest of the market is distributed amongst a large number of smaller (niche) players. Thanks to its presence throughout the market, Migros is the undisputed market leader in household care. Migros, apart from a few exceptions, completely relies on private label products in household care. Mirroring Migros’ slightly declining share in retailing, the company lost slight share in household care in 2007.
Coop Schweiz, the number two in Swiss retailing, follows the opposite strategy; Coop largely concentrates on brands, and private labels are only stocked to complete the range.
Expansion of Aldi is driving the growth of discounters
Since Aldi ventured into the Swiss market in late 2005, the German discounter has constantly expanded. In 2007, the retailer more than doubled its number of outlets. Consequently, the distribution share of discounters increased in 2007. Discounters won share from other retail channels, particularly supermarkets/hypermarkets, independent small grocers and health and beauty retailers. The emergence of bigger convenience stores, particularly Coop Pronto Stores, led to a slight increase in share of convenience stores, which, however, still account for only a minor share – the majority of household care products are sold through supermarkets/hypermarkets.
High tech materials provide forecast threat to growth
Growth is expected to stand at just over 2% CAGR in constant value terms during the forecast period. Convenience products, such as household care wipes and multi-functional dishwashing tablets, which drove value growth in the past, are unlikely to continue to grow at the same high rate, and growth is therefore expected to come from other sectors such as specialised laundry care products and value-added surface care products.
In the long run, high tech materials such as self cleaning wash-basins and tiles are expected to hamper the growth of household care. Particularly in surface care, high tech materials provide a major forecast threat to growth.
Table of contents
HOUSEHOLD CARE IN SWITZERLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Convenience drives growth in household care
Energy saving is becoming an important aspect for household care
Private label producer leads household care
Expansion of Aldi is driving the growth of discounters
High tech materials provide forecast threat to growth
KEY TRENDS AND DEVELOPMENTS
Concentration in retailing is continuing to increase
Migros is the undisputed market leader
Booming economy benefits more expensive convenience products
Eco-friendliness reaches the mainstream
Combining functions increases convenience
Fragrances are a mark of distinction
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWITZERLAND
DüRING AG - HOUSEHOLD CARE - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Düring AG: Key Facts
Summary 3 Düring AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Düring AG: Competitive Position 2007
FRIEKE GROUP - HOUSEHOLD CARE - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Frieke Group: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 Frieke Group: Production Statistics 2007
COMPETITIVE POSITIONING
HELD AG - HOUSEHOLD CARE - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Held AG: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 8 Held AG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Held AG: Competitive Position 2007
MIFA AG - HOUSEHOLD CARE - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Mifa AG: Key Facts
Summary 11 Mifa AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Mifa AG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Mifa AG: Competitive Position 2007
LAUNDRY CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Fine Fabric Detergents by Type: % Analysis 2006
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 18 Sales of Laundry Aids by Type: Value 2002-2007
Table 19 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 20 Laundry Care Company Shares 2003-2007
Table 21 Laundry Care Brand Shares 2004-2007
Table 22 Laundry Detergents Company Shares 2003-2007
Table 23 Laundry Detergents Brand Shares 2004-2007
Table 24 Laundry Aids Company Shares 2003-2007
Table 25 Laundry Aids Brand Shares 2004-2007
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 29 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 31 Sales of Hand Dishwashing by Type 2006: % Analysis
Table 32 Dishwashing Products Company Shares 2003-2007
Table 33 Dishwashing Products Brand Shares 2004-2007
Table 34 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 35 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Sales of Surface Care by Subsector: Value 2002-2007
Table 37 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 38 Sales of Wipes by Type: Value 2002-2007
Table 39 Sales of Wipes by Type: % Value Growth 2002-2007
Table 40 Surface Care Company Shares 2003-2007
Table 41 Surface Care Brand Shares 2004-2007
Table 42 Wipes Company Shares 2003-2007
Table 43 Wipes Brand Shares 2004-2007
Table 44 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 45 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Chlorine Bleach: Value 2002-2007
Table 47 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 48 Chlorine Bleach Company Shares 2003-2007
Table 49 Chlorine Bleach Brand Shares 2004-2007
Table 50 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 51 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 53 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 54 Toilet Care Products Company Shares 2003-2007
Table 55 Toilet Care Products Brand Shares 2004-2007
Table 56 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 57 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Polishes by Subsector: Value 2002-2007
Table 59 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 60 Polishes Company Shares 2003-2007
Table 61 Polishes Brand Shares 2004-2007
Table 62 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 63 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Air Care by Subsector: Value 2002-2007
Table 65 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 66 Air Care Fragrances Rankings by Value 2006-2007
Table 67 Air Care Company Shares 2003-2007
Table 68 Air Care Brand Shares 2004-2007
Table 69 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 70 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Insecticides by Subsector: Value 2002-2007
Table 72 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 73 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 74 Insecticides Company Shares 2003-2007
Table 75 Insecticides Brand Shares 2004-2007
Table 76 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 77 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012