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: 92 | Publication date: Jul 2007
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
Price pressure hampers growth of household care
In 2006 household care posted a current value growth rate below the review period CAGR. Even though promising new concepts, such as power cleaners, convenient household care wipes, liquid laundry care tablets and multifunctional dishwashing tablets were introduced, they could not prevent the pricing level from declining. Value sales were hampered by fierce price competition in the marketplace, driven by the price war between leading retailers Migros and Coop and increasing private label penetration. However, it was not only retailers but also manufacturers which put prices under pressure. Many sales promotions and product launches which were pushed with introductory offers further increased price pressure.
Convenience and efficiency drive growth
Convenience was one of the major growth drivers in 2006. Sectors which are completely based on the convenience aspect, like household care wipes as well as starter kits and refills, benefited the most, but also all categories which offer convenience, like compact powder tablet detergents, liquid detergents, toilet care tablets, wash and wax floor cleaners etc were positively impacted by the trend. Easy-to-use plastic trigger bottles benefited as much as tablets and liquid formats.
Consequently, many new products were launched around the convenience and/or efficiency concept. Examples include various power cleaners from Ajax Professional 2xPower, Cif Power Cream Spray Antikalk, Mr Proper Magische Power 3 and many more; Ariel Pocket, a stain remover in pen form, various liquid detergents including Total Color & Form, Maga Color Gel and Elan Apple Blossom etc.
Private label penetration increases
Switzerland is considered the largest market for private label in Western Europe. Such products are historically present, very popular and often priced at similar levels as brand leaders. Migros, the largest retailer, is also the top manufacturer of private label products. With its private label products, the company is present throughout the household care market, holding major shares in many sectors. Responding to the increasing price-sensitivity of Swiss consumers, the other major retailer and leading brand retailer in the country, Coop, has started to increasingly replace branded products by private label as well, which has led to a further increase in private label share.
Except for private label manufacturers Migros and Coop, household care is more or less in the hands of multinational companies, including Unilever, Henkel, Procter & Gamble and Reckitt Benckiser.
The impact of discounters remains small
The entry of German discounter Aldi in October 2005 was surrounded by media hype. However, the impact of discounters in Switzerland remained fairly limited in 2006. The leading retailers Migros and Coop have instead benefited from their price image and supermarkets as a whole could further increase its distribution share in household care. The increasing price-sensitivity and hectic lifestyles of the Swiss have led to a further shift from specialist stores (chemists/pharmacies), which suffered from a high price image, to supermarkets and convenience stores.
Convenience and added value to drive future growth
Most sectors in household care are very mature and high household penetration leaves little room for further volume growth. Convenience and added value are therefore expected to be the main drivers of future value growth. With the current positive economic outlook, the trend towards convenience and innovation is expected to increase over the forecast period, with products such as tabs and wipes becoming more important.
Table of contents
HOUSEHOLD CARE IN SWITZERLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Price pressure hampers growth of household care
Convenience and efficiency drive growth
Private label penetration increases
The impact of discounters remains small
Convenience and added value to drive future growth
KEY TRENDS AND DEVELOPMENTS
Retail industry becomes even more concentrated
The traditional housewife a dying breed
Fragrance is increasingly becoming a lifestyle feature
Healthy economic climate
Untapped potential of environmentally-friendly products
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - SWITZERLAND
CWK AG - HOUSEHOLD CARE - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 CWK AG: Key Facts
Summary 2 CWK AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 CWK AG: Competitive Position 2006
DüRING AG - HOUSEHOLD CARE - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Düring AG: Key Facts
Summary 5 Düring AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Düring AG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 Düring AG: Competitive Position 2006
FRIKE GROUP - HOUSEHOLD CARE - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Frike Group: Key Facts
Summary 9 Frike Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Frike Group: Production Statistics 2006
COMPETITIVE POSITIONING
HELD AG - HOUSEHOLD CARE - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Held AG: Key Facts
Summary 12 Held AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Held AG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Held AG: Competitive Position 2006
MIFA AG - HOUSEHOLD CARE - SWITZERLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Mifa AG: Key Facts
Summary 16 Mifa AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Mifa AG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 18 Mifa AG: Competitive Position 2006
LAUNDRY CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Leading Air Care Fragrances 2006
Table 65 Air Care Company Shares 2002-2006
Table 66 Air Care Brand Shares 2003-2006
Table 67 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2001-2006
Table 70 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 71 Insecticides Company Shares 2002-2006
Table 72 Insecticides Brand Shares 2003-2006
Table 73 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011