Soft Drinks in Switzerland
Euromonitor International's Soft Drinks 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: 147 | Publication date: Apr 2009
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Executive summary
Further growth despite the looming recession
Although slower than in 2007, soft drinks experienced further total volume and value sales growth in 2008, despite the looming recession. The global financial crisis hit Switzerland relatively late, and the Swiss economy continued to grow in 2008. In addition, a summer with temperatures slightly above average supported the positive development of soft drinks. Retailers showed more signs of the economic slowdown. Major players such as Migros Genossenschaftsbund eG and Coop Schweiz increased the focus on their economy product lines and private label ranges in order the compete with the continued expansion of discounters.
Swiss consumers demand exotic and ethnic flavours
In soft drinks, as in food, ethnic and exotic flavours that draw inspiration from foreign cuisines are increasing in popularity in Switzerland and across Europe. Moreover, there is infinite scope for and real interest in new drinks and flavours sourced from 'new' places. The increasing number of foreigners in Switzerland is making new product launches with exotic flavours easier, as they foster the culinary exchange between cultures. The diversification in flavours is more visible in RTD tea, flavoured bottled water, fruit/vegetable juice and energy drinks, thanks to the high degree of product innovation in these categories.
The domestic manufacturer Rivella AG struggles
Rivella AG remained the leading non-cola carbonates player in Switzerland in 2008. However, the company has been losing shares to its competitors over the review period, with sales declining from 2003. A lack of new product launches, the ongoing consolidation in the Swiss soft drinks industry, falling unit prices, and a trend towards healthier drinks put the manufacturer under severe pressure. In an effort to improve its performance, Rivella launched two new products in 2008: Rivella Gelb, a carbonated soft drink based on soy ingredients; and Michel Power Coffeeberry, a nectar containing caffeine.
Discounters continues its expansion in Switzerland
Migros Genossenschaftsbund eG and Coop Schweiz remain the largest and most important retailers of soft drinks. However, discounters are rapidly gaining shares through cheaper private label products. Lidl is in the process of opening its first outlets in Switzerland, following the example of its main competitor, Aldi. The slowdown in the economy and the expected recession in 2009 are favouring the expansion of discounters. Migros and Coop are preparing themselves by lowering prices and increasing their private label ranges.
Off-trade and on-trade growth expected over the forecast period
In the off-trade channel, volume and value sales of soft drinks are projected to grow year-on-year over the forecast period. The most dynamic categories in the off-trade channel are expected to be functional drinks, not from concentrate 100% juice, flavoured bottled water and RTD coffee. Due to the health and wellness boom and the continued demand for exotic flavours these categories will continue to register strong sales. Furthermore, new product innovations and marketing strategies will boost their growth rates. In the on-trade channel, however, the sales performance of soft drinks is expected to decline in 2009, due to tighter consumer budgets, though sales are expected to improve gradually over the forecast period.
Table of contents
SOFT DRINKS IN SWITZERLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Further growth despite the looming recession
Swiss consumers demand exotic and ethnic flavours
The domestic manufacturer Rivella AG struggles
Discounters continues its expansion in Switzerland
Off-trade and on-trade growth expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Retailers and consumers prepare for economic slowdown
Manufacturers and retailers target the conscious consumer
Swiss consumers demand authenticity and exotic flavours
“Swissness” remains an important selling point
New legislation affects on on-trade consumption patterns
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales in Switzerland
SECTOR DATA
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWITZERLAND
COOP SCHWEIZ - SOFT DRINKS - SWITZERLAND
Strategic Direction
Key Facts
Summary 2 Coop Schweiz: Key Facts
Summary 3 Coop Schweiz: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Coop Schweiz: Competitive Position 2008
MIGROS GENOSSENSCHAFTSBUND EG - SOFT DRINKS - SWITZERLAND
Strategic Direction
Key Facts
Summary 5 Migros Genossenschaftsbund eG: Key Facts
Summary 6 Migros Genossenschaftsbund eG: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Migros Genossenschaftsbund eG: Competitive Position 2008
RAMSEIER SUISSE AG - SOFT DRINKS - SWITZERLAND
Strategic Direction
Key Facts
Summary 8 Ramseier Suisse AG: Key Facts
Summary 9 Ramseier Suisse AG: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 10 Ramseier Suisse AG: Competitive Position 2008
RIVELLA AG - SOFT DRINKS - SWITZERLAND
Strategic Direction
Key Facts
Summary 11 Rivella AG: Key Facts
Summary 12 Rivella AG: Operational Indicators
Company Background
PRODUCTION
Summary 13 Rivella AG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Rivella AG: Competitive Position 2008
CARBONATES IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 39 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 40 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 41 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 42 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 43 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 44 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 45 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 46 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 47 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 48 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 49 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 58 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 59 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 60 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 61 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 62 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 63 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 72 Sales of Bottled Water to Institutional Channel 2004-2008
Table 73 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 74 Off-trade Sales of Bottled Water: Value 2003-2008
Table 75 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 76 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 77 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 78 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 79 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 80 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 81 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 82 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 83 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 84 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Still vs Carbonated Functional Drinks % Off-Trade Volume 2005-2008
Table 86 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 87 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 88 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 90 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 91 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 92 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 93 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 98 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format 2008
Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 100 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 101 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 102 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 103 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 104 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 106 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 107 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 108 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 109 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 110 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 111 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 112 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 113 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 114 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 115 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 116 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 117 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN SWITZERLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 123 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 124 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 125 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 126 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 127 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 128 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 129 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 130 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 131 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 132 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 133 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013