Stagnation on Swiss alcoholic drinks market
In 2013 the alcoholic drinks industry experienced flat growth. The 2013 performance was fully in line with that of the review period as a whole. Switzerland continued to suffer from a decline in per capita consumption of alcoholic drinks in 2013, which negatively impact overall volume sales. Furthermore, lower unit prices across the border encouraged Swiss consumers to opt for cross-border shopping. Moreover, the high exchange value of the Swiss franc fuelled the trend towards cheaper imported products in 2013. This had an effect on the average unit price of alcoholic drinks, which declined marginally in 2013. The decline in average unit price was also attributed to strong consumer demand for private label products in Switzerland.
Sweet and flavoured remained strong selling aspects
The trend towards sweet and flavoured products in alcoholic drinks continued in Switzerland in 2013. This trend was visible across categories: in beer, flavoured beer recorded substantially faster growth than overall beer; in spirits, liqueurs, in particular cream-based liqueurs, were driven by high consumer demand, performing higher than the overall spirits category; in wine the trend was also apparent with strong growth of other sparkling wine, which includes flavoured variants such as Hugo. In the light of stagnating volume sales in Switzerland, players are tailoring new products in line with the trend towards fruitier and sweeter tastes to capture new consumers.
Breweries dominate in Switzerland
In 2013 the number one player in the overall alcoholic drinks market in Switzerland was Feldschlösschen Getränke, the leading beer manufacturer. Together with the overall second-ranked player Heineken Switzerland the two beer producers generated over one-third of total alcoholic drinks’ sales in volume in 2013. The success of these two leading beer producers is largely ascribed to the fact that beer is the largest category within alcoholic drinks in Switzerland in volume terms. With a wide gap between number two and number three, Schenk took third place in the Swiss alcoholic drinks market, attributed to Schenk’s leadership in wine in 2013.
Off-trade outperforms on-trade in 2013
Off-trade sales of alcoholic drinks generated the lion’s share of total alcoholic drinks’ volume in Switzerland in 2013. Off-trade recorded slight sales growth in volume terms, whereas on-trade sales were flat in 2013. Next to a decline in the number of Swiss consumers eating out to save money, the high unit prices on-trade outlets charge for alcoholic drinks forced many Swiss consumers to reduce their consumption of such drinks when out for a meal. Thus, more and more consumers are opting to drink wine or mixing cocktails and long drinks at home, or buying their beer in off-trade outlets rather than in on-trade establishments.
Alcoholic drinks face stagnation over forecast period
Over the forecast period the total alcoholic drinks market in Switzerland is projected to see flat volume sales. This stagnating performance is fully in line with the review period growth rate. Cross-border shopping as well as newly introduced regulations on the allowance to import an increased amount of alcoholic drinks are expected to continue to further negatively impact volume sales. The overall decline in per capita consumption of total alcoholic drinks, in particular beer and wine, will continue to take its toll on total alcoholic drinks’ volume sales performance over the forecast period, as beer accounts for the lion’s share of the overall market. Thus, the expected stagnant performance of the largest categories within alcoholic drinks – beer and wine – will impact overall sales.
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The Alcoholic Drinks in Switzerland market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Production, imports by origin, exports by destination
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Alcoholic Drinks in Switzerland?
- What are the major brands in Switzerland?
- Have there been any alcoholic drinks legislative changes over the past 12 months?
- How is the alcoholic drinks industry affected by the recession?
- What is consumed more; beer, wine or spirits?
- What have been the key trends seen in new product developments?
- Do alcoholic drinks consumers want value for money or added value?
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This industry report originates from Passport, our Alcoholic Drinks market research database.