Beauty and Personal Care in Switzerland
Beauty and personal care in 2021: The big picture
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
Summary 1 Research Sources
Baby and Child-Specific Products in Switzerland
Improving demand in 2021 despite declining birth rates in Switzerland
Increase in online research and e-commerce due to greater time at home
Retailer Migros continues to lead with private label line Mibelle
Moderate growth predicted as habits and usage stabilise over forecast period
Rising competition from natural brands can further limit stronger growth
Despite further penetration of e-commerce, supermarkets will be favoured due to convenience of one-stop shopping
Table 11 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Switzerland
Despite declines in 2021 following previous year’s surge, demand for bath and shower remains higher than pre-pandemic levels
Bar soap retains popularity despite marginal drop in demand
Hand washing routines continue to contribute to sales of hand sanitisers and liquid soap
Moderate but positive performance for mature category over forecast period
Increasing demand for hygiene-focused basics
Sustainability to remain a hot topic
Table 22 Sales of Bath and Shower by Category: Value 2016-2021
Table 23 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 25 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 26 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 28 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Switzerland
Demand for colour cosmetics remains lower than pre-pandemic levels, although several positive performers emerge in 2021
Facial make-up and lip products continue to suffer due to mask wearing
L'Oréal strengthens leadership of consolidated competitive landscape
Full recovery predicted for colour cosmetics in line with greater mobility outside of the home and return of in-store trials and events
Multifunctionality will be key for convenience
Natural and vegan claims to gain further momentum
Table 31 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 35 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 36 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 37 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 38 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Deodorants in Switzerland
Full recovery for basic hygiene item deodorants, in line with greater mobility
Sprays and roll-ons remain most popular and convenient options
Unilever retains slim leadership of consolidated competitive landscape
Steady demand for deodorants over forecast period led by sprays and roll-ons
Distribution of deodorants likely to remain stable as consumers prefer convenience of modern grocery retailers
Increasing demand for natural formulations set to drive up value of deodorants
Table 42 Sales of Deodorants by Category: Value 2016-2021
Table 43 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 45 NBO Company Shares of Deodorants: % Value 2017-2021
Table 46 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 48 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
Depilatories in Switzerland
Increasing demand for depilatories in line with greater mobility in 2021
Hair removers/bleaches remains weakest performer in 2021
Procter & Gamble strengthens lead of consolidated competitive landscape, supported by Gillette
Moderate growth predicted for depilatories over forecast period
Negative perception of hair removers/bleaches will continue to impact demand
Alternative depilation services offer increasing competition
Table 51 Sales of Depilatories by Category: Value 2016-2021
Table 52 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 54 NBO Company Shares of Depilatories: % Value 2017-2021
Table 55 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 56 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
Fragrances in Switzerland
Increasing mobility positively impacts demand for fragrances following 2020’s drastic declines
Premium fragrances is most dynamic performer in 2021 as consumers treat themselves
L'Oréal and Chanel compete closely for leadership of fragrances
Overall demand set to fully recover, while value sales will remain subdued
Local consumers lose interest in unisex fragrances
Premium fragrances supported by return to specialists and department stores, and increasing tourism
Table 58 Sales of Fragrances by Category: Value 2016-2021
Table 59 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 60 NBO Company Shares of Fragrances: % Value 2017-2021
Table 61 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 64 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Switzerland
Stable demand for hair care as part of basic hygiene routines
Salon professional hair care and styling agents benefit from reopening of society
L'Oréal strengthens leadership of consolidated competitive landscape
Solid demand for hair care over forecast period
Sustainability to remain key focus area
E-commerce still has room to expand within hair care
Table 66 Sales of Hair Care by Category: Value 2016-2021
Table 67 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 69 NBO Company Shares of Hair Care: % Value 2017-2021
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 71 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 72 LBN Brand Shares of Colourants: % Value 2018-2021
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 74 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 76 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Switzerland
Some stability for men’s grooming in 2021 with men’s fragrances a dynamic performer
3-day stubble: A lasting trend
Segmented competitive landscape
Undynamic performance for mature category over the forecast period
Potential strong performers over the forecast period
Modern grocery retailers to remain popular due to convenience of one-stop shopping
Table 79 Sales of Men’s Grooming by Category: Value 2016-2021
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 83 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
Oral Care in Switzerland
Stable demand for oral care, as part of basic personal hygiene routines
Electric toothbrushes is strongest performer as consumers adopt increasingly sophisticated oral care routines
Focus on natural positioning in oral care
Stable demand for essential oral care over the forecast period
Competitive landscape likely to remain consolidated over forecast period
Innovation in electric toothbrushes expected to boost oral care growth
Table 88 Sales of Oral Care by Category: Value 2016-2021
Table 89 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 90 Sales of Toothbrushes by Category: Value 2016-2021
Table 91 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 93 NBO Company Shares of Oral Care: % Value 2017-2021
Table 94 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 96 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 97 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 99 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Switzerland
Strong rebound for skin care in line with rising consumer sentiment
Products treating pandemic-induced skin complaints perform well in 2021
Leading players gain share with wide product portfolios and trusted brands
Stronger performance as consumers adopt increasingly sophisticated skin care routines
Digital trends to support focus on the face and e-commerce
Multifunctional skin care that offers convenience likely to gain momentum
Table 101 Sales of Skin Care by Category: Value 2016-2021
Table 102 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 103 NBO Company Shares of Skin Care: % Value 2017-2021
Table 104 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 105 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 106 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 107 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 108 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 110 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Switzerland
Further declines for sun care in 2021, impacted by lingering concerns and extreme weather
Multifunctional products from other categories offer competition to sun care
Self-tanning continues on declining trajectory
Recovery of sun care expected in line with greater consumer confidence to travel
Skin care giants to retain leadership of sun care in Switzerland
E-commerce set to gradually penetrate sun care despite preference for in-store shopping
Table 112 Sales of Sun Care by Category: Value 2016-2021
Table 113 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 114 NBO Company Shares of Sun Care: % Value 2017-2021
Table 115 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 117 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Switzerland
Premium beauty and personal care struggles to fully recover in 2021 due to significant declines the previous year
Pent-up demand and surplus disposable incomes support improving sales
L'Oréal retains leadership, while Chanel regains lost ground in 2021
Full value sales recovery set for premium beauty and personal care in Switzerland
Visible effects and higher quality to support sales of premium skin care and cosmetics
Resumption of live presentations, in-store trials, and travel to support stronger sales
Table 119 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 120 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 121 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 122 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 124 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Mass Beauty and Personal Care in Switzerland
Rising sales of essential mass beauty and personal care in line with greater mobility outside of the home
Multinationals strengthen leadership of mass segment due to wide portfolios and consumer trust
Supermarkets retains relevant sales following pandemic boost, while e-commerce continues to gain share in 2021
Early full recovery for mass segment in line with greater mobility outside of the home
Heightened hygiene awareness will remain relevant trend over forecast period
Local consumers likely to retain new habits in terms of shopping
Table 125 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 126 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 127 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 128 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 130 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026