Executive Summary

Jul 2019
Home and garden returns to growth in Switzerland as the new generation seek technologically advanced and sustainable products

After several years of current value decline, home and garden returned to growth in 2018, and this is expected to continue in the forecast period. Strong performances were seen by LED lamps, robotic lawn mowers and electric barbecues, due to trends such as technology, sustainability and generational change.

Positive impact of demographic and lifestyle trends

With the number of households continuously increasing, albeit moderately, the potential for sales of home and garden products in Switzerland keeps rising. The growth in the number of new houses and rural households contributed to growth in 2018.

High level of fragmentation intensifies competition

Whilst the competitive landscape in home and garden in Switzerland remained highly fragmented in 2018, the top players stayed the same, with Ikea still in the lead. Apart from the strong position of this multinational giant, domestic players continued to play a major role within home and garden.

Pure players and multi-channel approaches grow internet retailing

Home and garden in Switzerland is still dominated by store-based retailers, especially home and garden specialist retailers such as Ikea, Möbel Pfister and Conforama. Even leading retail chains with a strong focus on groceries, such as Migros and Coop, are represented with specialist stores, including Interio, Livique and Bau+Hobby.

Performance to be affected by generational change and technology

Even though trends such as generational change, smart products and sustainability are already having a tangible effect on home and garden, these factors are set to become even more important in the forecast period. Another trend affecting various categories could be the outdoor kitchen trend, as it touches not only barbecue and outdoor furniture, but also the gardening categories.

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Home and Garden in Switzerland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home and Garden industry in Switzerland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home and Garden industry in Switzerland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home and Garden in Switzerland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home and Garden in Switzerland?
  • What are the major brands in Switzerland?
  • Is DIY suffering or benefiting from consumer austerity?
  • How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
  • Where is Do-it-for-me constraining sales of Do-It-Yourself?
  • In which countries are Home and Garden Specialists opening more outlets?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our DIY and Gardening market research database.

Home and Garden in Switzerland

EXECUTIVE SUMMARY

Home and garden returns to growth in Switzerland as the new generation seek technologically advanced and sustainable products
Positive impact of demographic and lifestyle trends
High level of fragmentation intensifies competition
Pure players and multi-channel approaches grow internet retailing
Performance to be affected by generational change and technology

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2013-2018
Table 2 Sales of Home and Garden by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Home and Garden: % Value 2014-2018
Table 4 LBN Brand Shares of Home and Garden: % Value 2015-2018
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2013-2018
Table 6 Distribution of Home and Garden by Format: % Value 2013-2018
Table 7 Distribution of Home and Garden by Format and Category: % Value 2018
Table 8 Forecast Sales of Home and Garden by Category: Value 2018-2023
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Gardening in Switzerland

HEADLINES

PROSPECTS

Positive impact of indoor gardening trend
Robotic lawn mowers on the rise, but to what degree?
More sustainable product offerings and rising online sales

COMPETITIVE LANDSCAPE

Husqvarna maintains its lead
More private label horticulture products, but share still declines
Local player Hauert stays at the top in garden care

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2013-2018
Table 11 Sales of Gardening by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Gardening: % Value 2014-2018
Table 13 LBN Brand Shares of Gardening: % Value 2015-2018
Table 14 Distribution of Gardening by Format: % Value 2013-2018
Table 15 Forecast Sales of Gardening by Category: Value 2018-2023
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2018-2023

Home Furnishings in Switzerland

HEADLINES

PROSPECTS

Organisational changes for a more modern approach
Light the way – lighting fixtures to support future growth
Flexibility, individuality and comfort as growth drivers

COMPETITIVE LANDSCAPE

Ikea explores new avenues, including rental
Traditional players weaken
Intensifying challenges require new concepts

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2013-2018
Table 18 Sales of Home Furnishings by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Furnishings: % Value 2014-2018
Table 20 LBN Brand Shares of Home Furnishings: % Value 2015-2018
Table 21 LBN Brand Shares of Light Sources: % Value 2015-2018
Table 22 Distribution of Home Furnishings by Format: % Value 2013-2018
Table 23 Forecast Sales of Home Furnishings by Category: Value 2018-2023
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2018-2023

Home Improvement in Switzerland

HEADLINES

PROSPECTS

More consumers carry out DIY in their spare time
Augmented reality enters home improvement and could boost sales
Home paint becomes more versatile

COMPETITIVE LANDSCAPE

Robert Bosch maintains a technological emphasis
German home improvement stores become more prominent
Innovation and diversification

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2013-2018
Table 26 Sales of Home Improvement by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Home Improvement: % Value 2014-2018
Table 28 LBN Brand Shares of Home Improvement: % Value 2015-2018
Table 29 Distribution of Home Improvement by Format: % Value 2013-2018
Table 30 Forecast Sales of Home Improvement by Category: Value 2018-2023
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2018-2023

Homewares in Switzerland

HEADLINES

PROSPECTS

Home cooking still has positive impact
Sustainability an additional driver
Innovation and new products to support growth in cookware

COMPETITIVE LANDSCAPE

Large presence and portfolio support growth for Migros
Gradually closing the gap – Ikea sees fastest growth
Close to home – domestic players lead

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2013-2018
Table 33 Sales of Homewares by Category: % Value Growth 2013-2018
Table 34 Sales of Homewares by Material: % Value 2013-2018
Table 35 NBO Company Shares of Homewares: % Value 2014-2018
Table 36 LBN Brand Shares of Homewares: % Value 2015-2018
Table 37 Distribution of Homewares by Format: % Value 2013-2018
Table 38 Forecast Sales of Homewares by Category: Value 2018-2023
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2018-2023