Homewares in Switzerland

PROSPECTS

Home cooking still has positive impact

The number of households in Switzerland keeps increasing on an annual basis, mainly driven by the growth of one- and two-person households. Yet home cooking and entertaining guests at home recorded a new high in terms of popularity in 2018.

Sustainability an additional driver

Whilst cookware and kitchenware, as well as cutlery and dinnerware, mainly benefited from the home cooking trend, food storage profited from increasingly mobile, flexible and hectic lifestyles. In order to be more environmentally-friendly, many consumers opted to keep food in resealable containers, whether leftovers or prepared food, to eat on-the-go or in the office.

Innovation and new products to support growth in cookware

With an increase in the potential for kitchen modernisation, including the acquisition of innovative cooking appliances, sales of cookware (ovenware and stove top cookware) are expected to grow. New formats of stoves with induction technology, for example, require the use of specific stove top cookware.

COMPETITIVE LANDSCAPE

Large presence and portfolio support growth for Migros

Due to its vast portfolio and consumers’ ongoing demand for convenience and ease of availability, Migros maintained its lead in homewares in Switzerland in 2018. Migros and its subsidiaries are well-known and trusted, whilst offering a wide selection of affordable products.

Gradually closing the gap – Ikea sees fastest growth

Migros’s main competitor Ikea continued to close in during 2018, recording the highest value growth amongst all players in homewares. Ikea also benefits from its strong presence, as well as its continuously growing and evolving product portfolio.

Close to home – domestic players lead

As Swiss consumers continue to place high value on Swiss-made products and manufacturers with a long history in Switzerland, local players continue to play a major role within homewares. Three of the top five manufacturers are domestic; albeit with two of them being private label providers.

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