Mass Beauty and Personal Care in Switzerland

PROSPECTS

Mass sun protection sees the best performance; this is expected to continue

Within mass beauty and personal care, mass adult sun care offers the highest prospects for growth in the forecast period. Mass brands are expected to continue to account for the bulk of sales in sun care in Switzerland, thanks to their wide availability, low price point and high consumer trust.

Anti-agers drives growth in mass skin care

Within mass skin care, anti-agers remained the fastest growing category in current value terms in 2018, as these products are particularly demanded by baby boomers who want to maintain a youthful look, as well as younger women, who are increasingly encouraged to think about preventing the early signs of ageing. In 2018, for example, Migros launched Zoé Gold, a new skin care line that targets consumers aged 65+.

A moderate performance is expected, with growth in most categories

Mass beauty and personal care is projected to continue to increase in current value terms over the forecast period; albeit moderately. Growth will be driven by positive performances in most categories, with the exception of mass fragrances.

COMPETITIVE LANDSCAPE

L’Oréal remains the undisputed leader, as it exploits research findings

L’Oréal Suisse remained the leading player in mass beauty and personal care in value terms in 2018, and saw a slight increase in its value share. Its strong position can be attributed to its power brands, such as L'Oréal Paris, Maybelline and Elsève, along with recently acquired fast-growing brands.

Beiersdorf (Switzerland) remains second thanks range extensions for Nivea

Beiersdorf (Switzerland) was second in mass beauty and personal care in 2018, and saw a marginal increase in its value share. It is expected to maintain second position in the forecast period thanks to its strong Nivea brand.

Mass beauty and personal care focuses on digital marketing

Understanding the growing number of digital channels, who uses them, and how these platforms shape purchasing habits, will remain an important point of differentiation for mass beauty and personal care brands over the forecast period. Mass companies are projected to continue making significant investments in expanding their digital footprints, but the objective of their strategies will not only be to boost online purchases, but also to build a strong brand image, increase brand recognition, drive innovation in line with consumer demand and offer a competitive pricing platform.

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