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2025 Developments
Retail in Switzerland in 2025 demonstrated a clear realignment as consumer caution and the prioritisation of leisure and services over material purchases led to a 2% decline in value sales to CHF109.9 billion, in contrast to the more stable conditions elsewhere in Western Europe. Despite supermarkets maintaining the highest value at CHF25.7 billion, the channel's sales fell by 5%. Meanwhile, the broader decline in general merchandise stores and home products specialists highlights the restrained demand across both essential and discretionary goods. The environment remains moderately attractive, with gradual nominal value growth forecast through 2030, but low real growth and intensifying price competition from discounters and international e-commerce platforms temper expectations. Success now hinges on investment in digital-first concepts, omnichannel services, and health and wellness propositions, as exemplified by the adoption of AI-powered shopping tools and digital health services. Brands seeking to remain competitive must differentiate through convenience, technological integration, trusted service, and a seamless blend of physical and online experiences, while also addressing the growing threat from counterfeit goods and informal sales channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail industry in Switzerland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail in Switzerland report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail in Switzerland?
- Which are the leading retailers in Retail in Switzerland?
- How are products distributed in Retail in Switzerland?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Switzerland?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Switzerland
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Retail
Weak Consumer Sentiment Limits Growth Opportunities in 2025
Focus Shifts to Digital Sales and Services
Chart 2 Galenica Launches Digital Health Services
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Migros and Coop Tailor Hybrid Experiences to Match Shifting Consumer Priorities
Retail’S Coming Generation Split: Tech Titans Vs. Wellness Warriors
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Migros and Coop Defend Lead as Discounters and E-Commerce Gain Ground
Chart 7 Coop Adopts Modernisation Strategy
Chart 8 Analyst Insight for Retail
Digitec Galaxus Ups the Stakes in Swiss Retail
Chart 9 Galaxus Opens First All-Digital Concept Store
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 12 Standard Opening Hours by Channel Type 2025
Seasonality
Christmas
Easter
Chart 13 Economic Context for Retail
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025
Convenience Retailers in Switzerland
Key Data Insights
Convenience Retailers Summary
Chart 19 Key Industry Trends for Convenience Retailers
Convenience Retailers Are under Pressure to Adapt to Shifting Consumer Demands
Valora Expands Fresh Food Offer and Digital Services to Capture Mobile Consumers
Sustainability and Mobility Trends Reshape Shopping Habits and Store Concepts
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Chart 22 Valora Delivers Swiss Foodvenience
Spar Express and Avec Boost Relevance with Tailored Services and Outlet Growth
Service Innovation and Outlet Expansion Cushion Price and Mobility Challenges
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Chart 25 Analyst Insight for Convenience Retailers
Valora Extends Lead as Rivals Rely on Entrenched Routines
Chart 26 Valora Continues to Expand Avec Store Network
Chart 27 Company Shares 2025
Chart 28 Brand Shares 2025
Chart 29 Economic Context for Convenience Retailers
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Convenience Retailers
Chart 33 Population 2020-2030
Chart 34 Population by Generation 2025
Supermarkets in Switzerland
Key Data Insights
Supermarkets Summary
Chart 35 Key Industry Trends for Supermarkets
Supermarkets Forced to Adapt to Changing Shopper Expectations
Players Innovate with 24/7 Access and Lifestyle-Driven Concepts to Retain Loyalty
Chart 36 Migros Offers 24/7 Shopping
Chart 37 Value Sales 2020-2030
Migros Drives Store Expansion to Secure Consumer Loyalty
Consumers Prioritise Promotions and Sustainability in Purchasing Decisions
Chart 38 Forecast Value Sales 2020-2030
Chart 39 Analyst Insight for Supermarkets
Chart 40 Coop Launches New Store Concept
Coop Accelerates Network Growth and Innovation to Widen Its Lead
Automated Formats and Local Sourcing Unlock New Growth Opportunities
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Chart 43 Economic Context for Supermarkets
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Supermarkets
Chart 47 Population 2020-2030
Chart 48 Population by Generation 2025
Hypermarkets in Switzerland
Key Data Insights
Hypermarkets Summary
Chart 49 Key Industry Trends for Hypermarkets
Migros and Coop Refocus Efforts as Shoppers Prioritise Discounts and Value
Coop Elevates In-Store Experience with Modernised Layouts and Digital Navigation
Chart 50 Coop Megastores See Redesign
Chart 51 Value Sales 2020-2030
Migros and Coop Prioritise Smaller Formats as Outlet Growth Stalls
Discounters and E-Commerce Capture Demand as Consumer Habits Persist
Chart 52 Forecast Value Sales 2020-2030
Chart 53 Analyst Insight for Hypermarkets
Migros Sustains Dominance as Format Restricts New Entrants
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Chart 56 Economic Context for Hypermarkets
Chart 57 Real Gdp Growth 2020-2030
Chart 58 Inflation 2020-2030
Chart 59 Consumer Context for Hypermarkets
Chart 60 Population 2020-2030
Chart 61 Population by Generation 2025
Discounters in Switzerland
Key Data Insights
Discounters Summary
Chart 62 Key Industry Trends for Discounters
Migros Expands Low-Price Offers, Driving Shoppers From Discounters
Denner Revitalises Stores to Align with Changing Shopper Priorities
Chart 63 Denner Revitalises Stores
Chart 64 Value Sales 2020-2030
Denner Invests in Broadening Its Assortment as Consumer Expectations Rise
Aldi and Lidl Accelerate Expansion Plans to Capture Shifting Shopper Loyalty
Chart 65 Forecast Value Sales 2020-2030
Aldi Expands Store Network to Close the Gap with Denner
Chart 66 Analyst Insight for Discounters
Chart 67 Company Shares 2025
Chart 68 Brand Shares 2025
Chart 69 Economic Context for Discounters
Chart 70 Real Gdp Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Discounters
Chart 73 Population 2020-2030
Chart 74 Population by Generation 2025
Small Local Grocers in Switzerland
Key Data Insights
Small Local Grocers Summary
Discounters and Supermarkets Attract Cost-Conscious Shoppers with Lower Prices
Chart 75 Value Sales 2020-2030
Migros Shifts Bio Focus as Alnatura Exits the Market and Local Shops Lose Ground
Digital Convenience Redefining the Swiss Grocery Retail Landscape
Personalised Service Unlikely to Reverse Decline Despite Its Appeal
Chart 76 Forecast Value Sales 2020-2030
Alnatura Exits the Market with No Player Ready to Fill Its Shoes
Chart 77 Company Shares 2025
Chart 78 Brand Shares 2025
Chart 79 Economic Context for Small Local Grocers
Chart 80 Real Gdp Growth 2020-2030
Chart 81 Inflation 2020-2030
Chart 82 Consumer Context for Small Local Grocers
Chart 83 Population 2020-2030
Chart 84 Population by Generation 2025
General Merchandise Stores in Switzerland
Key Data Insights
General Merchandise Stores Summary
Chart 85 Key Industry Trends for General Merchandise Stores
Polarised Performances From Variety Stores and Department Stores
Manor’S Fashion Overhaul Revitalises In-Store Experiences
Chart 86 Globus Invests in Modernisation
Chart 87 Value Sales 2020-2030
Chart 88 Value Sales by Category 2025
Contrasting Fortunes Projected for Department Stores and Variety Stores
Chart 89 Forecast Value Sales 2020-2030
Chart 90 Forecast Value Sales by Category 2025-2030
Chart 91 Analyst Insight for General Merchandise Stores
Maus Frères' Lead Narrows as Competitors Accelerate Outlet Growth
Chart 92 Flying Tiger Continues to Expand
Chart 93 Company Shares 2025
Chart 94 Brand Shares 2025
Chart 95 Economic Context for General Merchandise Stores
Chart 96 Real Gdp Growth 2020-2030
Chart 97 Inflation 2020-2030
Chart 98 Consumer Context for General Merchandise Stores
Chart 99 Population 2020-2030
Chart 100 Population by Generation 2025
Apparel and Footwear Specialists in Switzerland
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 101 Key Industry Trends for Apparel and Footwear Specialists
Manor Invests in Fashion Upgrades to Challenge Apparel Specialists
Nile Counters Fast Fashion with Local Expansion and Sustainability
Chart 102 Manor Expands Fashion Offering
Convenience and Reliability Define Shopping Choices and Loyalty
Chart 103 Nile Expands Its Presence in Switzerland
Chart 104 Value Sales 2020-2030
Fast Fashion Retailers Maintain a Value Focus as Specialists Face an Ongoing Decline
Circular Economy Platforms and Experience-Driven Shopping Reshape Retail Loyalty
Chart 105 Forecast Value Sales 2020-2030
H&M Leverages Store Network and Affordability to Defend Lead
Chart 106 Analyst Insight for Apparel and Footwear Specialists
Inditex and Zara Surge Amid Fast Fashion Shifts
Chart 107 Company Shares 2025
Chart 108 Brand Shares 2025
Chart 109 Economic Context for Apparel and Footwear Specialists
Chart 110 Real Gdp Growth 2020-2030
Chart 111 Inflation 2020-2030
Chart 112 Consumer Context for Apparel and Footwear Specialists
Chart 113 Population 2020-2030
Chart 114 Population by Generation 2025
Appliances and Electronics Specialists in Switzerland
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 115 Key Industry Trends for Appliances and Electronics Specialists
Sales Stagnate as Consumer Priorities Change
Sunrise Enhances In-Store Navigation for Seamless Product Discovery
Swisscom Merges Digital Self-Service with Personal Consultation for Added Value
Chart 116 Sunrise Redesigns In-Store Layouts
Chart 117 Value Sales 2020-2030
Retailers Modernise Store Formats and Digital Tools to Offset Declining Sales
Technological Advances in Ai to Drive Selective Upgrades and Premium Demand
Chart 118 Forecast Value Sales 2020-2030
Chart 119 Analyst Insight for Appliances and Electronics Specialists
Coop Expands Store Network and Omnichannel Services to Sustain Leadership
Chart 120 Galaxus Opens Physical Outlets
Chart 121 Company Shares 2025
Chart 122 Brand Shares 2025
Chart 123 Economic Context for Appliances and Electronics Specialists
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Appliances and Electronics Specialists
Chart 127 Population 2020-2030
Chart 128 Population by Generation 2025
Home Products Specialists in Switzerland
Key Data Insights
Home Products Specialists Summary
Chart 129 Key Industry Trends for Home Products Specialists
Lidl Leverages Value Tools Strategy to Disrupt Traditional Diy
Chart 130 Lidl Puts Pressure on Specialists
Home Improvement and Gardening Stores Drive Sales Amid Shifting Demand
Aldi and Ikea Collaborate to Elevate Omnichannel Convenience
Chart 131 Aldi Launches Ikea Pick-Up Stations
Chart 132 Value Sales 2020-2030
Chart 133 Value Sales by Category 2025
Pet Care and Urban Gardening Drive Modest Gains as Spending Stabilises
Lifestyle Shifts Towards Pets and Nature Reshape Retail Priorities
Chart 134 Forecast Value Sales 2020-2030
Chart 135 Forecast Value Sales by Category 2025-2030
Chart 136 Analyst Insight for Home Products Specialists
Landi Builds on Affordability as Migros Exit Reshapes Competition
Chart 137 Company Shares 2025
Chart 138 Brand Shares 2025
Chart 139 Economic Context for Home Products Specialists
Chart 140 Real Gdp Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Home Products Specialists
Chart 143 Population 2020-2030
Chart 144 Population by Generation 2025
Health and Beauty Specialists in Switzerland
Key Data Insights
Health and Beauty Specialists Summary
Chart 145 Key Industry Trends for Health and Beauty Specialists
Retailers Respond to Evolving Wellness and Beauty Demands
Pharmacies Consolidate Lead as Beauty Specialists Show Agility
Galenica Transforms Pharmacy Experience with Privacy and Digital Care
Chart 146 Müller Introduces New Concept
Chart 147 Value Sales 2020-2030
Chart 148 Value Sales by Category 2025
Pharmacies Set to Drive Value as Self-Care and Ageing Trends Converge
Affordable Premium Products and Self-Reliance Set to Fuel Future Innovation
Chart 149 Forecast Value Sales 2020-2030
Chart 150 Forecast Value Sales by Category 2025-2030
Chart 151 Analyst Insight for Health and Beauty Specialists
Galenica Expands Store Network to Strengthen Lead and Drive Growth
Chart 152 Galenica Pilots Pharmacy Concept in Zurich
Chart 153 Company Shares 2025
Chart 154 Brand Shares 2025
Chart 155 Economic Context for Health and Beauty Specialists
Chart 156 Real Gdp Growth 2020-2030
Chart 157 Inflation 2020-2030
Chart 158 Consumer Context for Health and Beauty Specialists
Chart 159 Population 2020-2030
Chart 160 Population by Generation 2025
Vending in Switzerland
Key Data Insights
Vending Summary
Convenience Store Expansion Reduces the Relevance of Automated Retail
Drinks and Tobacco Vending Outpaces Other Automated Formats in Scale
Chart 161 Value Sales 2020-2030
Chart 162 Value Sales by Category 2025
Valora and Migros Launch Automated Formats, Raising Pressure on Selecta
Chart 163 Forecast Value Sales 2020-2030
Chart 164 Forecast Value Sales by Category 2025-2030
Selecta Shifts Focus as Rivals Expand with Digital Innovation
Chart 165 Company Shares 2025
Chart 166 Brand Shares 2025
Chart 167 Economic Context for Vending
Chart 168 Real Gdp Growth 2020-2030
Chart 169 Inflation 2020-2030
Chart 170 Consumer Context for Vending
Chart 171 Population 2020-2030
Chart 172 Population by Generation 2025
Direct Selling in Switzerland
Key Data Insights
Direct Selling Summary
Chart 173 Key Industry Trends for Direct Selling
Vorwerk Drives Engagement as Shoppers Prioritise Long-Term Value
Thermomix Events Merge Digital Convenience with Personal Advice
Chart 174 Thermomix Cooking Events Offer the Personal Touch
Chart 175 Value Sales 2020-2030
Chart 176 Value Sales by Category 2025
Sellers Strengthen Digital Strategies to Offset Declining Demand
Chart 177 Forecast Value Sales 2020-2030
Chart 178 Forecast Value Sales by Category 2025-2030
Chart 179 Analyst Insight for Direct Selling
Vorwerk Accelerates Share Gains as Nahrin Adapts to Shifting Demand
Chart 180 Company Shares 2025
Chart 181 Brand Shares 2025
Chart 182 Economic Context for Direct Selling
Chart 183 Real Gdp Growth 2020-2030
Chart 184 Inflation 2020-2030
Chart 185 Consumer Context for Direct Selling
Chart 186 Population 2020-2030
Chart 187 Population by Generation 2025
Retail E-Commerce in Switzerland
Key Data Insights
Retail E-Commerce Summary
Chart 188 Key Industry Trends for Retail E-Commerce
Digitec Galaxus Integrates Showrooms to Drive Omnichannel Growth
Chart 189 Digitec Galaxus Opens New Showrooms in 2025
Ricardo.Ch Capitalises on the Trend Towrds Sustainability and Product Transparency
Chart 190 Value Sales 2020-2030
Chart 191 Value Sales by Category 2025
Millennials and Gen Z Accelerate Adoption of Social and Live Commerce
Flexible Delivery and Peer Reviews Build Consumer Trust in Digital Shopping
Chart 192 Forecast Value Sales 2020-2030
Chart 193 Forecast Value Sales by Category 2025-2030
Chart 194 Analyst Insight for Retail E-Commerce
Price-Driven Entrants Intensify Rivalry
Innovation Edge Keeps Digitec Galaxus in Front
Chart 195 Digitec Galaxus Invests in Ai to Increase Discovery
Chart 196 Company Shares 2025
Chart 197 Brand Shares 2025
Chart 198 Economic Context for Retail E-Commerce
Chart 199 Real Gdp Growth 2020-2030
Chart 200 Inflation 2020-2030
Chart 201 Consumer Context for Retail E-Commerce
Chart 202 Population 2020-2030
Chart 203 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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