Executive Summary

Mar 2019
PROSPECTS
Stagnation persists due to maturity

As a result of the already high level of maturity and saturation in sanitary protection in Switzerland, current value sales remained stagnant in 2018, although volume sales saw marginal growth. Most women in Switzerland are aware of the options and products available to protect them during menstruation, and already make good use of them.

Demographics and lifestyle trends dampen sales

Additional factors limiting volume growth and thus the value development of sanitary protection reside in the changing demographics in Switzerland. Apart from a continuously ageing population, which decreases the target group, many women are on hormonal birth control, which often reduces or even stops menstruation.

Environmental concerns in sanitary protection

With growing awareness of environmental issues and concerns about waste reduction, many Swiss consumers have started seeking solutions and products to improve their ecological footprint. As a result, reusable alternatives have started emerging in Switzerland, including reusable feminine hygiene products such as menstrual cups.

COMPETITIVE LANDSCAPE
Procter & Gamble maintains its lead

With a wide selection of towels and pantyliners in various different sizes, shapes and formats, Procter & Gamble’s brand Always remains amongst the best-known in sanitary protection in Switzerland. Its wide availability and high level of penetration also support awareness of the brand.

Private label rises further

Due to the generally high level of brand concentration and consumers’ price-sensitivity, private label products continue to play a major role within sanitary protection. In 2018, the combined private label share was about a third of overall value sales, on a growth trend.

Joined forces and reduced portfolios for more profitability

As a result of the already high level of concentration and dominance through strong brands such as Carefree, Always and o b, as well as the continuous strengthening of private label, smaller and domestic players face increasing challenges. In many cases, constant evaluation and restructuring of portfolios are necessary in order to be able to compete and remain profitable.

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Sanitary Protection in Switzerland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Switzerland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Switzerland market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and 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 Sanitary Protection in Switzerland?
  • What are the major brands in Switzerland?
  • What are the key new product launches in the sanitary protection market?

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 Tissue and Hygiene market research database.

Sanitary Protection in Switzerland - Category analysis

HEADLINES

PROSPECTS

Stagnation persists due to maturity
Demographics and lifestyle trends dampen sales
Environmental concerns in sanitary protection

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its lead
Private label rises further
Joined forces and reduced portfolios for more profitability

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Switzerland - Industry Overview

EXECUTIVE SUMMARY

Convenience leads to growth despite maturity
Eco-friendliness – a curse or a blessing?
The competitive landscape remains challenging, especially for small players
Cross-border shopping still features in tissue and hygiene
Further growth to come, due to active communications from manufacturers

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources