Supermarkets in Switzerland

PROSPECTS

Supermarkets to remain the major channel in grocery retailing

In 2019, supermarkets remained the largest grocery channel in overall sales, and a leader in outlet numbers in terms of modern grocery retailers, being largely characterised by leading players Migros and Coop. However, their value sales stagnated due to the fierce competitive environment within grocery retailing, which led to Migros and Coop to lower the prices of selected products.

Coop introduces insect-based food in supermarkets

Coop supermarkets was the first modern grocery retailing channel to introduce insect-based food across Switzerland mid review period. This followed a change in law which allows the sale of insects such as mealworms, locusts and crickets for human consumption in Switzerland.

Industry players broaden their offer in a bid to boost stagnating value sales

In response to stagnating current value sales, increasing competition from other channels, especially discounters and falling price levels, supermarkets continued expanding their private label offering and further segmented their product range. More are also including foodservice, fresh foods and on-the-go snacks and meal items in their product portfolios in order to meet consumer demand for convenience and on-the-go offerings.

COMPETITIVE LANDSCAPE

Coop leads supermarkets

Coop Genossenschaft retained its leadership of supermarkets in 2019 due to its large number of supermarkets and its presence across the country, in both cities and rural areas. Its clear point of differentiation over Migros is the larger proportion of branded products in its assortment.

Migros experiments with e-commerce introducing new platforms

Migros is increasingly experimenting with e-commerce introducing several programmes and platforms. This company is the leading player in e-commerce food retail through its Leshop.

Volg Dorfladen experiences intensifying competition from Coop

Volg Dorfladen was the leading player in number of outlets in 2019, despite the closure of some of its outlets over the previous year. However, its biggest threat is from Coop, which continued to add stores and grow sales.

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