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Wine continued to lose popularity amongst Swiss consumers in 2019, with another year of declining demand through both off-trade and on-trade channels. Whilst beer has managed to adapt to consumers’ changing demands in terms of health consciousness, leading to the development of non or low alcoholic options, this is more difficult for many wineries to develop as it involves dealcoholisation facilities that are too expensive for independent producers with small production capacity.
Imported wines are facing increasing competition from local options, as Swiss consumers who continued to enjoy drinking wine regularly sought products from domestic vineyards rather than choose lower-priced imported wines. This is leading to the increasing share of domestically-produced wines.
While wine tends to be relatively fragmented in Switzerland, 2019 witnessed increasing consolidation amongst the leading producers and distributors. Furthermore, there has been an increasing trend towards domestic wines in Switzerland and thus a growing share of Swiss wines in the local retailing landscape, with this trend expected to grow over the years.
On-trade volume sales of wine are expected to fall by 28% in 2020 in light of the impact of COVID-19. This compares to an expected drop of 1% forecast for 2020 during research conducted in May 2019 (before the spread of COVID-19).
Lack of celebrations during lockdown, particularly due to social distancing measures with a ban on the meeting of more than five people from 20 March, reduced demand for the formerly positively performing sparkling wine through off-trade. This resulted in Q2 declines for champagne, and stagnation for other sparkling wine as the latter still offers greater affordability for small family celebrations at home.
As lockdown measures are gradually eased and horeca establishments reopen in Switzerland, local consumers may remain cautious at first before regaining greater confidence to venture outside of the home environment to socialise, driving a significant upturn in demand for wine through the on-trade channel in 2021. This trend will however, have a negative impact on sales of wine through off-trade as they venture outside of the home environment after being forced to spend long periods of time at home.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Wine 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 Wine industry in Switzerland, our research will save you time and money while empowering you to make informed, profitable decisions.
The Wine in Switzerland market research report includes:
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This industry report originates from Passport, our Alcoholic Drinks market research database.
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.