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Wipes in
Switzerland

Country Report

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Executive Summary

Mar 2019
PROSPECTS
The stronger economy benefits wipes

In 2018, the unemployment rate in Switzerland recorded further declines, whilst real GDP and annual disposable incomes per household kept rising. With more consumers employed and lifestyles generally becoming more hectic and stressful, many consumers sought more convenient solutions for everyday chores and activities.

Innovation and convenience drive demand for impregnated wet wipes

Within home care wipes and floor cleaning systems, impregnated wet wipes see particularly high demand. They allow consumers to clean surfaces easily and thoroughly without having to use any additional products.

Convenience trumps conscience

Personal care wipes are already widely accepted and enjoy a high level of popularity in Switzerland; therefore, representing the vast majority of value sales of wipes in 2018. Value growth in personal wipes was more moderate in 2018, partly due to the comparably high level of saturation in baby wipes.

COMPETITIVE LANDSCAPE
Strong presence and penetration support Migros

In 2018, Migros Genossenschaftsbund continued to lead value sales of wipes in Switzerland, thanks to its large variety of private label lines and products. The company maintains a strong presence across various categories, offering different home care wipes and floor cleaning systems and personal wipes, such as baby wipes and even moist toilet wipes.

Promotions, advertisements and expertise ensure success

Procter & Gamble is the largest brand provider in wipes in Switzerland. It ranked second after Migros in 2018; albeit with a fairly large gap in terms of value share.

Well-positioned Essity and Hakle-Kimberly Schweiz boost sales

As an effect of the continuously growing acceptance and popularity of moist toilet wipes, Essity and Hakle-Kimberly Schweiz managed to achieve the fastest value growth in 2018. Their portfolios and marketing activities widely focus on personal wipes, and moist toilet wipes in particular.

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Wipes in Switzerland

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Overview

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

The Wipes 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 Wipes in Switzerland?
  • What are the major brands in Switzerland?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes 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.

Wipes in Switzerland - Category analysis

HEADLINES

PROSPECTS

The stronger economy benefits wipes
Innovation and convenience drive demand for impregnated wet wipes
Convenience trumps conscience

COMPETITIVE LANDSCAPE

Strong presence and penetration support Migros
Promotions, advertisements and expertise ensure success
Well-positioned Essity and Hakle-Kimberly Schweiz boost sales

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2013-2018
Table 2 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 5 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Wipes 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 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources