Home Care in Switzerland

Home Care in Switzerland
Euromonitor International
February 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Volume sales see a boost from more frequent and thorough clothes washing, whilst value sales remain flat
Popularity of novelty products such as scent boosters and colour catchers continues, albeit with an uncertain future
Migros maintains its lead thanks to power of private labels in laundry care
RECOVERY AND OPPORTUNITIES
Green products with powerful cleaning products set to lead the way in innovations
More efficient products expected to phase out the need for larger quantities or additional laundry aids
Ongoing health and hygiene concerns set to stimulate sales in safe, effective and convenient products
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Dishwashing sees a boost due to higher uptick of home-cooking (more frequent dishwashing), with convenience remaining a strong driver
New product launches continue to focus on green dishwashing products to meet the growing eco-friendly trend
Private label Migros maintains lead, despite losing shares to the leading multinationals
RECOVERY AND OPPORTUNITIES
Home-cooking trend not expected to change over forecast period, thus the demand for dishwashing will remain high
Multifunctional and convenient products set to grow in selection and demand
Green and efficient dishwashing innovations set to drive value sales
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020
Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Surface care benefits from consumers adhering to high standards of home hygiene and sanitation
Financial uncertainty could create evolving consumer needs, with multi-purpose and cheaper products expected to be higher in demand
Migros once again tops the list with its private label brands, beating off tough competition from the multinationals
RECOVERY AND OPPORTUNITIES
New higher levels of home hygiene and sanitation set to become the norm
Demands for convenience and sustainability expected to ramp up again
Opposing trends between convenience and eco-awareness expected to create a polarised environment
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020
Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Bleach continues to see declines, despite higher standards of home sanitation as a result of COVID-19
Bleach continues to face strong competition from more modern products, further adding to its decline
Competitive landscape remains consolidated, due to declining demand and no innovation
RECOVERY AND OPPORTUNITIES
No uptick in sales during a time of high sanitation standards does not bode well for bleach
Ongoing competition from other, more popular, products will push sales down even more
As eco-trend continues to grow, bleach will continue to shrink
CATEGORY DATA
Table 41 Sales of Bleach: Value 2015-2020
Table 42 Sales of Bleach: % Value Growth 2015-2020
Table 43 NBO Company Shares of Bleach: % Value 2016-2020
Table 44 LBN Brand Shares of Bleach: % Value 2017-2020
Table 45 Forecast Sales of Bleach: Value 2020-2025
Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Toilet care benefits from consumers spending more time at home, with rim blocks proving particularly popular
Toilet liquids/foam sees exceptional growth, thanks to offering convenience with high levels of cleaning for the least effort
Migros wins again, proving the power of private label brands in home care overall
RECOVERY AND OPPORTUNITIES
Gradual declines expected as consumer return to work and life outside the home, somewhat supported by higher standards of home hygiene
ITBs and rim blocks expected to lead the way in popularity and developments
Green solutions in toilet care expected to remain niche and minimal
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2015-2020
Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Polishes continues to diminish, despite higher cleaning standards, with added pressure on shoe polish during lockdowns
Old-fashioned polish products becoming rendered obsolete due to innovations in more modern cleaning solutions
SC Johnson's Kiwi brand pips Migros to the post in polishes, although the private label player remains significant
RECOVERY AND OPPORTUNITIES
Future sales of polish expected to decrease at a more moderate level, thanks to gradual recovery of shoe polish sales
Heightened ongoing competition from alternative products set to continue to push down popularity and sales
Speciality metal and furniture polish continue to see small consumer audience due to antique furniture and jewellery needs
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2015-2020
Table 54 Sales of Polishes by Category: % Value Growth 2015-2020
Table 55 NBO Company Shares of Polishes: % Value 2016-2020
Table 56 LBN Brand Shares of Polishes: % Value 2017-2020
Table 57 Forecast Sales of Polishes by Category: Value 2020-2025
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Air care sees small boost due to consumers spending more time at home during 2020
Candle air fresheners continue to grow in popularity, with consumers selecting the most natural and eco-friendly products
Multinationals top the list in air care due to varied portfolios of air care products, with private label pushed down to third place
RECOVERY AND OPPORTUNITIES
Declines expected as consumers return to away-from-home activities, tempered by ongoing demand for clean and fresh-scented homes
Developments expected in most popular areas of consumer demand, including free-from and natural variants
Modern and convenient products designed to complement home décor expected to see a surge in demand
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2015-2020
Table 60 Sales of Air Care by Category: % Value Growth 2015-2020
Table 61 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 62 NBO Company Shares of Air Care: % Value 2016-2020
Table 63 LBN Brand Shares of Air Care: % Value 2017-2020
Table 64 Forecast Sales of Air Care by Category: Value 2020-2025
Table 65 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home insecticides sees small declines due to less time spent outdoors and speciality store closures
More natural and eco-friendly variants continue to prove popular with health-aware consumers
Mislin & Balthasar maintains top place, with private label player Migros showing fairly strong competition
RECOVERY AND OPPORTUNITIES
Sales expected to return to historic norms, with a slight positive spin due to ongoing higher standards of home care
Eco-friendly and chemical-free variants set to drive development trends
Flying insects set to become a problem once consumers are spending more time outdoors again
CATEGORY DATA
Table 66 Sales of Home Insecticides by Category: Value 2015-2020
Table 67 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 68 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 69 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 70 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 71 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 72 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025