Dairy products and alternatives in 2025: The big picture
Value sales of dairy products and alternatives are continuing to rise in Switzerland in 2025. However, the Swiss Federal Government Expert Group on Business Cycles has recently revised its real GDP growth forecasts downwards for 2025 and 2026. GDP growth is now projected at 1.3% for 2025 and 1.2% for 2026, below earlier estimates of 1.4% and 1.6%. These projections assume no further escalation of international trade conflicts. Nevertheless, geopolitical risks remain elevated.
Key trends in 2025
In 2025, sustainability remains a core focus in Swiss dairy products and alternatives. The Sustainable Swiss Milk standard, introduced in 2019, became mandatory for all milk suppliers in 2024. This initiative reinforces Switzerland’s commitment to responsible dairy production, covering animal welfare, feed quality, biodiversity, and environmental impact.
Competitive Landscape
In 2025, Migros Genossenschaftsbund eG remains the leading player in dairy products and alternatives in Switzerland and is set to further increase its share. The retailer continues to benefit from heightened consumer interest in private label offerings amid economic uncertainty. Migros has a broad presence across multiple dairy categories, including baby food, butter and spreads, and is the leading force in cheese, yoghurt and sour milk, other dairy, and plant-based dairy.
Channel developments
In 2025, supermarkets remain the leading distribution channel for dairy products and alternatives in Switzerland. The channels continued dominance is driven by a combination of factors including a wide product variety, convenient one-stop shopping, competitive pricing, extended opening hours, accessible urban locations, and well-established promotions and loyalty programmes. Furthermore, retail giant Migros plans to reinforce its presence by opening 140 new supermarkets and refurbishing 350 existing stores over the coming years, reflecting its long-term commitment to physical retail. Despite its lead, supermarkets is expected to lose a slight share in 2025, as retail e-commerce continues to gain momentum.
What next for dairy products and alternatives?
Value sales of dairy products and alternatives in Switzerland are expected to increase steadily over the forecast period. However, the market will continue to be shaped by shifting consumer preferences, economic pressures, and geopolitical uncertainty.
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Overview:
Understand the latest market trends and future growth opportunities for the Dairy Products and Alternatives industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Dairy Products and Alternatives industry in Switzerland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dairy Products and Alternatives in Switzerland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dairy Products and Alternatives in Switzerland?
- Which are the leading brands in Dairy Products and Alternatives in Switzerland?
- How are products distributed in Dairy Products and Alternatives in Switzerland?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Dairy Products and Alternatives?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Switzerland?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Dairy Products and Alternatives in Switzerland
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
Baby Food in Switzerland
KEY DATA FINDINGS
Premium and convenient options drive growth in baby food in 2025
Nestlé SA retains its leadership while Alnatura AG records the strongest value growth
Supermarkets maintain its lead in distribution, while retail e-commerce gains ground
Positive outlook expected for baby food sales despite demographic challenges
Sustained growth is expected within functional baby food as innovations focuses on health
Updated WHO regulations on infant nutrition is set to influence marketing practices
Butter and Spreads in Switzerland
KEY DATA FINDINGS
Elevated prices and premiumisation drive value growth in butter and spreads
Branchenorganisation Butter GmbH retains the lead, while private label gains ground
Supermarkets lead sales while retail e-commerce gains ground through convenience
Value growth may be tempered by a volume decline amid health trends and rising veganism
Consumer health concerns and competition from plant-based goods will challenge sales
Butter production will continue to show a commitment to local sourcing and sustainable farming
Cheese in Switzerland
KEY DATA FINDINGS
Value growth remains positive despite growing challenges for volume sales of cheese
Migros Genossenschaftsbund eG retains its lead while recording the strongest uplift in share
Supermarkets lead cheese sales while retail e-commerce gains ground in 2025
Soft cheese is set to lead value growth, while volume growth faces challenges
The ongoing health and wellness trend is set to influence consumer preferences in cheese
Players are expected to emphasis Swissness to strengthen their local positioning
Drinking Milk Products in Switzerland
KEY DATA FINDINGS
A mixed performance in drinking milk products as goats milk and flavoured milk drinks drive sales
Migros Genossenschaftsbund retains its lead, while Mopro Luzern drives growth through goat milk
Supermarkets lead, while discounters and retail e-commerce gain ground
Value growth is set to remain positive, however, health drivers challenge volume sales
The rise of plant-based and alternative dairy drinks will be driven by health trends and lifestyle shifts
Sustainability will remain central in dairy milk products across the forecast period
Yoghurt and Sour Milk Products in Switzerland
KEY DATA FINDINGS
Value sales of yoghurt and sour milk products rise as digestive health trends drive demand
Migros Genossenschaftsbund eG leads while smaller, local players gain ground
Supermarkets maintain its lead, while retail e-commerce and discounters gain ground
Positive growth is expected to be driven by health appeal and innovation
Product development is set to focus on health and wellness attributes
The premiumisation trend is set to drive growth as consumers seek functional, high-quality yoghurt products
Other Dairy in Switzerland
KEY DATA FINDINGS
Healthier formulations and high-protein innovation drive value growth in other dairy
Migros Genossenschaftsbund strengthens its lead while Danone AG drives growth through health-focused innovation
Supermarkets remain dominant in other dairy, while discounters and retail e-commerce gain ground
The positive outlook for other dairy is expected to be driven by health and lifestyle shifts
Health-oriented innovation is set to drive growth in other dairy across the forecast period
Private label is expected to increase its share in other dairy across the forecast period
Plant-Based Dairy in Switzerland
KEY DATA FINDINGS
Strong growth in plant-based dairy is driven by health, ethics, and accessibility
Key players expand their plant-based dairy portfolios through innovation and strategic partnerships
Supermarkets continue as the primary distribution channel for plant-based dairy in Switzerland
Growth is set to be driven by rising awareness, health benefits and environmental sustainability
Health and wellness is set to be central to both growth and product development
Manufacturers will focus on sustainability through innovation and communications
The following categories and subcategories are included:
Dairy Products and Alternatives
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- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
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- Liquid Standard Milk Formula
- Powder Standard Milk Formula
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- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
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- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
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- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
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- Butter
- Cooking Fats
- Margarine and Spreads
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- Spreadable Cheese
- Processed Cheese excl Spreadable
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- Packaged Hard Cheese
- Unpackaged Hard Cheese
- Soft Cheese
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Sour Milk Products
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- Drinking Yoghurt
- Flavoured Yoghurt
- Plain Yoghurt
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- Chilled Dairy Desserts
- Shelf Stable Dairy Desserts
- Chilled Snacks
- Coffee Whiteners
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- Flavoured Condensed Milk
- Plain Condensed Milk
- Evaporated Milk
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- Cream
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- Flavoured Fromage Frais and Quark
- Plain Fromage Frais and Quark
- Savoury Fromage Frais and Quark
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- Soy Drinks
- Other Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
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This report originates from Passport, our Dairy Products and Alternatives research and analysis database.
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