Select Country Report
Stagnant Home Care Sales Reflects Market Maturity in Switzerland
The home care market in Switzerland experienced stagnation in 2025, with retail value sales remaining largely flat due to market maturity and saturation. Nevertheless, certain subcategories, such as air care and surface care, demonstrated resilience, supported by sustained consumer demand for convenience, efficiency, and environmentally sustainable solutions. Switzerland’s median disposable income per household stood at CHF97,951 in 2025, reflecting a high standard of living. However, a subdued consumer confidence index of -3.7 indicates that, despite having the financial capacity to spend, consumers remained somewhat cautious in their purchasing behaviour. With a forecast CAGR of 1.0%, the market is projected to grow modestly, driven primarily by rising demand for eco-friendly, convenient product offerings.
USD 2,750
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Home Care 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 the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care 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 Home Care 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 Home Care in Switzerland?
- Which are the leading brands in Home Care in Switzerland?
- How are products distributed in Home Care in Switzerland?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Switzerland
Stagnant Home Care Sales Reflects Market Maturity in Switzerland
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Stagnant Home Care Sales Reflects Market Maturity in Switzerland
Chart 2 Blink Öko Fein Waschmittel – New Formula for Even Higher Levels of Sustainability
Laundry Care Drives Sales with Innovative and Sustainable Formats
Evolving Product Formats Enhance the User Experience
Chart 3 Powder Turning into Cleaning Foam - Blink Wc Reinigungspulver
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
Gradual Expansion in Home Care Will Be Supported by Rising Affluence and Urbanisation
Concentrated Liquid Laundry Detergent and Laundry Pods Are Set to Drive Growth in Laundry Care
Innovative and Eco-Friendly Products Are Expected to Shape Home Care
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Migros Genossenschafts, Henkel & Cie, and Procter & Gamble Switzerland Lead through Trusted Products
Private Label Disruption Reshapes Competition in Home Care
Chart 9 Rapidly Growing Private Label Portfolio – Müller Intensifies Competition
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Grocery Retailers Dominate Home Care Sales through In-Person Benefits
Retail E-Commerce Gains Traction with Convenience and Promotions
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Switzerland
Key Data Insights
A Focus on Wellness Drives Growth in Air Care in Switzerland
Chart 20 Key Industry Trends for Air Care
A Focus on Wellness Drives Growth in Air Care in Switzerland
Chart 21 Pamper Your Senses with the Freshness of the Alps
Candle Air Fresheners Dominate While Liquid Air Fresheners Gain Ground
Sustainability Shapes Innovation as Consumers Favour Eco-Friendly Solutions
Chart 22 Value Sales 2020-2030
Chart 23 Volume Sales 2020-2030
Chart 24 Value Sales by Category 2025
Innovation and Mood-Enhancing Properties Will Continue to Support Growth in Air Care
Chart 25 Farfalla Launches an Organic Air Freshener That Helps Stay Healthy
Liquid Air Fresheners Are Set to Drive Growth through the Introduction of Fragrances
Sustainability and Personalisation Drive Future Growth
Chart 26 Forecast Value Sales 2020-2030
Chart 27 Forecast Value Sales by Category 2025-2030
SC Johnson Ag and Reckitt Benckiser (Schweiz) Ag Lead with Strong Brand Portfolios
Chart 28 Rituals Continued to Enhance Its Private Collection Range with Fragrances Developed by Perfumers
Divestment of Reckitt’S Essential Home Division Signals Strategic Shift
Chart 29 Company Shares 2025
Chart 30 Brand Shares 2025
Supermarkets Drive Air Care Sales with Wide Product Variety
Retail E-Commerce Grows Rapidly with Convenience and Expanding Offers
Chart 31 Retail Channels 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real GDP Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Switzerland
Key Data Insights
The Health and Wellness Trend Impacts Consumer Behaviour
Chart 39 Key Industry Trends for Bleach
The Health and Wellness Trend Impacts Consumer Behaviour
Chart 40 Low Potential for Growth Reduces Focus on Category
Decline in Bleach Driven by Changing Preferences
Chart 41 Value Sales 2020-2030
Chart 42 Volume Sales 2020-2030
Consumers Are Expected to Shift Towards Eco-Friendly Alternatives
Health and Wellness Trends Will Limit Product Innovation
Chart 43 Forecast Value Sales 2020-2030
Migros Genossenschaftsbund Eg Dominates the Beach Market
Limited Opportunities Due to a Lack of Innovation and Consolidation
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Supermarkets Remains the Dominant Retail Channel for Bleach
Retail E-Commerce Gains Traction Slowly in the Bleach Market
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Bleach
Chart 48 Real GDP Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bleach
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Dishwashing in Switzerland
Key Data Insights
Innovation and Format Evolution Are Key in Switzerland’S Dishwashing Market
Chart 54 Key Industry Trends for Dishwashing
Innovation and Format Evolution Are Key in Switzerland’S Dishwashing Market
Sustainability Drives Innovation and Consumer Preferences
Chart 55 Not New but a Topseller at Galaxus.Ch - Miele Powerdisk All in 1
Private Label Dominates Dishwashing with Quality and Value Offerings
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Consumers Are Set to Prioritise Convenience and Sustainability in Dishwashing
All-In-One Detergents Will Gain Popularity, Threatening Traditional Formats
Evolving Product Formats Is Set to Be a Key Driver of Growth and Innovation
Chart 59 Fairy Introduces Mega Pack of All-In-One Automatic Detergent Pods
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Forecast Value Sales by Category 2025-2030
Migros Genossenschaftsbund and Reckitt Benckiser Lead the Concentrated Market
Private Label Dominates Sales through Reliable Quality and Attractive Prices
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Grocery Retailers Dominate Sales through Established Chains
Retail E-Commerce Grows Moderately as Consumers Value Convenience
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in Switzerland
Key Data Insights
Convenience and Efficiency Drive Growth in Swiss Home Insecticides
Chart 72 Key Industry Trends for Home Insecticides
Convenience and Efficiency Drive Growth in Swiss Home Insecticides
Other Home Insecticides Leads Retail Volume Sales in Switzerland
Chart 73 Insect Respect Campaign for Environment Conscious Insect Control by Reckhaus Ag
Sustainability Shapes Consumer Choices and Product Innovation
Chart 74 Value Sales 2020-2030
Chart 75 Volume Sales 2020-2030
Chart 76 Value Sales by Category 2025
Rising Demand for Convenient Solutions Is Set to Support Forecast Growth
Other Home Insecticides Is Set to Lead Retail Volume Sales
Sustainability and Convenience Are Set to Drive Innovation in Home Insecticides
Chart 77 Forecast Value Sales 2020-2030
Chart 78 Forecast Value Sales by Category 2025-2030
Mislin & Balthasar and Migros Genossenschaftsbund Eg Lead with Diverse Offerings
Emerging Players and Sustainability Drive Market Dynamics
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Supermarkets and Hypermarkets Lead Home Insecticides Sales
Retail E-Commerce Experiences Rapid Growth Due to Convenience
Chart 81 Retail Channels 2020-2025
Chart 82 Economic Context for Home Insecticides
Chart 83 Real GDP Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Home Insecticides
Chart 86 Population 2020-2030
Chart 87 Consumer Expenditure 2020-2030
Chart 88 Population by Generation 2025
Laundry Care in Switzerland
Key Data Insights
Stable Sales Amidst Economic Pressures and Shifting Consumer Preferences
Chart 89 Key Industry Trends for Laundry Care
Stable Sales Amidst Economic Pressures and Shifting Consumer Preferences
Laundry Detergents Dominate with a Persistent Demand for Hygiene and Cleanliness
Evolving Product Formats with a Focus on Sustainability Drive Growth
Chart 90 Persil Power Bars – Compact, Pre-Dosed, Easy to Use New Format
Chart 91 Value Sales 2020-2030
Chart 92 Volume Sales 2020-2030
Chart 93 Value Sales by Category 2025
Consumers Are Set to Drive Demand for Sustainable Laundry Solutions Despite a Slight Value Decline
Laundry Detergents Will Remain Dominant While Laundry Sheets Gain Traction
Chart 94 Persil Power Bars - Henkel's Latest Addition to Cold Wash Options
Stricter Eu Regulations and Retailer Pressure Will Drive Sustainability
Chart 95 Forecast Value Sales 2020-2030
Chart 96 Forecast Value Sales by Category 2025-2030
Private Label Holds a Key Position within Laundry Care
Oppertunities Are Driven by Sustainability, Innovation and Retail Partnerships
Chart 97 Company Shares 2025
Chart 98 Brand Shares 2025
Grocery Retailers Dominate Laundry Care Sales through the Convenience of One-Stop Shopping
Retail E-Commerce Gains Traction in Laundry Care through Ease and Convenience
Chart 99 Retail Channels 2020-2025
Chart 100 Economic Context for Laundry Care
Chart 101 Real GDP Growth 2020-2030
Chart 102 Inflation 2020-2030
Chart 103 Consumer Context for Laundry Care
Chart 104 Population 2020-2030
Chart 105 Consumer Expenditure 2020-2030
Chart 106 Population by Generation 2025
Polishes in Switzerland
Key Data Insights
Consumers Increasingly Prioritise Convenience over Traditional Polish Products
Chart 107 Key Industry Trends for Polishes
Consumers Increasingly Prioritise Convenience over Traditional Polish Products
Shoe Polish Remains the Largest Subcategory Despite Declining Demand
Evolving Product Formats Drive Change in Consumer Behaviour
Chart 108 Value Sales 2020-2030
Chart 109 Volume Sales 2020-2030
Chart 110 Value Sales by Category 2025
Slight Value Growth Is Set to Be Driven by Evolving Consumer Preferences
Shoe Polish Is Set to Maintain the Largest Share, Driven by Premium Footwear
Sustainability Will Drive Innovation and Consumer Choice
Chart 111 Forecast Value Sales 2020-2030
Chart 112 Forecast Value Sales by Category 2025-2030
SC Johnson Ag Maintains Its Lead While Focusing on Sustainability
Opportunities for Innovation in Product Formats and Eco-Conscious Offerings
Chart 113 Company Shares 2025
Chart 114 Brand Shares 2025
Supermarkets Dominates Polish Sales with Convenience and Promotions
Retail E-Commerce Drives Growth with Convenience and Variety
Chart 115 Retail Channels 2020-2025
Chart 116 Economic Context for Polishes
Chart 117 Real GDP Growth 2020-2030
Chart 118 Inflation 2020-2030
Chart 119 Consumer Context for Polishes
Chart 120 Population 2020-2030
Chart 121 Consumer Expenditure 2020-2030
Chart 122 Population by Generation 2025
Surface Care in Switzerland
Key Data Insights
Growth Is Driven by Multi-Purpose and Convenient Surface Care Products
Chart 123 Key Industry Trends for Surface Care
Growth Is Driven by Multi-Purpose and Convenient Surface Care Products
Players Introduce Sustainable Innovations to Meet Evolving Consumer Demand
Chart 124 Unilever Launches a Disruptive Cleaning Solution Using the Power of Probiotics
Discounters and Private Label Products Gain Traction in Surface Care
Chart 125 Value Sales 2020-2030
Chart 126 Volume Sales 2020-2030
Chart 127 Value Sales by Category 2025
Consumers Are Set to Drive Demand for Sustainable and Convenient Solutions
Multi-Purpose Cleaners Is Set to Lead Growth, While Task-Specific Products Decline
Chart 128 Procter & Gamble Revamped Its Swiffer Wetjet Franchise with a New Ultra-Efficient yet Sustainable Cl
Players Are Set to Focus on Innovative Formulations and Packaging Innovations
Chart 129 Forecast Value Sales 2020-2030
Chart 130 Forecast Value Sales by Category 2025-2030
Migros Genossenschaftsbund and Procter & Gamble Switzerland Lead through Innovation
Market Evolution through Mergers and Acquisitions
Chart 131 Company Shares 2025
Chart 132 Brand Shares 2025
Supermarkets Leads Surface Care Sales through Providing Ongoing Convenience
Retail E-Commerce Is the Fastest-Growing Distribution Channel
Chart 133 Retail Channels 2020-2025
Chart 134 Economic Context for Surface Care
Chart 135 Real GDP Growth 2020-2030
Chart 136 Inflation 2020-2030
Chart 137 Consumer Context for Surface Care
Chart 138 Population 2020-2030
Chart 139 Consumer Expenditure 2020-2030
Chart 140 Population by Generation 2025
Toilet Care in Switzerland
Key Data Insights
Falling Itbs Sales Challenge the Toilet Care Category
Chart 141 Key Industry Trends for Toilet Care
Falling Itbs Sales Challenge the Toilet Care Category
Toilet Liquids/Foams Drive Growth through Convenience and Efficacy
Chart 142 Powerful Powder for a Deep Clean - Blink Wc Reinigungspulver by Müller
Sustainability Gains Prominence in Consumer Purchase Decisions
Chart 143 Value Sales 2020-2030
Chart 144 Volume Sales 2020-2030
Chart 145 Value Sales by Category 2025
Price Competition and Sustainability Are Set to Drive Market Dynamics
Rising Eco-Consciousness Will Fuel Growth in Sustainable Products
Private Label Is Set to Drive Competition in Toilet Care
Chart 146 Forecast Value Sales 2020-2030
Chart 147 Forecast Value Sales by Category 2025-2030
Migros Genossenschaftsbund Eg and Sc Johnson Ag Lead with Strong Brand Portfolios
Private Label Growth and Opportunities From Sustainability and Convenience
Chart 148 Company Shares 2025
Chart 149 Brand Shares 2025
Supermarkets Drives Toilet Care Sales with Wide Assortments
Retail E-Commerce Gains Traction through Convenience and Easy Product Comparison
Chart 150 Retail Channels 2020-2025
Chart 151 Economic Context for Toilet Care
Chart 152 Real GDP Growth 2020-2030
Chart 153 Inflation 2020-2030
Chart 154 Consumer Context for Toilet Care
Chart 155 Population 2020-2030
Chart 156 Consumer Expenditure 2020-2030
Chart 157 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
-
-
- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
-
- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
-
- Bleach
-
-
-
- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
-
- Hand Dishwashing
-
-
- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
-
- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
-
- Carpet Cleaners
-
- Dryer Sheets
- Liquid Fabric Softeners
-
- Colour Safe Laundry Bleach
- Fabric Fresheners
-
- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
-
- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
-
-
-
- Standard Powder Detergents
- Concentrated Powder Detergents
-
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Standard Liquid Detergents
- Concentrated Liquid Detergents
-
-
- Standard Powder Detergents
- Standard Liquid Detergents
-
- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
-
-
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
-
- Bathroom Cleaners
- Descalers
- Drain Openers
-
- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
-
-
- In-Cistern Devices
-
- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
Share:
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 report originates from Passport, our Home Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!