Bags and luggage in Switzerland experienced growth in 2025, driven by the recovery of travel and tourism, with retail value sales reaching CHF1.3 billion, representing 2% growth from the previous year. The demand for sustainable and tech-enhanced products is expected to continue driving growth, with retail value sales forecast to grow at a CAGR of 3% to reach CHF1.5 billion by 2030. To succeed in this market, brands should focus on investing in sustainable materials, smart features and digital c

Jewellery in Switzerland demonstrated resilience in 2025, with a 2% growth rate, reaching CHF1.2 billion, driven by strong demand for luxury and sustainable products. The interplay between luxury and sustainability is shaping the landscape, and brands need to balance these demands to succeed. Sustainability and ethical practices are also gaining importance, driven by consumer awareness and regulatory pressures, thereby making it crucial for brands to invest in sustainable practices and innovativ

Writing instruments in Switzerland demonstrated a polarised performance in 2025, with the premium segment driving growth amid economic challenges. The total retail value reached CHF106 million, a 1% increase from the previous year, primarily due to consumer preference for high-quality products with advanced features. Market polarisation is expected to continue, with a forecast CAGR of 1% over the next five years, reaching CHF110 million by 2030. The market’s attractiveness lies in its stability

Personal accessories in Switzerland experienced growth in 2025, driven by premium and sustainable products, with a retail value of CHF7.6 billion. The local industry is expected to continue growing, driven by increasing demand for luxury items and technological innovation. The number of high-net-worth individuals (HNWIs) in Switzerland is forecast to reach 189,724 by 2030, supporting the demand for luxury personal accessories. Sustainability and technology integration will remain key trends shap

Traditional and connected watches in Switzerland is characterised by a growing demand for luxury timepieces and connected watches with advanced features. The category saw growth of 2% in current value sales to CHF5 billion, driven by technological advances and changing consumer behaviours. Traditional watches dominates. To succeed, brands should focus on leveraging technological innovation, responding to consumer demands for sustainability and adapting to the growing demand for certified pre-own

Switzerland experienced a transformative year for packaging in 2024, with sustainability, convenience and innovation to the forefront. Brands responded to regulatory momentum and shifting consumer values by accelerating the adoption of novel formats like paper-based packs, recyclable PET bottles, cellulose fibre trays, compostable pouches and refillable containers. Paper and mono-material packs gained traction in food, drinks and home care, driven by both environmental regulations and consumer a

Demand for health and wellness food and beverages continued to grow in Switzerland in 2024, driven by increasing awareness of the role that nutrition plays in living a healthy and active lifestyle. Consumers looked to purchase products which were not only low in fat, sugar and salt, but which also provided added claims such as high fibre and high protein, or immune support and energy boosting. Another major trend was the shift towards vegan, vegetarian and flexitarian diets, as well as a greater

2024 was a challenging year for the hot drinks market in Switzerland with manufacturers and consumers contending with elevated inflation, rising prices, and disruption to the supply chain. Nonetheless, there remained a strong demand for hot drinks with a health and wellness positioning. Products promoting benefits such as calming, digestive health, and sleep support proved particularly popular as more consumers returned to busy and often stressful on-the-go lifestyles. Moving forward, new and ex

Rising concerns around the harmful impact of consuming soft drinks that are high in sugar is having a growing influence on the market. Alongside this, consumers are also becoming more conscious of the nutritional profile of the products they buy and where the ingredients come from. These factors continued to benefit sales of soft drinks with better for you and natural and organic claims in 2024, while they also informed new product development and marketing strategies. Functional claims also att

Despite rising prices and financial pressures, Swiss consumers showed a growing willingness to invest in their health and wellness in 2024, including when it came to their choice of snacks. With the pandemic over there was a renewed interest in products that could provide convenience and indulgence while at the same time offering solid health claims and addressing environmental and animal welfare concerns. Manufacturers and retailers have responded to these demands with an ever-growing range of

Swiss consumers are becoming more aware of the wider impact of their purchasing decisions on their health, the environment and animal welfare. This continued to inform the dairy products and alternatives market in 2024, with consumers choosing better for you products that are low fat and no sugar, as well as fortified/ functional products that are high protein or a good source of vitamins and minerals, for example. As awareness of food allergies increases there has also been a growing demand for

Sales of health and wellness cooking ingredients and meals saw strong growth in 2024, driven by rising awareness of the role of nutrition in living a healthy and active lifestyle. Consumers are increasingly looking to purchase products which are not only low in fat and sugar, but which also have added claims such as high fibre and high protein. Another major trend has been the growing shift towards vegan, vegetarian and flexitarian diets, as well as a greater focus on the use of natural and orga

Consumers in Switzerland are becoming increasingly willing to invest in staple foods that they believe can improve their health and wellness. This includes better for you products which are low in salt, sugar, and fat, as well as products which are high protein and high fibre. An increasing number of consumers are also adopting vegan, vegetarian and flexitarian diets due to concerns around health, the environment, and animal welfare. Manufacturers and retailers have been key to respond to these

Swiss consumers are attracted to the convenience and affordability of concentrates. Private label holds a prominent share of retail volume sales, reflecting the importance of price when buying these beverages.

RTD tea is gaining appeal in Switzerland as new brands launch with functional ingredients and lower/zero sugar content, providing an increasingly popular alternative to carbonates. Retailers and private label have a strong role in RTD tea, with Kult Ice Tea from Migros a firm favourite.

The stronger consumer focus on health and fitness has elevated the appeal of bottled water as a way to stay hydrated throughout the day and particularly whilst on-the-go. Higher prices led consumers to seek products with added-value, with many seeking functional variants especially in the carbonated sector.

Soft drinks recorded a flat performance in volume terms during 2025. Weaker demand in the on-trade was offset by a stronger performance in the retail channel. Health and wellness trends continue to shape purchasing behaviour, although taste remains key in some categories. Many consumers chose to reduce the quantity of soft drinks in favour of a quality offering with functional benefits, contributing to retail value growth.

RTD coffee enjoyed steady growth in 2025, with sales supported by modern lifestyles and the strong coffee culture in Switzerland. Brands are enticing consumers with healthier variants, such as lactose-free and reduced-sugar lines.

In Switzerland, healthier lifestyles and the more expensive price of carbonates is deterring consumers from these traditional soft drinks. Despite the health trend, taste and indulgence remain a key attraction with reduced-sugar options proving less popular for this reason.

Juice in Switzerland is a mature category with retailers holding a significant volume share of sales. Rising prices have dampened consumption in 2025, with shortages connected to droughts and other climate-related issues. Although it has a relatively healthy positioning, juice is facing strong competition from flavoured and functional water as well as RTD tea.

Energy drinks are showing robust growth in Switzerland as they meet the growing demands for functional beverages and offer a popular refreshment for nights out. Zero and reduced-sugar options are gaining traction as they present a healthier option.

Sports drinks in Switzerland witnessed stronger volume growth in 2025, supported by a notable rise in retail sales. Improved accessibility via grocery retailers is meeting the growing demand for sports drinks, which are consumed for hydration purposes, but also increasingly as a soft drink.

Coffee consumption remains strong in Switzerland, although demand has been hampered slightly by higher prices as cost of living pressures cause some restraint in 2025. Consumer demand for premium lines remained strong with heavier consumption of sustainable solutions, reflecting the broadly affluent consumer base in this country.

Over 2025, sales of other hot drinks in Switzerland continued to decline, driven by healthier diets and the reduction in sugar consumption. Consumption occasions are still heavily linked to indulgence occasions, but there is a growing preference for healthier alternatives, which is denting category performance.