Menstrual care in Switzerland delivered positive growth in 2025, rising 2% to CHF121 million, with volume growth more muted at 1% reaching 1,053 million units, indicating a mature but steadily evolving environment. Towels was both the largest and best-performing category, accounting for CHF64 million (3% growth), driven by consumer shift towards reliable and comfortable options, with standard towels with wings showing the strongest growth. Pantyliners remained the most popular choice by volume w

Away-from-home tissue and hygiene in Switzerland recorded 3% value growth to CHF230 million in 2025, supported by people spending more time away from home, eating out, and inbound and outbound travel continuing to experience growth driven by post-pandemic recovery, evolving traveller preferences, and global economic dynamics. Real GDP growth reached 1% in 2025 with inflation subdued at 0.1%, creating a stable environment for suppliers and institutional buyers, whilst the reduction of Trump’s tar

Nappies/diapers/pants in Switzerland recorded 1% retail value growth to CHF141 million in 2025, supported by premium pricing and product innovation despite flat volume performance at 332 million units. Growth was constrained by Switzerland’s declining birth rate, which put pressure on overall demand even as the total population reached 9 million, with the 0-14 age group remaining stable at 1 million. Consumer expenditure reached CHF410 billion in 2025 with inflation held at 0.1%, creating an eco

Wipes in Switzerland delivered steady current value growth in 2025, rising 2% to CHF118 million despite heightened price sensitivity. Personal wipes was both the largest and best-performing category, reaching CHF102 million with 2% growth and 853 million sheets sold, reflecting a stable but modest expansion driven by consistent demand for baby and intimate care. Consumer expenditure reached CHF410 billion in 2025, supported by a population of 9 million, providing a solid base for wipes consumpti

Retail tissue in Switzerland delivered positive growth in 2025, rising 3% to CHF471 million, with volume reaching 86,124 tonnes, reflecting a mature, highly penetrated market. Toilet paper continues as the largest and best-performing category, accounting for CHF255 million (3% growth) and 49,535 tonnes, more than half of total retail tissue volume. Its status as an essential household item, reinforced during the pandemic, contributes to a highly mature category characterised by limited product i

Tissue and hygiene in Switzerland records positive value growth in 2025, driven by expansion in retail adult incontinence as an ageing yet active population increasingly seeks discreet, high-quality solutions. The competitive landscape remains moderately concentrated, with Migros Genossenschaftsbund eG, Procter & Gamble Switzerland Sàrl and Essity AB maintaining leadership through strong consumer trust and sustainability credentials, while private labels continue to gain share. Supermarkets reta

Rx/reimbursement adult incontinence in Switzerland recorded 1% value growth to CHF40 million in 2025, driven by an ageing Swiss population requiring long-term care and consistent incontinence management. Units distributed through the reimbursement channel grew from 47.6 million in 2024 to 48.3 million in 2025, reflecting 1% growth in line with Switzerland’s demographic trend as the total population rose to 9 million and the population aged 65 and over increased from 1.7 million to 1.8 million. R

Retail adult incontinence in Switzerland records strong growth in 2025, with retail value sales rising by 7% to CHF64 million and volume increasing by 6% to 82 million units. Performance is supported by Switzerland’s growing active-ageing population and consumers’ willingness to invest in feature-rich products. Total population reaches 9 million in 2025, with the population aged 65 and over at 1.8 million, while consumer expenditure climbs to CHF410 billion, creating a favourable environment for

The dishwashing category in Switzerland is characterised as mature and saturated, with both volume and value sales remaining largely stagnant in 2025. The category reached a retail value of CHF 179 million, reflecting a marginal 0.5% growth, while volume increased by just 0.2%. Automatic dishwashing continues to dominate, accounting for the majority share of the market and underpinning overall category performance.

The health and wellness trend continues to shape the bleach category in Switzerland. Consumers are increasingly seeking products perceived as safer, more sustainable, and less harmful to health and the environment. Many are avoiding bleach due to its harsh image and strong odour, which has reduced demand and limited manufacturers’ focus on the category. Steady urban population growth, from 7.6 million in 2024 to 7.7 million in 2025, provides a potential market opportunity, but the shift in consu

The laundry care category in Switzerland recorded a retail value of CHF444 million in 2025, a 0.4% decline from the previous year. Despite a high penetration rate of automatic washing machines among Swiss households, which stood at 100% in 2025, the market faced challenges due to consumer preference for discounted or lower-priced products and concentrated formats, which reduced overall value and volume sales. The median disposable income per household in Switzerland was CHF97,951 in 2025, indica

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

In 2025, the polishes category in Switzerland experienced a slight decline, although it remains a staple in many households. Retail value sales were CHF28.9 million, representing a 0.4% decrease from the previous year. Compared with the broader Western European market, Switzerland’s polishes category is relatively stable.

In 2025, the toilet care category in Switzerland experienced a challenging year, with declines in both retail value and volume sales, largely driven by a significant decline in ITB solutions. Although consumers continued to favour easy-to-use products that simplify bathroom maintenance, overall category performance was undermined by heavy reliance on price promotions from key players.

In 2025, the air care market in Switzerland recorded positive growth, with retail value sales reaching CHF112 million, up 3% from the previous year. This performance in air care is driven by strong consumer interest in creating a pleasant, comforting home environment, alongside a growing demand for products that support wellbeing and mood enhancement. Swiss consumers are increasingly willing to invest in air care solutions that offer added value beyond basic air freshening.

Surface care achieved positive growth in 2025, with retail value reaching CHF157 million, representing a 2% increase from the previous year. Growth is primarily driven by rising demand for convenience and continued consumer focus on home hygiene, with multi-purpose cleaners accounting for the largest share of surface care sales. Multi-purpose cleaners will continue to drive growth, driven by consumer demand for convenience and value.

In 2025, the Swiss home insecticides market recorded moderate value growth, driven primarily by other home insecticides, which grew by 3% in value, and by spray/aerosol insecticides, valued for its convenience and efficiency. Retail value sales reached CHF25.7 million, with the strong performance in other home insecticides driven by traps and sustainable solutions, reflecting evolving consumer preferences. The growing popularity of eco-friendly products from companies like Reckhaus AG highligh

Cafés/bars saw stagnant value sales in 2025 as inflation and high living costs curbed discretionary spending, despite recovering mobility. Specialist coffee and tea shops outperformed as consumers prioritised high-quality and sustainable experiences that justified higher prices. Success depended on balancing fulfilment and perceived value, with operators justifying prices through quality, transparency and strong customer experiences.

In 2025, consumer foodservice in Switzerland recorded positive value growth, driven by the continued return to out-of-home activities after the pandemic. Standalone outlets remained the most numerous format; however, consumer foodservice through travel was the best-performing non-standalone category, benefiting from increased travel and tourism. Consumers increasingly favoured healthier options, driving demand for plant-based and sustainably positioned offerings.

Full-service restaurants in Switzerland saw stagnant value sales in 2025 as inflation and high living costs reduced everyday dining and shifted demand toward more affordable formats. Growth was led by diversified Asian concepts, while overall performance depended on operators’ ability to justify premium prices through quality, experience, and clear value in a more selective consumer environment.

In 2025, independent street stalls/kiosks experienced value growth as urban workers and commuters increasingly sought quick, convenient food and beverage options. Their low-cost, flexible operations allowed quick adaptation to trends, with many offering specialty coffee, artisanal snacks, and locally sourced products to attract both residents and tourists. Balancing fulfilment and value was key in the year. Successful kiosks delivered freshness, transparency, and consistent quality at fair price

Consumer foodservice in Switzerland experienced steady value growth in 2025, driven by recovering consumer mobility, the ongoing digitalisation of dining, and heightened demand for convenience. Despite persistent inflation and high living costs, Swiss consumers continued to dine out, prioritising value-for-money options, efficiency, and quality experiences.

Self-service cafeterias in Switzerland faced declining value sales in 2025 amid high living costs and rising price sensitivity. Competition from lower-cost street stalls intensified pressure on the segment. To remain competitive, operators balanced affordability with rising consumer expectations for fresher, healthier options by simplifying menus, improving efficiency, and clearly communicating quality enhancements.

Limited-service restaurants recorded strong value growth in 2025, driven by demand for convenient and affordable dining, particularly among urban professionals. Chicken chains led growth, supported by international expansion and delivery trends, while rising price sensitivity pushed consumers to trade down from full-service restaurants and seek value-focused offers without compromising on quality or convenience.