Value sales of cheese in Switzerland are projected to increase in 2025, reflecting the product’s central role in the Swiss dairy industry, where approximately half of the country’s milk production is utilised for cheese-making. Despite this positive outlook, cheese faces significant challenges including rising production costs, a decline in the number of dairy farms, and intense competition from high volumes of cheaper cheese imports. Additionally, trade tensions, such as tariffs imposed during

Value sales of baby food in Switzerland are set to increase in 2025, driven primarily by high unit prices and strong consumer interest in premium categories, particularly prepared baby food, which continues to command a higher price point. Ingredient transparency and quality remain top priorities for Swiss parents. As a result, there is growing demand for organic and sustainably produced baby food, reflecting heightened consumer awareness around health and environmental impact.

In 2025, value sales of drinking milk products in Switzerland posted positive growth, despite a continued decline in retail volume sales. This reflects reduced per capita consumption of milk across the country, driven by evolving dietary preferences and broader lifestyle changes. Organisations such as Swissmilk, the marketing body of the Association of Swiss Milk Producers, remained active in promoting the health benefits of drinking milk, as well as the sustainability of Swiss dairy production.

Value sales of other dairy products in Switzerland are set to record positive growth in 2025. This growth has been largely fuelled by increased consumer demand for health-conscious options, with manufacturers responding through the development of low-fat, low-sugar, and lactose-free product lines.

Value sales of yoghurt and sour milk products in Switzerland posted positive growth in 2025 and are expected to continue rising over the forecast period. In Switzerland, yoghurt holds a long-standing place in consumer routines, being enjoyed in various contexts, whether as a dessert, part of breakfast, a snack between meals, or even as a meal replacement among time-pressed professionals.

In 2025, value sales of butter and spreads are recording positive growth, primarily driven by elevated unit prices, despite a continued decline in volume sales. The category remains heavily influenced by ongoing health and wellness trends, as some consumers increasingly seek to reduce their fat intake. Premiumisation is also contributing to growth in value sales, with consumers showing a willingness to pay more for perceived quality and added benefits.

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.

Value sales of plant-based dairy are set to continue rising in Switzerland in 2025, driven by the growing number of vegan, vegetarian, and flexitarian consumers, as well as broader shifts in dietary behaviour. A notable proportion of the general population is also reducing consumption of animal-based products, primarily for health, sustainability, and ethical reasons.

Total volume sales of alcoholic drinks declined in 2024 but rose in total value terms. Apart from healthy growth in unit prices and premiumisation tendencies in most areas, this discrepancy is largely explained by the fact that the increase in overall demand was stemming entirely from out-of-home consumption, where sales prices are naturally much higher. Generally, a long-term trend towards drinking less alcohol continued, driven by increasing health awareness, especially among younger consumers

Sales of beer declined in total volume terms in 2024. This was partly due to increased health awareness and the general slow decline in alcohol consumption, with consumers adopting more responsible and mindful drinking behaviour. However, it was also partly due to the poor weather in the spring, which was particularly wet which discouraged consumers from organising social events, thus limiting sales of beer. A cold snap in September 2024 also brought an abrupt end to the summer putting a further

Volume sales of wine stagnated in total volume terms in 2024. The performance was characterised heavily by the ongoing recovery of on-trade volume sales from the negative impact of the pandemic and a lasting shift towards at-home consumption. Nevertheless, despite seeing solid growth, on-trade volume sales of wine in 2024 were still below 2019 pre-pandemic levels, with economic pressures still impacting the ability of some consumers to drink outside the home. It was also linked to a general tren

Total volume sales of spirits decreased slightly in 2024. This relatively stable performance was quite noticeable given the general health-driven trend towards more moderate alcohol consumption, especially among younger people. This stable performance is linked to several factors. First, there is a growing interest in sophisticated spirits such as single malt Scotch whisky and imported dark rum, which are consumed as an indulgence or treat instead of for getting drunk with a few beers. Second, a

Sales of cider/perry saw healthy growth in total volume terms in 2024. Demand remained centred around regular cider, while non alcoholic cider/perry, and perry in general, played no notable role. Demand for cider in Switzerland is characterised by traditional and more bitter variants on one hand, and sweeter and often carbonated cider variants on the other. International cider brands have long been established in Switzerland but domestic producers also have a well-established presence in both tr

Sales of RTDs saw healthy growth in total volume terms in 2024, which was in stark contrast to overall volume sales of alcoholic drinks, and a stronger performance than that seen by major categories such as beer and wine. This was part of the ongoing trend towards light and easy-drinking options in alcoholic drinks as a result of more conscious consumption of alcohol amid increasing health concerns. Most of the growth centred around the on-trade channel, such as at festivals and in night clubs,

Value sales of sugar confectionery look set to increase slightly in 2025, primarily due to rising unit prices. Global supply chain disruptions and the elevated cost of raw materials including sugar and gelatine have placed upward pressure on average retail prices. While this inflationary dynamic has strained purchasing power for some consumers, it has also led brands to double down on product innovation and limited edition launches to sustain consumer interest.

Retail value sales of chocolate confectionery are rising in 2025, driven primarily by sharp increases in cocoa prices and the continued trend toward premiumisation. Higher unit prices are putting pressure on volume sales, which are recovering more slowly in the current economic climate. However, Swiss consumers continue to value chocolate as a staple indulgence, sustaining demand despite rising costs.

Value sales of gum are growing modestly in 2025, supported primarily by price increases rather than rising demand. The category continues to face headwinds stemming from health and wellness trends, which discourage sugar-laden impulse purchases, as well as from growing consumer awareness around the environmental impact of littering.

Value sales of sweet biscuits, snack bars and fruit snacks are set to post positive growth in 2025, driven largely by health-focused innovation and rising consumer demand for permissible indulgence. In a market where health consciousness continues to grow, Swiss consumers increasingly sought snacks with reduced fat and sugar content, as well as those fortified with protein, fibre, or vitamins.

Value sales of savoury snacks are set to increase in 2025, supported by favourable weather, outdoor events such as BBQs and music festivals, and a rise in social gatherings. While indulgence continues to drive impulse purchases, brands increasingly respond to growing health and wellness expectations through recipe reformulation and ingredient innovation. Notably, producers are lowering salt and fat content and introducing healthier alternatives like chickpea-based snacks, as seen in Zweifel’s Va

Value sales of snacks are expected to rise in 2025, supported by indulgent consumption habits, seasonal events, health-driven innovation, and the increasing popularity of premium and functional snacking options. Although macroeconomic indicators suggest a slowdown in GDP growth and continued geopolitical tensions, the snacks category remains resilient. Swiss consumers, while cautious with spending, continue to prioritise small moments of pleasure and convenience often found in familiar and affor

Value sales of ice cream is expected to post positive performance in 2025, supported by a combination of indulgent consumer behaviour, a particularly hot summer, and a shifting perception of ice cream as a year-round treat rather than a strictly seasonal product. Rising raw material and production costs also contribute to the uptick in value terms.

Retail volume sales of cigarettes in Switzerland decreased at a moderate pace in 2024. The decline in percentage terms was smaller than in 2022 and 2023. In these two years, demand collapsed again following a short-term increase in the wake of the COVID-19 crisis in 2020, when opportunities for cross-border purchases were limited. The long-term trend towards fewer smokers, and fewer heavy smokers, continued, driven by increasing health concerns along with decreasing social acceptance of smoking

Tobacco in Switzerland continued to be impacted by rising consumer health awareness and falling social acceptance of smoking. The demand for tobacco/nicotine products was largely stable in Switzerland in 2024. The declining demand for cigarettes and falling number of cigarette smokers were largely offset by increasing interest in newer tobacco types. Namely, retail volume sales of heated tobacco, nicotine pouches and e-vapour products continued to see fast growth rates.

The performance of fine cut tobacco enabled cigars, cigarillos and smoking tobacco in Switzerland to post positive retail volume growth in 2024. Retail volume sales of cigars and cigarillos decreased in 2024 as the market size continued to stabilise. Consumption continued to normalise after it had increased strongly in the wake of COVID-19 in 2020, when many consumers had more time and money to smoke. Thus, some consumers smoked a cigar or cigarillo as an indulgence or pampering option when whil