The mission of Business France’s Team France Export is to help French manufacturers expand internationally. And depending on the field of activity, some countries are more suitable than others. For the cosmetics industry, Switzerland appears to be a market of interest. The Team France Export has therefore written a technical sheet which gathers all relevant data on this country.
Despite a decline of 3% in 2020 (following the Covid-19 crisis), the Swiss healthcare sector is dynamic. It represents 2.27 billion euros.
The average annual basket is 250 euros per inhabitant (whose purchasing power is high).
Trends
According to Business France, the Swiss cosmetics market is already mature. As a result, it should return to its pre-pandemic level by 2022. “After that, we should expect a growth of 2.5% per year.”
Naturalness is one of the underlying trends. Consumers are concerned about what they use and apply to their skin. They also want products that have no negative impact on the environment. They are willing to pay more for cosmetics that meet these criteria. Nevertheless, the organic and natural segment remains a minority in the purchasing preferences.
Finally, the “Indies Brands”, young brands with a strong digital footprint, are winning the hearts of the Swiss.
Market characteristics
Competition in Switzerland is fierce. The local companies (finished product brands and ingredient suppliers) are very well developed and their know-how is recognized. There are about 70 of them. The Swiss players have a premium positioning.
The major international manufacturers are also present in the region. The expertise of the Germans and Italians …
