Despite an expected recovery in the Swiss economy over the forecast period, discounters is likely to remain a highly popular channel, with it being projected to see healthy growth both in terms of outlet numbers and value sales (at constant 2024 prices). Word-of-mouth about positive experiences with discounters and their products as well as a growing visibility through marketing efforts (and expanding store networks) are set to increase the appeal of and interest in discounters, thereby contributing to the category’s growth potential.
Changes in the tax-free limits has reduced the allowed value of tax-free imported goods from CHF300 to CHF150, starting January 2025. As such, shopping tourism into neighbouring countries is expected to decrease significantly as it will not be lucrative enough to go through the hassle of having to wait at the border for customs checks and declarations.
Due to the strong sense of tradition inherent to many Swiss consumers, Denner is expected to remain the most popular and leading chain of discounters. This is also due to the chain’s large presence, wide portfolio and Migros’ overall efforts to become more sustainable and to offer greater convenience, among other factors.
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Understand the latest market trends and future growth opportunities for the Discounters 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.
If you're in the Discounters 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.
Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsThis report originates from Passport, our Discounters research and analysis database.
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