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

Smokeless tobacco, e-vapour products and heated tobacco in Switzerland remained on an upward trajectory in 2024. Retail volume and current value sales increased across the board. In view of the clear decline in the consumption of cigarettes, the shift towards newer products continued, and the overall demand for nicotine remained relatively stable. Legislators responded with the new Tobacco Products Act, which came into force in October 2024, focused heavily on these categories. The Tobacco Produ

Retail value sales of sunglasses are set to decline slightly in 2025, reflecting the high maturity and saturation of the category in Switzerland. While awareness of the importance of proper UV protection continues to rise, the growth potential remains limited, as most consumers already own at least one pair of sunglasses.

Pet products is maintaining positive value sales in Switzerland in 2025, albeit at slower rates of growth than seen over the past two years. However, this is attributed to a stabilisation in unit prices, rather than a notable slowdown in demand per se. Other pet products is showing the strongest value growth in 2025, along with being the largest sized category, with cat litter coming in second place in size and growth terms, with pet healthcare being the smallest category.

Sales of cat food are maintaining a positive performance in Switzerland in 2025, with value slightly up from the previous year and volume also returning to a positive trajectory after its previous slump. Cats remain popular as pets, thus sales are supported by baseline demand. However, it is also noted that population growth has slowed down since the boom in pet ownership seen during the era of the pandemic, thus somewhat limiting stronger growth prospects. Nevertheless, a growing number of cons

Dog food is achieving positive sales in Switzerland in 2025, in both value and volume terms, albeit at relatively low levels. Challenges here come from somewhat stagnant growth in the dog population, with a declining trend for larger dogs. Therefore, sales performance is more driven by consumers opting for prepared dog food, rather than feeding their pets homemade options or table scraps. Dog treats and mixers is the best performing category, thanks to such products being ideal for bonding and d

Pet care is maintaining positive, albeit moderate, value and volume sales in Switzerland in 2025. This suppressed performance is attributed to a slightly declining overall pet population, with a stronger focus on smaller, low-maintenance pets. Cats continue to be the most favoured pet type, thanks to having a positive reputation as being comparably easy and low-cost pets, compared to dogs for example, as cats are able to be kept in smaller apartments, especially in cities, and do not need to be

Retail value sales of eyewear in Switzerland are set to rise in 2025, supported by ongoing shifts in demographic and lifestyle factors. An ageing population combined with widespread early screen use among younger consumers continues to contribute to higher rates of impaired vision, thereby boosting demand for corrective eyewear. However, value growth is likely to remain somewhat stagnant in key categories, largely due to the increasing popularity of private label spectacle frames and sunglasses.

Value sales of other pet food is slumping into a negative figure in Switzerland in 2025, while volume sales are flat. This is mainly attributed to a normalisation effect following two years of stronger sales, which were inspired by the heightened levels of pet ownership during the era of the pandemic.

Value sales of spectacles are set to increase in 2025. In general, demographic and lifestyle factors continue to support volume sales in Switzerland, with the ageing population and increased screen usage for work, school and leisure driving demand. However, the already high per capita ownership of spectacles in Switzerland limits overall growth dynamics.

Retail value sales of contact lenses and solutions are set to increase modestly in 2025, supported by the ongoing popularity of contact lenses due to their convenience, flexibility, and ease of use during physical activities and when wearing helmets or masks. These benefits are particularly relevant in Switzerland, where skiing and other outdoor activities are common. While volume sales showed only sluggish growth in 2024, momentum picks up again in 2025 as more consumers return to hybrid work a

In 2024, video games in Switzerland recorded a decline in value sales, despite an increase in video game software sales, which was driven by mobile gaming, subscription models, and digital purchases. Key trends included cloud gaming, AI personalisation, and subscription services, which changed the user experience and consumer spending habits. The market became more concentrated, with leading brands maintaining their strength, while e-commerce remained the dominant distribution channel.

In 2024, traditional toys and games in Switzerland experienced a rise in value sales, primarily due to construction, with notable demand for building blocks designed for adults. Key trends included a heightened focus on sustainability and inclusivity in product design, as well as the increasing popularity of kidults purchasing products for nostalgic reasons. The market was significantly impacted by e-commerce, leading to the adoption of omnichannel strategies.

Toys and games in Switzerland saw a marginal decline in 2024, influenced in part by the weak performance by video games hardware amid the ongoing move towards digital gaming. Product design was influenced by the growing emphasis on sustainability and inclusivity, with manufacturers offering more ethical and environmentally-friendly options. Additionally, the kidult trend contributed to sales, as brands targeted adults with nostalgic and premium products.

Total soft drinks packaging retail volumes in Switzerland increased in 2024, continuing the steady growth trend seen since 2020. This rise can be attributed to several factors, including increased consumption of soft drinks such as bottled water, carbonates, and functional beverages, driven by evolving consumer preferences for health, convenience, and on-the-go lifestyles. The ongoing growth of the hospitality and tourism industries further boosted demand for single-serve and portable packaging

In 2024, total hot drinks packaging retail volumes in Switzerland saw significant growth, driven by a variety of factors and industry developments. One of the key growth drivers was the increasing focus on sustainability. Swiss consumers and manufacturers alike have increasingly prioritised eco-friendly packaging solutions. Folding cartons, which are renewable, recyclable, and compostable, are becoming particularly popular, especially for packaging coffee. Technological advancements have also pl

After a contraction in 2023, Switzerland’s gardening market returned to growth in 2024, supported by renewed consumer interest in sustainable gardening practices and a rise in home cultivation. Garden care products such as growing media and plant protection led this rebound as environmentally conscious Swiss consumers increasingly turned to eco-friendly solutions to maintain productive and aesthetically pleasing gardens. The ongoing shift toward self-sufficiency, including a desire for home-grow

Home furnishings in Switzerland continued its downward trajectory in 2024, impacted by ongoing economic caution and subdued discretionary spending. Although inflation eased somewhat, consumers remained reluctant to invest in high-ticket items such as indoor furniture, especially as uncertainty lingered around interest rates and household budgets. The restrained economic outlook, coupled with the longer replacement cycles typical in this category, suppressed demand across key segments. Indoor liv

In 2024, sales of home and garden continued to decline in Switzerland, reflecting broader economic caution, elevated living costs, and subdued activity in the housing and construction sectors. Consumer confidence remained fragile, limiting discretionary spending on high-value purchases such as indoor furniture. Categories like sitting furniture and bedroom furniture faced ongoing pressure, particularly sitting furniture, which was most impacted by postponed purchases of non-essential items. Livi

Switzerland’s home improvement market continued to face challenges in 2024, as economic caution and reduced construction activity weighed on consumer spending. The high cost of living and persistent uncertainty led many households to delay renovation projects, while high mortgage rates discouraged investment in new properties. With much of the pent-up demand from the pandemic already fulfilled, categories that had previously benefited from the home renovation boom saw stagnation or decline. Floo

Current value sales of homewares rose modestly in 2024, supported by a continued preference for home-centred lifestyles. The cultural importance of cooking and shared meals in Switzerland has sustained consumer interest in kitchen-related products, even amid economic uncertainty. As households increasingly prioritised domestic routines, kitchenware and food storage items saw steady demand, allowing the overall category to remain resilient despite wider financial pressures. The enduring appeal of

Depilatories in Switzerland witnessed a moderate increase in retail current value sales in 2024, despite a small drop in retail volume sales. This performance was underpinned by rising unit prices, informed by higher costs of raw materials, production and distribution. However, the positive retail value sales performance of depilatories was also due to a greater focus on grooming and hygiene, driven to a strong degree by social media content. This exposure raised awareness of depilatories and fo