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Retail trade in Switzerland increases slightly: consumers spent 33 billion Swiss francs on their purchases in 2017. Consumers are shopping again more often: 139 times a year in total, an average household makes a trip of shopping against 136 times the year before. On average, essential items worth around 41 francs were in the basket. This is the result of the Nielsen "Nielsen Consumers 2018 Switzerland" study, published for the second time. The study provides basic information on consumer spending, trade and advertising. Based on panel and panel data from Nielsen as well as a series of Nielsen studies.
The Swiss are preemptive and quality conscious bargain hunters
Three quarters of consumers plan their purchase in advance, but 60 percent of respondents also tend to buy spontaneously in the business. Nearly 64% like to visit well organized shops with a nice atmosphere.
Searching for special offers is always popular. 63% of consumers prefer special offers to cover their daily needs. Private label and brand prices compare to 57%. Respondents bought more private labels in 2017 than the year before.
Products should also be healthy and of high quality: 57% of consumers attach great importance to healthy products, while quality is important for 55% of consumers. More than half of consumers are also willing to dig deeper for good quality. "While quality is becoming increasingly important to consumers, price sensitivity is also increasing, while 52% of Swiss consumers say they know the prices of everyday products," said Dominik Stocker, Sales Manager. Nielsen Switzerland, quoted in the press release.
Winners and losers in the trade
The retail trade in Switzerland generated sales of nearly 33 billion Swiss francs in 2017. It is a slight advantage of the business. about one percent. The decline in the number of stores that have been declining for years has continued to decline to about 6650.
Small supermarkets (+ 3.1%), Superettes (+ 2.7%) and hard discounters (+4 %) increased sales again. Sales of Traditional Grocers (+ 0.3%) and large supermarkets (+ 0.4%) have hardly changed. Hypermarkets, meanwhile, recorded a slight decline in sales (-1.4%).
More Advertising Spending
Gross advertising spend in 2017 is up to 6 billion Swiss francs. This is an increase of more than 11%. Print media and television received the highest donations, followed closely by the Internet. "However, the Internet is showing the strongest growth in terms of media spending.Internet advertising expenses have more than doubled last year," said Dominik Stocker. (pd / as)
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