Boston, MA -- (SBWIRE) -- 07/14/2014 -- Cotton wool/buds/pads is a relatively mature category in Switzerland and no extraordinary movements were seen over the review period. Growth largely depends on demographic developments. Sales remained stable in 2013 and posted a rise roughly in line with population growth.
The competitive environment of cotton wool/buds/pads continued to be dominated by private label, which accounted for 83% of current value sales in 2013. The two leading private label players in cotton wool/buds/pads continued to be domestic retail chains Migros Genossenschaftsbund eG and Coop Genossenschaft, which were ranked first and second in the category as a whole. Migros posted a current value share of 45% in 2013 due to the success of its tiered private label range that is divided into the economy line Migros Budget, the premium line Mibelle Primella and the organic line Migros Bio, which features organic cotton. Coop, meanwhile, reached a current value share of 15% with its Naturaline range. Both Migros and Coop posted the strongest share growth in cotton wool/buds/pads in 2013 and further challenged branded manufacturers' share through price promotions and the release of more premium types of cotton wool/buds/pads.
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Cotton wool/buds/pads is expected to face a relatively strong forecast period performance, with the growth rate expected to pick up slightly in pace towards the end of the forecast period. A mature category, demand will continue to be largely driven by population growth, which is expected to remain above replacement levels in Switzerland over the forecast period. Meanwhile, average unit price is expected to remain largely stable. The share of private label is expected to remain well over 80%, meaning that unit prices will continue to be highly competitive.
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