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Consumer Lifestyles - Switzerland
Euromonitor International
February 2010
Consumer Lifestyles
Switzerland
List of Contents and Tables

Structure of the Report........................................................................................................................................... 1
Consumer Trends.................................................................................................................................................... 2
Large Chains Squeezing Out Small Retail Shops...................................................................................................... 2
Switzerlands Ageing Population .............................................................................................................................. 2
Job Seekers Flock To Switzerland and Bring Unique Tastes With Them.................................................................. 3
Swiss Banks Remain Powerful Domestic Institutions................................................................................................ 4
Health and Wellness Becoming Important Consumer Concerns............................................................................... 5
Population................................................................................................................................................................ 5
Population Change ................................................................................................................................................... 6
Population by Gender ............................................................................................................................................... 6
Population by Marital Status .................................................................................................................................... 6
Population by Education........................................................................................................................................... 7
Population by Rural/urban Areas ............................................................................................................................. 7
Table 1
Population by Age and Gender: 1995/2000/2005/2008/2015/2020................................... 8
Table 2
Population by Age and Gender (% Analysis and % Growth):
1995/2008/2015/1995-2008/2008-2020 ............................................................................ 8
Table 3
Median Age of Population: 1995/2000/2005/2008/2015/2020.......................................... 9
Table 4
Median Age of Population (Growth): 1995-2008/2008-2020............................................ 9
Table 5
Population Change: 1995/2000/2005/2006/2007/2008...................................................... 9
Table 6
Population Change (% Growth): 1995-2008/2000-2008 ................................................... 9
Table 7
Birth Rates: 1995/2000/2005/2006/2007/2008.................................................................. 9
Table 8
Death Rates: 1995/2000/2005/2006/2007/2008............................................................... 10
Table 9
Birth Rates (Actual Growth): 1995-2008/2000-2008 ...................................................... 10
Table 10
Death Rates (Actual Growth): 1995-2008/2000-2008..................................................... 10
Table 11
Fertility and Birth: 1995/2000/2005/2006/2007/2008 ..................................................... 10
Table 12
Fertility and Birth (Growth): 1995-2008/2000-2008 ....................................................... 10
Table 13
Population by Marital Status: 1995/2000/2005/2006/2007/2008 .................................... 11
Table 14
Population by Marital Status (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 11
Table 15
Marriage Rates: 1995/2000/2005/2006/2007/2008.......................................................... 11
Table 16
Divorce Rates: 1995/2000/2005/2006/2007/2008 ........................................................... 11
Table 17
Marriage Rates (Actual Growth): 1995-2008/2000-2008................................................ 12
Table 18
Divorce Rates (Actual Growth): 1995-2008/2000-2008.................................................. 12
Table 19
Population by Highest Educational Attainment:
1995/2000/2005/2006/2007/2008.................................................................................... 12
Table 20
Population by Highest Educational Attainment (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 12
Table 21
Literacy Rates: 1995/2000/2005/2006/2007/2008........................................................... 13
Table 22
Population by Urban/Rural Locations and Major Cities:
1995/2000/2005/2006/2007/2008.................................................................................... 13
Table 23
Population by Urban/Rural Locations and Major Cities (% Analysis and %
Growth): 1995/2000/2008/1995-2008/2000-2008........................................................... 13
Table 24
Population Density: 1995/2000/2005/2006/2007/2008 ................................................... 13
Table 25
Population Density (change): 1995-2008/2000-2008 ...................................................... 14
Consumer Segmentation....................................................................................................................................... 14
Babies and Infants................................................................................................................................................... 14
Kids......................................................................................................................................................................... 14
Tweenagers ............................................................................................................................................................. 15
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Consumer Lifestyles
Switzerland
Teens ....................................................................................................................................................................... 15
Students................................................................................................................................................................... 16
People in Their Twenties......................................................................................................................................... 16
People in Their Thirties .......................................................................................................................................... 17
Middle-aged Adults................................................................................................................................................. 17
Older Population .................................................................................................................................................... 18
Table 26
Babies and Infants: 1995/2000/2005/2008/2015/2020 .................................................... 18
Table 27
Babies and Infants (% Growth): 1995-2008/2008-2015 .................................................. 18
Table 28
Kids: 1995/2000/2005/2008/2015/2020 .......................................................................... 18
Table 29
Kids (% Growth): 1995-2008/2008-2015........................................................................ 19
Table 30
Tweenagers: 1995/2000/2005/2008/2015/2020............................................................... 19
Table 31
Tweenagers (% Growth): 1995-2008/2008-2015 ............................................................ 19
Table 32
Teens: 1995/2000/2005/2008/2015/2020 ........................................................................ 19
Table 33
Teens (% Growth): 1995-2008/2008-2015...................................................................... 19
Table 34
People in their Twenties: 1995/2000/2005/2008/2015/2020 ........................................... 19
Table 35
People in their Twenties (% Growth): 1995-2008/2008-2015......................................... 19
Table 36
People in their Thirties: 1995/2000/2005/2008/2015/2020 ............................................. 20
Table 37
People in their Thirties (% Growth): 1995-2008/2008-2015 ........................................... 20
Table 38
Middle-aged Adults: 1995/2000/2005/2008/2015/2020 .................................................. 20
Table 39
Middle-aged Adults (% Growth): 1995-2008/2008-2015................................................ 20
Table 40
Older Population: 1995/2000/2005/2008/2015/2020....................................................... 20
Table 41
Older Population (% Growth): 1995-2008/2008-2015 .................................................... 20
Household Profiles ................................................................................................................................................ 21
Households by Number of Occupants ..................................................................................................................... 21
Household Annual Disposable Income ................................................................................................................... 21
Home Ownership .................................................................................................................................................... 21
Possession of Household Durables ......................................................................................................................... 22
Pet Ownership......................................................................................................................................................... 22
Table 42
Households by Number of Occupants: 1995/2000/2005/2006/2007/2008 ...................... 22
Table 43
Households by Number of Occupants (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 23
Table 44
Occupants per Household: 1995/2000/2005/2006/2007/2008......................................... 23
Table 45
Occupants per Household (Actual Growth): 1995-2008/2000-2008 ............................... 23
Table 46
Number of Households by Disposable Income Bracket:
1995/2000/2005/2006/2007/2008.................................................................................... 23
Table 47
Number of Households by Disposable Income Bracket (% Analysis and %
Growth): 1995/2000/2008/1995-2008/2000-2008........................................................... 24
Table 48
Total Housing Stock and New Dwellings Completed:
1995/2000/2005/2008/2015/2020.................................................................................... 24
Table 49
Total Housing Stock and New Dwellings Completed (% Growth): 19952008/2008-2015............................................................................................................... 24
Table 50
Households by Tenure and Type of Dwelling:
1995/2000/2005/2008/2015/2020.................................................................................... 24
Table 51
Households by Tenure and Type of Dwelling (% Analysis and % Growth):
1995/2000/2008/1995-2008/2008-2015 .......................................................................... 25
Table 52
Households by Number of Rooms: 1995/2000/2005/2006/2007/2008............................ 25
Table 53
Households by Number of Rooms (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 25
Table 54
Ownership of Household Durables: 1995/2000/2005/2008/2010/2015........................... 26
Table 55
Ownership of Household Durables by Type (Actual Growth): 19952008/2008-2015............................................................................................................... 26
Table 56
Pet Population: 2000/2004/2005/2006/2007/2008........................................................... 27
Household Segmentation ...................................................................................................................................... 27
Page
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Consumer Lifestyles
Switzerland
Single-person Households....................................................................................................................................... 27
Couples Without Children....................................................................................................................................... 28
Couples With Children............................................................................................................................................ 28
Single-parent Families............................................................................................................................................ 28
Table 57
Households by Type: 1995/2000/2005/2008/2015/2020 ................................................. 29
Table 58
Households by Type (% Analysis and % Growth): 1995/2008/2015/19952008/2008-2015/2008-2020 ............................................................................................ 29
Labour ................................................................................................................................................................... 29
Working Conditions ................................................................................................................................................ 29
Employed Population by Age .................................................................................................................................. 30
Unemployed Population by Age.............................................................................................................................. 30
Part-time Employment ............................................................................................................................................ 30
Table 59
Employed Population by Age Group: 1995/2000/2005/2006/2007/2008........................ 30
Table 60
Employed Population by Age Group (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 31
Table 61
Unemployed Population by Age Group: 1995/2000/2005/2006/2007/2008.................... 31
Table 62
Unemployed Population by Age Group (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 31
Table 63
Unemployment Rate: 1995/2000/2005/2006/2007/2008................................................. 32
Table 64
Unemployment Rate (Actual Growth): 1995-2008/2000-2008 ....................................... 32
Table 65
Part-Time Employment by Gender: 1995/2000/2005/2006/2007/2008........................... 32
Table 66
Part-Time Employment by Gender (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 32
Income.................................................................................................................................................................... 33
Annual Disposable Income ..................................................................................................................................... 33
Income by Educational Attainment ......................................................................................................................... 33
Income by Gender ................................................................................................................................................... 33
Table 67
Mean Annual Disposable Income by Education and Gender:
1995/2000/2005/2006/2007/2008.................................................................................... 33
Table 68
Mean Annual Disposable Income by Education and Gender (% Growth):
1995-2008/2000-2008 ..................................................................................................... 33
Consumer Expenditure......................................................................................................................................... 34
Spending on Consumer Goods and Services by Broad Category............................................................................ 34
Table 69
Consumer Expenditure by Broad Category:
1995/2000/2005/2008/2015/2020.................................................................................... 34
Table 70
Consumer Expenditure by Broad Category (% Analysis and % Growth)
1995/2008/2015: /1995-2008/2008-2015 ........................................................................ 35
Table 71
Consumer Expenditure by Commodity Type:
1995/2000/2005/2008/2015/2020.................................................................................... 35
Table 72
Consumer Expenditure by Commodity Type (% Analysis and % Growth)
1995/2008/2015: /1995-2008/2008-2015/2008-2020 ...................................................... 35
Table 73
Consumer Prices and Costs: 1995/2000/2005/2006/2007/2008 ...................................... 36
Table 74
Consumer Prices and Costs (Actual Growth): 1995-2008/2000-2008............................. 36
Eating Habits......................................................................................................................................................... 36
Spending on Food ................................................................................................................................................... 36
Shopping for Food .................................................................................................................................................. 36
Eating Preferences.................................................................................................................................................. 37
Cooking Habits ....................................................................................................................................................... 38
Table 75
Consumer Expenditure on Food: 1995/2000/2005/2006/2007/2008 ............................... 38
Table 76
Consumer Expenditure on Food (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 38
Table 77
Per Capita Expenditure on Food: 1995/2000/2005/2006/2007/2008............................... 39
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Consumer Lifestyles
Table 78
Switzerland
Per Capita Expenditure on Food (% Growth): 1995-2008/2000-2008 ........................... 39
Drinking and Smoking.......................................................................................................................................... 39

Spending on Alcoholic Drinks................................................................................................................................. 39
Spending on Soft Drinks and Hot Drinks ................................................................................................................ 39
Spending on Tobacco .............................................................................................................................................. 39
Table 79
Consumer Expenditure on Alcoholic Beverages and Tobacco:
1995/2000/2005/2006/2007/2008.................................................................................... 40
Table 80
Consumer Expenditure on Alcoholic Beverages and Tobacco (% Analysis
and % Growth): 1995/2000/2008/1995-2008/2000-2008 ................................................ 40
Table 81
Per Capita Expenditure on Alcoholic Beverages and Tobacco:
1995/2000/2005/2006/2007/2008.................................................................................... 40
Table 82
Per Capita Expenditure on Alcoholic Beverages and Tobacco (% Growth):
1995-2008/2000-2008 ..................................................................................................... 41
Table 83
Consumer Expenditure on Non-alcoholic Beverages:
1995/2000/2005/2006/2007/2008.................................................................................... 41
Table 84
Consumer Expenditure on Non-alcoholic Beverages (% Analysis and %
Growth): 1995/2000/2008/1995-2008/2000-2008........................................................... 41
Table 85
Per Capita Expenditure on Non-alcoholic Beverages:
1995/2000/2005/2006/2007/2008.................................................................................... 41
Table 86
Per Capita Expenditure on Non-alcoholic Beverages (% Growth): 19952008/2000-2008............................................................................................................... 41
Buying Alcohol and Tobacco .................................................................................................................................. 41
Buying Soft Drinks and Hot Drinks......................................................................................................................... 42
Drinking Habits ...................................................................................................................................................... 42
Smoking Habits ....................................................................................................................................................... 42
Fashion................................................................................................................................................................... 43
Spending on Clothing and Footwear ...................................................................................................................... 43
Spending on Accessories and Personal Goods ....................................................................................................... 43
Shopping for Clothing and Footwear...................................................................................................................... 44
Shopping for Accessories and Personal Goods....................................................................................................... 44
Traditional Clothing ............................................................................................................................................... 44
Fashion Trends ....................................................................................................................................................... 44
Table 87
Consumer Expenditure on Clothing and Footwear:
1995/2000/2005/2006/2007/2008.................................................................................... 45
Table 88
Consumer Expenditure on Clothing and Footwear (% Analysis and %
Growth): 1995/2000/2008/1995-2008/2000-2008........................................................... 45
Table 89
Per Capita Expenditure on Clothing and Footwear:
1995/2000/2005/2006/2007/2008.................................................................................... 45
Table 90
Per Capita Expenditure on Clothing and Footwear (% Growth): 19952008/2000-2008............................................................................................................... 46
Table 91
Consumer Expenditure on Jewellery, Silverware, Watches and Clocks,
Travel Goods: 1995/2000/2005/2006/2007/2008 ............................................................ 46
Table 92
Consumer Expenditure on Jewellery, Silverware, Watches and Clocks,
Travel Goods (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008............................................................................................................... 46
Table 93
Per Capita Expenditure on Jewellery, Silverware, Watches and Clocks,
Travel Goods: 1995/2000/2005/2006/2007/2008 ............................................................ 46
Table 94
Per Capita Expenditure on Jewellery, Silverware, Watches and Clocks,
Travel Goods (% Growth): 1995-2008/2000-2008.......................................................... 46
Housing and Associated Costs.............................................................................................................................. 46
Spending on Housing .............................................................................................................................................. 47
Renting Versus Buying ............................................................................................................................................ 47
Utility Costs ............................................................................................................................................................ 47
Maintenance and Repair......................................................................................................................................... 47
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Consumer Lifestyles
Table 95
Table 96
Table 97
Table 98
Switzerland
Consumer Expenditure on Housing: 1995/2000/2005/2006/2007/2008 .......................... 48

Consumer Expenditure on Housing (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 48
Per Capita Expenditure on Housing: 1995/2000/2005/2006/2007/2008.......................... 48
Per Capita Expenditure on Housing (% Growth): 1995-2008/2000-2008 ....................... 49
Household Goods and Services ............................................................................................................................ 49

Spending on Household Goods and Services .......................................................................................................... 49
Shopping for Household Goods .............................................................................................................................. 49
DIY and Gardening................................................................................................................................................. 50
Table 99
Consumer Expenditure on Household Goods and Services:
1995/2000/2005/2006/2007/2008.................................................................................... 50
Table 100
Consumer Expenditure on Household Goods and Services (%Analysis and %
Growth): 1995/2000/2008/1995-2008/2000-2008........................................................... 50
Table 101
Per Capita Expenditure on Household Goods and Services:
1995/2000/2005/2006/2007/2008.................................................................................... 51
Table 102
Per Capita Expenditure on Household Goods and Services (% Growth):
1995-2008/2000-2008 ..................................................................................................... 51
Health..................................................................................................................................................................... 51
Spending on Health Goods and Medical Services................................................................................................... 51
Healthcare System .................................................................................................................................................. 51
Major Causes of Death ........................................................................................................................................... 52
Prevalence of Smoking............................................................................................................................................ 52
Reported Aids Cases ............................................................................................................................................... 52
Drug Abuse ............................................................................................................................................................. 52
Health and Wellness ............................................................................................................................................... 53
Table 103
Consumer Expenditure on Health Goods and Medical Services:
1995/2000/2005/2006/2007/2008.................................................................................... 53
Table 104
Consumer Expenditure on Health Goods and Medical Services (% Analysis
and % Growth): 1995/2000/2008/1995-2008/2000-2008 ................................................ 53
Table 105
Per Capita Expenditure on Health Goods and Medical Services:
1995/2000/2005/2006/2007/2008.................................................................................... 54
Table 106
Per Capita Expenditure on Health Goods and Medical Services (% Growth):
1995-2008/2000-2008 ..................................................................................................... 54
Table 107
Share of Total Health Expenditure in GDP: 1995/2000/2005/2006/2007/2008 .............. 54
Table 108
Healthy Life Expectancy at Birth: 1995/2000/2005/2006/2007/2008 ............................. 54
Table 109
Healthcare Workers: 1995/2000/2005/2006/2007/2008 .................................................. 54
Table 110
Healthcare Workers (% Growth): 1995-2008/2000-2008................................................ 55
Table 111
Major Causes of Death by Disease: 1995/2000/2005/2006/2007/2008 ........................... 55
Table 112
Major Causes of Death by Disease (% Growth): 1995-2008/2000-2008......................... 55
Table 113
Obese Population: 1995/2000/2005/2006/2007/2008...................................................... 55
Table 114
Obese Population (Actual Growth): 1995-2008/2000-2008 ............................................ 56
Table 115
Smoking Prevalence: 2000/2005/2006/2007/2008 .......................................................... 56
Table 116
Smoking Prevalence (Actual Growth): 2000-2008.......................................................... 56
Table 117
Reported AIDS Cases: 1995/2000/2005/2006/2007/2008............................................... 56
Table 118
Reported AIDS Cases (% Growth): 1995-2008/2000-2008 ............................................ 56
Personal Grooming ............................................................................................................................................... 57
Spending on Cosmetics and Toiletries .................................................................................................................... 57
Shopping for Cosmetics and Toiletries ................................................................................................................... 57
Attitudes To Personal Grooming............................................................................................................................. 57
Table 119
Consumer Expenditure on Personal Care: 1995/2000/2005/2006/2007/2008 ................. 58
Table 120
Consumer Expenditure on Personal Care (% Analysis and % Growth): 19952008/2000-2008............................................................................................................... 58
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Consumer Lifestyles
Table 121
Table 122
Switzerland
Per Capita Expenditure on Personal Care: 1995/2000/2005/2006/2007/2008 ................. 58

Per Capita Expenditure on Personal Care (% Growth): 1995-2008/2000-2008............... 58
Education............................................................................................................................................................... 58
Spending on Education ........................................................................................................................................... 59
Pre-primary Education ........................................................................................................................................... 59
Primary and Secondary Education ......................................................................................................................... 59
Higher Education.................................................................................................................................................... 59
Adult Education ...................................................................................................................................................... 60
Table 123
Consumer Expenditure on Education: 1995/2000/2005/2006/2007/2008 ....................... 60
Table 124
Consumer Expenditure on Education (% Growth): 1995-2008/2000-2008 ..................... 60
Table 125
Per Capita Expenditure on Education: 1995/2000/2005/2006/2007/2008 ....................... 60
Table 126
Per Capita Expenditure on Education (% Growth): 1995-2008/2000-2008..................... 61
Transport............................................................................................................................................................... 61
Spending on Transport............................................................................................................................................ 61
Air Transport .......................................................................................................................................................... 61
Road Transport ....................................................................................................................................................... 61
Rail Transport......................................................................................................................................................... 62
Table 127
Consumer Expenditure on Transport: 1995/2000/2005/2006/2007/2008........................ 62
Table 128
Consumer Expenditure on Transport (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 63
Table 129
Per Capita Expenditure on Transport: 1995/2000/2005/2006/2007/2008........................ 63
Table 130
Per Capita Expenditure on Transport (% Growth): 1995-2008/2000-2008 ..................... 63
Communications and the Internet ....................................................................................................................... 63
Spending on Communications................................................................................................................................. 63
Television, Cable and Satellite................................................................................................................................ 64
Printed Media ......................................................................................................................................................... 64
Telephones .............................................................................................................................................................. 65
Computers and the Internet..................................................................................................................................... 65
E-commerce ............................................................................................................................................................ 66
M-commerce ........................................................................................................................................................... 66
Table 131
Consumer Expenditure on Communications:
1995/2000/2005/2006/2007/2008.................................................................................... 67
Table 132
Consumer Expenditure on Communications (% Analysis and % Growth):
1995/2000/2008/1995-2008/2000-2008 .......................................................................... 67
Table 133
Per Capita Expenditure on Communications:
1995/2000/2005/2006/2007/2008.................................................................................... 67
Table 134
Per Capita Expenditure on Communications (% Growth) 1995-2008/20002008:................................................................................................................................ 67
Table 135
Penetration of Televisions and Number of TV Channels:
1995/2000/2005/2006/2007/2008.................................................................................... 68
Table 136
Penetration of Televisions and Number of TV Channels (% Growth): 19952008/2000-2008............................................................................................................... 68
Table 137
Penetration of Cable and Satellite Television:
1995/2000/2005/2006/2007/2008.................................................................................... 68
Table 138
Penetration of Cable and Satellite Television (% Growth): 1995-2008/20002008................................................................................................................................. 68
Table 139
National and International Phone Calls, Telephone Lines in Use and Mobile
Phone Users: 1995/2000/2005/2006/2007/2008.............................................................. 68
Table 140
National and International Phone Calls, Telephone Lines in Use and Mobile
Phone Users(% Growth): 1995-2008/2000-2008 ............................................................ 69
Table 141
Household PC Penetration and Internet Usage:
1995/2000/2005/2006/2007/2008.................................................................................... 69
Page
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Consumer Lifestyles
Table 142
Switzerland
Household PC Penetration and Internet Usage (% Growth): 1995-2008/20002008................................................................................................................................. 69
Leisure and Recreation......................................................................................................................................... 69

Spending on Leisure and Recreation ...................................................................................................................... 69
Shopping for Leisure Goods.................................................................................................................................... 70
Leisure Time ........................................................................................................................................................... 70
Public Holidays and Gift Occasions/celebrations................................................................................................... 71
Culture .................................................................................................................................................................... 71
Sport and Exercise .................................................................................................................................................. 71
Going Out ............................................................................................................................................................... 72
Travel and Tourism................................................................................................................................................. 72
Table 143
Consumer Expenditure on Leisure and Recreation:
1995/2000/2005/2006/2007/2008.................................................................................... 73
Table 144
Consumer Expenditure on Leisure and Recreation (% Analysis and %
Growth): 1995/2000/2008/1995-20087/2000-2008 ......................................................... 73
Table 145
Per Capita Expenditure on Leisure and Recreation:
1995/2000/2005/2006/2007/2008.................................................................................... 73
Table 146
Per Capita Expenditure on Leisure and Recreation (% Growth): 19952008/2000-2008............................................................................................................... 74
Table 147
Consumer Expenditure on Accommodation:
1995/2000/2005/2006/2007/2008.................................................................................... 74
Table 148
Consumer Expenditure on Accommodation (% Analysis and % Growth):
1995-2008/2000-2008 ..................................................................................................... 74
Table 149
Per Capita Expenditure on Accommodation:
1995/2000/2005/2006/2007/2008.................................................................................... 74
Table 150
Per Capita Expenditure on Accommodation (% Growth): 1995-2008/20002008................................................................................................................................. 74
Eating Out ............................................................................................................................................................. 74
Spending on Catering.............................................................................................................................................. 74
Attitudes To Eating Out........................................................................................................................................... 75
Table 151
Consumer Expenditure on Catering: 1995/2000/2005/2006/2007/2008.......................... 76
Table 152
Consumer Expenditure on Catering (% Growth): 1995-2008/2000-2008 ....................... 76
Table 153
Per Capita Expenditure on Catering: 1995/2000/2005/2006/2007/2008 ......................... 76
Table 154
Per Capita Expenditure on Catering (% Growth): 1995-2008/2000-2008 ....................... 76
Banking and Financial Services ........................................................................................................................... 76
Spending on Banking and Financial Services ......................................................................................................... 76
Pensions.................................................................................................................................................................. 77
Table 155
Consumer Expenditure on Insurance: 1995/2000/2005/2006/2007/2008........................ 78
Table 156
Consumer Expenditure on Insurance (% Analysis and % Growth): 19952008/2000-2008............................................................................................................... 78
Table 157
Per Capita Expenditure on Insurance: 1995/2000/2005/2006/2007/2008........................ 78
Table 158
Per Capita Expenditure on Insurance (% Growth): 1995-2008/2000-2008 ..................... 79
Table 159
Consumer Expenditure on Financial Services:
1995/2000/2005/2006/2007/2008.................................................................................... 79
Table 160
Consumer Expenditure on Financial Services (% Analysis and % Growth):
1995-2008/2000-2008 ..................................................................................................... 79
Table 161
Per Capita Expenditure on Financial Services:
1995/2000/2005/2006/2007/2008.................................................................................... 79
Table 162
Per Capita Expenditure on Financial Services (% Growth): 1995-2008/20002008................................................................................................................................. 79
Definitions.............................................................................................................................................................. 79
Summary 1
Country Coverage............................................................................................................ 80
Page
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Consumer Lifestyles
Switzerland
Page
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Consumer Lifestyles
Switzerland
CONSUMER LIFESTYLES IN SWITZERLAND

STRUCTURE OF THE REPORT
This report forms part of the report series that complements the Euromonitor International Countries and
Consumer Database. Each country profile is structured under the following primary headings:
Consumer trends
Population
Consumer segmentation
Household profiles
Household segmentation
Labour
Income
Consumer expenditure
Eating habits
Drinking and smoking
Fashion
Housing and associated costs
Household goods and services
Health
Personal grooming
Education
Transport
Communications and the internet
Leisure and recreation
Eating out
Banking and financial services
The information in this report was gathered from a wide range of sources, starting with national statistics
offices. This information was cross-checked for consistency, probability and mathematical accuracy.
As well, the report seeks to fill the gaps in the official national statistics by using private-sector surveys and
official pan-regional and global sources. Furthermore, Euromonitor International has undertaken an extensive
amount of modelling in order to generate unique datasets that complement the available national standards.
The wide range of sources used in the compilation of this report means that there are occasional discrepancies in
the data, which were not reconcilable in every instance. Even when data are produced on specific parameters by
the same national statistical office, such as total population in a particular year, discrepancies can occur
depending on whether the data was derived from a survey, a national census or a projection and whether the data
were based on mid-year or January figures.
For slow trends, when it is interesting to look at long periods as well as projections, data are presented for 1995,
2000, 2005, 2008, 2015 and 2020. Fast-moving trends are illustrated with datasets relating to 1995, 2000, 2005,
2006, 2007 and 2008.
Page
Consumer Lifestyles
Switzerland
CONSUMER TRENDS
Large Chains Squeezing Out Small Retail Shops
Large retail chains are expanding throughout Switzerland at a rapid pace and driving many smaller independent
shops out of business. Switzerland has a tradition of hosting many small, often family-owned businesses, such
as butcher shops, sporting goods stores, small hotels and what were known as Tante Emma Laden (Aunt
Emmas stores), similar to corner markets or what are now commonly referred to as convenience stores.
If a large outlet opens in a town it tends to immediately pose a threat to the local dairy shop, the butcher, the
baker, the Tante Emma Laden, record stores, clothing stores and many other retailers. Many of these small
businesses ultimately find that they are left with no choice but to shut down since they cannot compete with the
low prices and wider product selections offered by the large chains. The major players in this arena are two
Swiss grocery store competitors, Coop and Migros. Both have followed a growth strategy that has seen them
build large shopping venues with a huge selection of products. Migros, for instance, organizes its operations into
three types of store: M, which include smaller shops predominately selling groceries; MM, store which have a
much larger selection of groceries as well as a limited selection of clothing, household goods, office supplies,
CDs, games and other products; and MMM, the largest of the three. MMM stores carry the same products as
MM stores but they have more to choose from. They also typically operate a self-service restaurant. Coop
maintains a similar system.
Migros and Coop have also opened huge DIY (do-it-yourself) retail chains, furniture outlets and even banks.
These two companies are present in many consumer sectors and they are able to offer lower prices based on
their economies of scale. Small businesses find they can simply no longer compete unless theyre able to offer
something so special that consumers are willing to pay premium prices.
Outlook
There has been no indication that the consumer shift toward large retailers will change any time soon. Both
Migros and Coop continue to do well and their sales are projected to grow over the forecast period. Migros, for
example, has reported impressive results in recent years. In 2008, value sales rose by 2% over prior year to
reach CHF 19.4 billion, while profits increased by 7%, reaching 726 million.
Impact
The increasing number of Swiss consumers shopping at large retail venues is expected to alter the retail
distribution landscape and have an impact on future sales performances in many sectors. In particular, value
sales of many products may see declines as large stores continue to cut prices. This, on the other hand, will be a
benefit for most consumers as they will be left with more disposable income in their pockets, increasing the
likelihood that they will purchase more goods, increasing volume sales. As noted, many small businesses are
currently struggling, and a shift to big retail venues may drive many out of business.
Switzerlands Ageing Population

Like many Western societies, the Swiss population is aging rapidly, due in large part to a combination of low
birth rates and longer life expectancies. In fact, the Swiss now enjoy one of the longest life expectancies in the
world. The average life expectancy overall is 80.25 years-old, and the life expectancy for men is 78 years-old
and 84 years-old for women.
During the review period, the birth rate in Switzerland dropped significantly as women chose to have fewer
babies (or no babies at all) for financial reasons or in order to pursue careers. In 1995, the birth rate was 11.7 per
1000 inhabitants, declining to 9.6 in 2008. The fertility rate, the number of children born per female over her
lifetime, also declined steadily over the review period. In 1995, the fertility rate was 1.48 and it dropped to 1.42
in 2008, substantially lower than the 2.1 needed to maintain current population levels.
The death rate in Switzerland is also declining, due in great part to advancements in medical technology and the
population living generally healthier lifestyles. During the review period, the death rate declined from 9 per
1000 inhabitants in 1995 to 8.3 in 2008.
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Consumer Lifestyles
Switzerland
Outlook
It is projected that the proportion of the older population will increase over the forecast period, with those over
60 years-old accounting for 24.5% of the total population in 2015. In contrast, in the same year the group of
those under 10 years-old is projected to account for just below 10% of the total population, down from 12% in
1995.
On the other hand, numbers in many of the younger age groups will be bolstered by members of immigrant
groups with higher fertility rates. Switzerland is expecting to see continual growth in the number of immigrants
from countries with higher fertility rates. Female immigrants tend to have fertility rates similar to those seen in
their countries of origin rather than those of their host countries. Again, this will have a positive influence on the
overall national fertility rate in upcoming decades.
Impact
An ageing population will have an impact on consumer demand and expenditure in a wide range of consumer
product categories. It is expected, for example, that sales of health goods and medical services, including such
products as over the counter drugs, medical devices and other health-related products will increase over the
forecast period in line with the increasing numbers of older consumers. As well, pensioners who can afford them
will drive increased sales of leisure and recreation services, such as package tours and other holiday and
hospitality services.
Having fewer children in the population will have a negative effect on volume sales in such categories as toys
and games, infant and childrens clothing and footwear and childrens food. However, it is expected that value
sales will be boosted by parents with higher disposable incomes spending more on higher quality products for
the fewer children that they have.
Among other issues raised by an ageing population is that most current pension plan systems do not account for
major fluctuations. The Swiss pension plans AHV and BVG are based on the simple idea that each year monies
generated by workers are transferred to pensioners. With a growing number of pensioners and decreasing
number of workers, the equation is jerked out of balance. One of three or a combination of three scenarios are
expected to eventually occur: 1) the labour force/pensioners equation will be put back into balance by requiring
people retire at later ages; 2) workers will be required to pay higher percentages of their wages to compensate
for the difference; or 3) there will be a drop in the amount of payments made to pensioners.
As well, an aging population puts pressure on national health care systems, as older patients typically require
more medical attention. The Swiss national health care system is considered to be stable compared to others
throughout the world, but not even the Swiss will be able to handle many of the pressures an aging population
may bring.
Job Seekers Flock To Switzerland and Bring Unique Tastes With Them
Although not an official member of the European Union, Switzerland has made an effort to align itself to the EU
through new regulations that deal with such issues as the freedom of movement between countries. As a result,
Swiss immigration laws have become quite liberal in relation to citizens from EU countries moving to
Switzerland. Most recently, Switzerland passed the Schengen bilateral agreement which allows free movement
between the country and EU member states.
Switzerland has always been considered one of the most liveable countries in the world. Switzerland
consistently ranks high in quality of life polls which take into account such factors as general health, material
well-being, political stability, quality of family and community life, climate, job security, political freedom and
gender equality. It is, then, no surprise that EU citizens are coming to Switzerland. As well, EU citizens are
flocking to Switzerland in search of jobs, preferring to work there because of the number and variety of jobs
available, higher salaries and lower taxes.
Although net migration declined by more than 18% during the review period, reaching 20,000 in 2008, 20% of
the overall Swiss population remains foreign. Switzerland also has a long history of hosting guest workers from
Italy, Spain and Portugal. It was and still is common for people from these countries to come to Switzerland for
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Consumer Lifestyles
Switzerland
seasonal work. Many, for example, work in hotels during the ski season or on construction sites during the
summer. The Swiss are historically dependent on such workers and many appreciated the substantially higher
salaries they would earn. Many other couples come to Switzerland during their prime working years hoping to
save money and return to their home countries to retire.
Some of todays immigration trends are somewhat different than those of the past. Today, many immigrants are
taking long-term positions at various executive levels of Switzerland-based companies. It is not uncommon, for
example, for a CEO of a Swiss company to be German.
Outlook
It is expected that net migration will continue to decline over the forecast period. In November 2009, the Swiss
government organized an emergency meeting to discuss ways of slowing the current influx of immigrants even
more.
Impact
Immigrants have had numerous influences on Switzerlands consumer markets. Foreigners bring different foods
and drinks, clothing styles and shopping habits with them from their old countries, adding to Switzerlands
diversity and attracting the interest of Swiss consumers.
For example, one of the biggest influences in young fashion today is the so-called Balkan look. Immigrants from
the Balkans have their own distinct clothing style which has become wildly popular among the young Swiss
consumers. This has influenced not only the clothes and accessories that young Swiss adults wear but also their
personal grooming habits, such as hair styles.
As a result of the high number of foreigners moving to Switzerland, international cuisineboth fine dining and
fast foodhas flourished in recent years. For example, Turkish immigrants have opened numerous kebab stands
throughout the country and they have been a huge success. Immigrants from countries like Thailand and India
have also opened restaurants throughout the country showcasing the cuisines of their home countries.
Swiss Banks Remain Powerful Domestic Institutions

Swiss banks have had a major influence on the way the country has developed. Switzerlands economic wellbeing can be attributed in large part to the countrys banking laws that came into effect in 1934. The Swiss
banking system is based on the premise of steadfastly protecting the privacy of client information and assets.
This privacy policy attracted numerous clients to Switzerlands banks and helped Switzerland become one of the
worlds wealthiest nations. The banking system brought enough wealth to the country that it could build a
superior social and commercial infrastructure, including a leading education system that has allowed the Swiss
to develop a strong and well-trained labour force. As a result, the Swiss have become important players in
business and finance not only domestically but also on an international level.
The banking sector remains an important contributor to the Swiss economy, accounting for more than 10% of
the countrys GDP. The employment of more than 3% of the Swiss population is in some way connecting to
banking. Swiss banking has seen competition from systems in other countries in recent years but it remains the
leader. In 2007, Swiss banks managed funds totalling approximately CHF 6.7 trillion. More than 35% of all
funds held outside of their country of origin can be found in Swiss banks.
On the other hand, the Swiss banking system has come under severe scrutiny in recent times. Critics accuse
Swiss banks of assisting criminals in a variety of illegal activities, including tax evasion and money laundering.
Most recently, the United States Internal Revenue Service demanded the names of UBS clients whom they
believed were guilty of evading US taxes through their Swiss bank accounts. After a lengthy legal battle, UBS
agreed to hand over the names of 4,400 US clients, together with their personal account information. At their
height, the total value of these 4,400 bank accounts was believed to be US$18 billion.
Outlook
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Consumer Lifestyles
Switzerland
While the Swiss banking sector remains the worlds leader, its future direction is unclear. It remains to be seen if
the recent UBS case fundamentally changes the way the entire Swiss banking system operates and whether
wealthy consumers will still be attracted to Swiss banks. Regardless of what direction depositors eventually go,
the incident caused irreparable damage to the image of the Swiss banks. People from around the world put their
funds in Swiss accounts assuming they will remain anonymous and information regarding their accounts
protected under any circumstance. However, Swiss banks can now no longer guarantee that protection.
Impact
As the world has saw during the recent global recession and its lingering aftermath, banking crises tend to affect
nearly all consumer markets, and in the case of Switzerland the effects would be felt even more strongly. Not
only does consumer confidence and expenditure decline but the accompanying unemployment threatens the
funding of products and services subsidized by the government, such transportation, education, and energy
research.
Health and Wellness Becoming Important Consumer Concerns

Swiss of nearly all ages have begun attributing more value to the concept of health and wellness. In a wide range
of product categories, consumers throughout the review period increasingly sought out products that promoted
healthier lifestyles for themselves and for their family members. In addition to the rising awareness of healthy
eating habits, many Swiss focused on getting regular exercise. More than 75% of the population report that they
go on walks at least once a week while 60% reported that they engage in some form of sport.
The Swiss government has played an active role in encouraging the Swiss to stay in shape and to avoid
unhealthy foods. The government has undertaken several advertising campaigns promoting both healthy eating
and regular exercise. The growth of the ageing population has also played a contributing role in the increase in
health awareness among Swiss consumers.
Outlook
Consumer awareness of the benefits of health and wellness is expected to continue to grow over the forecast
period, particularly as the Swiss government continues to promote the issue through its Health Promotion
Organization, an institution funded jointly by the cantonal governments and Swiss insurance companies. The
objective of the organization is to promote healthy living in Switzerland by focusing on three main objectives:
1) maintaining healthy weight levels; 2) strengthening health promotion and prevention; and 3) maintaining
healthy mental health.
As well, the Swiss population is projected to continue its trend toward ageing, and the growing number of older
consumers will drive interest in health and wellness.
Impact
The increased interest amongst Swiss consumers in living longer and healthier bodes well for increased sales of
products and services that promote healthy lifestyles. Sales of vitamins and dietary supplements, for example,
are expected to increase as are sales of such products as over-the-counter medicines and medical devices. Sales
of vitamins grew significantly during the review period and they are expected to continue to grow over the
forecast period, reaching CHF 204.4 million in 2013. Sales of dietary supplements also expected to continue
growing during the forecast period, reaching CHF 75.4 million in 2013. Products and remedies meant to address
osteoporosis, arthritis and other age-related diseases are expected to do well.
Sales of products and services related to the preventative approach are also expected to increase over the
forecast period. Swiss consumers have exhibited strong preferences for natural food and beverages and organic
foods. Both grocery store giants Migros and Coop carry a wide range of bio products, ranging from yogurt to
fruits and vegetables.
POPULATION
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Consumer Lifestyles
Switzerland
Population Change
In 2008, Switzerland had a relatively small population of 7.5 million people, ranking it 94th among the worlds
countries and reflecting growth of 7.3% over the review period. Switzerland is unique in that it is divided into
three very different German, French and Italian regions. The southeast, known as Tessin, is the Italian-speaking
region. This is the smallest of the three cultural groups comprising approximately 430,000 people. The Frenchspeaking community, which accounts for approximately 21% of the population, is located in the west and is
home to one of the countrys most important cities, Geneva. The largest of the three areas is the Germanspeaking community which accounts for nearly 64% the country and includes major cities such as Zurich and
Bern.
The Swiss population has aged significantly over the past two decades. This trend can be traced back to a
variety of factors, including lower birth rates and rising average life expectancies. The number of people over
the age of 40 jumped from 3.2 million in 1995 to 3.9 million in 2008 while over the same period those in the 7579 years-old age group grew by 31%. In 1995, the average life expectancy in Switzerland was 74 years-old for
men and 81 years-old for women compared to 79 and 84, respectively, in 2008. In 2008, those aged 50-54 yearsold were the largest age group with 609,000 members. In contrast, in 1995 the largest group was those aged 3034 years-old with 606,000 members.
Fertility rates and birth rates declined at a steady rate during the review period. Fertility rates dropped 1.48
children born per female in 1995 to 1.42 children in 2008. Over the same period, the birth rate dropped from
11.7 per one thousand inhabitants in 1995 to 9.6 in 2008. The median age in Switzerland is increasing and is
expected to continue to increase in upcoming years. The Swiss median age in 1995 was 37.18 years-old and rose
to 41.12 in 2008 and it is expected to reach nearly 44 years-old in 2020.
The increase in the number of females entering the workforce has contributed significantly to the countrys
declining birth rate. In 2008, there were 1.9 million employed females in Switzerland compared to 1.6 million in
1995. These women chose to have fewer children, to postpone having children or, in some cases, to not have
children at all in order to pursue their careers. It is also believed that other factors, such as the high costs
associated with raising children, discourages some couples from having babies.
Impact
The ageing Swiss population will drive increased demand for a wide range of health goods and medical
services. The current baby boomer-dominated Swiss society has several distinct consumer habits, many
concerned with health and appearance, and the high levels of disposable income will allow many older
consumers to enjoy luxuries ranging from televisions to travel.
Population by Gender
In 2008, the Swiss population has slightly more females than males, with 3.85 million women compared to 3.68
million men. The trend of slightly a higher female population has been a constant trend which has not changed
significantly in recent years. Considering men outnumber women in younger age groups, it is the females
longer life expectancy that leads to their larger proportion of the overall population.
Population by Marital Status

Most people in Switzerland have a liberal attitude towards premarital cohabitation, and this has contributed to
the decreasing number of marriages in the country. Many women now tend to marry later in life. In 1995, the
average age of women at their first marriage was 27.35 years-old compared to 28.7 in 2008. The average age of
men at their first marriage has increased from 29.76 years-old in 1995 to 31.15 in 2008.
Less than half of the Swiss population is married and that proportion declined during the review period. In 1995,
47.3% of the Swiss population was married compared to 45.5% in 2008. The attitude towards marriage varies
from region to region, as Switzerland is divided between French, Italian and German regions. In the French and
German areas, marriage is viewed with a less serious attitude than in the Italian region. It is similar in the
attitudes towards both divorce and cohabitating, which are less acceptable in the Italian region.
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Consumer Lifestyles
Switzerland
Divorce has become more prevalent in Switzerland over the past decades and, in fact, the country has one of the
highest divorce rates in Europe. In 1995, the divorce rate was 2.2 per 1000 inhabitants, and by 2008 that had
increased to 2.7. Cohabitation has also become more common, particularly in Switzerlands German region.
While it is not yet as common as it is in Scandinavia, cohabitation is certainly considered acceptable. Married
couples still tend to have more children than those cohabitating.
Population by Education
Education is highly valued in Switzerland, and the level of education generally dictates the kind of work one
does and the level of salary one can command. Compared to many other countries, in 2008 Switzerland had a
very low unemployment rate, approximately 3%, and work was relatively easy to find.
The number of people having attained higher education in the Swiss population increased significantly during
the review period, going from 1.1 million in 1995 to 1.7 million in 2008. In 2008, more than 22 % of the Swiss
population had attained higher education compared to just below 16% in 1995. The adult literacy rate in
Switzerland remained at a constant 99.9% from 2000 to 2008.
Tuition for higher education in Switzerland is inexpensive, typically less than CHF 2,500. There are, however,
many indirect and opportunity costs associated with receiving a higher education. For instance, younger students
need to move away from home and do not earn any income during these years. For this reason, many people in
the lower income brackets choose to do apprenticeships rather than continuing studies. Switzerland has a very
efficient apprenticeship system. At the age of 16, young adults have the option to continue in school or start an
apprenticeship. Most apprenticeships last for three to four years, during which time apprentices attend classes
and work for a small salaries.
People who cannot afford to go to universities on their own still have many opportunities to receive higher
education through various scholarship programmes, many supported by the Swiss government.
In the past, receiving higher education as an adult was difficult as the system in Switzerland was not conducive
to adult learning. This has changed in recent years and if one decides to study as an adult there are now
numerous programmes which are readily available.
The higher education system in Switzerland has undergone other changes in recent years. One of the major
changes is that country has adopted the Bachelors/Masters degree system which is the norm in countries like the
United States.
Population by Rural/urban Areas

As in other countries, the trend in Switzerland during the review period was that rural dwellers migrated to
urban areas. The number of rural households declined by more than 5% between 1995 and 2008, while the
number of urban households increased by more than 14% over the same period.
There are significant differences between the rural and urban areas of Switzerland, with urban areas have
substantially more education and work opportunities. These factors clearly play a large role in attracting many
younger Swiss to the cities.
On the other hand, distances are short between points in Switzerland. The country is small, only 42,000 square
kilometres, and therefore most rural areas are only a one- to two-hour drive to the closest city. These distances
make commuting a feasible solution for many wanting to live in rural areas, as does Switzerlands efficient mass
transit system.
Despite the strong migratory trend to urban areas, not all of Switzerlands cities saw their populations increase
during the review period. On one hand, Zurich saw its population increase by 5.65% between 1995 and 2008
while the population of Geneva increased by 3.76%. On the other hand, over the same period the population of
Basel declined by 4.7% while the population of Bern declined by 5.3%.
Impact
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Consumer Lifestyles
Switzerland
With the increased number of consumers living in fast-paced cities, products and services that promise
convenience and time savings are in increasingly high demand. In terms of retail distribution, there has been a
surge in convenience shops open until the late hours of the night. Almost nonexistent a decade ago, these shops
are now common in all the major cities. Both of the Swiss grocery giants, Migros and Coop, are present in this
retail arena with their Migrolino and Coop Pronto shops.
Both chains have also introduced lines of pre-packaged meals. Migros Annas Best line and Coops Betty Bossi
offer ready-made meals to busy city dwellers looking for good food fast. Traditionally, the Swiss have placed
great value on home-cooked family meals, and the market for prepared foods was small. However, the fast pace
of urban living has driven consumer demand for time-saving products to grow significantly. Between 2000 and
2005, expenditure on ready-made meals in Switzerland increased by 15%.
Table 1
Population by Age and Gender: 1995/2000/2005/2008/2015/2020
'000
0-4 yrs
5-9 yrs
10-14 yrs
15-19 yrs
20-24 yrs
25-29 yrs
30-34 yrs
35-39 yrs
40-44 yrs
45-49 yrs
50-54 yrs
55-59 yrs
60-64 yrs
65-69 yrs
70-74 yrs
75-79 yrs
80+ yrs
Female
Male
TOTAL
Source:
Note:
Table 2
1995
2000
2005
2008
2015
2020
425
411
402
396
458
567
606
552
507
507
449
372
338
299
267
188
279
3,591
3,428
7,019
401
428
421
415
412
483
588
610
547
498
492
428
348
312
271
227
283
3,664
3,501
7,164
365
403
437
434
441
464
533
618
621
549
492
477
406
324
286
237
328
3,786
3,629
7,415
365
382
420
453
447
475
504
580
641
589
517
475
445
350
292
246
351
3,848
3,683
7,530
370
369
376
418
471
497
515
514
553
621
610
522
448
426
353
260
409
3,969
3,763
7,732
396
374
373
383
440
511
531
529
514
546
609
591
494
419
398
316
454
4,059
3,821
7,879
National statistics, UN, Euromonitor International

As of 1st January
Population by Age and Gender (% Analysis and % Growth): 1995/2008/2015/19952008/2008-2020
% of total population
0-4 yrs
5-9 yrs
10-14 yrs
15-19 yrs
20-24 yrs
25-29 yrs
30-34 yrs
35-39 yrs
40-44 yrs
45-49 yrs
50-54 yrs
55-59 yrs
60-64 yrs
65-69 yrs
70-74 yrs
75-79 yrs
1995
2008
2015
1995-2008
2008-2020
6.05
5.85
5.73
5.64
6.52
8.07
8.63
7.86
7.22
7.22
6.39
5.30
4.82
4.26
3.80
2.68
4.84
5.07
5.58
6.01
5.94
6.30
6.69
7.70
8.52
7.82
6.86
6.31
5.90
4.65
3.87
3.27
4.79
4.78
4.86
5.40
6.10
6.43
6.66
6.65
7.15
8.03
7.89
6.75
5.79
5.51
4.56
3.36
-14.09
-7.13
4.56
14.30
-2.33
-16.22
-16.79
5.16
26.60
16.21
15.13
27.73
31.38
17.16
9.40
30.89
8.61
-1.97
-11.26
-15.30
-1.66
7.54
5.42
-8.72
-19.80
-7.26
17.95
24.45
11.19
19.80
36.35
28.39
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Consumer Lifestyles
Switzerland
80+ yrs
Female
Male
TOTAL
Source:
Note:
3.97
51.16
48.84
100.00
4.66
51.10
48.90
100.00
5.29
51.33
48.67
100.00
26.04
7.16
7.41
7.28
29.26
5.49
3.75
4.64

As of 1 January
Table 3
Median Age of Population: 1995/2000/2005/2008/2015/2020
years
Median age of population
Source:
1995
2000
2005
2008
2015
2020
37.18
38.52
40.10
41.12
43.11
43.90
Table 4
Median Age of Population (Growth): 1995-2008/2008-2020
Change in years
1995-2008
2008-2020
3.94
2.78
Median age of population

Source:
Table 5
Population Change: 1995/2000/2005/2006/2007/2008
'000
Live births
Deaths
Net migration
Balance
Source:
1995
2000
2005
2006
2007
2008
82.20
63.39
24.52
43.34
78.46
62.53
23.68
39.61
72.90
61.12
32.25
44.03
72.39
61.39
27.00
38.00
72.11
61.76
22.60
32.95
72.04
62.26
20.00
29.78
Table 6
Population Change (% Growth): 1995-2008/2000-2008
% change
Live births
Deaths
Net migration
Balance
Source:
Note:
1995-2008
2000-2008
-12.36
-1.78
-18.43
-31.27
-8.18
-0.43
-15.54
-24.81

As of 1 January
Table 7
Birth Rates: 1995/2000/2005/2006/2007/2008
per '000 inhabitants

Birth rates
Average of CLIFE
countries
Source:
1995
2000
2005
2006
2007
2008
11.7
18.8
11.0
17.2
9.8
16.4
9.7
16.3
9.6
16.3
9.6
16.2
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Consumer Lifestyles
Table 8
Switzerland
Death Rates: 1995/2000/2005/2006/2007/2008
per '000 inhabitants

Death rates
Average of CLIFE
countries
Source:
Table 9
1995
2000
2005
2006
2007
2008
9.0
8.6
8.7
8.4
8.2
8.4
8.2
8.3
8.2
8.3
8.3
8.3
Birth Rates (Actual Growth): 1995-2008/2000-2008
Percentage points
1995-2007
2000-2008
-2.14
-2.61
-1.38
-1.02
Birth rates
Average of CLIFE countries
Source:
Table 10
Death Rates (Actual Growth): 1995-2008/2000-2008
Percentage points
1995-2008
2000-2008
-0.76
-0.30
-0.46
-0.02
Death rates
Source:
Table 11
Fertility and Birth: 1995/2000/2005/2006/2007/2008
As stated
Fertility rates
(children born per
female)
Average age of women at
first childbirth (years)
childbirth (years)
Births outside marriage
(per 100 births)
Source:
Table 12
1995
2000
2005
2006
2007
2008
1.48
1.50
1.42
1.42
1.42
1.42
28.11
28.68
29.23
29.30
29.37
29.47
29.41
29.84
30.36
30.44
30.50
30.59
6.76
10.69
13.73
15.36
16.16
17.26
National statistics, Euromonitor International
Fertility and Birth (Growth): 1995-2008/2000-2008
as stated
Fertility rates (percentage points)
Average age of women at first childbirth (years)
Average age of women at childbirth (years)
Births outside marriage (percentage points)
Source:
1995-2008
2000-2008
-0.06
1.36
1.18
10.50
-0.08
0.79
0.75
6.57
Page
10
Consumer Lifestyles
Table 13
Switzerland
Population by Marital Status: 1995/2000/2005/2006/2007/2008
'000/as stated
Married
Divorced
Widowed
Single
TOTAL
Average age of men at
first marriage (years)
first marriage (years)
marriage (years)
marriage (years)
Source:
1995
2000
2005
2006
2007
2008
3,322
341
416
2,941
7,019
29.76
3,319
412
416
3,018
7,164
30.29
3,393
415
460
3,148
7,415
30.88
3,405
414
470
3,170
7,459
30.97
3,416
412
479
3,189
7,497
31.04
3,423
411
489
3,207
7,530
31.15
27.35
27.85
28.46
28.54
28.59
28.70
34.20
35.70
35.85
35.97
36.06
36.16
29.80
30.60
31.23
31.32
31.40
31.52
Table 14
Population by Marital Status (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008
as stated
Married (% of total
population/% change)
Divorced (% of total
Widowed (% of total
Single (% of total
first marriage (change
in years)
first marriage (change
in years)
marriage (change in
years)
marriage (change in
years)
Source:
1995
2000
2008
1995-2008
2000-2008
47.32
46.32
45.46
3.05
3.15
4.86
5.76
5.45
20.45
-0.41
5.92
5.80
6.50
17.77
17.77
41.90
42.12
42.59
9.05
6.27
1.39
2.83
1.35
3.05
1.96
1.30
1.72
3.02
Table 15
Marriage Rates: 1995/2000/2005/2006/2007/2008
per '000 population

Marriage rates
Average of CLIFE
countries
Source:
Table 16
1995
2000
2005
2006
2007
2008
5.8
5.8
5.5
5.5
5.3
5.3
5.2
5.3
5.2
5.3
5.1
5.3
Divorce Rates: 1995/2000/2005/2006/2007/2008
Page
11
Consumer Lifestyles
Switzerland
per '000 population

Divorce rates
Average of CLIFE
countries
Source:
Table 17
1995
2000
2005
2006
2007
2008
2.2
1.7
1.5
1.8
2.5
1.9
2.6
1.9
2.6
1.9
2.7
1.9
Marriage Rates (Actual Growth): 1995-2008/2000-2008
Change in percentage points

Marriage rates
Source:
Table 18
1995-2008
2000-2008
-0.69
-0.53
-0.43
-0.21
Divorce Rates (Actual Growth): 1995-2008/2000-2008
Change in percentage points

1995-2008
2000-2008
0.42
0.21
1.19
0.19
Divorce rates
Source:
Table 19
Population by Highest Educational Attainment: 1995/2000/2005/2006/2007/2008
No education ('000)
Primary ('000)
Secondary ('000)
Higher ('000)
Other ('000)
TOTAL ('000)
Compulsory education
commencement age
(years) (years)
School leaving age
(years)
Source:
Table 20
1995
2000
2005
2006
2007
2008
0
902
3,764
1,115
1,237
7,019
0
866
3,769
1,281
1,249
7,164
7
0
854
3,833
1,523
1,205
7,415
7
0
847
3,843
1,575
1,194
7,459
7
0
843
3,851
1,622
1,181
7,497
7
0
836
3,854
1,673
1,167
7,530
7
15
15
15
15
15
Population by Highest Educational Attainment (% Analysis and % Growth):

1995/2000/2008/1995-2008/2000-2008
No education (% of the
population / % growth)
Primary (% of the
Secondary (% of the
Higher (% of the
Other ('000)
1995
2000
2008
1995-2008
2000-2008
0.0
0.0
0.0
12.8
12.1
11.1
-7.23
-3.41
53.6
52.6
51.2
2.39
2.27
15.9
17.9
22.2
49.96
30.61
17.6
17.4
15.5
-12.1
-11.1
Page
12
Consumer Lifestyles
Switzerland
TOTAL (% of the
Higher education
students inc.
universities (% of the
Source:
100.0
100.0
100.0
7.28
5.10
43.22
35.25
Table 21
Literacy Rates: 1995/2000/2005/2006/2007/2008
% of population aged 15+

Adult literacy rate
Average of CLIFE
countries
Source:
Table 22
1995
2000
2005
2006
2007
2008
86.8
99.9
90.8
99.9
92.4
99.9
92.6
99.9
92.9
99.9
93.2
Population by Urban/Rural Locations and Major Cities: 1995/2000/2005/2006/2007/2008
'000
Rural households
Urban households
Major cities
Zurich
Geneva
Basel
Bern
Lausanne
Source:
Table 23
1995
2000
2005
2006
2007
2008
792.36
2,305.61
765.80
2,415.77
762.95
2,556.99
753.93
2,591.08
753.43
2,614.14
752.39
2,635.53
342
174
171
130
120
338
175
166
122
115
352
179
164
122
118
355
180
164
123
118
359
180
164
123
119
362
181
163
123
120
Population by Urban/Rural Locations and Major Cities (% Analysis and % Growth):

1995/2000/2008/1995-2008/2000-2008
As stated
Rural households (% of
households/% growth)
Urban housholds (% of
households/% growth)
Major cities
Zurich(% of population/
% growth)
Geneva(% of population/
% growth)
Basel(% of population/%
growth)
Bern(% of population/%
growth)
Lausanne(% of
population/% growth)
Source:
Table 24
1995
2000
2008
1995-2008
2000-2008
25.58
24.07
22.21
-5.04
-1.75
74.42
75.93
77.79
14.31
9.10
4.88
4.72
4.80
5.65
7.03
2.48
2.44
2.40
3.76
3.17
2.44
2.32
2.17
-4.74
-1.68
1.85
1.71
1.63
-5.28
0.32
1.71
1.60
1.59
0.11
4.38
Population Density: 1995/2000/2005/2006/2007/2008
Page
13
Consumer Lifestyles
Switzerland
people per sq km
Population density
Average of CLIFE
countries
Source:
Table 25
1995
2000
2005
2006
2007
2008
175.5
241.7
179.1
262.6
185.4
272.9
186.5
277.1
187.4
280.4
188.3
283.5
Population Density (change): 1995-2008/2000-2008
change in people per sq km

Population density
Source:
1995-2008
2000-2008
12.78
41.86
9.14
20.97
CONSUMER SEGMENTATION
Babies and Infants
Currently, significantly fewer babies are being born in Switzerland than in previous decades. In 1995, there were
252,000 infants that accounted for 3.6% of the total population. In 2008, these numbers dropped to 219,000
infants accounting for 2.9% of the total population. Overall, from 1995 to 2008 the number of babies and infants
declined by 13%.
However, the trend is reversing and it is projected that the number of infants and babies will increase by just
over 2% between 2008 and 2015. Among the theories meant to explain the change in direction is that
immigrant women tend to have more babies than Swiss nationals.
Impact
Despite the decreasing number of babies and infants, sales of baby food and formulas have stayed somewhat
steady and even increased in certain instances. For instance, it was reported that in 2004 that 1,712 tonnes of
prepared baby food were sold while in 2009 2,258 tonnes were sold. Value sales of baby formula stayed almost
the same; in 2004 expenditure was CHF 49.6 million compared to CHF 49.8 million in 2009.
Consumer demand for baby food has remained consistent due to the increasingly busy lives of many Swiss
people. Women are more apt to re-enter the work force and therefore they do not have as much time to nurse as
in previous decades. Nursing is time-consuming and requires the mother to be at home, and many Swiss women
now choose to use baby formula, beginning right from birth or after the typical maternity leave of fourteen
weeks.
Value sales of other baby products increased during the review period, as well. While parents are having fewer
children, they are spending more of their disposable income on the fewer children they do have, buying them
more expensive items of higher quality. Expenditure on baby care products reached CHF 33 million in 2008
compared to CHF 24.5 million in 2003.
Kids
The number of kids in Switzerland is decreasing, having gone from 503,000 in 1995 to 448,000 in 2008. This
number is expected to decline further, with a projected 442,000 kids in 2015, but it is expected to begin to
increase slightly until reaching 455,000 in 2020.
The market for childrens goods has changed over the past decades. Many children are now more in touch with
consumer trends in various sectors, ranging from consumer electronics to clothing. Children have a strong
influence on what is purchased for them, and it is no longer the case that the parents make all the purchasing
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14
Consumer Lifestyles
Switzerland
decisions. Since couples are having fewer children, there are also fewer hand-me-downs. Previously, many kids
did not have a say in what clothes they wore or toys that they played with as they simply used items that had
been purchased earlier for their older siblings.
Impact
The fact that children have more say in what they wear and what they consider fashionable has changed the
dynamics in the market in kids clothing. Kids clothing used to be very expensive in Switzerland and parents
would typically buy only a few quality items. Today, there are several chains which carry inexpensive and
trendy childrens clothing. The key player in this field is Swedens retail giant H&M. There are dozens of
H&Ms throughout the country and the majority have a section devoted to inexpensive childrens clothing.
Tweenagers
The number of tweenagers in Switzerland increased by a slight 2% between 1995 and 2008, but their numbers
are expected to decline by more than 9% over the forecast period, reaching 298,000 in 2015. Currently, most
tweenagers have more sedentary lifestyles than tweenagers of previous generations. They are much more likely
to stay home and watch television, play video games or sit in front of a computer, and their lack of exercise has
taken a toll as one in every four is considered to have a weight problem. This reflects a 300% increase since the
mid-1980s.
Impact
Like teens, tweenagers have become much more aware of current fashion trends and brands in such sectors as
clothing and footwear and they decide what they wear and what their parents buy for them. As well, because
tweenagers are bombarded by media advertisements, they also are very aware of trends in consumer electronics,
and video consoles, video games and portable consumer electronics are very popular.
One product which is of particular interest to Swiss tweenagers is trainers, and they are brand-focused in regard
to which shoes they wear. Vans, Nikes, DC and Converse are now some of the most popular brands, and these
shoes can easily cost up to CHF 120. A new wave of small, even more expensive brands has now entered the
scene. One such in brand, JB Classics, sells a limited edition shoe for up to CHF 250.
Teens
The number of teens in Switzerland grew steadily during the review period, going from 557,000 in 1995 to
624,000 in 2008. This growth is not expected to continue over the forecast period, as numbers are projected to
decline by nearly 9% by 2015, reaching 570,000.
Teens typically have very low levels of disposable income, often generated via apprenticeship salaries or parttime jobs. Some teens receive allowances from their parents. Regardless, they are relatively powerful consumer
market, often dictating and spreading trends in a wide range of consumer product categories. They are
technologically very savvy and they comfortable with most digital and electronics products, often gleaning
global trends from the internet.
Brand image is of particular importance to teens, as is the influence of music and other cultural factors. For
instance, the popularity of hip hop music has dominated the fashions of teens for several years, particularly in
relation to clothing, footwear and accessories like baseball caps.
The Balkan states have also played a major role in influencing Swiss teen fashions, with the largest group
among the foreign nationals being from the former Yugoslavia. These immigrants have greatly influenced the
way Swiss teens see themselves, so much so that teens raised in Switzerland sometimes speak with fake
Yugoslavian accents to be cool or to fit in.
There are of course many different scenes among members of this age group. Often, they are related to sports,
such as snowboarding, skating and downhill biking.
Impact
Page
15
Consumer Lifestyles
Switzerland
Teens in Switzerland spend a large portion of their disposable income on mobile phones and services, clothing
and footwear and computer games. Companies have long been trying to figure out ways to target this group of
young consumers, and many companies now sponsor events in order to get this groups attention. Most large
open air concerts, for example, have sponsors like Orange, Migros or PlayStation.
Sporting events are also common venues for sponsorship by companies trying to gain the loyalty of teen
consumers. One major such event is the ONeill Snowboard Jam, a snowboard competition sponsored by the
California-based ONeill surfing products company that entered the snowboard arena in the 1990s.
Value sales of products geared particularly toward the teenaged consumer group grew over the review period,
but the projected declining numbers of this group may dampen sales over the forecast period.
Students
In 2008, there were 121,000 students in Switzerland, up from 88,000 in 1995. This growth came in spite of the
fact that there were fewer people in what might be considered the typical studying age group; in 1995 there were
458,000 in this age group and in 2008 there were 447,000.
Students usually do not have much if any disposable income. Most students in Switzerland are supported by
their parents. Some have part-time jobs to help pay small bills but typically students receive help from home to
cover the living expenses. Regardless, despite not having large incomes, this group is still considered a
relatively strong consumer group that influences taste and trends.
Students are technologically savvy and they place high value on having up-to-date products like the latest
mobile phones, laptop computers and portable consumer electronics. Students also enjoy spending money in
their free time at bars or going to concerts. They also enjoy listening to music and spend a good portion of what
money they have on purchasing CDs or downloading music.
Impact
Students also enjoy being free and flexible and because of their fast-paced lives they often search for
convenience and time-saving in the products they buy. Combined with the fact that many are living away from
home for the first time makes them clear targets for products like ready-made meals and fast food chains. In
fact, the fast food industry has seen strong growth in Switzerland over the past years. Per capita spending on
take-aways grew by 27% from 2000-2005 and while spending on fast food grew by 7%. The popularity of
ready-made meals has also grown; from 2000 to 2005 there was a 15% increase in sales.
People in Their Twenties

In 1995, there were just over one million people in their twenties in Switzerland. By 2008, that number had
dropped to 922,000. However, this number is expected to increase again with a projected 950,000 people in their
twenties in 2020.
This segment generates less income than older population segments and in most cases people in their twenties
are no longer fully supported by their families. On the other hand, many members of this group have made
fewer commitments, such as to children and mortgages, and for the most part theyve taken on fewer
responsibilities than those in previous generations. Many 20-year-olds in Switzerland today live their lives dayto-day without much concern about future plans. Rather, they are interested in products and services that bring
instant gratification.
Twenty-year-olds often live in what the German Swiss call WGs, flats shared by several young people. They
can save on living expenses, which allows them to spend more on such things as entertainment and consumer
electronics.
People in their twenties in Switzerland are a major target market for manufacturers and retailers of technologyladen products like mobile phones, TVs and video games. Members of this group are also more comfortable
purchasing products online than members of older age groups. Items like music are often purchased online
because of the much wider selection on offer. Swiss music retail outlets have a limited selection of music in
Page
16
Consumer Lifestyles
Switzerland
comparison to what one might find in the US or UK. Therefore, young Swiss consumers buy their music from
online retailers.
Impact
Twenty-year-olds are interested in enjoying the moment and marketers are aware of and understand this
phenomenon, targeting the group with products like portable consumer electronics and music and books. As
well, many live fast-paced lives and seek out products that promise convenience, like prepared and packaged
food and fast food. On the other hand, many people in their twenties begin the process of preparing to settle
down and, as they approach their late twenties, many get married and some have children. In-home products in
which young couples have an interest, such as furniture, in-home consumer electronics and infant and baby
goods are far different than those in the sights of their single counterparts.
People in Their Thirties

The number of people in their thirties declined slightly during the review period and is expected to decline
further over the forecast period. In 1995, there were 1.2 million people in their thirties in Switzerland compared
to 1.08 million in 2008. It is projected that there will be 1.06 million in 2020. In 2008, people in their thirties
accounted for 14.4% of the total Swiss population; in 2020, it is projected that this proportion will decline to
13.5%.
The attitudes of people in the thirties in Switzerland have changed over the years and this change has had an
impact on the groups consumer behaviour. Previously, people married at earlier ages and had children more
often than they do today. In previous generations, people in their thirties had typically established their lives
with long-term jobs, marriage and children and homes. Job loyalty was more prevalent from both the
employers and employees perspective. Today, people in their thirties are not usually in the jobs from which
they will retire, and there is a tendency to switch jobs and even careers more frequently.
While offering a new level of flexibility and freedom, this environment nevertheless also causes more
uncertainty amongst workers and families. With less job security and higher unemployment rates, many in this
group are faced early with real-life concerns and are often less certain than people of earlier generations what
their futures have in store.
Impact
People in their thirties are typically more established than people in their twenties and their consumer behaviour
and preferences are more similar to those of older consumers. People in their thirties are often beginning to
establish families, so infant and childrens products, household products and services and related in-home
products are often of prime importance to members of this group.
On the other hand, people in Switzerland are marrying later in their lives and postponing having children, so
there are many single people in their thirties with high levels of disposable income that they spend on such
things as cars, consumer electronics, entertainment and leisure and recreational products and services. As well,
single people in their thirties often drive demand for personal grooming products and toiletries and cosmetics.
Middle-aged Adults
Ageing baby boomers (the large group of people born between 1946 and 1964) have made middle-aged adults
the largest age segment in Switzerland with 2.7 million in 2008, 35% of the total population. The age group
grew by almost 23% between 1995 and 2008.
Middle-aged consumers are usually at the height of their earning power, making them the most powerful group
in terms of spending power, as well. While working hard, many members of this group also enjoy their leisure
time, and they also place great weight on staying fit and looking younger. Regardless, members of this group are
keenly interested in providing for the future of their children as they get older.
For the most part, middle-aged consumers are comfortable using computers and the internet. Although they did
not grow up with these technologies, many of them have used technology-laden products at their workplaces
and they have, over time, become accustomed to using them.
Page
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Consumer Lifestyles
Switzerland
Impact
Many products which are popular among middle-aged consumers have seen tremendous growth in recent years.
For instance, sales of vitamins and other health-related products have increased. In 2008, sales of herbal
medicinal tea grew by 5% over prior year while sales of todays very trendy cod liver oil grew by 7%.
Typically, the fact that middle-aged consumers are concerned about their futures means that they are key targets
for those selling financial services.
Older Population
The group of older consumers has grown and continues to grow at an astounding rate. Between 1995 and 2008,
for instance, the number of people aged 70-74 years-old grew from 267,000 to 353,000. Improved medical
technology and an overall increase in awareness of the benefits of healthier lifestyles have contributed to this
phenomenon. This ageing of the population is expected to continue over the forecast period.
Many people eligible for retirement are now choosing to stay in the workforce. They still feel fit and young and
see no reason to quit working. Others find they must continue working to maintain their standards of living.
As this group is now largely dependent on savings and AHV (Swiss pension system) payments they no longer
have the levels of disposable income they may have once had. In response to living on limited income,
pensioners tend to be more frugal than other consumer groups.
Impact
The aging of the Swiss population will continue to have a major impact on sales of a wide range of consumer
products and services. There has already been a substantial increase in per capita spending on health goods and
medical services and this is expected to continue to grow over the forecast period. The same trend was seen in
the sales of pharmaceuticals, which experienced growth of almost 40% between 2000 and 2008.
Table 26
Babies and Infants: 1995/2000/2005/2008/2015/2020
'000/as stated
Babies/infants
as % of total population
Source:
1995
2000
2005
2008
2015
2020
252
3.59
237
3.31
218
2.94
219
2.90
223
2.89
241
3.06
Table 27
Babies and Infants (% Growth): 1995-2008/2008-2015
% change
Babies/infants
Source:
1995-2008
2008-2015
-13.16
2.17
Table 28
Kids: 1995/2000/2005/2008/2015/2020
'000/as stated
Kids
Source:
1995
2000
2005
2008
2015
2020
503
7.17
504
7.04
468
6.31
448
5.95
442
5.71
455
5.78
Page
18
Consumer Lifestyles
Table 29
Switzerland
Kids (% Growth): 1995-2008/2008-2015
% change
1995-2008
2008-2015
-10.98
-1.44
Kids
Source:
Table 30
Tweenagers: 1995/2000/2005/2008/2015/2020
'000/as stated
Tweenagers
Source:
1995
2000
2005
2008
2015
2020
322
4.58
342
4.77
341
4.60
329
4.36
298
3.86
297
3.77
Table 31
Tweenagers (% Growth): 1995-2008/2008-2015
% change
1995-2008
2008-2015
2.15
-9.16
Tweenagers
Source:
Table 32
Teens: 1995/2000/2005/2008/2015/2020
'000/as stated
Teens
Source:
1995
2000
2005
2008
2015
2020
557
7.93
581
8.11
613
8.26
624
8.29
570
7.37
534
6.77
Table 33
Teens (% Growth): 1995-2008/2008-2015
% change
Teens
Source:
1995-2008
2008-2015
12.10
-8.70
Table 34
People in their Twenties: 1995/2000/2005/2008/2015/2020
'000/as stated
People in their twenties
Source:
Table 35
1995
2000
2005
2008
2015
2020
1,024
14.59
894
12.48
905
12.20
922
12.24
968
12.53
950
12.06
People in their Twenties (% Growth): 1995-2008/2008-2015
Page
19
Consumer Lifestyles
Switzerland
% change
People in their twenties
Source:
1995-2008
2008-2015
-10.01
5.06
Table 36
People in their Thirties: 1995/2000/2005/2008/2015/2020
'000/as stated
People in their thirties
Source:
1995
2000
2005
2008
2015
2020
1,157
16.49
1,199
16.73
1,151
15.52
1,084
14.39
1,029
13.31
1,061
13.46
Table 37
People in their Thirties (% Growth): 1995-2008/2008-2015
% change
1995-2008
2008-2015
-6.33
-5.07
People in their thirties

Source:
Table 38
Middle-aged Adults: 1995/2000/2005/2008/2015/2020
'000/as stated
Middle aged adults
Source:
1995
2000
2005
2008
2015
2020
2,172
30.95
2,313
32.29
2,546
34.33
2,666
35.41
2,753
35.61
2,755
34.97
Table 39
Middle-aged Adults (% Growth): 1995-2008/2008-2015
% change
1995-2008
2008-2015
22.75
3.26
Middle aged adults

Source:
Table 40
Older Population: 1995/2000/2005/2008/2015/2020
'000/as stated
Older population
Source:
Table 41
1995
2000
2005
2008
2015
2020
1,032
14.70
1,094
15.27
1,174
15.84
1,239
16.45
1,448
18.73
1,586
20.13
Older Population (% Growth): 1995-2008/2008-2015
% change
1995-2008
2008-2015
Page
20
Consumer Lifestyles
Older population
Source:
Switzerland
20.06
16.92
HOUSEHOLD PROFILES
Households by Number of Occupants
In 2008, the typical household in Switzerland contained 2.2 occupants, down from 2.3 in 1995. Several changes
in society have been at the heart of this decline, including the increasing divorce rates and the growth in the
number of single-parent households. The number of traditional family households has declined. In 1990, they
accounted for 31% of all household but by 2005 they accounted for only 27%. In addition, couples are having
fewer children and this has brought down the average of occupants per household.
One further explanation for the low level of household occupants in Switzerland is the overall wealth of the
Swiss. Living alone can be costly and it appears that many more Swiss can afford to live alone compared to
people in other countries. One seemingly contrary trend is that many young adults in Switzerland continue to
live with their parents. Due to increasing financial burdens like student loans many young adults are trying to
save money by staying with their parents as long as possible.
Impact
One by-product of the low numbers of household occupants over the review period has been the increased
number of physical households, and this has driven sales of a wide range of household goods and services. As
well, the growing number of households has driven demand for furniture, in-home consumer electronics and
household durables.
Household Annual Disposable Income

The proportion of households with disposable incomes over US$75,000 increased dramatically in Switzerland
during the review period. In 1995, 33% of total households fell into this category; by 2008, the percentage
increased to 53% of households with disposable income over US$75,000. Personal income tax in Switzerland is
relatively low, with the average rate being approximately 20%. This has declined somewhat in recent years, but
the key factor in the increased disposable income is primarily an increase in average earnings.
Impact
The increase in disposable income per household has clearly had an impact on consumer behaviour and
expenditure. As disposable income levels have risen, so have sales of a wide range of consumer products and
services.
Home Ownership
Home ownership has become much more popular in Switzerland over the review period. In 1995, there were
908,000 homeowners in Switzerland as opposed to 1.3 million in 2008. In 1995, 29.3% of the total Swiss
population owned their homes; in 2008, that percentage had risen to 38.7%. In turn, during the review period the
number of renters dropped, going from 1.1 million in 1995 to 668,000 in 2008. However, considering the stable
financial position most Swiss people find themselves in, home ownership rates are still relatively low. In
contrast, in neighbouring Italy 73% of all households were owned in 2007.
It is commonly believed that that the Swiss aversion to debt is one of the main reasons for low home ownership
rates. This is likely, as the system is actually quite conducive to home ownership from a tax perspective and
from the mortgage perspective. Mortgages are readily available in Switzerland and they often have very
attractive conditions.
Apartments are by far the most common type of dwelling in Switzerland. In 2008, 29% of all household were
apartments, 16% detached houses and 15% semi-detached houses. This is due to the decreasing amount of
Page
21
Consumer Lifestyles
Switzerland
buildable land in Switzerland and an increase in the rate of urbanisation. Due to limited space, people living in
cities are more likely to reside in apartments.
Impact
Increasing home ownership in Switzerland has driven demand for a wide range of household goods and
services, as home owners are more likely to invest in their homes than renters. As well, home owners are more
likely to buy household durables and white goods.
Possession of Household Durables

There are particular household items that the Swiss consider essential. In 2008, for example, 100% of Swiss
households owned a refrigerator, 99.8% a shower and 99.5% a washing machine. On the other end of the
spectrum, only 42 % of households owned tumble driers and only 9.2% owned air conditioners.
Not surprisingly, new technological products experienced significant growth during the review period.
Ownership of mobile telephones, for example, grew by 86% between 1995 and 2008 while ownership of DVD
players increased by 84%. In contrast, there were declines in ownership of household durables that are
becoming obsolete due to technological improvements. These include such products as black and white TVs,
cassette/ radio players and traditional (non-mobile) telephones. Home ownership of computers also saw
dramatic growth. In 2000, only 25% of Swiss households owned an internet enabled computer; by 2008, that
percentage has increased to 77.6% and it is expected to grow further, to 89.6%, by 2015.
Impact
The changing attitudes of Swiss consumersmany of whom are now in search of convenience and timesavingsis expected to have an impact on expenditure in the household market. Looking for more leisure time,
many are looking easier and faster ways to complete household chores, such as using automatic dishwashers. In
1995, only 50% of Swiss households owned a dishwasher; in 2008, that percentage increased to nearly 70%.
Consumers are also increasingly looking for ways to save time while preparing meals. In 1995, 26.5% of Swiss
households owned microwave ovens; in 2008, that percentage increased to 64.4%. Overall, the increase in
ownership and use of these products is a reflection of busier lifestyles the Swiss are leading and attempts to
create more free time.
Pet Ownership
The overall pet population in Switzerland remained relatively steady over the past years, going from 7.15
million in 2000 to 7.18 million in 2008, but there were a few slight variations in the types of pets kept by Swiss
households. The number of cats, among the most popular pets, declined slightly from 1.4 million in 2006 to 1.37
million in 2008. The pet bird population also declined, going from 435,000 in 2000 to 390,000 in 2008, a
decline of more than 10%. In contrast, over the same period the number of small mammals/reptiles kept as pets
increased by 7%, going from 565,000 in 2000 to 605,000 in 2008. Fish remain, by far, the most numerous pet in
Switzerland. In 2008, there were 4.3 million pet fish in the country.
Impact
Expenditure on pet-related products and services has been somewhat flat in recent years. Large retail chains
have pushed down prices, driving many small specialty shops out of business. Two large chains, Fresssnapf and
Qualipet, dominate the Swiss market. Fressnapf, inspired by American chain Super Pet, opened in Germany in
1989 and then opened its first Swiss location in 1998. Qualipet opened its first store in 1991 in Dietlikon,
Switzerland and it has since opened another 70 stores throughout the country.
As well, grocery stores and other retailers now offer private label pet-related products. For example, Swiss
grocery store giant Migros has offers its own Migros Budget pet food line at lower prices than traditional
brands.
Table 42
Households by Number of Occupants: 1995/2000/2005/2006/2007/2008
'000
Page
22
Consumer Lifestyles
1 person
2 persons
3 persons
4 persons
5 persons
Households by number of
persons [6+]
TOTAL
Source:
Switzerland
1995
2000
2005
2006
2007
2008
1,069
997
426
419
140
48
1,145
1,007
412
419
147
53
1,228
1,048
408
423
153
60
1,242
1,056
407
424
154
62
1,256
1,063
406
425
154
64
1,269
1,069
405
425
155
65
3,098
3,182
3,320
3,345
3,368
3,388
Table 43
Households by Number of Occupants (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008
% of total households / % growth

1 person
2 persons
3 persons
4 persons
5 persons
6+ persons
TOTAL
Source:
1995
2000
2007
1995-2008
2000-2008
34.51
32.17
13.74
13.52
4.52
1.54
100.00
35.98
31.65
12.94
13.16
4.61
1.66
100.00
37.44
31.57
11.96
12.53
4.58
1.92
100.00
18.66
7.32
-4.83
1.35
10.82
36.17
9.36
10.82
6.21
-1.56
1.41
5.67
22.94
6.49
Table 44
Occupants per Household: 1995/2000/2005/2006/2007/2008
number
Occupants per household
at January 1st (number)
Average of CLIFE
countries
Source:
1995
2000
2005
2006
2007
2008
2.3
2.3
2.2
2.2
2.2
2.2
3.9
3.7
3.6
3.6
3.5
3.5
Table 45
Occupants per Household (Actual Growth): 1995-2008/2000-2008
Percentage points
Occupants per household at January 1st (number)
Source:
1995-2008
2000-2008
-0.04
-0.39
-0.03
-0.23
Table 46
Number of Households by Disposable Income Bracket: 1995/2000/2005/2006/2007/2008
'000
above US$500
above US$750
above US$1,000
above US$1,750
above US$2,500
above US$5,000
1995
2000
2005
2006
2007
2008
3,052
3,052
3,052
3,052
3,052
3,048
3,182
3,182
3,181
3,181
3,180
3,174
3,309
3,309
3,308
3,308
3,307
3,303
3,326
3,326
3,326
3,326
3,325
3,320
3,344
3,343
3,343
3,343
3,342
3,337
3,357
3,357
3,357
3,356
3,356
3,352
Page
23
Consumer Lifestyles
above US$7,500
above US$10,000
above US$15,000
above US$25,000
above US$35,000
above US$45,000
above US$55,000
above US$65,000
above US$75,000
Total
Source:
Table 47
Switzerland
3,041
3,029
2,985
2,807
2,508
2,125
1,717
1,338
1,018
3,098
3,160
3,135
3,047
2,700
2,184
1,634
1,166
817
576
3,182
3,293
3,277
3,227
3,043
2,756
2,397
2,008
1,630
1,292
3,320
3,310
3,295
3,244
3,062
2,779
2,425
2,041
1,667
1,328
3,345
3,327
3,312
3,265
3,100
2,848
2,531
2,181
1,827
1,495
3,368
3,344
3,333
3,297
3,170
2,972
2,716
2,420
2,106
1,795
3,388
Number of Households by Disposable Income Bracket (% Analysis and % Growth):

1995/2000/2008/1995-2008/2000-2008
% of total households
above US$500
above US$750
above US$1,000
above US$1,750
above US$2,500
above US$5,000
above US$7,500
above US$10,000
above US$15,000
above US$25,000
above US$35,000
above US$45,000
above US$55,000
above US$65,000
above US$75,000
Households
Source:
Table 48
1995
2000
2008
1995-2008
2000-2008
98.52
98.52
98.52
98.52
98.50
98.40
98.17
97.77
96.36
90.60
80.94
68.58
55.42
43.18
32.85
100.00
100.00
100.00
100.00
99.99
99.96
99.77
99.32
98.54
95.77
84.88
68.63
51.36
36.64
25.68
18.12
100.00
99.08
99.08
99.08
99.07
99.05
98.94
98.71
98.38
97.32
93.58
87.74
80.16
71.42
62.16
52.99
100.00
9.98
9.98
9.98
9.97
9.97
9.95
9.97
10.04
10.45
12.95
18.54
27.83
40.93
57.44
76.41
9.36
5.51
5.51
5.51
5.51
5.51
5.59
5.83
6.31
8.21
17.40
36.13
66.18
107.56
157.75
211.48
6.49
Total Housing Stock and New Dwellings Completed: 1995/2000/2005/2008/2015/2020
'000
Housing stock
New dwellings completed
New dwellings as % of
total housing stock
Source:
Table 49
1995
2000
2005
2008
2015
2020
3,390
46
1.36
3,575
32
0.90
3,749
38
1.01
3,851
31
0.82
4,038
27
0.67
4,177
29
0.68
Total Housing Stock and New Dwellings Completed (% Growth): 1995-2008/2008-2015
% change
Housing stock
New dwellings completed
Source:
Table 50
1995-2008
2008-2015
13.60
-32.02
4.87
-13.49
Households by Tenure and Type of Dwelling: 1995/2000/2005/2008/2015/2020
Page
24
Consumer Lifestyles
Switzerland
'000
Households by tenure
Home owner
Home owner, without
mortgage
Home owner, with mortgage
Rented
Other
TOTAL
Households by type of
dwelling
Detached house
Semi-detached and
terraced house
Apartment
Other
TOTAL
Source:
Table 51
1995
2000
2005
2008
2015
2020
908
697
980
682
1,234
820
1,312
847
1,379
856
1,452
853
211
1,134
148
3,098
299
1,074
147
3,182
414
747
104
3,320
466
668
95
3,388
523
660
101
3,519
599
612
100
3,616
494
473
515
466
538
482
542
502
560
513
813
352
3,098
885
334
3,182
951
329
3,320
985
316
3,388
1,068
305
3,519
3,616
Households by Tenure and Type of Dwelling (% Analysis and % Growth):

1995/2000/2008/1995-2008/2008-2015
% analysis / % growth
Households by tenure
Home owner
Home owner, without
mortgage
Home owner, with mortgage
Rented
Other
TOTAL
Households by type of
dwelling
Detached house
Semi-detached and
terraced house
Apartment
Other
TOTAL
Source:
Table 52
1995
2000
2008
1995-2008
2008-2015
29.3
22.5
30.8
21.4
38.7
25.0
44.5
21.4
5.1
1.1
6.8
36.6
4.8
100.0
9.4
33.7
4.6
100.0
13.7
19.7
2.8
100.0
121.0
-41.1
-35.8
9.4
12.3
-1.2
6.0
3.9
15.9
15.3
16.2
14.7
16.0
14.8
9.7
6.0
3.4
2.3
26.2
11.4
100.0
27.8
10.5
100.0
29.1
9.3
100.0
21.2
-10.2
9.4
8.4
-3.6
3.9
Households by Number of Rooms: 1995/2000/2005/2006/2007/2008
'000
1 room
2 rooms
3 rooms
4 rooms
5+ rooms
TOTAL
Source:
Table 53
1995
2000
2005
2006
2007
2008
199
425
858
837
778
3,098
169
407
865
891
849
3,182
146
394
884
959
937
3,320
141
391
886
972
955
3,345
136
387
888
984
972
3,368
132
384
889
995
988
3,388
Households by Number of Rooms (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008
Page
25
Consumer Lifestyles
Switzerland
% of total households
1 room
2 rooms
3 rooms
4 rooms
5+ rooms
TOTAL
Source:
1995
2000
2008
1995-2008
2000-2008
6.44
13.72
27.68
27.03
25.13
100.00
5.32
12.80
27.19
28.01
26.69
100.00
3.89
11.32
26.25
29.37
29.17
100.00
-33.85
-9.78
3.68
18.82
26.96
9.36
-22.14
-5.77
2.80
11.67
16.39
6.49
Table 54
Ownership of Household Durables: 1995/2000/2005/2008/2010/2015
% of households
Air conditioner
Bicycle
Black and white TV set
Broadband internet
enabled computer
Cable TV
Camera
Cassette/radio player
CD player
Colour TV set
Cooker
Dishwasher
DVD player/recorder
Freezer
Hi-fi stereo
Internet-enabled computer
Microwave oven
Mobile telephone
Motorcycle
Passenger car
Personal computer
Refrigerator
Satellite TV system
Shower
Telephone
Tumble drier
Vacuum cleaner
Video camera
Video game console
Videotape recorder
Washing machine
Source:
1995
2000
2005
2008
2010
2015
0.2
72.4
3.3
2.2
79.2
2.4
1.0
7.1
84.3
2.0
42.4
9.2
86.5
1.8
70.0
10.1
87.7
1.6
78.1
11.4
89.7
1.4
88.9
75.0
97.3
69.7
33.0
91.7
92.4
50.2
0.3
64.0
74.2
2.0
26.5
6.3
15.3
77.0
37.5
98.8
6.8
98.6
91.4
27.1
97.8
7.9
13.0
62.4
95.7
82.6
98.5
75.3
55.1
93.5
93.5
60.1
6.3
66.9
84.3
25.0
45.5
57.6
23.6
82.9
61.0
99.7
8.0
99.3
92.9
36.3
98.5
36.1
15.3
74.4
97.8
86.5
98.7
68.0
59.2
94.3
94.6
67.2
60.4
68.6
82.1
66.0
59.3
84.2
31.7
87.0
76.5
99.9
16.7
99.5
89.7
39.8
98.9
54.1
17.0
71.1
99.0
87.7
98.9
62.1
58.1
94.6
95.4
69.7
84.6
69.3
77.8
77.6
64.4
92.4
32.5
88.6
79.9
100.0
16.8
99.8
87.9
41.1
99.1
52.3
16.8
65.7
99.5
88.0
99.0
56.9
57.1
94.7
95.9
70.8
88.3
69.7
77.0
82.4
67.0
95.5
33.6
89.4
82.9
100.0
16.8
99.8
87.1
42.0
99.2
51.0
16.6
62.4
99.7
88.5
99.2
43.1
54.8
95.1
96.9
72.4
90.8
70.4
75.2
89.6
71.7
98.4
35.6
90.8
89.7
100.0
16.8
100.0
85.9
44.4
99.4
48.3
15.9
53.9
99.8
Table 55
Ownership of Household Durables by Type (Actual Growth): 1995-2008/2008-2015
percentage points
Air conditioner
Bicycle
Broadband internet enabled computer
Cable TV
Camera
Cassette/radio player
1995-2008
2008-2015
9.05
14.10
-1.49
2.18
3.20
-0.40
18.95
0.78
0.36
-19.03
12.64
1.59
-7.58
Page
26
Consumer Lifestyles
Switzerland
CD player
Colour TV set
Cooker
Dishwasher
DVD player/recorder
Freezer
Hi-fi stereo
Internet-enabled computer
Microwave oven
Mobile telephone
Motorcycle
Passenger car
Personal computer
Refrigerator
Satellite TV system
Shower
Telephone
Tumble drier
Vacuum cleaner
Video camera
Video game console
Videotape recorder
Washing machine
Source:
25.09
2.89
2.99
19.50
84.34
5.39
3.60
75.58
37.89
86.08
17.13
11.60
42.37
1.12
10.05
1.18
-3.55
13.99
1.23
44.32
3.88
3.30
3.76
-3.24
0.49
1.49
2.68
6.22
1.09
-2.60
12.03
7.26
5.99
3.15
2.16
9.78
0.03
0.00
0.20
-1.97
3.30
0.31
-3.93
-0.91
-11.81
0.30
Table 56
Pet Population: 2000/2004/2005/2006/2007/2008
'000s of animals
Pet Population
Small Mammal Population
Reptile Population
Dog & Cat Population
Dog Population
Cat Population
Other Pet Population
Bird Population
Fish Population
Small Mammal/Reptile
Population
Source:
2000
2004
2005
2006
2007
2008
7,152
545
20
1,790
480
1,310
5,362
435
4,362
565
7,254
561
22
1,830
490
1,340
5,423
424
4,416
583
7,239
563
23
1,831
481
1,350
5,408
422
4,400
586
7,166
565
24
1,860
460
1,400
5,306
405
4,312
589
7,164
575
25
1,855
475
1,380
5,310
395
4,315
600
7,181
580
25
1,846
476
1,370
5,335
390
4,340
605
HOUSEHOLD SEGMENTATION
Single-person Households
Single-person households are by far the largest household category in Switzerland and their number is growing
rapidly. In 1995, there were 1.07 million single-person households and by 2008 there were 1.3 million,
reflecting growth of more than 18%. This growth can be attributed in large part to the fact that many Swiss
couples are marrying at much later ages as well as higher divorce rates. The number of single-person households
is expected to grow over the forecast period, reaching 1.4 million in 2020.
Impact
Growth in the number of single-person households is expected to drive increased demand for a wide range of
household goods and services, including durables and white goods. Many of the single households are occupied
by young adults living in cities. In previous years, many of these people would most likely already have been
married but many young adults now live on their own for much longer periods of time. This consumer group has
Page
27
Consumer Lifestyles
Switzerland
fewer significant financial responsibilities and thus often have higher levels of disposable income to spend as
they choose. Younger consumers living alone also tend to seek out products that promise convenience and time
savings. Therefore, an increase in their numbers is expected to drive demand for such items as prepared and
packaged food.
Couples Without Children

The number of couples without children in Switzerland grew by nearly 17% between 1995 and 2008, reaching
961,000 households in 2008. Their growth is expected to continue over the forecast period, with a projection of
1.02 million households in 2015.
Many times, partners living together without children both work. They are commonly known as DINKs (double
income no kids). They are couples who have either decided against having children or at least postponing
having children. The number of DINKS in Switzerland is increasing and is expected to continue to grow over
the forecast period. In 1995, there were 814,000 DINK households in Switzerland. Their number grew to
913,000 in 2005 and expected to reach 953,000 by 2015.
Impact
DINKS are one of the most powerful consumer groups with high levels of disposable income, as they are not
burdened with the high costs associated with raising children. Couples in this group enjoy spending on
themselves, purchasing nice clothing and footwear and household furnishings. They also spend more than others
on dining out and travelling as they have the income and free time to do so.
Couples With Children

The number of couples with children in Switzerland increased slightly during the review period but is expected
to decline over the forecast period. In 1995, there were 922,000 couples with children, nearly 30% of total
households. In 2008, there were 923,000 couples with children, accounting for just over 27% of total
households. Between 2008 and 2015, the number of couples with children is expected to decline by nearly 2%,
reaching 906,000. Going further, their number is expected to decline by 3.4% between 2008 and 2020, reaching
892,000 and accounting for 25.8% of total households.
There are several reasons the number of couples with children is expected to decline. These include more
women entering the workforce and deciding to postpone having children or to not have children at all. As well,
some couples have decided to just forego the high costs of having children. These costs include the lost income
that results when one of the partners stays home to raise the children or the money spent on minders. This is
extremely expensive in Switzerland and is not economically reasonable for most couples.
Impact
As a consumer group, couples with children are typically attracted to products and services related to the home
and to children. As the number of couples declines, its expected that volume sales of many of these products
will decline, as well. However, with rising disposable incomes, its anticipated that many parents will buy more
expensive, higher quality products for their children, meaning there will be less of an impact on value sales.
Single-parent Families
As divorce rates climbed during the review period, the number of single-parent families increased. In 1995,
there were 152,000 single-parent family households, accounting for 5% of the total population. By 2008, the
number jumped to 190,000 thousand and it is projected to reach 226,000 in 2020, reflecting growth of 18.6%
between 2008 and 2020.
Impact
Single-parent families typically have less purchasing power than other types of households. Often, single
parents are unemployed or must spend a large amount of their income on babysitting/child minding services.
Single parents typically seek out value products for their homes and for their children and often buy less
expensive private label products rather than branded products.
Page
28
Consumer Lifestyles
Table 57
Switzerland
Households by Type: 1995/2000/2005/2008/2015/2020
'000
Single person
Couple without children
Couple with children
Single-parent family
Other
Households
Source:
Note:
1995
2000
2005
2008
2015
2020
1,069
822
922
152
133
3,098
1,145
868
917
165
87
3,182
1,228
929
925
181
57
3,320
1,269
961
923
190
44
3,388
1,350
1,028
906
210
24
3,519
1,408
1,075
892
226
15
3,616
Euromonitor International from trade Source and national statistics

Figures stated as zero refer to a negligible percentage of total households
Table 58
Households by Type (% Analysis and % Growth): 1995/2008/2015/1995-2008/20082015/2008-2020
% analysis/% growth
Single person
Couple without children
Couple with children
Single-parent family
Other
Households
Source:
Note:
1995
2008
2015
1995-2008
2008-2015
2008-2020
34.51
26.54
29.76
4.90
4.29
100.00
37.44
28.37
27.26
5.62
1.31
100.00
38.37
29.21
25.76
5.98
0.68
100.00
18.66
16.93
0.17
25.26
-66.66
9.36
6.45
6.92
-1.84
10.60
-45.78
3.87
11.00
11.82
-3.42
18.58
-65.04
6.73

Figures stated as zero refer to a negligible percentage of total households
LABOUR
Working Conditions
Working conditions in Switzerland are considered good, with employees protected by the government agency
SECO, which regulates working conditions, including such issues as maximum hours of work and obligatory
breaks. Other mandatory conditions include social payments and vacation time. The Swiss have an average of
four weeks paid vacation per year.
Most Swiss companies do not expect employees to work long overtime hours without compensation nor are
staff pressured to work weekends. Family and private lives are respected and most companies understand the
importance of peoples personal obligations.
Construction and building companies are required to have safety insurance, and sites are strictly controlled by
insurance companies like SUVA. These institutions define safety regulations and make periodic checks to
ensure the regulations are being followed. On the other hand, many jobs in Switzerland are in the service
industries. The country attracts many tourists and business travellers and, thus, has many hotels and restaurants.
As well, there are many small independently owned businesses in the country; typically pensions and
restaurants.
One law still in place that is considered to be very conservative forbids work on Sunday and during the night
past 10 pm. There are, of course, some exceptions, including staff who work at hotels, bars, restaurants and
bakeries. This has, however, caused a problem for convenience shops that wish to stay open throughout the
night and large shopping centres that would like to be open on Sundays. Some consider the regulation to be
economically stifling, and the law is constantly being challenged. In past years, it has been substantially relaxed
and it is expected to be abolished in coming years.
Page
29
Consumer Lifestyles
Switzerland
Employed Population by Age

Not surprisingly, middle-aged Swiss were the dominant force among the employed population in 2008, with
nearly 46% of the total employed being between the ages of 40 and 60 years-old. People in their 20s accounted
for just over 18% of the employed population while people in their thirties accounted for 22.4%. In contrast,
people over 60 years-old accounted for 8.4% of the total working population.
Unemployed Population by Age

In 2008, the 2.7% unemployment rate in Switzerland was low by the world standards. However, authorities are
nervous about increasing rates and anticipate that the rate will increase.
Of particular concern is unemployment among younger workers. In 2008, people in their twenties accounted for
nearly 30% of the total unemployed in the country while people in their thirties accounted for 21%. These are
high proportions considering that the unemployed from the large group of middle-aged workers accounted for
33% of the total.
There is a concern as well about the lack of jobs for Swiss youth. Young adults working on their apprenticeships
have had increasing difficulties finding appropriate employment opportunities. Unemployment among the group
of 15-19 year-olds grew by 25% between 2000 and 2008. In recent years, there has also been a major increase in
unemployment among 50-54 year-olds, with the number increasing 55% between 1995 and 2008.
Unemployment affects women substantially more than it does men. In 2008, 40% of the unemployed population
was male and 60% was female.
Part-time Employment
Working part-time has become widely accepted among the Swiss, reflected by the number of part-time
employees increasing by 35% between 1995 and 2008. The reason for increased attraction to part-time work
varies. In some cases, workers are simply seeking to spend more time with their friends and family. In other
cases, people work part-time to accommodate the time needed to raise their children. Still others are students in
further education.
Part-time work among men spiked between 995 and 2000, growing from 139,000 to 183,000. Since 2000,
numbers have stayed somewhat stable, with 187,000 part-time male workers in 2008. The part-time sector,
however, remains dominated by women. In 2008, 82% of the part-time labour force was female. Part-time work
is often the choice for women with children as child care is expensive in Switzerland and is usually not a viable
solution for most working mothers.
Table 59
Employed Population by Age Group: 1995/2000/2005/2006/2007/2008
'000
15-19 yrs
20-24 yrs
25-29 yrs
30-34 yrs
35-39 yrs
40-44 yrs
45-49 yrs
50-54 yrs
55-59 yrs
60-64 yrs
65+ yrs
Employed male population
Employed female
population
Employment rate
Total employed population
1995
2000
2005
2006
2007
2008
219
315
393
481
503
444
407
375
294
153
104
2,076
218
314
409
489
545
482
421
394
327
170
114
2,167
210
314
396
445
522
533
479
412
367
209
87
2,172
224
336
396
444
513
546
489
415
379
215
97
2,214
224
336
401
440
508
558
506
432
380
233
107
2,261
228
343
411
436
501
562
522
444
385
241
108
2,288
1,611
75
3,687
1,715
78
3,882
1,802
77
3,974
1,839
78
4,053
1,863
79
4,124
1,895
80
4,183
Page
30
Consumer Lifestyles
Source:
Table 60
Switzerland
ILO, Euromonitor International
Employed Population by Age Group (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008
15-19 yrs
20-24 yrs
25-29 yrs
30-34 yrs
35-39 yrs
40-44 yrs
45-49 yrs
50-54 yrs
55-59 yrs
60-64 yrs
65+ yrs
Employed male population
Employed female
population
Employment rate
Total employed population
Source:
Table 61
1995
2000
2008
1995-2008
2000-2008
5.94
8.55
10.65
13.05
13.65
12.03
11.03
10.18
7.98
4.14
2.81
56.30
5.61
8.09
10.53
12.59
14.04
12.41
10.84
10.15
8.42
4.39
2.94
55.81
5.46
8.20
9.84
10.42
11.98
13.44
12.49
10.62
9.20
5.77
2.58
54.70
4.25
8.79
4.77
-9.34
-0.37
26.74
28.49
18.36
30.80
58.31
4.14
10.23
4.82
9.27
0.68
-10.76
-8.00
16.75
24.16
12.76
17.71
41.84
-5.47
5.63
43.70
2.05
100.00
44.19
2.01
100.00
45.30
1.90
100.00
17.61
5.41
13.46
10.48
1.76
7.77
Unemployed Population by Age Group: 1995/2000/2005/2006/2007/2008
'000
1995
2000
2005
2006
2007
2008
11
19
21
17
15
12
12
6
8
6
1
64
10
17
14
11
10
11
10
6
8
6
1
51
21
30
22
22
19
19
16
14
13
9
19
27
19
19
19
16
15
14
9
9
16
26
20
13
18
15
13
12
11
9
13
19
14
11
13
11
10
9
7
7
88
77
66
45
65
55
97
89
87
69
129
106
185
166
153
114
15-19 yrs
20-24 yrs
25-29 yrs
30-34 yrs
35-39 yrs
40-44 yrs
45-49 yrs
50-54 yrs
55-59 yrs
60-64 yrs
65+ yrs
Unemployed male
population
Unemployed female
population
Unemployed population
by education level
Total unemployed
population
Source:
Table 62
Unemployed Population by Age Group (% Analysis and % Growth):

1995/2000/2008/1995-2008/2000-2008
15-19 yrs
20-24 yrs
1995
2000
2008
1995-2008
2000-2008
8.81
15.08
9.67
15.95
11.17
17.03
12.55
0.18
24.89
15.35
Page
31
Consumer Lifestyles
Switzerland
25-29 yrs
30-34 yrs
35-39 yrs
40-44 yrs
45-49 yrs
50-54 yrs
55-59 yrs
60-64 yrs
65+ yrs
Unemployed male
population
Unemployed female
population
Unemployed population
by education level
Total unemployed
population
Source:
Table 63
16.53
12.92
11.79
9.51
8.96
4.75
6.20
4.70
0.77
49.28
13.44
10.49
9.84
10.70
9.90
5.85
7.84
5.38
0.94
48.13
12.32
9.72
11.19
9.56
8.69
8.28
6.20
5.85
-33.87
-33.26
-15.80
-10.79
-13.88
54.71
-11.18
10.30
-1.00
0.05
22.86
-3.42
-5.06
52.84
-14.55
17.47
39.75
-28.42
-10.75
50.72
51.87
60.25
5.38
25.50
100.00
100.00
100.00
-11.28
8.05
Unemployment Rate: 1995/2000/2005/2006/2007/2008
% of economically active population

1995
2000
2005
2006
2007
2008
3.4
2.7
4.4
3.9
3.6
2.7
8.4
8.6
8.1
7.5
6.9
6.8
Unemployment rate (% of
economically active
population)
Average of CLIFE
countries
Source:
Table 64
Unemployment Rate (Actual Growth): 1995-2008/2000-2008
Percentage points
Unemployment rate (% of economically active
population)
Source:
Table 65
1995-2008
2000-2008
-0.72
0.01
-1.64
-1.83
Part-Time Employment by Gender: 1995/2000/2005/2006/2007/2008
'000
1995
2000
2005
2006
2007
2008
139
720
858
183
762
945
173
824
997
186
834
1,020
183
849
1,032
187
858
1,045
Male
Female
TOTAL
Source:
Table 66
Part-Time Employment by Gender (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008
% of part-time employees/% growth

Male
1995
2000
2008
1995-2008
2000-2008
16.15
19.37
17.88
34.79
2.07
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32
Consumer Lifestyles
Switzerland
Female
TOTAL
Source:
83.85
100.00
80.63
100.00
82.12
100.00
19.27
21.77
12.62
10.58
INCOME
Annual Disposable Income
Annual disposable income in Switzerland was relatively high and continued to increase during the review
period. In 2003, annual disposable income was CHF 284 billion and it grew to CHF 329 billion in 2008. This
growth was attributable not only to Switzerlands higher-than-average salariesthe country consistently ranks
in the worlds top five for highest annual average salariesbut also to the countrys low rates of income tax.
Swiss income is taxed by the federal, cantonal and local governments. Combined, the total tax rate is typically
between 15% and 20%, based on a progressive scale. Federal taxes are minimal with the rest nearly equally
divided between cantonal and local governments.
Income by Educational Attainment

The relation of educational attainment to level of income is strong in Switzerland and it strengthened during the
review period. In 1995, annual disposable income for those with only a primary level education was CHF
27,771 while income for those with tertiary education was CHF 59, 657, and this gap widened significantly
during the review period. In 2008, those with only primary education earned an annual disposable income of
CHF 28,699 while those having attained tertiary education earned CHF 72,224.
Income by Gender
Not only are women in Switzerland more affected by unemployment than men but they are also, on average,
paid less than men. In 1995, the annual average disposable income for women was CHF 30, 320 while for males
it was CHF 39,634, a difference of nearly 31%. In 2008, the average annual disposable income for women was
CHF 37,130 for women and CHF 49,979 for men, a difference of more than 34%. From 2000 to 2008, female
average annual disposable income grew by nearly 9% while males increased by 15.45%.
Table 67
Mean Annual Disposable Income by Education and Gender:

1995/2000/2005/2006/2007/2008
As stated
Disposable income by
education
Primary (CHF)
Secondary (CHF)
Tertiary (CHF)
Disposable income by
gender
Female (CHF)
Male (CHF)
Source:
Table 68
1995
2000
2005
2006
2007
2008
27,771.0
40,688.2
59,657.4
30,215.5
44,543.7
64,276.9
28,430.6
44,981.1
66,760.3
28,166.0
45,453.7
68,811.0
28,226.1
46,006.2
71,040.4
28,699.4
47,245.4
72,224.3
30,320.7
39,634.9
34,067.7
43,290.1
35,575.1
45,097.9
36,381.6
46,120.2
36,678.7
47,920.2
37,130.1
49,979.9
National statistical offices, Euromonitor International
Mean Annual Disposable Income by Education and Gender (% Growth): 1995-2008/20002008
% growth
Disposable income by education
Primary
1995-2008
2000-2008
3.34
-5.02
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33
Consumer Lifestyles
Switzerland
Secondary
Tertiary
Disposable income by gender
Female
Male
Source:
16.12
21.07
6.07
12.36
22.46
26.10
8.99
15.45
National statistical offices, Euromonitor International
CONSUMER EXPENDITURE
Spending on Consumer Goods and Services by Broad Category
The ageing of Switzerlands population was reflected by nearly 56% increase in expenditure on health goods
and medical services during the review period. As well, part of the increase can be attributed to an increased
awareness amongst younger consumers of the benefits of living healthier lifestyles.
The nearly 29% increase in expenditure on housing can be explained in part on Swiss consumers becoming
slowly more comfortable with the concept of consumer credit and being in debt. In past generations, consumers
were so sceptical of debt that they declined to take out mortgages.
Expenditure on such diverse categories as leisure and recreation, transport and alcoholic beverages increased
even as the global financial crisis affected the world economy. The only sector to see a decline during the
review period was clothing and footwear, which saw expenditure fall by 4% and where a further 11% decline is
expected over the 2008-2015 period. It is believed that the decline in expenditure is the result of dramatic price
reductions in the Swiss market and that volume sales remained relatively steady. Switzerland imposes no quotas
on the amount of clothing that can be imported into the country from regions like Asia. Therefore, bigger loads
of inexpensive imported clothes continually drive down average unit prices.
Switzerland is famous for its high-end goods manufacturers that produce expensive jewellery, watches and other
luxury items. In spite of the global financial downturn, this industry and its manufacturers have remained strong
and the domestic market has flourished. In 2008, per capita spending in Switzerland on jewellery, watches,
clocks, silverware and related items US$355, up from US$301 in 1995.
Impact
As the Swiss population continues to age, expenditure on such items as health goods and medical services will
increase in line. Growing awareness of health and wellbeing issues over the forecast period will also contribute
to value sales in this sector. Expenditure already having grown at a remarkable rate of nearly 56% during the
review period, it is expected to grow by a further 3.4% over the forecast period.
The continuing influx of inexpensive clothing from countries like China will continue to take its toll on
traditional Swiss clothing manufacturers and retail outlets. In order to compete with these new low prices,
manufacturers are expected to resort to producing clothing in less costly Asian or Eastern European countries, if
theyre not doing so already. The relentless discounting wars among retailers will also push down profit
margins, leading eventually to job losses and lower pay rates for those who still have jobs in the sector.
Table 69
Consumer Expenditure by Broad Category: 1995/2000/2005/2008/2015/2020
CHF million
Food and non-alcoholic
beverages
Alcoholic beverages and
tobacco
Clothing and footwear
Housing
Household goods and
services
1995
2000
2005
2008
2015
2020
27,272.2
28,311.0
29,363.5
30,607.6
29,148.5
29,117.1
9,478.0
10,184.0
10,177.0
10,614.1
9,979.3
9,883.6
11,742.1
56,807.0
12,476.1
11,629.1
61,656.9
12,755.9
11,155.6
67,581.8
12,879.7
11,278.8
73,147.9
13,462.9
10,007.7
76,785.1
12,841.7
9,504.9
82,143.6
12,848.6
Page
34
Consumer Lifestyles
Health goods and

medical services
Transport
Communications
Education
Hotels and catering
Misc goods and services
TOTAL
Source:
Note:
Table 70
Switzerland
30,770.5
36,940.1
43,218.7
47,996.0
49,633.4
51,971.1
19,135.2
5,264.5
22,171.1
1,006.5
20,601.6
27,178.1
243,902.9
22,065.9
5,751.6
23,159.7
1,174.1
21,268.0
31,878.7
266,774.9
22,591.3
6,661.6
23,391.5
1,480.6
20,992.2
30,903.9
280,397.5
24,228.3
7,361.6
24,314.2
1,703.7
21,584.4
31,680.8
297,980.3
24,418.8
8,061.7
22,958.4
2,067.8
19,815.0
28,999.6
294,717.0
25,429.3
8,886.6
22,795.9
2,451.6
19,273.7
28,193.1
302,499.1
National statistical offices, OECD, Eurostat, Euromonitor International

Constant value at 2008 prices
Consumer Expenditure by Broad Category (% Analysis and % Growth) 1995/2008/2015:

/1995-2008/2008-2015
% of total consumer expenditure

Food and non-alcoholic
beverages
tobacco
Housing
Household goods and
services
Health goods and
medical services
Transport
Communications
Education
Hotels and catering
Misc goods and services
TOTAL
Source:
Note:
Table 71
1995
2008
2015
1995-2008
2008-2015
11.18
10.27
9.89
12.23
-4.77
3.89
3.56
3.39
11.99
-5.98
4.81
23.29
5.12
3.79
24.55
4.52
3.40
26.05
4.36
-3.95
28.77
7.91
-11.27
4.97
-4.61
12.62
16.11
16.84
55.98
3.41
7.85
2.16
9.09
0.41
8.45
11.14
100.00
8.13
2.47
8.16
0.57
7.24
10.63
100.00
8.29
2.74
7.79
0.70
6.72
9.84
100.00
26.62
39.83
9.67
69.27
4.77
16.57
22.17
0.79
9.51
-5.58
21.37
-8.20
-8.46
-1.10

Consumer Expenditure by Commodity Type: 1995/2000/2005/2008/2015/2020
CHF million
Durable goods
Semi-durable goods
Non-durable goods
Services
TOTAL
Source:
Note:
Table 72
1995
2000
2005
2008
2015
2020
22,752.6
19,406.3
70,643.2
131,100.8
243,902.9
25,071.6
19,386.5
72,597.7
149,719.1
266,774.9
24,273.2
18,759.2
78,318.5
159,046.6
280,397.5
24,817.0
18,978.3
83,741.1
170,443.9
297,980.3
22,182.6
16,731.7
84,694.0
171,108.7
294,717.0
21,187.1
15,807.2
88,133.9
177,370.9
302,499.1

Consumer Expenditure by Commodity Type (% Analysis and % Growth) 1995/2008/2015:

/1995-2008/2008-2015/2008-2020
% of total consumer expenditure

Durable goods
Semi-durable goods
Non-durable goods
Services
1995
2008
2015
1995-2008
2008-2015
2008-2020
9.33
7.96
28.96
53.75
8.33
6.37
28.10
57.20
7.53
5.68
28.74
58.06
9.07
-2.21
18.54
30.01
-10.62
-11.84
1.14
0.39
-14.63
-16.71
5.25
4.06
Page
35
Consumer Lifestyles
TOTAL
Source:
Note:
Table 73
Switzerland
100.00
100.00
100.00
22.17
-1.10
1.52

Consumer Prices and Costs: 1995/2000/2005/2006/2007/2008
1995 = 100
Index of consumer
prices (1995 = 100)
Average of CLIFE
countries
Source:
Table 74
1995
2000
2005
2006
2007
2008
100.0
103.8
108.3
109.4
110.2
112.9
100.0
326.2
657.2
705.9
760.7
860.4
Consumer Prices and Costs (Actual Growth): 1995-2008/2000-2008
Percentage points
Index of consumer prices (1995 = 100)
Source:
1995-2008
2000-2008
12.88
760.39
9.10
534.17
EATING HABITS
Spending on Food
During the review period, expenditure on food in Switzerland grew significantly, by nearly 12%, going from
CHF 24.9 billion in 1995 to CHF 27.9 billion in 2008. Changes in spending on food in Switzerland during the
review period are a reflection of the desire of many Swiss consumers to alter their diets by eating more foods
that would contribute to better health. For example, the category seeing the greatest decrease in expenditure
during the review period was oils and fats, which declined by 18% between 1995 and 2008. In contrast, the
fastest-growing food categories included healthier items like fish and seafood, vegetables and fruit.
Health food and organic products have become very popular and demand for products has increased
significantly. All of the major grocery stores carry lines of organic food products, such as Morga whole wheat
pasta and organically grown vegetables. Most grocery stores also carry some products that reflect specific
ethical policies. For instance, Migros sells several coffees which have received Max Havelaar fair trade
approval.
Impact
Over the review period, it is expected that expenditure on food will continue to grow but at rates slower than
those seen during the review period. It is also expected that expenditure on so-called healthy options like
vegetables and fruit will continue to increase while expenditure on less healthy alternatives like oils and fats and
dairy products will decline.
Shopping for Food

There was major competition among grocery stores in Switzerland during the review period. There are two
major grocery store chains in Switzerland which have operated for decades. Migros, for one, is a retailer which
primarily sells its own private label products. The other, COOP, sells popular branded products like Coca-Cola
and Knorr. Two discount chains, Denner and Pick n Pay, focus less on fresh foods and more on such products as
soft drinks, chocolate and alcohol. The Denner chain was recently acquired by Migros. Generally, the highly
Page
36
Consumer Lifestyles
Switzerland
competitive market has resulted in continual discounting wars and a gradual decline in average unit prices for a
wide range of foods.
During the review period, new competitors, German-based chains Aldi and Lidl, spent substantial amounts of
money to position themselves in the Swiss market. Both stores compete well on price but it appears that they
may have underestimated the loyalty of Swiss consumers to their well-known domestic grocery chains. As well,
it is said that both Aldi and Lidl are having difficulties winning over the Germans residing in Switzerland as the
prices in their Swiss stores are much higher than those in stores located in Germany.
Butchers and bakers are still common in Switzerland but they face increasingly hard times as the large chain
stores solidify their positions and offer similar products at cheaper prices. Bakeries continue to do fairly well as
their bread products are typically of a much higher quality than bread sold in large stores. Bakeries also typically
sell sandwiches and other take-away snacks which helps them to maintain profits. In fact, bakeries have seen
great success in the fast food sector.
In addition to their new large-format retail outlets, the major grocery chains have entered into the convenience
store arena. These smaller stores, many open all night, have greatly influenced Swiss food shopping habits. In
past years, consumers had to plan trips to the grocery store as most had relatively limited operating hours. Now,
however, consumers can shop in the evenings and on weekends, whenever it is convenient. At the same time,
the trend of convenient shopping seems to have boosted expenditure on convenience foods, with products like
ready-meals and other packaged foods seeing increased sales.
To increase sales and build brand loyalty, most of the major grocery chains have introduced customer loyalty
programmes. Shoppers show their loyalty cards at the point of purchase and at the end of the month they receive
coupons that can be applied to the next purchase at the store.
Private label products have a long history in Switzerland. One of the major grocery store chains, Migros, almost
exclusively sells its own brands. In the past decade, they have made a few exceptions and taken on select brands
like Knorr, but this is done infrequently. Recently, the chain introduced two new lines Migros Budget and
Migros Exclusive. The budget line has been a tremendous success and has reached almost cult-like status.
Originally, the budget line consisted of necessities like flour and sugar but now it has expanded and includes
products ranging from pizza to snowboards. In an attempt to compete with M-Buget, COOP has introduced
created the Prix Garantie line of products.
Impact
Large grocery chains are expected to put increasing pressure on smaller retailers and specialty shops, driving
many out of business over the forecast period. In some smaller towns, consumers are trying to remain loyal to
independents, many family-owned who have been operating for generations, but eventually it comes down to
price and smaller shops find it difficult to compete. As in other competitive markets, it is expected that average
unit prices will continue to decline over the forecast period, leading to highly pressured margins and possible
market consolidation.
Eating Preferences
Eating preferences in Switzerland differ from region to region. Consumers in the Italian region have similar
eating habits to Italians, with meals featuring plenty of pasta, risotto and polenta. Consumers in the French
region, in turn, have eating preferences similar to the French. However, Switzerlands German region has its
own unique culinary culture that is not identical German cuisine. Most have a known culinary specialty. Bern,
for instance, is famous for its Berner Platte, a variety of sausages served with green beans and potatoes, while
Zurich is known for Zrcher Geschnetzeltes, sliced veal in a mushroom cream sauce typically served with Rosti.
Graubnden for its Capuns, dumplings with bacon bits wrapped in green leafy vegetables backed in a cream
sauce. Swiss German specialties tend to be quite heavy and often include meat.
Traditional meals include fondue, Raclette and Rosti. Raclette is a type of cheese served melted with potatoes.
The most common fondues are cheese with bread and chinoise, very thinly sliced meats cooked in a pot of
bouillon. Rosti is similar to potato hash browns and they are served in dozens of different varieties, depending
on the region. For instance, Bernerrosti, from Bern is cooked with bacon bits while Emmentalerrosti is topped
Page
37
Consumer Lifestyles
Switzerland
with melted Emmentaler cheese. These dishes are found in nearly every tourist location but they are also
commonly eaten by locals both at home and in restaurants.
Switzerland often conjures up images of chocolate and cheese and there is good reason for this. The Swiss eat
an incredible amount of cheese. In fact, in 2008 the Swiss consumed over 21 kilos of cheese per capita.
(However, it must be noted that in the same year the French consumed even more, 27 kilos per capita.)
Switzerland is the leader in chocolate consumption with an annual average of 12.3 kilos per capita.
A typical Swiss breakfast includes bread, jam and honey or muesli and yogurt. Breakfast is typically served with
coffee or tea and occasionally with orange juice. On Sunday mornings, many Swiss eat Zopf, a bread made from
a white buttery dough which is baked in the form of a braid.
During the review period, many international cuisines, including Thai, Chinese, Indian and Japanese sushi,
became popular, particularly in restaurants in urban areas.
Cooking Habits
Cooking habits in Switzerland differ from age group to age group and from region to region. The Italian Swiss,
for instance, have very different cooking habits than the Swiss Germans. The Italian Swiss tend to spend much
more time preparing and eating meals and most meal prepared have a heavy Italian influence.
The Swiss still try to cook their meals using fresh ingredients whenever possible. Recently, however, sales of
ready-made meals and take-away products have grown significantly. From 2000 to 2005 alone there was 15 %
increase in the sales of ready-made meals. With the increasingly common busy double-income families and the
generally fast-paced lifestyles of many Swiss, many seek convenience and time-savings and do not spend the
time to cook meals at home.
Table 75
Consumer Expenditure on Food: 1995/2000/2005/2006/2007/2008
CHF million
Bread and cereals
Meat
Fish and seafood
Milk, cheese and eggs
Oils and fats
Fruit
Vegetables
Sugar and confectionery
Other food
TOTAL
Source:
Note:
Table 76
1995
2000
2005
2006
2007
2008
4,361.7
5,852.9
596.5
5,411.8
856.9
1,898.4
2,436.6
1,781.4
1,775.4
24,971.7
4,442.1
6,441.6
855.5
4,646.2
713.4
2,166.9
2,951.0
1,786.3
1,941.5
25,944.6
4,606.9
6,516.9
841.5
4,574.6
710.2
2,367.8
3,106.8
1,863.1
2,236.8
26,824.6
4,636.0
6,519.1
823.2
4,585.3
706.6
2,409.8
3,099.3
1,894.7
2,310.1
26,984.1
4,740.4
6,675.1
853.6
4,609.8
709.3
2,500.9
3,209.3
1,939.2
2,409.2
27,646.8
4,775.8
6,728.8
869.3
4,572.0
702.7
2,557.3
3,265.9
1,957.7
2,476.7
27,906.1

Consumer Expenditure on Food (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008
% analysis/% growth
Bread and cereals
Meat
Fish and seafood
Milk, cheese and eggs
Oils and fats
Fruit
Vegetables
Sugar and confectionery
Other food
1995
2000
2008
1995-2008
2000-2008
17.5
23.4
2.4
21.7
3.4
7.6
9.8
7.1
7.1
17.1
24.8
3.3
17.9
2.7
8.4
11.4
6.9
7.5
17.1
24.1
3.1
16.4
2.5
9.2
11.7
7.0
8.9
9.5
15.0
45.7
-15.5
-18.0
34.7
34.0
9.9
39.5
7.5
4.5
1.6
-1.6
-1.5
18.0
10.7
9.6
27.6
Page
38
Consumer Lifestyles
Switzerland
TOTAL
Source:
Note:
100.0
100.0
100.0
11.8
7.6

Table 77
Per Capita Expenditure on Food: 1995/2000/2005/2006/2007/2008
US$ per capita

Food
Average of CLIFE
countries
Source:
Table 78
1995
2000
2005
2006
2007
2008
2,665.49
905.71
1,971.36
799.70
2,786.30
1,160.42
2,796.39
1,239.64
2,999.32
1,414.15
3,421.65
1,564.38
Per Capita Expenditure on Food (% Growth): 1995-2008/2000-2008
% growth
Food
Source:
1995-2008
2000-2008
28.37
72.72
73.57
95.62
DRINKING AND SMOKING

Spending on Alcoholic Drinks
During the review period, expenditure on alcohol drinks in Switzerland declined by more than 7%. Specifically,
spending on spirits declined by nearly 20%, on wine by more than 4% and on beer by nearly 14%. However, the
decline is attributable in large part to the fact that alcohol prices drop dramatically during the review period. In
fact, overall alcohol consumption in Switzerland increased by almost 2% between 2000 and 2005.
Prices of cocktails in bars and night clubs are very high in Switzerland. An average cocktail like a gin and tonic
typically costs around $15. The price of beer is more reasonable at $5 for a 3 dl glass. To boost sales, many bars
have introduced happy hours that offer 2 for 1drink specials. Another popular drink special is schnecken abend
(snail night, as the five franc coin is referred to as a snail). At schnecken abend, all drinks are sold for CHF 5.
Bar owners must be careful when making such specials as there are now laws regulating drink specials. For
instance, drinking establishments are no longer allowed to encourage customers to consume alcohol at a fast
pace.
Spending on Soft Drinks and Hot Drinks

In spite of Switzerlands traditional coffee drinking culture, sales of coffee, tea and cocoa declined by 5.6%
between 1995 and 2008, reaching CHF 794.4 million. Over the same period, expenditure on other soft drinks
rose by nearly 31%, reaching nearly CHF 2 billion.
There has been a major change in the Swiss coffee market. Nestles introduced a new product known as
Nespresso capsules. The new capsule machines make great coffee and they are easy to use. There is essentially
no mess and very little maintenance and, above all, the machines cost a fraction of the price of a fully automatic
coffee machine. On the other hand, the capsules are expensive and in the long run using a capsule system is
likely more expensive than using a fully automatic machine.
Spending on Tobacco
Page
39
Consumer Lifestyles
Switzerland
Expenditure on tobacco products increased by nearly 57% during the review period, reaching CFH 4.5 billion in
2008. Generally, prices of cigarettes jumped significantly, generating higher value sales in the midst of
declining consumption. For instance, a pack of the Swiss brand Parisienne costs CHF 6.70 today, up from under
CHF 5 just a couple of years ago. The increase in price is due to higher taxes, which the Swiss government
hopes will discourage people from smoking. Compared to other countries, however, the price of cigarettes in
Switzerland are still relatively low.
After the ban of direct advertising for cigarettes, manufacturers were left with large advertisings budgets that
could not used in the traditional manner and they are continually seeking creative ways to promote their
products. Gauloises sends young attractive people to bars offering customers promotional offers. Other
companies like Marlboro have gone as far as to sponsor entire bars and youth hotels, including Snowboarders
Palace in Davos (although there are regulations prohibiting the company from using the name Marlboro in
connection with the sponsorship). In one promotion, Marlboro held contests and the winners received free ski
vacations at the Red Box hotel.
Impact
Table 79
Consumer Expenditure on Alcoholic Beverages and Tobacco:

1995/2000/2005/2006/2007/2008
CHF million
Alcoholic drinks
Spirits
Wine
Beer
Tobacco
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
6,628.4
708.4
4,935.5
984.4
2,849.7
9,478.0
6,077.6
598.9
4,651.8
826.8
4,106.3
10,184.0
6,055.6
563.8
4,684.7
807.1
4,121.4
10,177.0
5,992.9
563.0
4,603.2
826.7
4,286.4
10,279.3
6,104.4
567.9
4,696.0
840.5
4,422.8
10,527.2
6,143.5
567.5
4,728.4
847.6
4,470.7
10,614.1

Table 80
Consumer Expenditure on Alcoholic Beverages and Tobacco (% Analysis and %

Growth): 1995/2000/2008/1995-2008/2000-2008
% analysis/% growth
Alcoholic drinks
#Spirits
#Wine
#Beer
Tobacco
TOTAL
Source:
Note:
1995
2000
2008
1995-2008
2000-2008
69.9
7.5
52.1
10.4
30.1
100.0
59.7
5.9
45.7
8.1
40.3
100.0
57.9
5.3
44.5
8.0
42.1
100.0
-7.3
-19.9
-4.2
-13.9
56.9
12.0
1.1
-5.3
1.6
2.5
8.9
4.2

Table 81
Per Capita Expenditure on Alcoholic Beverages and Tobacco:

1995/2000/2005/2006/2007/2008
US$ per capita

tobacco
Average of CLIFE
countries
Source:
1995
2000
2005
2006
2007
2008
1,011.69
773.81
1,057.09
1,065.25
1,142.06
1,301.43
200.95
187.62
279.83
296.05
339.04
373.59
Page
40
Consumer Lifestyles
Table 82
Switzerland
Per Capita Expenditure on Alcoholic Beverages and Tobacco (% Growth): 19952008/2000-2008
% growth
Alcoholic beverages and tobacco
Source:
1995-2008
2000-2008
28.64
85.91
68.18
99.11
Table 83
Consumer Expenditure on Non-alcoholic Beverages: 1995/2000/2005/2006/2007/2008
CHF million
Coffee, tea and cocoa
Other soft drinks
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
841.6
1,459.0
2,300.5
795.6
1,570.8
2,366.3
783.6
1,755.2
2,538.8
790.3
1,793.5
2,583.8
798.7
1,862.9
2,661.6
794.4
1,907.1
2,701.5

Table 84
Consumer Expenditure on Non-alcoholic Beverages (% Analysis and % Growth):

1995/2000/2008/1995-2008/2000-2008
% analysis/% growth
#Coffee, tea and cocoa
#Other soft drinks
TOTAL
Source:
Note:
1995
2000
2008
1995-2008
2000-2008
36.6
63.4
100.0
33.6
66.4
100.0
29.4
70.6
100.0
-5.6
30.7
17.4
-0.2
21.4
14.2

Table 85
Per Capita Expenditure on Non-alcoholic Beverages: 1995/2000/2005/2006/2007/2008
US$ per capita

Non-alcoholic beverages
Average of CLIFE
countries
Source:
Table 86
1995
2000
2005
2006
2007
2008
245.56
83.40
179.80
77.04
263.71
109.97
267.76
117.05
288.75
134.06
331.23
148.25
Per Capita Expenditure on Non-alcoholic Beverages (% Growth): 1995-2008/2000-2008
% growth
Non-alcoholic beverages
Source:
1995-2008
2000-2008
34.89
77.76
84.22
92.43
Buying Alcohol and Tobacco

Tobacco is readily available throughout Switzerland. Most tobacco products are purchased at kiosks, but there
are still a few specialty tobacco stores which are frequented by cigar and pipe smokers looking for more
Page
41
Consumer Lifestyles
Switzerland
specialized products. The discount store Denner is a popular place to purchase both cigarettes and alcohol.
Alcohol is significantly cheaper in the Denner stores than at most other retailers.
It is illegal for anyone under the age of 18 years-old to purchase cigarettes in Switzerland. Until recently,
however, this law was barely enforced and minors were able to purchase cigarettes in stores and through
vending machines without any difficulties. In recent years, the government has increased its efforts and have
made progress in enforcing this law. One move was to adapt an age controlling system using tokens to all
cigarette vending machines. People wishing to purchase cigarettes from a vending machine must show the bar
keeper or custodian identification proving sufficient age. The bar keeper or custodian then gives the patron a
coin to put in the vending machine which allows them to make the purchase.
Laws regarding the sale of alcohol to minors have also been more keenly enforced in recent years. In
Switzerland, at the age of 16 years-old people can purchase wine, beer and spirits under 15%. Hard alcohol can
be purchased at the age of 18. As the country is experiencing more difficulties with minors and alcohol
consumption, these laws have now been enforced more stringently by retailers and bars.
The patterns for purchasing alcohol and tobacco in Switzerland have changed in recent years. In light of the
many new open-all-night shops, these products can now be bought at all hours and on Sundays, whereas in years
past stores had very restricted opening hours that dictated when these products could be purchased over the
counter. It is believed that this new freedom to purchase relatively inexpensive alcohol throughout the day may
be contributing to the current problem of binge drinking among the countrys youth.
Buying Soft Drinks and Hot Drinks

Purchasing soft drinks and hot drinks has been influenced by the recent wave of new coffee shops in
Switzerland that offer take-away options appearing in the country. Nespresso has opened cafs in Zurich and
Lausanne, Starbucks has opened over 30 locations and the most recent player, McCafe, recently opened its first
location in Vevey. American-style coffee houses have slowly influenced Swiss coffee drinking behaviour, and it
is now common to see coffee to go at kiosks, bakeries, gas stations and other retail outlets.
The older generations of Swiss go to what are known as tea houses or confiseries to meet with friends and enjoy
a coffee, often accompanied with a sweet pastry. These tea houses are often associated with elderly women and
do not necessarily appeal to the younger consumers.
Drinking Habits
Drinking alcoholic beverages is common and acceptable behaviour in Switzerland, particularly consuming
alcohol with meals. The Swiss have a great fondness for wine, as the country has a long tradition of wine
production. Beer is also a popular drink, particularly among Swiss men and it is increasingly popular among
young women. Hard alcohol produced in Switzerland, known as Schnaps, is also a popular and relatively
inexpensive drink and is usually drunk after a meal as a digestive. Schnapps can be made from pears, prunes
grapes and other fruits. It is typically quite harsh in taste and imbibed straight without a mixer.
Alcohol consumption is high in Switzerland but it is uncommon for the Swiss to treat or even confront issues of
alcoholism. Approximately 2,500 to 3,000 deaths are caused by alcohol in Switzerland each year. Alcohol abuse
obviously has negative effects on health and can cause problems in the family and the workplace.
Binge drinking is becoming increasingly more common, particularly among the youth. In 2007, 85% of students
confirmed drinking within the past 12 months. It is believed that decreasing prices and the new availability of
alcohol at all hours has contributed to this trend.
Smoking Habits
Up until the mid 2000s, Switzerland had very lenient laws regarding smoking in public places. Recently, many
of the major cantons, including Bern and Graubnden, have taken steps to outlaw smoking in restaurants and
bars. Soon, the federal government is expected to impose a federal law to ban smoking in public areas
nationwide.
Page
42
Consumer Lifestyles
Switzerland
In 1995, more than 31% of the population considered themselves smokers. By 2008, that number had dropped to
29%. This is not to say that smoking is not still a serious problem in Switzerland. The average per capita daily
consumption of cigarettes is just shy of eight. This ranks Switzerland as one of the highest per capita tobacco
consuming countries in Europe and 23rd in the world.
Banning smoking in public places will hopefully contribute to reducing the number of people who smoke in
Switzerland. It is too early to know if there has been a decline in the amount of smoking in the few cantons
which have already implemented a ban. Unfortunately, it is believed the ban may have had an unforeseen side
effect, in that some restaurants and bars have seen a decrease in revenue because some people are choosing to
stay home where they can smoke rather than go out to places where smoking is restricted.
FASHION
Spending on Clothing and Footwear
During the review period, expenditure on clothing in Switzerland declined by 7%, reaching CHF 9 billion in
2008. In contrast, expenditure on footwear increased 10.6% over the same period, reaching CHF 2.2 billion. Per
capita expenditure on clothing and footwear increased by 10.3% over the review period, reaching US$1,383 in
2008.
The decline in expenditure on clothing during the review period can be attributed to the widespread distribution
of inexpensive imported clothing. Many bargain brands and retail stores have gained in popularity in
Switzerland. One example is the Swedish retail giant H&M. Among other popular high-end bargain are the
Spanish chains Mango and Zara.
Switzerland has distinct seasons that affect the clothes people wearing and whats found on stores shelves. The
winter season is very long and cold so, not surprisingly, stores are filled with warm large jackets and coats.
The Swiss ski and mountaineering tradition has also influenced fashion. It is not uncommon for Swiss people to
wear technical mountaineering clothes in the cities during their free time. Clothing from technical brands like
the Swiss Mammut and Canadian Arcteryx are often worn during leisure periods and are no longer restricted to
those taking part in sports.
Another popular influence on current Swiss fashion is based on styles brought by the many immigrants from the
former Yugoslavia. This cultural group has a distinct fashion sense which is now very popular among Swiss
youth.
Impact
Declining clothing prices allow young consumers to stay on top of fashion trends as they are now able to
purchase more items more frequently with the same budget. The increased competition in the low cost clothing
sector will continue to push down clothing prices in Switzerland, leading to value sales continuing to decline
over the forecast period.
Spending on Accessories and Personal Goods

Spending on accessories and personal goods, such as watches, jewellery, clocks and other items saw healthy
growth during the review period, with per capita spending going from US$245 in 2000 to US$355 in 2008.
Spending habits for accessories and personal goods changed in Switzerland during the review period as much
more affordable goods, many imported, became increasingly available, driving volume sales.
In addition, young Swiss men have become increasingly more fashion conscious, and they now spend more
money on fashion items than Swiss men from previous generations. Many brands and retail outlets, including
H&M, now have entire lines of clothing and accessories catering to Swiss men interested in appearance and
grooming.
Impact
Page
43
Consumer Lifestyles
Switzerland
Expenditure on accessories and personal goods declined slightly in 2008, no doubt the result of the impact of the
global recession, and that consumer hesitancy is expected to continue over the forecast period. It is expected that
Swiss consumers will become more conscious of value and more frugal as a result of the recession, and this will
have an impact on value sales in the sector. On the other hand, volume sales are anticipated to feel the impact a
bit less as consumers, particularly young consumers, seek out less expensive alternatives.
Shopping for Clothing and Footwear

One major change in the Swiss clothing shopping arena during the review period has been an increase in the
number of large shopping malls in the country. Traditionally, consumers shopped for clothes in large clothing
chain outlets and small clothing boutiques that were spread in various locations throughout Swiss cities. In the
1970s, there was a wave of new shopping malls built and that has been revived just recently. This includes a
new large mall, Sihlcity, built in Zurich and Westside in Bern. The new malls have gone to great lengths and
have spent large amounts of money to create an atmosphere that will attract customers. Westside in Bern, for
instance, was designed and built in 2008 by world famous architect Daniel Libeskind. The complex is more than
simply a shopping centre, containing a hotel, cinemas, residences and a fitness centre.
Outlet shopping is also slowly making its way into the country. New outlet malls include Foxtown in the Italian
region and a new outlet strip mall opening in the canton of Graubnden. These malls offer products from big
name brands like Armani and Nike at heavily discounted prices and consumers are flocking to them.
Impact
The wider availability of less expensive clothing has changed the Swiss attitude toward buying clothes.
Consumers are now more likely to purchase more frequently. The Swiss still tend to purchase some high-quality
items that are intended to last, but with the increased availability of new low-cost brands and outlets they can
now also purchase more trendy items that may not last as long.
Shopping for Accessories and Personal Goods

Switzerland has always been known for its expensive luxury accessories, ranging from Rolex watches to Bally
shoes, and streets in Zurich, Geneva and St. Moritz are lined with high-end stores selling jewellery and other
luxury items.
However, a new more affordable trend has become evident in Switzerland. Bargain costume jewellery is now
readily available in Switzerland and consumers are snapping it up. H&M carries costume jewellery and more
recently the American retailer Claires has opened dozens of new locations across the country.
Impact
The wider availability of inexpensive costume jewellery and other accessories has changed the way the Swiss,
particularly the young Swiss, shop for such items. In the past, consumers tended to buy few items but items of
high quality. Today, consumers buy more less expensive items that allow them to keep up with all the latest
trends.
Traditional Clothing
Traditional clothing for women in Switzerland is known as a Tracht. Trachts are dresses with an apron worn
over them. They typically have elaborate embroidering and often silver buttons and chains, and Swiss men often
have similar matching suits. The style of Trachts varies from canton to canton. Trachts are not worn on regular
basis by Swiss women nor do they have any influence on the current fashion. These outfits are most often seen
at local festivals and parades.
Fashion Trends
Popular fashion trends in Switzerland tend to follow western dress styles. As in other European countries,
fashion is heavily influenced by the media, including films, TV, music and fashion magazines. In particular,
fashion is becoming more important among young Swiss men who have been greatly influenced by Swiss
foreign nationals and those they see in the music industry.
Page
44
Consumer Lifestyles
Switzerland
Swiss consumers tend to be brand-oriented and many gravitate toward products with well-known international
brands. Many who can afford it appreciate luxury items, including designer wear. However, the introduction and
wide availability of more affordable alternatives, such as H&M products, has generated great demand from
younger consumers.
Dress at the workplace is very much dependent on the industry in which one works. Bankers and lawyers, for
example, usually dress quite conservatively and typically wear suits, while people from technical and service
sectors typically dress in business casual style.
The fact Swiss consumers now increasingly purchase inexpensive clothingoften imported from low-cost
Asian countriesresulted in declining value sales in the clothing subsector during the review period. In fact,
consumer expenditure on clothing garments dropped from CHF 8.7 billion in 1995 to CHF 8.1 billion in 2008.
Over the forecast period, the increasing popularity of less expensive imported clothing will drive many smaller
Swiss brands into financial difficulties, possibly resulting in bankruptcies or sector consolidation.
Table 87
Consumer Expenditure on Clothing and Footwear: 1995/2000/2005/2006/2007/2008
CHF million
Clothing
Clothing materials
Garments
Other clothing
Clothing cleaning,
repair and hire
Footwear
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
9,713.9
151.7
8,731.6
536.7
293.9
9,436.3
95.9
8,493.6
464.0
382.8
9,019.5
94.1
8,139.0
440.3
346.1
8,996.9
103.5
8,090.9
442.7
359.8
9,083.1
102.4
8,164.9
441.2
374.5
9,035.4
100.9
8,119.8
433.1
381.6
2,028.2
11,742.1
2,192.8
11,629.1
2,136.1
11,155.6
2,177.4
11,174.3
2,230.3
11,313.3
2,243.4
11,278.8

Table 88
Consumer Expenditure on Clothing and Footwear (% Analysis and % Growth):

1995/2000/2008/1995-2008/2000-2008
% analysis/% growth
Clothing
Clothing materials
Garments
Other clothing
Clothing cleaning,
repair and hire
Footwear
TOTAL
Source:
Note:
1995
2000
2008
1995-2008
2000-2008
82.7
1.3
74.4
4.6
2.5
81.1
0.8
73.0
4.0
3.3
80.1
0.9
72.0
3.8
3.4
-7.0
-33.5
-7.0
-19.3
29.9
-4.2
5.2
-4.4
-6.7
-0.3
17.3
100.0
18.9
100.0
19.9
100.0
10.6
-3.9
2.3
-3.0

Table 89
Per Capita Expenditure on Clothing and Footwear: 1995/2000/2005/2006/2007/2008
US$ per capita

Average of CLIFE
countries
Source:
1995
2000
2005
2006
2007
2008
1,253.36
369.08
883.62
323.01
1,158.74
443.52
1,158.01
470.95
1,227.35
532.11
1,382.92
581.97
Page
45
Consumer Lifestyles
Table 90
Switzerland
Per Capita Expenditure on Clothing and Footwear (% Growth): 1995-2008/2000-2008
% growth
Source:
1995-2008
2000-2008
10.34
57.68
56.51
80.17
Table 91
Consumer Expenditure on Jewellery, Silverware, Watches and Clocks, Travel Goods:

1995/2000/2005/2006/2007/2008
CHF million
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
2,823.1
3,218.3
2,944.1
2,899.1
2,926.0
2,897.8

Table 92
Consumer Expenditure on Jewellery, Silverware, Watches and Clocks, Travel Goods (%

Analysis and % Growth): 1995/2000/2008/1995-2008/2000-2008
% analysis/% growth
TOTAL
Source:
Note:
1995
2000
2008
1995-2008
2000-2008
100.0
100.0
100.0
2.6
-10.0

Table 93
Per Capita Expenditure on Jewellery, Silverware, Watches and Clocks, Travel Goods:
1995/2000/2005/2006/2007/2008
US$ per capita

Jewellery/silverware/
watches/clocks/travel
goods
Average of CLIFE
countries
Source:
Table 94
1995
2000
2005
2006
2007
2008
301.34
244.54
305.81
300.43
317.43
355.31
52.76
52.04
71.52
76.12
86.34
95.06
Per Capita Expenditure on Jewellery, Silverware, Watches and Clocks, Travel Goods (%
Growth): 1995-2008/2000-2008
% growth
Jewellery/silverware/watches/clocks/travel goods
Source:
1995-2008
2000-2008
17.91
80.18
45.30
82.67
HOUSING AND ASSOCIATED COSTS
Page
46
Consumer Lifestyles
Switzerland
Spending on Housing
Overall expenditure on housing in Switzerland increased by nearly 29% during the review period, going from
CHF 56.8 billion in 1995 to CHF 73.1 bullion in 2008. Growth was driven by increases in nearly every housing
category. Expenditure on actual rentals grew by 19.4%, reaching CHF 13 billion in 2008, while expenditure on
imputed rentals grew by nearly 38%, reaching nearly CHF 36 billion in 2008. Expenditure on electricity, gas
and other fuels increased by 22%, reaching CHF 13.5 billion in 2008, with growth driven primarily by dramatic
increases in expenditure on gas and liquid fuels. Per capita spending on housing in Switzerland increased from
US$6,063 in 1995 to US$8,968 in 2008.
Expenditure on housing in Switzerland is relatively high and it is expected to continue to grow over the forecast
period. For a number of reasons, including an increase in the number of foreigners expected to move to
Switzerland over the forecast period, the Swiss housing market is expected to buck the global trend and
experience continued growth.
Impact
The strong Swiss housing market is expected to drive increased consumer demand in a wide range of householdrelated product sectors over the forecast period, including furniture, home textiles, carpets and floor coverings,
in-home consumer electronics, kitchenware and cookware and many other sectors.
Renting Versus Buying

The level of home ownership in Switzerland increased during the review period. In 1995, there were 900,000
homeowners versus 1.3 million in 2008. This rate is surprisingly low compared to other European countries.
With their high disposable incomes, generous tax benefits, low mortgage rates and tradition of saving, it would
seem likely that the majority of the Swiss population would purchase homes rather than rent them. This,
however, is not the case. In 2007, the home ownership rate was 37% and it is expected to rise to 39% in 2010.
Impact
The slight increase in home ownership will prompt a slight increase in demand for household-related goods and
services over the forecast period, including demand for furniture, household textiles and soft goods, carpets and
floor coverings, in-home consumer electronics and white goods. Home owners are more likely to invest in bigticket items than renters.
Utility Costs
Consumer expenditure on utilities increased significantly in Switzerland during the review period. In particular,
expenditure on water and sewage increased by 22%, going CHF 5.5 billion in 1995 to CHF 7.5 billion in 2008.
Over the same period, expenditure on electricity, gas and other fuels increased by 22%, driven by the 50%
increase in expenditure on gas and the more than 63% increase in expenditure on liquid fuels.
Impact
Growing fuel costs and the increased awareness of environmental issues has prompted many Swiss consumers
to look for alternative forms of energy, such as energy generated by solar panels and erdsonde (geothermal
probes). The Swiss government has implemented incentive programs, including tax breaks, to encourage
households to install alternative energy devices. For example, the cost of home repairs undertaken to save
energy or install alternative forms of energy is tax deductible. There have been other programs implemented
wherein the government subsidised the installation of particular forms of alternative energy. More broadly,
however, it is expected that energy prices will continue to increase over the forecast period and that this will
have a negative impact on overall household budgets and expenditure.
Maintenance and Repair

Expenditures on maintenance and repair during the review period remained steady, increasing by only .01%
between 1995 and 2008. For the most part, buildings in Switzerland are built to endure extreme weather and to
last for hundreds of years. However, despite the fact that workmanship on Swiss houses is very good, there is
Page
47
Consumer Lifestyles
Switzerland
still a need for regular maintenance and the occasional repair, and when repairs need to be made Swiss
consumers generally call on professionals rather than attempt to repair things themselves.
Impact
The Swiss preference to hire professionals rather than doing home repairs themselves has had a negative impact
on do-it-yourself retail outlets. Total sales among DIY stores in Switzerland declined from CHF 1.86 billion in
2003 to CHF 1.8 billion in 2008.
Table 95
Consumer Expenditure on Housing: 1995/2000/2005/2006/2007/2008
CHF million
Actual rentals for
housing
Imputed rentals for
housing
Maintenance and repair
Water and sewerage
Electricity, gas and
other fuels
Electricity
Gas
Liquid fuels
Solid fuels
Heat energy
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
10,918.7
11,423.3
12,139.0
12,527.0
12,861.3
13,039.6
26,006.8
29,389.2
32,811.6
33,630.2
34,960.6
35,828.9
3,305.9
5,512.4
11,063.1
3,529.1
6,698.8
10,616.5
3,292.4
7,118.0
12,220.8
3,268.4
7,077.9
12,736.8
3,316.6
7,335.1
13,163.6
3,309.7
7,473.0
13,496.7
5,352.3
2,228.4
1,695.7
742.9
1,043.8
56,807.0
4,904.0
2,315.0
1,833.2
552.9
1,011.4
61,656.9
5,265.4
2,976.2
2,198.9
645.4
1,134.9
67,581.8
5,382.5
3,074.4
2,461.5
653.1
1,165.3
69,240.2
5,489.5
3,222.5
2,600.7
659.7
1,191.1
71,637.1
5,513.8
3,343.4
2,770.0
667.5
1,202.0
73,147.9

Table 96
Consumer Expenditure on Housing (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008
% analysis/% growth
Actual rentals for
housing
Imputed rentals for
housing
Maintenance and repair
Water and sewerage
Electricity, gas and
other fuels
Electricity
Gas
Liquid fuels
Solid fuels
Heat energy
TOTAL
Source:
Note:
1995
2000
2008
1995-2008
2000-2008
19.2
18.5
17.8
19.4
14.1
45.8
47.7
49.0
37.8
21.9
5.8
9.7
19.5
5.7
10.9
17.2
4.5
10.2
18.5
0.1
35.6
22.0
-6.2
11.6
27.1
9.4
3.9
3.0
1.3
1.8
100.0
8.0
3.8
3.0
0.9
1.6
100.0
7.5
4.6
3.8
0.9
1.6
100.0
3.0
50.0
63.4
-10.1
15.2
28.8
12.4
44.4
51.1
20.7
18.8
18.6

Table 97
Per Capita Expenditure on Housing: 1995/2000/2005/2006/2007/2008
US$ per capita

Housing
Average of CLIFE
1995
2000
2005
2006
2007
2008
6,063.61
1,130.18
4,684.90
1,104.88
7,019.78
1,685.61
7,175.45
1,799.12
7,771.68
2,057.01
8,968.87
2,289.06
Page
48
Consumer Lifestyles
Switzerland
countries
Source:
Table 98
Per Capita Expenditure on Housing (% Growth): 1995-2008/2000-2008
% growth
Housing
Source:
1995-2008
2000-2008
47.91
102.54
91.44
107.18
HOUSEHOLD GOODS AND SERVICES

Spending on Household Goods and Services
During the review period, expenditure on household goods and services in Switzerland increased by nearly 8%,
reaching CHF 13.5 billion in 2008. In 2008, Per capita spending on household goods and services was
US$1,650, up from US$1,331 in 1995.
Expenditure on household appliances grew by nearly 17% during the review period, reaching nearly CHF 2
billion in 2008, with significant growth in spending on hardware and DIY products (22%), glassware, tableware
and household utensils (nearly 11%) and household and domestic services (nearly 16%). The only category
which experienced a decline in expenditure over the review period was furniture, furnishings and floor
coverings, which fell by a slight 1.3% between 1995 and 2008. In large part, the decline was due to the
increased popularity of less expensive furniture and home furnishings from large retail chains like Swedenbased IKEA. IKEAs huge success has prompted the introduction of several competitors and together they have
driven down average unit prices in the home furnishings sector.
Impact
The growing popularity of less expensive furniture and home furnishings amongst Swiss consumers is expected
to continue to drive down levels of expenditure over the forecast period. On the other hand, volume sales are
expected to remain relatively steady.
Shopping for Household Goods

There are many venues for shopping for household goods in Switzerland. These include major furniture chains,
including international players like IKEA as well as older, more traditional chains like Mbel Pfister. In
addition, there are many smaller specialty furniture retailers in Switzerland.
In response to IKEAs success, many other companies have entered the market for inexpensive furnishings in
Switzerland. For example, the two major grocery store chains in Switzerland have both opened inexpensive
furniture stores; Migros owns Micasa and Coop owns Tip Top. Another low-priced furniture chain which has
opened several stores throughout the country is Fly.
Impact
The new retail landscape has changed the way Swiss consumers shop for home furnishings. In earlier years,
consumers would typically go to their local furniture stores and consult with sales staff on products that might
interest them. Generally, many Swiss consumers took the job of furniture buying very seriously and the majority
of people employed in furniture retail venues had gone through apprenticeships in furniture sales and or in
interior decoration.
Today however, the popularity and increased availability of low-priced home furnishings is expected to have a
negative impact on small specialty furniture stores and manufacturers, as the continuing decline of average unit
Page
49
Consumer Lifestyles
Switzerland
prices and profit margins will soon create a situation where small stores will no longer be able to compete. On
the other hand, high-end specialty furniture stores will continue to thrive as more affluent consumers are
expected to continue to buy more expensive home furnishings.
DIY and Gardening

The Swiss place great value on quality workmanship and, for this reason, home owners tend to prefer to hire
professionals to undertake home improvement and repair projects rather than undertake the jobs themselves.
This attitude seems to be changing, however, as evidenced by the increase in expenditure on hardware and DIY
goods during the review period. In 1995, expenditure on hardware and DIY goods was nearly CHF 886 million;
by 2008 that had risen to CHF 1.1 billion.
As in many other retail sectors throughout the country, large chains are threatening smaller speciality retailers.
The two giants Coop and Migros are now key players in the DIY arena, as are Maus Frres AGs Jumbo DIY
chain. The increase in the number of major chain outlets has caused many independent shops to shut down,
going from 1,891 DIY stores in 2003 to 1,842 in 2008.
Impact
Demand for hardware and DIY goods is expected to continue to increase over the forecast period, driven in
large part to the increasing rate of home ownership in Switzerland and the greater likelihood that home owners
rather than renters will invest in home improvements. Demand will also be stoked by the growing number of
DIY retailers, particularly large retail chains, who are expected to spend great amounts of marketing time and
money over the forecast period convincing Swiss home owners that they can and should undertake home
improvement and repair projects themselves.
Table 99
Consumer Expenditure on Household Goods and Services:

1995/2000/2005/2006/2007/2008
CHF million
Furniture, furnishings,
floor coverings
Household textiles
Household appliances
Glassware, tableware
and household utensils
Hardware and DIY goods
Household and domestic
services
TOTAL
Source:
Note:
Table 100
1995
2000
2005
2006
2007
2008
5,134.0
5,116.6
4,960.0
4,973.1
5,059.0
5,066.2
890.2
1,661.9
967.6
961.1
1,706.0
997.2
902.8
1,814.0
1,011.1
890.0
1,842.9
1,033.0
903.4
1,907.6
1,060.2
900.8
1,939.9
1,072.6
865.7
2,956.8
925.3
3,049.6
989.6
3,202.1
1,005.7
3,277.3
1,038.5
3,375.6
1,056.0
3,427.5
12,476.1
12,755.9
12,879.7
13,022.0
13,344.3
13,462.9

Consumer Expenditure on Household Goods and Services (%Analysis and % Growth):

1995/2000/2008/1995-2008/2000-2008
% analysis/% growth
Furniture, furnishings,
floor coverings
Household textiles
Household appliances
Glassware, tableware
and household utensils
Hardware and DIY goods
Household and domestic
services
1995
2000
2008
1995-2008
2000-2008
41.2
40.1
37.6
-1.3
-1.0
7.1
13.3
7.8
7.5
13.4
7.8
6.7
14.4
8.0
1.2
16.7
10.9
-6.3
13.7
7.6
6.9
23.7
7.3
23.9
7.8
25.5
22.0
15.9
14.1
12.4
Page
50
Consumer Lifestyles
Switzerland
TOTAL
Source:
Note:
100.0
100.0
100.0
7.9
5.5

Table 101
Per Capita Expenditure on Household Goods and Services:

1995/2000/2005/2006/2007/2008
US$ per capita

Household goods and
services
Average of CLIFE
countries
Source:
1995
2000
2005
2006
2007
2008
1,331.70
969.24
1,337.83
1,349.49
1,447.68
1,650.73
365.25
345.13
498.76
530.98
604.63
665.32
Table 102
Per Capita Expenditure on Household Goods and Services (% Growth): 1995-2008/20002008
% growth
1995-2008
2000-2008
23.96
82.16
70.31
92.78
Household goods and services

Source:
HEALTH
Spending on Health Goods and Medical Services
Expenditure for health goods and medical services in Switzerland increased by a dramatic 56% during the
review period, going from CHF 30.8 billion in 1995 to CHF 48 billion in 2008. In particular, expenditure on
outpatient services increased by a substantial 71%, reaching CHF 29.4 billion. Swiss spending on health goods
and servicesper capita spending was US$5,885 in 2008is relatively high compared to other countries. The
increase in expenditure was driven in part by the ageing of the Swiss population, as well as by the overall
increased awareness amongst consumers of the benefits of leading healthier lifestyles.
In Switzerland, drugs and other remedies can be purchased in either drugstores or pharmacies. Drugstores
predominately sell herbal remedies and other products that do not require a doctors prescription. Prescription
drugs must be purchased at pharmacies.
Impact
As the Swiss population continues to age over the forecast period, demand for health goods and medical
services will continue to grow. As well, growth will be driven by the continuing increase in health and wellness
awareness and the desire among many Swiss to look young and stay healthy.
Healthcare System
The Swiss health care system is efficient and is consistently considered one of the best in the world. In
Switzerland, by law every resident must have health insurance. Most purchase their own health insurance while
buying injury insurance is usually the responsibility of employers. However, domestically the topic of
healthcare has become very controversial as the costs continue to rise. Most recently, there has been much
heated discussion as premiums increased again in 2010.
Page
51
Consumer Lifestyles
Switzerland
Major Causes of Death

Diseases of the circulatory system are and have been the highest cause of death by disease in Switzerland for
some time now, although their incidence declined significantly during the review period. In 2008, the number of
deaths due to diseases of the circulatory system was just over 283 cases per 100,000 inhabitants, down from
nearly 372 cases in 1995. The second major cause of death during the review period was malignant neoplasms.
In 2008, the number of deaths caused by malignant neoplasms was 217.6 cases per 100,000 inhabitants, down
from just over 210 cases in 1995.
Prevalence of Smoking
Switzerland has an alarmingly high number of smokers. In 2000, 30.5% of Swiss aged 15 years and above
smoked; in 2008, that percentage had declined only slightly, to 28.9%. The percent of the total Swiss population
that smokes gives Switzerland a worldwide ranking of 23 and puts the country among the top five in Europe for
smokers.
In 2008, 31.2% of the male population smoked while 26.8% of the female population smoked. This reflects an
increase since 2003 in the proportion of women who smoke (26.3% of the total female population in 2003) and
a decline in the proportion of men who smoke (33.6% of the total male population in 2003).
The number of cigarettes sold has declined, going from 14 billion sticks in 2003 to 12 billion in 2008. However,
due to substantial price increases, value sales of cigarettes increased over the same period, going from CHF 3.68
billion in 2003 to CHF 3.86 in 2008. Both volume sales and value sales of cigars declined significantly, with
124 units sold in 2003 compared to 74 million units sold in 2008. Sales of cigarillos, on the other hand,
increased in terms of both volume and value sales. In 2008, volume sales of cigarillos were 101 million, up from
83 million in 2003; in 2008, value sales reached CHF 60 million, up from CHF 50 million in 2003.
The Swiss are slowly instituting laws and regulations to forbid smoking in public places like bars and
restaurants. For the most part, smoking has been regulated on a cantonal basis, and several of the major cantons,
including Geneva, Zug and Graubnden, have voted in bans to forbid smoking in public places. Other cantons
have voted in partial bans that allow smoking only in certain public areas. The federal government is now
considering introducing a law to ban smoking on a national level, hoping a single law will help the Swiss avoid
any future confusion and discrepancies
Reported Aids Cases

The number of reported AIDS declined significantly in Switzerland during the review period, going from 600
reported cases in 1995 to 122 in 2008. The majority of current AIDS cases have been reported in the French
region, particularly in the cantons of Vaud and Geneva.
In the past, a major cause of the spread of AIDS in Switzerland was the sharing of needles by heroin users. In
the 1980s, the Swiss promoted what was known as needle park in Zurich. Essentially, this was a place where
addicts could take drugs freely and they were not bothered or arrested by the police. During this time the Swiss
government supplied users with clean needles to avoid spreading AIDS. There were even needle vending
machines placed through out the country, and many such machines can still be seen today. By the early 1990s,
it got to the point where Swiss authorities lost control of needle park and they eventually closed it.
Drug Abuse
The Swiss have what might be described as a liberal outlook in regards to using drugs. Marijuana is generally
tolerated in Switzerland and its use is generally accepted. According to a recent European school survey of
alcohol and other drugs, the number of Swiss who have smoked cannabis in their lifetimes is 33% compared to
the European average of 19%.
It is actually illegal to smoke cannabis but in some cantons marijuana production with the intention to produce
hemp products is legal. Laws regarding marijuana (or at least how the laws are enforced) are considered a grey
area in Switzerland. Until recently, in certain cantons people were able to purchase the drug as potpourri. Again,
it could not be sold for the purpose of smoking just for its fragrance. The legalization of marijuana is a
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Consumer Lifestyles
Switzerland
controversial issue in Switzerland. The subject was voted on most recently in 2008 but the law did not pass.
Thus, consummation of marijuana as a drug remains illegal.
Health and Wellness

The Swiss consider themselves to be very health conscious in terms of eating well and exercising. Many report
exercising at least once a week. It is common to walk or ride bicycles as means of transportation. Hiking is a
beloved national pastime.
The Alps are often associated with fresh air, mineral baths and spas, and Switzerland is the home to many
wellness retreats. The wellness boom began in the mid-1990s and it is now a CHF 2 billion business in
Switzerland. By 2008, there were nearly 200 spas in the tiny country.
Sports are very popular amongst the Swiss. Many belong to clubs where they participate in sport on a weekly
basis. Turnverein or gymnastics clubs are very common, and most towns have such these clubs and the group
will meet weekly to practice gymnastics. Of course, the Swiss are also known for their fondness of winter sports
like skiing, snowboarding and cross country skiing.
In spite of great interest the Swiss have in sports they, along with those in most other Western societies, are
beginning to lead more sedentary lifestyles. This trend is believed to be one of the main culprits behind the
countrys increasing obesity rate. Switzerlands 10% obesity rate (percent of the population over the age of 15
years-old) is still well behind the average of the CLIFE countries, but it has nevertheless increased at a rapid
rate. Swiss children are now also struggling with weight issues, and one in every four is considered overweight.
Impact
The increasing number of overweight people in Switzerland has resulted in a market for diet products such as
slimming drinks, teas and weight-loss supplements. Many Swiss are looking for quick results rather than
committing to changing long-term habits in order to stay healthy, and CHF 28.3 million worth of slimming
products were sold in 2008, up from CHF 21.6 million in 2003. Sales of weight-loss supplements and slimming
teas both grew by over 50% during the review period. Expenditure on slimming products is expected to continue
to rise, reaching CHF 34 million in 2013.
Table 103
Consumer Expenditure on Health Goods and Medical Services:

1995/2000/2005/2006/2007/2008
CHF million
Pharmaceuticals,
medical appliances/
equipment
Outpatient services
Hospital services
TOTAL
Source:
Note:
Table 104
1995
2000
2005
2006
2007
2008
9,519.7
8,768.2
11,043.0
11,650.5
11,991.4
12,191.0
17,206.8
4,044.1
30,770.5
24,490.2
3,681.6
36,940.1
26,808.3
5,367.4
43,218.7
27,480.4
5,938.8
45,069.7
28,698.7
6,220.4
46,910.4
29,391.6
6,413.4
47,996.0

Consumer Expenditure on Health Goods and Medical Services (% Analysis and %

Growth): 1995/2000/2008/1995-2008/2000-2008
% analysis/% growth
Pharmaceuticals,
medical appliances/
equipment
Outpatient services
Hospital services
TOTAL
1995
2000
2008
1995-2008
2000-2008
30.9
23.7
25.4
28.1
39.0
55.9
13.1
100.0
66.3
10.0
100.0
61.2
13.4
100.0
70.8
58.6
56.0
20.0
74.2
29.9
Page
53
Consumer Lifestyles
Source:
Note:
Switzerland

Table 105
Per Capita Expenditure on Health Goods and Medical Services:

1995/2000/2005/2006/2007/2008
US$ per capita

Health goods and
medical services
Average of CLIFE
countries
Source:
1995
2000
2005
2006
2007
2008
3,284.46
2,806.83
4,489.16
4,670.63
5,089.16
5,884.92
251.86
262.06
415.98
448.98
509.47
567.64
Table 106
Per Capita Expenditure on Health Goods and Medical Services (% Growth): 19952008/2000-2008
% growth
Health goods and medical services
Source:
1995-2008
2000-2008
79.17
125.38
109.66
116.61
Table 107
Share of Total Health Expenditure in GDP: 1995/2000/2005/2006/2007/2008
% of total GDP
Share of total health
expenditure in GDP (%
of total GDP)
Average of CLIFE
countries
Source:
Table 108
1995
2000
2005
2006
2007
2008
9.7
10.3
11.4
11.3
11.3
11.2
6.0
6.3
6.7
6.7
6.7
6.6
Healthy Life Expectancy at Birth: 1995/2000/2005/2006/2007/2008
years
Healthy life expectancy
at birth
Average of CLIFE
countries
Source:
Table 109
1995
2000
2005
2006
2007
2008
73.2
73.3
73.3
73.4
69.9
71.0
64.4
64.7
64.9
65.2
Healthcare Workers: 1995/2000/2005/2006/2007/2008
number
Dentists
Doctors
Nurses
1995
2000
2005
2006
2007
2008
3,474
22,275
-
3,468
25,216
92,474
3,764
28,251
104,653
3,847
28,812
106,242
3,926
29,052
106,611
4,004
29,451
107,192
Page
54
Consumer Lifestyles
Source:
Table 110
Switzerland
Healthcare Workers (% Growth): 1995-2008/2000-2008
% change
1995-2008
2000-2008
15.25
32.21
-
15.45
16.79
15.92
Dentists
Doctors
Nurses
Source:
Table 111
National Statistical Office, OECD, Euromonitor International
Major Causes of Death by Disease: 1995/2000/2005/2006/2007/2008
per 100,000 inhabitants

Certain infectious and
parasitic diseases
Malignant neoplasms
Diabetes mellitus
Mental and behavioural
disorders
Diseases of circulatory
system
Diseases of respiratory
system
Diseases of digestive
system
Certain conditions
originating in the
perinatal period
Congenital
malformations,
deformations and
chromosomal abnormalities
Source:
Table 112
1995
2000
2005
2006
2007
2008
15.8
9.9
7.9
7.8
7.5
7.3
217.6
24.6
36.8
215.1
21.6
32.1
209.9
21.0
36.8
210.0
20.8
36.6
210.3
20.1
36.3
210.6
19.3
36.0
371.9
345.6
298.8
294.3
289.1
283.6
54.0
64.2
52.0
51.4
50.5
49.6
31.5
33.1
30.1
29.7
29.0
28.3
2.4
2.4
2.2
2.3
2.3
2.4
4.2
3.8
2.9
2.8
2.6
2.5
OECD, WHO, Euromonitor International
Major Causes of Death by Disease (% Growth): 1995-2008/2000-2008
% change
Certain infectious and parasitic diseases
Malignant neoplasms
Diabetes mellitus
Mental and behavioural disorders
Diseases of circulatory system
Diseases of respiratory system
Diseases of digestive system
Certain conditions originating in the perinatal
period
Congenital malformations, deformations and
chromosomal abnormalities
Source:
Table 113
1995-2008
2000-2008
-53.93
-3.23
-21.45
-2.25
-23.74
-8.18
-10.31
-1.41
-26.60
-2.10
-10.45
12.23
-17.94
-22.65
-14.61
-1.22
-40.95
-34.98
OECD, WHO, Euromonitor International
Obese Population: 1995/2000/2005/2006/2007/2008
Page
55
Consumer Lifestyles
Switzerland
% of population aged 15+

Obese population (BMI
30kg/sq m or more)
Average of CLIFE
countries
Source:
Note:
1995
2000
2005
2006
2007
2008
6.3
7.3
9.1
9.5
9.9
10.2
10.9
12.8
15.0
15.5
15.9
16.3
OECD, International obesity taskforce, Euromonitor International

Data are for population aged over 15 years
Table 114
Obese Population (Actual Growth): 1995-2008/2000-2008
Percentage points
1995-2008
2000-2008
3.91
2.91
5.38
3.51
Obese population (BMI 30kg/sq m or more) (% of

population aged 15+)
Source:
Note:
OECD, International obesity taskforce, Euromonitor International

Data are for population aged over 15 years
Table 115
Smoking Prevalence: 2000/2005/2006/2007/2008
% of total adult population

Smoking prevalence in
population aged 15+ (%
of total adult
population)
Average of CLIFE
countries
Source:
2000
2005
2006
2007
2008
30.5
29.5
29.3
29.1
28.9
26.8
26.0
25.9
25.6
25.4
Table 116
Smoking Prevalence (Actual Growth): 2000-2008
Percentage points
2000-2008
Smoking prevalence in population aged 15+ (% of
total adult population)
Source:
-1.58
-1.43
Table 117
Reported AIDS Cases: 1995/2000/2005/2006/2007/2008
number
AIDS incidence
Source:
Table 118
1995
2000
2005
2006
2007
2008
620
210
185
154
140
122
UNAIDS, WHO
Reported AIDS Cases (% Growth): 1995-2008/2000-2008
% change
1995-2008
2000-2008
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56
Consumer Lifestyles
AIDS incidence
Source:
Switzerland
-80.32
-41.90
UNAIDS, WHO
PERSONAL GROOMING
Spending on Cosmetics and Toiletries
Consumer spending on personal care products in Switzerland saw strong growth during the review period, going
from CHF 5.8 billion in 1995 to CHF 7.1 billion in 2008. Per capita spending increased by more than 40%
during the same period, going from just over US$622 in 1995 to nearly US$872 in 2008.
Both men and women now have an interest in their appearances. With increasing disposable incomes, Swiss
consumers tend to spend more on personal grooming products. As a result, expenditure on cosmetics/toiletries
experienced solid growth during the review period. Despite an increase in unemployment, the industry was able
to manage a 5% increase in sales in 2008 over prior year.
Popular amongst Swiss consumers in nearly all age segments are bio products, including bio products in the
personal care sector. These are products adhere to specific standards that ensure the ingredients are organic and
natural. This has had a major impact on the personal grooming sector, ranging from the natural healing
ingredients found in many lotions to the minimal packaging exhibited by many of the popular English soap
brands.
Impact
With their rising disposable incomes and their drive to look young and healthy, Swiss consumers are expected to
drive increased demand for cosmetics and toiletries over the forecast period. Cosmetics and toiletries is a
multibillion dollar industry in Switzerland and the prospect of increased consumer spending will certainly
inspire companies to develop new and innovative products. Switzerland is home to some of the most innovative
skin cream companies in the world and with so much money at stake these companies will continue to invest in
research and development and marketing to stay on top. One example of a recent successful new product is La
Prairie, which was developed in the La Prairie clinic in Montreux. The brands latest sensations include the
Caviar and Platinum lines.
Shopping for Cosmetics and Toiletries

Shopping for cosmetics and toiletries has changed slightly over the past years. Today, shoppers can now go to
flagship stores, such as The Body Shop and Lush, which only sell their branded products. Still, however, the
most common venues for the purchase of cosmetics and toiletries are drug stores, grocery stores, department
stores and, to a lesser degree, small specialty makeup boutiques. Drug stores have been feeling the competition
from grocery stores so much that many have shut down. In 2004, there were 771 drug stores throughout the
country but by 2008 that number had dropped to 622.
Many of the major cosmetics and toiletries brands implement large ad campaigns to attract customers. For
instance, Este Lauder is known in Switzerland for sending out mailers that offer free gifts--typically lipstick,
face creams or small mascarawith a purchase of over CHF 60. Most brand counters in department stores are
tended by product representatives offering free makeovers and samples.
Organic beauty products are being sold in department stores, as well. One of the major high-end department
chains, Globus, has an entire section devoted strictly to bio grooming products. In this section, Globus offers
brands such as Kiehls and Dr Hauschka organic skin products.
Attitudes To Personal Grooming

In general, personal grooming is an important part of Swiss culture, maybe not as important as in neighbouring
country Italy but still important. In the Swiss consumers quest to remain youthful looking, many end up
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Consumer Lifestyles
Switzerland
devoting a substantial amount of time and money to personal grooming. In 2008, Swiss consumers spent CHF
7.1 billion on personal care products, up from CHF 5.8 billion in 1995.
Attitudes toward personal grooming vary from region to region and between urban and rural areas. Most
urbanites are more concerned with their grooming and appearance than many of those residing in the mountain
areas.
Impact
The Swiss interest in personal grooming has inspired a number of new businesses, such as express nail stations
located in large department stores. In the past, if a woman wanted to get her nails done she would have had to
make an appointment and be prepared to spend a significant amount of money. Today, the average price of a
manicure and pedicure in a Swiss nail salon is over CHF100 and a set of acrylic nails is about CHF140. The
quality of the work at the new express stands may not be has high as it is at traditional salons, but in exchange
consumers can expect significantly lower prices and flexibility.
Table 119
Consumer Expenditure on Personal Care: 1995/2000/2005/2006/2007/2008
CHF million
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
5,828.8
6,813.7
6,909.3
6,891.4
7,058.4
7,110.4

Table 120
Consumer Expenditure on Personal Care (% Analysis and % Growth): 1995-2008/20002008
% analysis/% growth
1995-2008
2000-2008
22.0
4.4
TOTAL
Source:
Note:

Table 121
Per Capita Expenditure on Personal Care: 1995/2000/2005/2006/2007/2008
US$ per capita

Personal care
Average of CLIFE
countries
Source:
Table 122
1995
2000
2005
2006
2007
2008
622.17
121.07
517.73
120.09
717.67
188.09
714.17
201.38
765.75
231.79
871.83
256.72
Per Capita Expenditure on Personal Care (% Growth): 1995-2008/2000-2008
% growth
Personal care
Source:
1995-2008
2000-2008
40.13
112.05
68.40
113.77
EDUCATION
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Consumer Lifestyles
Switzerland
Spending on Education
During the review period, consumer expenditure on education increased by more than 69%, going from just
over CHF 1 billion in 1995 to CHF 1.7 billion in 2008. In 2008, per capita expenditure on education was nearly
US$209, almost double the US$107 spent in 1995.
Government spending on education increased consistently over the past years. In 1980, federal spending on
education was CHF 1.4 billion, rising to CHF 3.9 billion in 2005 and it has increased steadily since.
Most schools in Switzerland are public schools. Private schools do exist, but they are typically targeted toward
wealthy international clients.
Pre-primary Education
The government funds kindergartens in Switzerland and, typically, children spend one year in kindergarten
before starting primary school. Attending kindergarten is optional, but parents have the option to send their
children to two years of kindergarten if that is their preference. The average age that children begin kindergarten
is five years-old. If parents wish to send their children directly to the first grade, they are free to do so. Parents
that wish to send their children to play groups prior to kindergarten usually have the option of enrolling their
children in what is known as a Kinder kratte for a fee which varies from town to town. Kinder kratte are similar
to nursery schools.
Primary and Secondary Education

Switzerland offers students excellent primary and secondary education. Primary schools are government-funded
and attendance is mandatory. These institutions typically offer classes ranging from first to sixth grades. There
are some cantons with slightly different schedules but the Swiss are expected to vote on a law to regulate
schools on a national level, providing uniform structure and curriculum across the country. Children start first
grade at the age of six across Switzerland.
There are private school options available at the primary level. One option is the Rudolf Steiner or Waldorf
schools. These schools offer a curriculum based on anthroposophy, a spiritual philosophy based on the teachings
of Rudolf Steiner. However, considering the excellent public education offered in Switzerland, most parents do
not spend the extra money to send their children to private schools.
Upon completion of primary school, children are placed in one of three types of secondary schools: Real,
Sekundar Schule or Gymnasium. Real is the easiest to get into and Gymnasium is the most difficult. The
decision for acceptance is based on a combination of grades and entry exams. This system is often criticized as
some believe that preparing for and taking exams that determine their future puts too much pressure on 12 yearolds. The system has recently changed so that now students can enter gymnasiums at later age, making the
decision less critical than it may have been in the past.
Secondary schools are government-subsided, although a small fee may be required depending on the town. If a
child lives in the vicinity of a private school with no public school close by, tuition at the private school is
usually subsidized by the government. To take advantage of this, children are required to attend the school
located in their district.
Pupils are typically not required to wear uniforms. On the other hand, certain fashions are often frowned upon. It
is not uncommon to hear that tweenagers have been sent home from school for wearing what the schools believe
are inappropriate clothing or footwear, such as Dr. Martin steel toe boots or t-shirts with lewd slogans.
Education is compulsory from the first grade, usually age seven, until the age of 16.
Higher Education
Attaining higher education has become more popular in Switzerland. Between 1995 and 2008, there was an
increase of nearly 50% of those that attained a higher education. In 1995, 16% of the population had attained
higher education whereas in 2008 more than 22% of the population had done so.
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Consumer Lifestyles
Switzerland
There are two main ways that students receive a higher education in Switzerland. One is to attend what is known
as Fachhochschule. These are institutions that offer a highly specialized education in specific fields, like
chemistry, building engineering, tourism, etc. Students are accepted if they finished an apprenticeship or if they
have competed Gymnasium and have passed the exit exam known as Mature. Exams must be taken in areas
where students have sufficient grades. For instance, students with a score below four in accounting (the Swiss
grading system ranges from one to six with six being the best) are required to pass a test in accounting before
they can attend Fachhochschule.
The second option is to attend university, and the only way to get into a university is to have passed the Mature,
the exit exam given at the end of Gymnasium. Previously, this was the only chance students had to pass the
Mature. Today, however, classes are offered to adults that allow them to take the adult mature and thus
possibly attend university. Other than passing the Mature, there are no qualifications necessary to get into
university. Grade point averages are not taken into consideration and there are no aptitude or entry exams. There
are restrictions in getting into to certain programs which may have too many applicants.
Adult Education
Adult education is a relatively new concept in Switzerland as it is still much more common for people to study
when they are young. That said, options to undertake adult education have multiplied over the past decade.
Previously, if one took the path of receiving only secondary education or undertook an apprenticeship, it was
difficult to receive a higher education later on in life. Today, however, one can go to a fachhochschule at any
time after completion of an apprenticeship. A further option is study for the adult mature, an option that
allows older students to attend night school programs.
There are also many private options. These programmes, known as Nachdiploms and Nachstudiums, are offered
by a variety of different companies. One popular offering is the Migros Club schools which offer classes in
subjects ranging from management to make-up artistry. They are reasonably priced and available to all.
Table 123
Consumer Expenditure on Education: 1995/2000/2005/2006/2007/2008
CHF million
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
1,006.5
1,174.1
1,480.6
1,547.5
1,635.9
1,703.7

Table 124
Consumer Expenditure on Education (% Growth): 1995-2008/2000-2008
% growth
1995-2008
2000-2008
69.3
45.1
TOTAL
Source:
Note:

Table 125
Per Capita Expenditure on Education: 1995/2000/2005/2006/2007/2008
US$ per capita

Education
Average of CLIFE
countries
Source:
1995
2000
2005
2006
2007
2008
107.44
90.95
89.21
102.00
153.79
156.51
160.37
169.95
177.47
196.79
208.90
219.33
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Consumer Lifestyles
Table 126
Switzerland
Per Capita Expenditure on Education (% Growth): 1995-2008/2000-2008
% growth
Education
Source:
1995-2008
2000-2008
94.44
141.16
134.15
115.03
TRANSPORT
Spending on Transport
Expenditure on transport is relatively high in Switzerland and the per capita expenditure continues to grow. In
1995, per capita expenditure was US$2042.50 and by 2008 it had reached US$2970.70.
Expenditure on transport has grown in all categories. For example, in 1995 consumer expenditure for the
purchase of cars, motorcycles and other vehicles was nearly CHF 6 billion and by 2008 that figure had reached
CHF 7.25 billion. Expenditure on rail travel increased from nearly CHF 925 million in 1995 to more than CHF
1billion in 2008. Spending on bus, coach and taxis increased from CHF 935 million in 1995 to CHF 1.1billion
in 2008. Finally, expenditure on air travel increased to CHF 1.1 billion in 2008, up from CHF 759 million in
1995.
Air Transport
Currently, nine airports serve Switzerland. These include the airport located in Zurich, where there are two
terminals that handled over 22 million passengers in 2008; in Geneva, where a very modern infrastructure
handled 11 million passengers in 2008; and Basel, which has two terminals and that served nearly five million
passengers. Smaller airports include Bern Belp, which handled approximately 200,000 in 2008 and Sion, best
known for its proximity to famous spots like Zermatt, the home of the Matterhorn. According to the national
office of statistics, there were just more than 430,000 takeoffs and landings in Switzerland in 2008.
In spite of the countrys many efficient airports and the relatively high frequency of air travel, Switzerlands
national Airline Swissair, went bankrupt in 2002 after operating for 71 years. The airline was taken over by
Germanys Lufthansa in 2005.
Obviously, as the country is so small there is not an extensive amount of domestic air travel. However, to travel
to other parts of Europe Swiss fliers have begun to take advantage of the new low-cost airlines, such easyJet,
Ryanair and Air Berlin. These companies offer cheap flights to major cities and several vacation destinations.
Impact
The introduction of low-fare air travel has had a significant impact on domestic tourism. It is now cheaper to fly
from Switzerland to a beach resort than it is to take a vacation in Switzerland. The ski tourism industry, in
particular, has felt the impact of these newly available cheap flights. Its expected that Swiss consumers will
continue to drive demand for these flights over the forecast period, increasing volume sales but having little
effect on value sales.
Road Transport
The Swiss have an impeccable roadway system. In 2007, there were 71,370 km of roadway throughout the
country 1,764km of it being national highway. Road traffic totalled over 90 billion kilometres in 2007 (based on
one passenger over one kilometre). Roads in Switzerland are in top condition with many tunnels and bridges.
Switzerland is home to some ambitious tunnel projects, including the St. Gotthard tunnel with a planned length
of 35 miles which will make it, upon completion, the worlds longest tunnel.
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Consumer Lifestyles
Switzerland
There are no toll booths on Switzerlands roads or bridges. There are, however, stickers that drivers must
purchase for an annual fee of CHF 40. Stickers allow drivers to use all of the major freeways in Switzerland.
There are no controls to monitor drivers having sticker but, if caught by the police driving on the freeway
without one, the fine is CHF250.
Buses are a frequently used means of transportation in Switzerland, and there are many bus stations throughout
the country. The bus system is extremely efficient, with buses running frequently and on schedule. In 2008,
consumer expenditure on buses, coaches and taxis reached CHF1.1 billion. Taxis are usually used in cities but
they can be an extremely expensive mode of transport. With the efficient tram and bus systems in urban areas,
taxis are typically used mostly late at night when public transit is no longer running.
Road transport remained the most dangerous means of transportation with 357 deaths and 4,780 serious injuries
reported in 2008. On the other hand, these statistics reflect vast improvement over those reported during the
peak of accidents that occurred in the 1970s.
Impact
The continuing efforts to improve Swiss roadways will most likely encourage increased traffic over the forecast
period. The Swiss have invested great amounts of money in improving traffic flow by building new roads and
tunnels, such as the Zurich Umfahrung. Until recently, drivers wanting to go beyond Zurich had to drive through
the city. Now, a major project has been completed that allows drivers to bypass the congestion of the city This
solution has resolved a major national traffic issue which may even prompt more Swiss consumers to drive
rather than take the train.
Rail Transport
Rail transport is a way of life in Switzerland. The Swiss rail system is one of the worlds most efficient, with an
infrastructure of over 20,000 kilometres of rail, a substantial amount considering the countrys area is only
41,285 km2. The amount of ground travelled by train in Switzerland reaching 17 billion km in 2007 (based on
one passenger over one kilometre). CHF 1 billion was spent on rail travel in 2008. The government continues to
subsidise the rail system. Rail transport remains one of the safest ways to travel with only 22 deaths reported in
2007.
Swiss consumers have the option of using the main government-owned rail system, known as the SBB, or
several other smaller companies, such as Jungfrau in the Berner Oberland or RHB in the valleys of Graubnden.
These companies work together to provide efficient service to nearly every small town in the country.
Train tickets are relatively expensive, and it is common for Swiss travellers to own what is known as a halb
tax, a card purchased at an annual fee of approximately CHF150. Owners of such cards receive major
discounts, typically half price, for journeys on trains, buses, ships, and occasionally, cable cars.
Impact
Long-distance international train travel has experienced strong competition in recent years due to the
introduction of new low-fare airlines and the cheaper European flights offered by major airlines, and the
relatively high cost of train tickets may prompt travellers to seek other less expensive means of transportation. It
is common to hear people say they would prefer to take the train but it is too expensive, particularly if travelling
in groups. If four people are travelling together, driving is certainly more economical. On the other hand, people
rarely take the hidden costs of driving into consideration.
Table 127
Consumer Expenditure on Transport: 1995/2000/2005/2006/2007/2008
CHF million
Purchase of cars,
motorcycles and other
vehicles
Operation of personal
transport equipment
1995
2000
2005
2006
2007
2008
5,919.0
7,248.6
7,009.0
7,096.2
7,238.4
7,256.5
10,353.4
11,668.5
12,312.2
12,596.1
13,087.5
13,415.2
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Consumer Lifestyles
Transport services
Rail travel
Buses, coaches and taxis
Air travel
Other travel
TOTAL
Source:
Note:
Switzerland
2,862.7
924.8
934.9
758.8
244.3
19,135.2
3,148.7
989.1
965.2
921.5
272.9
22,065.9
3,270.1
985.9
1,030.8
967.6
285.8
22,591.3
3,357.4
1,008.0
1,057.4
1,001.1
290.9
23,049.7
3,480.3
1,035.1
1,093.1
1,050.1
302.1
23,806.2
3,556.6
1,048.6
1,114.7
1,083.8
309.6
24,228.3

Table 128
Consumer Expenditure on Transport (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008
% analysis/% growth
Purchase of cars,
motorcycles and other
vehicles
Operation of personal
transport equipment
Transport services
Rail travel
Buses, coaches and taxis
Air travel
Other travel
TOTAL
Source:
Note:
1995
2000
2008
1995-2008
2000-2008
30.9
32.8
30.0
22.6
0.1
54.1
52.9
55.4
29.6
15.0
15.0
4.8
4.9
4.0
1.3
100.0
14.3
4.5
4.4
4.2
1.2
100.0
14.7
4.3
4.6
4.5
1.3
100.0
24.2
13.4
19.2
42.8
26.7
26.6
13.0
6.0
15.5
17.6
13.4
9.8

Table 129
Per Capita Expenditure on Transport: 1995/2000/2005/2006/2007/2008
US$ per capita

Transport
Average of CLIFE
countries
Source:
Table 130
1995
2000
2005
2006
2007
2008
2,042.50
631.30
1,676.64
638.80
2,346.58
959.44
2,388.67
1,029.31
2,582.66
1,180.94
2,970.70
1,306.90
Per Capita Expenditure on Transport (% Growth): 1995-2008/2000-2008
% growth
1995-2008
2000-2008
45.44
107.02
77.18
104.59
Transport
Source:
COMMUNICATIONS AND THE INTERNET

Spending on Communications
Since the liberalisation of the telecommunications industry and the growth of mobile telephones and the
internet, consumer spending on communications in Switzerland has changed substantially. In 1995, only 6% of
the population owned a mobile phone; in 2008, 92% of the population owned one. Overall, consumer
expenditure on communications grew by nearly 40% during the review period, going from nearly CHF 5.3
billion in 1995 to CHF 7.4 billion in 2008. In particular, expenditure on telecommunications services increased
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63
Consumer Lifestyles
Switzerland
by more than 47% during the review period, going from CHF 4.6 billion in 1995 to nearly CHF 6.8 billion in
2008.
Considered a luxury item in the early 1990s, mobile phones are now a part of everyday Swiss life due to the
huge drop in prices for both hardware and services. When first introduced, mobile phones were very expensive
and wireless services were simply unaffordable for most.
The liberalisation of the sector, which began in 1998, pushed the prices of Switzerlands traditionally expensive
telephone calls down significantly. Many new competitors entered the market, such as Swiss company
Cablecom (which offers low-priced fixed line services) and Verzion and tele2 in the long-distance carrier
category.
There are now three main competitors in the Swiss wireless operator industry. The largest is the partially
government-owned Swisscom, The second is Sunrise, a subsidiary of the Danish company TDC while the third
is Orange, owned by France Telecom. With the three companies aggressively competing for market share,
customers continue to benefit from continually declining prices.
Impact
Declining prices for products and services during the review period have nearly saturated the Swiss market for
mobile phones, which now reports a 92% penetration rate. Growth in the sector over the forecast period is
expected to come from increased sales of so-called smartphones, technology-laden devices with much higher
levels of functionality, including PC-like functionality.
Television, Cable and Satellite

Switzerland has very high household penetration rates for cable and satellite TV services. In 1995, the
household penetration for cable was 75% and it grew to 88% by 2008. The household penetration rate for
satellite TV systems grew from 7% in 1995 to 17% in 2008.
There have been distinct changes in this arena during the review period. Until recently, it was common in
Switzerland to receive fewer than ten television stations, most either government-owned or from other countries
like Germany or Austria.
The two key players in this arena are Swisscom and Cablecom. Cablecom entered the digital television market
in 1999, while Swisscom came on the scene much later in 2006. Regardless, Swisscom came on strong with its
relatively inexpensive Bluewin service that provides more than 140 international channels, 70 radio stations,
pay-per-view movie access and sport. As well, Bluewin provides HD viewing whenever possible.
The new availability of so many television channels and pay TV has changed the way the Swiss watch
television. In years past, television was primarily a vehicle for obtaining news and information and much less an
entertainment venue. The first Swiss television stations were government-owned and broadcast primarily news,
weather, sports, political debates and the occasional sitcom or film.
Printed Media
As in most other countries, the print media in Switzerland has taken a hit in recent years, a result of intensified
competition from the internet. However, the impact has been less than anticipated and the damage not nearly as
great as that reported in other countries like the US where newspapers are struggling to stay afloat. In
Switzerland, most newspapers have been able to stay in business. Traditional newspapers have also seen new
competition from free newspapers like 20 minuten and Heute. These free newspapers, profiting from paid
advertising rather than from newsstand or subscription sales, are available throughout cities in train stations,
tram stops and other locations where readers can take them as they please. The papers are small enough to read
during short morning commutes on trams or buses.
The Swiss read many German magazines that have versions printed for distribution in Austria and Switzerland.
Popular national magazines include Scheweizer Illustrierte and Bilanz.
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Consumer Lifestyles
Switzerland
The print media giant in Switzerland is Ringier AG. Founded in 1883 in Zofingen Switzerland, the company
remains family-owned and dominates the Swiss media industry. Ringier owns a variety of Swiss newspapers,
magazines and radio stations including Schweizer Illustrierte, the Blick newspaper and Radio energy.
Impact
The introduction of free newspapers has had a major impact on the print media industry in Switzerland. Before
20 minute entered the arena, Blick had been the leading Swiss newspaper for decades. Today, 20 minute
distributes more newspapers than Blick and it has enjoyed impressive profits. In fact, in response Blick was
recently forced to start distributing its own free newspaper.
The future of newspapers and the print media industry overall is not bright in light of the myriad new digital
modes of communication. It is expected that current leaders in the print media will have to convert from
traditional print vehicles over the forecast period or be destined for closure.
Telephones
Considered a luxury item in the early 1990s, mobile phones are now a part of everyday Swiss life due to the
huge drop in prices for both hardware and services. When first introduced, mobile phones were very expensive
and wireless services were simply unaffordable for most.
The liberalisation of the sector, which began in 1998, pushed the prices of Switzerlands traditionally expensive
telephone calls down significantly. Many new competitors entered the market, such as Swiss company
Cablecom (which offers low-priced fixed line services) and Verzion and tele2 in the long-distance carrier
category.
There are now three main competitors in the Swiss wireless operator industry. The largest is the partially
government-owned Swisscom, The second is Sunrise, a subsidiary of the Danish company TDC while the third
is Orange, owned by France Telecom. With the three companies aggressively competing for market share,
customers continue to benefit from continually declining prices. In 2009 Orange announced that it intended to
purchase 75% of TDCs Sunrise. If completed, this acquisition would give the new company 38% market share.
In Switzerland, consumers can choose their provider separately from their hardware. For instance, if a customer
chooses to use the Sunrise service they can with whatever hardware they please. It is common for customers to
sign up for a one- to two-year contract and then in exchange they receive a heavily discounted phone from the
manufacture of their choice. However, it is now common for service providers to lock the Sim cards if these
deals are accepted. For example, this might mean customers agree to receive the new Nokia phone for CHF1 but
they will only be able to use a sunrise SIM card in that phone.
Most of the Swiss have contracts that bind them to particular mobile operators. Another option is to have socalled prepaid or pay-as-you-go. Credit to recharge Sim cards can be purchased in a variety of ways. For
example, users can pay at cashiers or at kiosks or grocery stores. Customers are given a receipt with a series of
numbers, and these numbers are typed into the phone to load the phone credit. One of the newest methods for
topping up credit on mobile phones is via ATM machines.
Impact
Declining prices for mobile telephone hardware and services will continue to influence how and how many
people use mobile telephones over the forecast period. In fact, prices are expected to decline another 23% over
the next four years. Users are now more apt to use their mobile phones for both domestic and international calls.
The number of outgoing international minutes went from 1.7 million minutes in 1995 to 2.7 in 2008. At this
rate, many believe Switzerland will eventually come to a 100% household penetration rate for mobile phones
sooner rather than later.
Computers and the Internet

The household penetration rate for personal computers in Switzerland grew significantly during the review
period. In 1995, 37.5% of households owned a PC; in 2008, that percentage had jumped to 80%. In line with
this trend, there was a tremendous increase in internet usage rates during the review period. In 1995, there were
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Consumer Lifestyles
Switzerland
250,000 internet users in Switzerland. By 2008, that number had jumped to 5.7 million. Overall, the Swiss are
computer savvy and feel comfortable using the internet.
The increased use of personal computers has had both positive and negative effects. It is, of course, a positive
thing for individuals to be tech savvy and to understand the basic functions of computers and the internet. On
the other hand, excessive use of computers can be damaging. Excessive computer use is widely blamed for the
increasingly sedentary lifestyles of many Swiss, particularly young Swiss, and it can be blamed for a variety of
physical aliments, as well.
Impact
Sales of personal computers, particularly internet-enabled computers, are expected to increase over the forecast
period, as are sales of computer-related accessories. In particular, as their prices decline it is expected that sales
of laptops will increase significantly at the expense of sales of desktop computers.
High computer and internet use is expected to have an influence on the way advertising campaigns are
conducted over the forecast period. Companies are well aware that people are spending more time online, and
many are switching their advertising spend from print and broadcast vehicles to online advertising.
E-commerce
Based on its high household penetration rate for computers and its high rate of internet usage, Switzerland has
the ideal infrastructure to support a thriving e-commerce industry. However, possibly due to cultural issues, ecommerce is not yet popular in the country. In fact, products purchased online are now limited to the typical ecommerce products of music, books, software and related products and services. On the other hand, there have
been recent indications that the Swiss are warming up to the idea of purchasing products online. According to
Nielsen/net ratings, the number of people who visited e-commerce websites in 2005 reached over two million in
2005 and the number is growing at significant rates.
The fact that the Swiss are traditionally reluctant to share personal data online may be one of the major factors
blocking the growth of e-commerce. However, when many of the more trusted brands enter the e-commerce
arena they may bring Swiss consumers with them and online buying may take off. Two of the best-known
retailers in the country, Migros and Coop, have begun selling products online. These names are trusted and may
help Swiss consumers get past their fears.
Other industries that have seen e-commerce growth are travel-related sites, auction sites and banking sites.
Airline tickets are now commonly purchased online, and certain low-fare airlines only offer online purchases.
Even large traditional carriers now charge additional fees to purchase tickets over the phone as opposed to
online. The giant auction site Ebay is very popular among Swiss consumers, as is Ricardo.ch. As well, online
stock trading saw some growth in recent years. Swissquote had nearly 60,000 clients in 2006.
Impact
Online retailing is expected to grow over the forecast period, and this will have a negative impact on a number
of brick-and-mortar businesses. For instance, travel agents have been hit hard and will be hit even harder by the
wide range of online airplane ticketing websites. International site like Orbitz and ebookers are gaining in
popularity by offering low ticket prices, and this is making it difficult for traditional travel agencies to compete.
Nearly 20% of the Swiss population regularly purchases airline tickets online. Bookstores are also having
difficulties competing with online giants like Amazon.com. Traditionally, Switzerland has had small book stores
which do not have the capacity to carry a wide range of books. Therefore, it is often is more convenient for
consumers to simply order wanted books online to the detriment of independent booksellers.
M-commerce
M-commerce (the buying and selling of goods through wireless handheld devices like mobile phones) has been
a hot topic in Switzerland. It first emerged in the early 2000s and was revived later in the decade. There have
been many attempts to introduce m-commerce service in Switzerland. One of the first projects involved using
vending machines. Customers were able to purchase products from vending machines by charging the cost of
the product to the users mobile phone bill. There has been endless research investigating other avenues for m-
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Consumer Lifestyles
Switzerland
payments, including train and subway passes and payments at fast food chains, but none have actually been put
into use. Swisscom once had a product it called M-wallet, but it was discontinued.
More recent attempts to break into the m-commerce arena include efforts from credit card companies. In these
schemes, customers can charge products to their mobile phone which then charges the customers credit cards.
Another hot topic concerns mobile money transfers, particularly in the remittances market. The idea is that
foreign immigrants working in Switzerland can send money home to their relatives via their mobile phones
rather than using traditional, more expensive channels like Western Union. However, there is yet no real
solution in place.
Impact
M-commerce has not yet had a significant impact on consumer behaviour or expenditure patterns in
Switzerland, although some expect a breakthrough over the forecast period that will bring m-commerce into the
market as a viable alternative to other forms of commerce.
Table 131
Consumer Expenditure on Communications: 1995/2000/2005/2006/2007/2008
CHF million
Postal services
Telecommunications
equipment
Telecommunications
services
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
422.2
236.1
299.9
285.7
316.5
274.5
299.4
262.3
299.5
266.5
297.4
265.2
4,606.2
5,166.0
6,070.6
6,306.2
6,595.0
6,799.0
5,264.5
5,751.6
6,661.6
6,867.9
7,161.0
7,361.6

Table 132
Consumer Expenditure on Communications (% Analysis and % Growth):

1995/2000/2008/1995-2008/2000-2008
% analysis/% growth
Postal services
Telecommunications
equipment
Telecommunications
services
TOTAL
Source:
Note:
1995
2000
2008
1995-2008
2000-2008
8.0
4.5
5.2
5.0
4.0
3.6
-29.6
12.3
-0.9
-7.1
87.5
89.8
92.4
47.6
31.6
100.0
100.0
100.0
39.8
28.0

Table 133
Per Capita Expenditure on Communications: 1995/2000/2005/2006/2007/2008
US$ per capita

Communications
Average of CLIFE
countries
Source:
Table 134
1995
2000
2005
2006
2007
2008
561.94
108.37
437.03
144.41
691.94
242.07
711.73
262.45
776.87
310.02
902.63
354.24
Per Capita Expenditure on Communications (% Growth) 1995-2008/2000-2008:
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67
Consumer Lifestyles
Switzerland
% growth
Communications
Source:
1995-2008
2000-2008
60.63
226.88
106.54
145.31
Table 135
Penetration of Televisions and Number of TV Channels: 1995/2000/2005/2006/2007/2008
per 100 households

(% of households)
Colour TV set (% of
households)
National TV channels
(number)
Source:
1995
2000
2005
2006
2007
2008
92
94
94
94
95
95
National Statistical Office, European Audiovisual Observatory, Euromonitor International
Table 136
Penetration of Televisions and Number of TV Channels (% Growth): 1995-2008/20002008
% change
Colour TV set
National TV channels
Source:
1995-2008
2000-2008
-45.85
3.15
-57.14
-26.67
1.10
0.00
National Statistical Office, European Audiovisual Observatory, Euromonitor International
Table 137
Penetration of Cable and Satellite Television: 1995/2000/2005/2006/2007/2008
% of households
Cable TV
Satellite TV system
Source:
1995
2000
2005
2006
2007
2008
75.05
6.78
82.62
7.95
86.55
16.65
87.19
16.79
87.48
16.83
87.68
16.83
Table 138
Penetration of Cable and Satellite Television (% Growth): 1995-2008/2000-2008
% change
Cable TV
Satellite TV system
Source:
1995-2008
2000-2008
16.84
148.27
6.13
111.63
Table 139
National and International Phone Calls, Telephone Lines in Use and Mobile Phone
Users: 1995/2000/2005/2006/2007/2008
as stated
National fixed
1995
2000
2005
2006
2007
2008
14,831
17,213
13,607
12,796
12,060
11,324
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68
Consumer Lifestyles
telephone calls
(million minutes)
International outgoing
fixed telephone calls
(million minutes)
Total
Telephone lines in use
('000)
Mobile telephone
subscriptions ('000)
Source:
Switzerland
1,733
2,624
2,348
2,159
2,082
2,004
16,564
4,480
19,837
5,236
15,955
5,150
14,955
5,022
14,141
5,000
13,328
4,966
447
4,639
6,834
7,436
8,209
8,780
National Statistical Office, International Telecommunications Union, World Bank, Trade Source, Euromonitor
International
Table 140
National and International Phone Calls, Telephone Lines in Use and Mobile Phone
Users(% Growth): 1995-2008/2000-2008
% change
National fixed line telephone calls
International outgoing fixed line telephone calls
TOTAL
Telephone lines in use
Mobile telephone subscriptions
Source:
1995-2008
2000-2008
-23.65
15.64
-19.54
10.86
1,863.47
-34.21
-23.63
-32.81
-5.15
89.28
National Statistical Office, International Telecommunications Union, World Bank, Trade Source, Euromonitor
International
Table 141
Household PC Penetration and Internet Usage: 1995/2000/2005/2006/2007/2008
As stated
Internet users ('000)
ISDN subscribers ('000)
PC penetration (% of
households)
Source:
1995
2000
2005
2006
2007
2008
250.0
69.5
37.5
3,440.4
726.3
61.0
5,076.6
907.3
76.5
5,300.7
863.5
77.4
5,433.4
886.4
78.6
5,739.3
909.2
79.9
National Statistical Office, International Telecommunications Union, World Bank, Trade Source, Jupiter
Research, Euromonitor International
Table 142
Household PC Penetration and Internet Usage (% Growth): 1995-2008/2000-2008
% change
Internet users
ISDN subscribers
PC penetration
Source:
1995-2008
2000-2008
2,195.70
1,209.04
112.93
66.82
25.18
30.98
National Statistical Office, International Telecommunications Union, World Bank, Trade source, Jupiter
Research, Euromonitor International
LEISURE AND RECREATION

Spending on Leisure and Recreation
The concept of leisure and recreation is important to the Swiss, and many Swiss consumers are prepared to
spend money to enjoy themselves. In fact, during the review period consumer expenditure on leisure and
recreation products and services increased at a healthy 9.7%, going from CHF 22.2 billion in 1995 to CHF 24.3
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Consumer Lifestyles
Switzerland
billion in 2008. In particular, expenditure on recreational and cultural services grew by nearly 21% while
expenditure on package holidays grew by 12%. Per capita expenditure on leisure and recreation products and
services grew from US$2,367 in 1995 to US$2,981 in 2008.
Impact
The global recession is expected to negatively impact expenditure on leisure and recreation products and
services in Switzerland, but not to the extent seen in other national markets. Swiss consumers are, like most,
now more likely to seek value, but generally they are expected to continue to seek respite from their busy lives
through leisure and recreation services despite the cost.
Shopping for Leisure Goods

Switzerland traditionally had many small independent stores that sold leisure and recreation goods, such as
sporting goods. However, in recent years many of these shops have had to shut down because they were no
longer able to compete with the lower prices and huge marketing budgets of large chain stores. Now, the key
players dominating the sporting goods market are Ochsner Sport, Athleticum and Migros Sport XXX.
Increasingly, Swiss consumers behaviour has changed and now many consumers tend to shop for nearly all of
their leisure and recreation goods in large chain stores rather than in small independent shops. This is the case
not only in sporting goods but in most other product categories, as well, ranging from toys to books. The
number of specialty outlets catering exclusively to leisure and recreation goods declined during the review
period. As well, specialty stores are losing ground to internet retailers, who saw their distribution share grow
significantly during the review period.
Impact
Large sporting good outlets are expected to have the same impact on small sporting specialty shops as in any
other industry. Small shops will eventually be forced out of business or acquired as they will no longer be able
to compete with the lower prices and wide selection of their bigger competitors.
Many believe the exception to this rule will be onsite speciality shops, such as ski shops located in ski resorts.
These shops have a long tradition and a positive image that appeals to many consumers. In addition, areas in
which ski resorts are located are not necessarily attractive locations for large outlets, so these onsite shops have,
more or less, a captive audience.
Leisure Time
Although work is important to the Swiss, leisure time is highly valued. Free time has always been respected by
Swiss employers who consider free time spent with the family as a crucial part of a balanced life. Today,
companies are even sympathetic if employees are looking for more personal time to pursue participation in
sports or hobbies that interest them. It is now even acceptable for workers to work less than 100% of their time
in order to ensure that they have enough leisure time to partake in such activities.
Common leisure time activities include reading, playing games, watching television and, most recently, playing
video games. According to the Swiss national office of statistics, 70% of the population over the age of 14
years-old reads on a daily basis and more than 60% surf the internet on a weekly basis.
As well, there are a variety of outdoor leisure activities available to the Swiss. Because of its mountainous
landscape, many Swiss have a keen interest in hiking and skiing. Others have a keen interest in biking and
pilzing, a common Swiss pastime that involves searching for edible mushrooms in the forest. According to the
Swiss national office of statistics, 70% of the population over the age of 14 years-old goes on a walk at least
once a week and more than 60% of the population participate in a sport on a weekly basis.
It may be overlooked, but another popular pastime is meeting with friends. In a recent national survey, almost
90% of population stated that they meet with friends at least once a week and almost 50% frequent a bar or
restaurant weekly.
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Consumer Lifestyles
Switzerland
Public Holidays and Gift Occasions/celebrations

In Switzerland, it is common to give gifts and cards to people on their birthdays, depending on how close the
relationship might be. It is also common for the birthday boy or girl to invite their friends and family out for
drinks, and it is customary that the person celebrating the birthday picks up the tab.
The Swiss celebrate many Christian holidays, including Christmas and Easter. Christmas is typically celebrated
at home during the evening of December 24th and exchanging gifts and cards is standard practice. Typically
family members meet for a typical Christmas dinner.
There are also many much less well-known religious holidays such as Pfingsten and Maria empfangnis tag.
Each canton has its own holidays, and the more religious the canton, the more holidays they tend to have. For
instance, Luzern is known for having an exceptional number of holidays. Holidays like these do not involve
large festivals, rather people are given time off work to spend with family and friends.
Other holidays include New Years, Independence Day and Fastnacht. Independence Day, celebrated each year
on the first of August, is typically celebrated by having afternoon barbeques with family and friends. Most cities
put on elaborate firework shows in parks or other public places that the whole town can enjoy. Fastnacht is
similar to Mardi Gras and is only celebrated in certain cantons. Famous for their elaborate Fastnachts are Basel,
Luzern and Olten. The celebration lasts for three days and there are parades, stands and concerts. Many people
take off work during these festivities. People dress in outrageous costumes which, in many cases, theyve spent
weeks or even months preparing.
Impact
Obviously, holidays have a huge influence on sales of gifts and cards. By far the holiday that generates the most
revenue is Christmas, as it is customary to exchange gifts and send Christmas cards to relatives and close
friends.
The celebration of Easter has a major impact on chocolate sales. It is customary to give gifts of chocolate eggs
and Easter bunnies during this holiday.
Other holidays include Valentines Day, Mothers Day and, most recently, Halloween. Both Valentines Day
and Mothers Day generate sales for flower shops and greetings card retailers.
Culture
According to the Swiss national office of statistics, the most frequented cultural events in Switzerland are
concerts, particularly concerts held during the warm summer months. In 2008, 67% of the population reported
attending at least one to six concerts during the year. Each year in June, July and August there are dozens of
open air concerts that the Swiss can choose from. One of the best known is the Montreux Jazz Festival.
Originally held in 1967, the festival lasts for two weeks and always has major headliners. A three-day open air
festival popular among the young Swiss is the St. Gallen open air festival.
The second most frequently visited cultural attraction in Switzerland is the countrys historical landmarks. In
2008, 66% of the population reported visiting a historical landmark at least one to six times.
Third on the list of frequently visited cultural attractions were cinemas, with 63% of the population reporting
going to the movies at least one to six times in 2008. One concept that has helped bring life back to the cinema
is open-air theatres put up during the summer months. There are many small venues as well as larger open-air
cinemas with huge screens that can accommodate thousands of people. One example is the Orange outdoor
cinema in Zurich, where the screen is raised over the lake creating a truly special environment.
Despite being a small country, Switzerland has more than 980 museums. Museums are devoted to standard
themes like art, technology and history, but there are also some devoted to less conventional subjects like dolls,
sports equipment and toys.
Sport and Exercise
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Consumer Lifestyles
Switzerland
Sport and exercise play a major role in the Swiss lifestyle. Children play sports in school and are required to do
so until the age of 20. In addition to school sports there are many other organizations that allow the Swiss to
play sports. Most towns have what is known as a Turnverein, a group which meets to practice gymnastics on
weekly or daily basis. Other common sports include soccer, hockey, skiing and alpine sports like cross country
skiing and ski jumping. This passion for sport often carries over into adulthood, with the result that over 60% of
the population report participating in a sport at least once a week. As well, more than 70% of the population
reports going for a walk at least once a week.
The Swiss dedicate a lot of time and funds to sports and therefore have seen success in many professional sports
worldwide. Swiss athletes like Roger Federer and skier Dider Couche are at the top of their games. Surprisingly,
the Swiss are also the current holders of the sailings Americas Cup. In addition to partaking in sports, many
Swiss enjoy watching sports like soccer and ice hockey.
Going Out
The Swiss frequently go out for entertainment and relaxation, dining out in Switzerland can be expensive.
Regardless, over 80% of the population report going to a bar or restaurant at least once a month. The larger
cities in Switzerland, particularly Zurich and Geneva, have impressive nightlife scenes. According to travel
guides, there are more night clubs per capita in Zurich than any other European city.
The Swiss tend to go out much more in the warm summer months than during the cold, foggy winter months.
When the weather is pleasant, chairs and tables are set up on the pavement outside eating establishments and
cafes are bustling.
During the winter, many Swiss leave the cities and go up to the mountains. The cities are known for having
unbearable bouts of fog during the winter and many go to mountain resorts to enjoy the beautiful weather. At
resorts, the Swiss tend to go out frequently, either to enjoy a fondue, a night-time sled ride or to simply have a
drink.
Impact
The lingering impact of the recession has had a negative impact on the number of Swiss who go out for
entertainment. As for those who still do go out, many tend to go out less frequently or spend less money. This is
expected to continue until full consumer confidence returns and peoples hesitation to spend on non-necessities
subsides.
Travel and Tourism

Travel and tourism plays an important role in the Swiss economy. Tourism represents approximately 3% of the
countries GDP. According to a 2007 report, Switzerland ranked 15th for its earnings in tourism and 14th for the
total number of tourists it attracted, 10.5 billion. Switzerland is highly competitive in the tourism arena, so much
so that the World Economic Forum ranked Switzerland number one in competitiveness in tourism in 2007.
Tourism affects many people living and working in Switzerland. One in every 12 jobs in Switzerland is related
to the tourism industry. The Swiss also have several high-level schools designed specifically to educate people
in the field of tourism. One of the best is at the University of St. Gallen. There is also an institute of tourism
located in Bern.
Switzerland has several tourist offices which market particular regions. For instance, the canton of Graubnden
has a department called Graubnden Ferien which markets the canton throughout the country through ad
campaigns that run in the print media and over the radio and internet. There is also a national department of
tourism known as My Switzerland that promotes the entire country on a national and international level.
Impact
The increase in marketing Switzerland as a domestic and international tourist destination has had a positive
impact tourism numbers in 2008. The fact that the UEFA EURO 2008 took place in Switzerland was certainly
also a factor in the boost in tourism. Another factor that played a role in the recent increase in Swiss tourism is
the high value of the Euro. Switzerland has always been known as an expensive vacation destination and now
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Consumer Lifestyles
Switzerland
that the Euro is highly valued, visitors from neighbouring European countries no longer find Swiss prices as
outrageous as they once did. Switzerland can now compete with Austria, for instance, which has historically
offered similar vacations at a fraction of the price.
In turn, the recent high valuation of the Euro has discouraged many Swiss from vacationing in favourite places
like France and Italy. Instead, many Swiss now chose to vacation domestically. In 2003, there were 10,704
domestic leisure trips; by 2008, that number had risen to 12,333 trips.
Table 143
Consumer Expenditure on Leisure and Recreation: 1995/2000/2005/2006/2007/2008
CHF million
A-V/photographic/
information processing
equipment
Other major
recreational durables
Other recreational items
Recreational and
cultural services
Newspapers, magazines,
books and stationery
Package holidays
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
3,651.0
4,052.4
3,840.0
3,815.1
3,876.6
3,881.2
604.1
560.3
528.0
527.1
531.8
529.8
3,889.5
7,160.7
4,207.8
7,519.7
4,085.4
8,109.2
4,086.9
8,262.7
4,170.9
8,519.3
4,197.2
8,648.4
4,068.6
3,932.4
3,864.3
3,866.9
3,923.9
3,924.1
2,797.2
22,171.1
2,887.1
23,159.7
2,964.6
23,391.5
3,043.9
23,602.5
3,112.8
24,135.3
3,133.5
24,314.2

Table 144
Consumer Expenditure on Leisure and Recreation (% Analysis and % Growth):

1995/2000/2008/1995-20087/2000-2008
% analysis/% growth
A-V/photographic/
information processing
equipment
Other major
recreational durables
Other recreational items
Recreational and
cultural services
Newspapers, magazines,
books and stationery
Package holidays
TOTAL
Source:
Note:
1995
2000
2008
1995-2008
2000-2008
16.5
17.5
16.0
6.3
-4.2
2.7
2.4
2.2
-12.3
-5.4
17.5
32.3
18.2
32.5
17.3
35.6
7.9
20.8
-0.3
15.0
18.4
17.0
16.1
-3.6
-0.2
12.6
100.0
12.5
100.0
12.9
100.0
12.0
9.7
8.5
5.0

Table 145
Per Capita Expenditure on Leisure and Recreation: 1995/2000/2005/2006/2007/2008
US$ per capita

Average of CLIFE
countries
Source:
1995
2000
2005
2006
2007
2008
2,366.55
470.66
1,759.75
478.70
2,429.70
700.01
2,445.96
743.55
2,618.36
848.91
2,981.24
935.10
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73
Consumer Lifestyles
Table 146
Switzerland
Per Capita Expenditure on Leisure and Recreation (% Growth): 1995-2008/2000-2008
% growth
Source:
1995-2008
2000-2008
25.97
98.68
69.41
95.34
Table 147
Consumer Expenditure on Accommodation: 1995/2000/2005/2006/2007/2008
CHF million
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
2,539.8
2,696.5
2,579.0
2,673.8
2,748.2
2,808.3

Table 148
Consumer Expenditure on Accommodation (% Analysis and % Growth): 1995-2008/20002008
% analysis/% growth
1995-2008
2000-2008
10.6
4.1
TOTAL
Source:
Note:

Table 149
Per Capita Expenditure on Accommodation: 1995/2000/2005/2006/2007/2008
US$ per capita

Accommodation
Average of CLIFE
countries
Source:
Table 150
1995
2000
2005
2006
2007
2008
271.10
72.19
204.89
73.57
267.88
115.02
277.09
123.19
298.15
142.96
344.34
160.31
Per Capita Expenditure on Accommodation (% Growth): 1995-2008/2000-2008
% growth
Accommodation
Source:
1995-2008
2000-2008
27.01
122.06
68.06
117.91
EATING OUT
Spending on Catering
Dining out in Switzerland is expensive. Even items meant to be inexpensive are expensive when compared to
prices in other countries. For example, Switzerland is consistently ranked in the top five in the Economist
magazines Big Mac index that compares prices of the hamburger in countries around the world. In 2008, the
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74
Consumer Lifestyles
Switzerland
cost of a Big Mac in Switzerland was the second highest in the world at US$5.60 compared to the worlds
cheapest in Malaysia, priced at US$1.70.
The Swiss restaurant industry has undergone major restructuring in recent years. Until the mid-1990s, there
were only a limited number of permits available to operate restaurants and each permit holder was required to
have special schooling. After this law was abolished, anyone who wished was allowed to open a restaurant or
bar. This has been a very controversial issue in Switzerland, as those trumpeting the free market approach say
that the increased competition has improved customer service and has helped made prices more reasonable. It
has also facilitated the growth of restaurants offering international cuisine, as many immigrants can now more
easily open restaurants to serve food from their home countries. Those against the new liberalisation complain
that there are now too many restaurants with untrained management and that there may be growing issues
regarding compliance to health codes.
Takeaway food has become more popular in Switzerland with the introduction of kebab stands. These
establishments have popped up across the country and they offer a reasonably quick and inexpensive meal. They
are typically very small stands or sometimes even mobile wagons, usually run by Turkish immigrants. One
kebab company known as New Point has had particular success in the German region of Switzerland and now
operates several locations throughout the area.
In response to the Swiss new fondness of takeaway food, a growing number of fast food outlets popped up
across the country during the review period. In 2008, the number of establishments grew by 2% and the sales of
fast food products grew by 4%, reaching CHF 1,450 million. McDonalds is the market leader with nearly 130
outlets and 43% market share.
Although takeaway is gaining in popularity, in general when eating out the Swiss are still fonder of a longer sit
down meal. Many working people no longer go home for lunch, as lunch breaks are now often shorter than in
the past and commuters must travel longer distances. Most restaurants, therefore, offer special lunch menus
which are reasonably priced in comparison to their dinner menus.
During the review period, consumer expenditure on catering grew from CHF18 billion in 1995 to CHF 18.8
billion in 2008. Per capita expenditure increased from US$1,928 in 1995 to US$2,302 in 2008. The high per
capita expenditure most likely reflects the high prices rather than being an indication that the Swiss dine out
more frequently.
Impact
Many full-service Swiss restaurants are likely to see difficult times over the forecast period, a result of the
increased competition generated by industry deregulation and the increasing demand for inexpensive takeaway
and fast food. As well, demand for fast food is expected to continue to grow over the forecast period because
many restaurant goers are expected to downgrade on account of the recession and go to longer sit down meals
less frequently. This trend is expected to have a negative impact on value sales in the sector.
Attitudes To Eating Out

In spite of the high cost of eating out in Switzerland, working people in urban areas often eat out on their lunch
breaks. However, people are increasingly looking for more inexpensive lunch options. Outlets in Marche, the
chain of cafeteria-like restaurants owned by Movenpick, are entirely self-service. They offer a salad bar, pasta
bar and a variety of daily specials including very typical Swiss foods like Weiner schnitzel with French fries and
zurigeschnetzletes .Also popular are self-service restaurants located in grocery store chains Migros and Coop.
Both offer hot meals that are designed to cater to those not wanting to spend much time or money on lunch. At
these restaurants, diners can typically get a hot meal with a drink and coffee for under CHF 20 and be out in less
than an hour.
What has recently become even more popular than self-serve restaurants are fast food and takeaway street
stands. While most eateries have seen a decline in per capita spending, per capita spending at takeaway stands
grew by 27% between 2000 and 2005. Over the same period, per capita spending at fast food stands grew by
7%. Between 2000 and 2005, per capita spending at full-service restaurants declined by 18%.
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Consumer Lifestyles
Switzerland
Going out to dinner is still considered to be an event among Swiss consumers and meals tend to be lengthy. In
some countries like the United States, it is common for restaurant staff to rush guests so they are able to turn
over more tables throughout the evening. This is not the case in Switzerland. Guests are encouraged to stay as
long as they please and to be rushed would be considered rude.
Table 151
Consumer Expenditure on Catering: 1995/2000/2005/2006/2007/2008
CHF million
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
18,061.8
18,571.5
18,413.2
18,554.3
18,815.0
18,776.1

Table 152
Consumer Expenditure on Catering (% Growth): 1995-2008/2000-2008
% analysis/% growth
1995-2008
2000-2008
4.0
1.1
TOTAL
Source:
Note:

Table 153
Per Capita Expenditure on Catering: 1995/2000/2005/2006/2007/2008
US$ per capita

Catering
Average of CLIFE
countries
Source:
Table 154
1995
2000
2005
2006
2007
2008
1,927.93
379.68
1,411.12
368.11
1,912.60
556.11
1,922.81
590.68
2,041.18
670.90
2,302.19
733.43
Per Capita Expenditure on Catering (% Growth): 1995-2008/2000-2008
% growth
Catering
Source:
1995-2008
2000-2008
19.41
93.17
63.15
99.24
BANKING AND FINANCIAL SERVICES

Spending on Banking and Financial Services
Consumer expenditure on financial services declined by 12.5% during the review period, going from CHF 7.2
billion in 1995 to CHF 6.3 billion in 2008. On the other hand, cautious Swiss consumers drove increased
expenditure on insurance over the same period. In 1995, spending on insurance reached CHF 7 billion; by 2008,
that spending grew to CHF 8.7 billion, reflecting growth of more than 24%.
The Swiss banking system was built on the premise of client privacy and banking secrecy. Because of this,
wealthy clients from around the world have kept their money in Switzerland for decades. Recently, the system
has been heavily scrutinized as it is often used as a tool for money laundering or tax avoidance. Regardless, the
emphasis on client privacy has allowed the Swiss to establish a highly developed and profitable banking system.
Page
76
Consumer Lifestyles
Switzerland
Banking accounts for more than 10% of the countrys GDP. More than 3% of the Swiss population is in some
way employed by the countrys banks.
UBS and Credit Suisse are by far the largest banks in Switzerland, and combined they have a majority of the
sectors market share. UBS the worlds second largest wealth manager has had a very difficult past couple of
years, not only because of the 2007 mortgage collapse but because of investigations into its role in money
laundering and tax evasion. Credit Suisse, on the other hand, was able to avoid devastating losses during the
mortgage crisis and they were able to decline government funding by raising CHF10 billion from investors.
The tremendous losses endured by Swiss banks, in particular UBS, have frustrated the Swiss people. The banks
did not handle the situation well as they were not transparent in their activities and they did not originally
disclose the severity of the crisis. Many believe that the long-standing binds between Swiss banks and the Swiss
people have been shattered. UBS has been recently been attempting to restore its image, but they have an uphill
battle before them.
There are also smaller banks known as Kantonalbanken. Most cantons have a Kantonalbank, 24 in total, which
cater to smaller clients. In addition, there are many private banks and boutique banks which focus on wealthy
clients throughout the world. Online banking is also very popular in Switzerland, and banks have reliable and
user-friendly e-banking systems. Finally, the Swiss post office is also a financial institution. Prior to e-banking it
was common for Swiss consumers to pay their bills with cash at post offices. Many older consumers and others
still do not trust e-banking and continue to use post offices.
The Swiss are generally adverse to debt and the average debt per person debt among the Swiss remains
substantially lower than that in other European countries. Recently, it was reported that the average nonmortgage debt per person in Switzerland was CHF1,430.
This aversion to debt is believed to be a reason for the relatively low home ownership rate in Switzerland. There
are a few lending firms in Switzerland and, by far, the largest is GE Capital with nearly 70% market share. GE
is active in a variety of aspects of lending, including small loans and car leasing.
Among the Swiss, being in debt projects an extremely negative image. This is evident in a review of credit card
usage in the country. The Swiss historically prefer to use cash, ATM cards or post cards (direct debit cards from
the post office) rather than credit cards. As well, many merchants are sometimes reluctant to accept credit cards
as merchant fees can be very high. Further, there is a more stringent credit card application process than is the
case in countries like the United States, and this also keeps the number of credit cards in circulation relatively
low.
In spite of the historic tendency to use cash, however, the popularity of credit cards grew significantly during the
review period. More than four million credit cards are currently in circulation, and the average US dollar amount
spent per card has increased. Visa and MasterCard are the dominate players with the more exclusive American
Express and Diners Club cards trailing far behind. Currently, there are over 360, 000 business establishments in
Switzerland that accept credit cards. In Switzerland, a variety of interchange fee rates apply. They relate to
various sectors and types of transactions and they can vary considerably.
In 2006, the major grocery store chain Migros introduced its M-Budget credit card, together with Fdration des
Coopratives Migros. GE Money Bank and MasterCard act as underwriters. In response, Coop introduced a
similar co-branded credit card. Both companies have tied their credit cards to their customer loyalty points
systems. For example, shoppers using a Migros credit card to purchase groceries at Migros earn additional
loyalty points which can later be used towards free groceries.
Pensions
The pension age in Switzerland is 65 years-old for men and 64 years-old for women. The Swiss have the option
to retire up to two years early with a 6.8% reduction per year. In contrast, they also have the option to continue
working, in which case they receive a bonus. The bonus calculation is based on the number of months
retirement is deferred.
The Swiss pension plan system is divided among three tiers. Saule 1 is known as AHV, and the total amount
contributed is 13% of salary. Costs are split between employers and employees. The employee share is deducted
Page
77
Consumer Lifestyles
Switzerland
directly from pay checks. The employer is then responsible for paying the full 13% to the AHV agency on a
monthly or quarterly basis, according to the companys individual conditions.
The second tier, Saule 2, is known as BVG. BVG payments are also split between the employee and the
employer. BVG payments are then split to cover invalid insurance and pension savings. The amount paid varies
depending on the employees salary, age and gender. Again, the employees contribution is directly deducted
from his/her pay check, with the employer responsible for paying the full amount to the chosen BVG insurance
company. BVG is handled by non-governmental insurance companies like Helvetia. Firms are free to choose the
insurance company with whom they would like to work. Any funds paid into BVG are tax-deductible. It is
possible for employees to purchase a limited amount of additional BVG if they choose to do so for tax
purposes. People are also allowed to withdraw their BVG prematurely if they need it to purchase a house,
renovate an existing home or to start a business.
The third tier, Saule 3, is the responsibility of the individual, not the employer. Participation in the third tier is
voluntary and consumes can take advantage of these financial products if they wish to invest in their pension
and save on taxes. There is a maximum limit on how much consumers can invest in the third tier.
Currently, more than 16 % of the Swiss population falls into the category pensioners and this proportion is
expected to grow over the forecast period. By 2015, it is projected that 19% of the population will be over the
age of 65 and thus eligible for pension. The ageing Swiss population is set to pose a serious threat to the Swiss
pension system. Not only will there be more people receiving payments for a much longer period of time than
anticipated, but there will also be significantly fewer working people paying into the system.
The Swiss government has been working on a variety of plans in the hope of solving this problem. It is more
than likely that one of the following scenarios or a combination of them will occur: people will be forced to
retire early, those working will have to pay higher percentages of their wages into the system and/or pensioners
will have to settle for lower payments. All of these solutions will have a negative impact on overall disposable
income, resulting in decreased purchasing power.
The consumer expenditure patterns of pensioners have changed somewhat over the years. Today, many
pensioners are still active and enjoy taking part in a wide range of activities. On the other hand, most still do
have limited incomes and, often concerned about their financial situations, tend to live frugally. Pensioners are
also different from those of working age in that they typically have great amounts of free time.
Table 155
Consumer Expenditure on Insurance: 1995/2000/2005/2006/2007/2008
CHF million
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
7,020.2
8,689.7
8,517.7
8,479.4
8,686.6
8,719.6

Table 156
Consumer Expenditure on Insurance (% Analysis and % Growth): 1995-2008/2000-2008
% analysis/% growth
1995-2008
2000-2008
24.2
0.3
TOTAL
Source:
Note:

Table 157
Per Capita Expenditure on Insurance: 1995/2000/2005/2006/2007/2008
US$ per capita

Insurance
1995
2000
2005
2006
2007
2008
749.34
660.27
884.74
878.73
942.38
1,069.14
Page
78
Consumer Lifestyles
Average of CLIFE
countries
Source:
Switzerland
138.89
140.66
211.95
223.94
254.80
281.33
Table 158
Per Capita Expenditure on Insurance (% Growth): 1995-2008/2000-2008
% growth
Insurance
Source:
1995-2008
2000-2008
42.68
102.55
61.92
100.01
Table 159
Consumer Expenditure on Financial Services: 1995/2000/2005/2006/2007/2008
CHF million
TOTAL
Source:
Note:
1995
2000
2005
2006
2007
2008
7,293.5
7,195.9
6,362.7
6,368.0
6,395.4
6,379.3

Table 160
Consumer Expenditure on Financial Services (% Analysis and % Growth): 19952008/2000-2008
% analysis/% growth
TOTAL
Source:
Note:
1995-2008
2000-2008
-12.5
-11.3

Table 161
Per Capita Expenditure on Financial Services: 1995/2000/2005/2006/2007/2008
US$ per capita

Financial services
Average of CLIFE
countries
Source:
Table 162
1995
2000
2005
2006
2007
2008
778.51
144.69
546.77
155.02
660.90
216.70
659.92
232.70
693.81
265.76
782.19
290.80
Per Capita Expenditure on Financial Services (% Growth): 1995-2008/2000-2008
% growth
Financial services
Source:
1995-2008
2000-2008
0.47
100.98
43.06
87.60
DEFINITIONS
Page
79
Consumer Lifestyles
Switzerland
CLIFE: Consumer Lifestyles Countries (as listed below)

Euromonitor Internationals Consumer Lifestyle series covers the following countries:
Summary 1
Country Coverage
Eastern Europe
Belarus - Bulgaria - Croatia - Czech Republic - Estonia

- Hungary - Latvia - Lithuania - Macedonia -Poland Romania - Russia - Serbia and Montenegro - Slovakia
-Ukraine - Slovenia
Western Europe
Austria - Belgium - Denmark - Finland - France Germany - Greece - Ireland - Italy - Netherlands Norway - Portugal - Spain - Sweden - Switzerland Turkey - United Kingdom
Australasia
Australia - New Zealand
Asia Pacific
Azerbaijan - China - Hong Kong, China - India Indonesia - Japan - Kazakhstan - Malaysia - Pakistan
- Philippines - Singapore - South Korea - Taiwan Thailand - Turkmenistn - Uzbekistn - Vietnam
North America
Canada - United States
Latin America
Argentina - Bolivia - Brazil - Chile - Colombia - Costa

Rica - Dominican Republic - Ecuador - Guatemala Mexico - Peru - Uruguay -Venezuela
Middle East and Africa
Algeria - Cameroon - Egypt - Iran - Israel - Kenya Kuwait - Morocco - Nigeria - Saudi Arabia - South
Africa - Tunisia - United Arab Emirates
Source:
Page
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Consumer Lifestyles - Switzerland

List of Contents and Tables

Per Capita Expenditure on Food (% Growth): 1995-2008/2000-2008 ........................... 39

Drinking and Smoking.......................................................................................................................................... 39

Consumer Expenditure on Housing: 1995/2000/2005/2006/2007/2008 .......................... 48

Household Goods and Services ............................................................................................................................ 49

Per Capita Expenditure on Personal Care: 1995/2000/2005/2006/2007/2008 ................. 58

Household PC Penetration and Internet Usage (% Growth): 1995-2008/20002008................................................................................................................................. 69

Leisure and Recreation......................................................................................................................................... 69

CONSUMER LIFESTYLES IN SWITZERLAND

Drinking and smoking

Housing and associated costs

Household goods and services

Communications and the internet

Leisure and recreation

Banking and financial services

Switzerlands Ageing Population

Swiss Banks Remain Powerful Domestic Institutions

Health and Wellness Becoming Important Consumer Concerns

Population by Marital Status

Population by Rural/urban Areas

Population by Age and Gender: 1995/2000/2005/2008/2015/2020

National statistics, UN, Euromonitor International

Population by Age and Gender (% Analysis and % Growth): 1995/2008/2015/19952008/2008-2020

National statistics, UN, Euromonitor International

Median Age of Population: 1995/2000/2005/2008/2015/2020

National statistics, UN, Euromonitor International

Median Age of Population (Growth): 1995-2008/2008-2020

Median age of population

National statistics, UN, Euromonitor International

Population Change: 1995/2000/2005/2006/2007/2008

National statistics, UN, Euromonitor International

Population Change (% Growth): 1995-2008/2000-2008

National statistics, UN, Euromonitor International

Birth Rates: 1995/2000/2005/2006/2007/2008

per '000 inhabitants

National statistics, UN, Euromonitor International

Death Rates: 1995/2000/2005/2006/2007/2008

per '000 inhabitants

National statistics, UN, Euromonitor International

Birth Rates (Actual Growth): 1995-2008/2000-2008

National statistics, UN, Euromonitor International

Death Rates (Actual Growth): 1995-2008/2000-2008

National statistics, UN, Euromonitor International

Fertility and Birth: 1995/2000/2005/2006/2007/2008

National statistics, Euromonitor International

Fertility and Birth (Growth): 1995-2008/2000-2008

National statistics, Euromonitor International

Population by Marital Status: 1995/2000/2005/2006/2007/2008

National statistics, Euromonitor International

Population by Marital Status (% Analysis and % Growth): 1995/2000/2008/19952008/2000-2008

National statistics, Euromonitor International

Marriage Rates: 1995/2000/2005/2006/2007/2008

per '000 population

National statistics, Euromonitor International

Divorce Rates: 1995/2000/2005/2006/2007/2008

per '000 population

National statistics, Euromonitor International

Marriage Rates (Actual Growth): 1995-2008/2000-2008

Change in percentage points

National statistics, Euromonitor International

Divorce Rates (Actual Growth): 1995-2008/2000-2008