Despite the difficulties of recent years due to the increase in the costs of raw materials and transport, the cosmetics has demonstrated particular solidity, continuing to grow and establish itself on international markets.
According to the market research firm Euromonitor International, in 2023 the sector recorded a total value of over 617,2 billion dollars. For 2024, estimates predict 670,8 billion, with an annual growth of 9%. Comparing these data with 2018, in the last 5 years the beauty grew by 19,9%, despite the pandemic and the complicated international scenario, and it is expected that for the period 2024-2028 the sector will continue with an average annual growth of 9%.
In a competitive and dynamic context, the Switzerland emerges as one destinazione specifically interesting for the Italian companies of the sector. In the period 2022-2027, the Swiss cosmetics market will grow at a rate of 4,51% and the turnover of the beauty care segment will reach 294 million dollars. This growth will bring the market to a volume of 459,70 million by 2025. The number of users will reach 2,5 million, while user penetration will reach 27,6%, so that the average revenue per user is expected to be 139,70 dollars.
Trends and golden opportunities for Italian cosmetics in Switzerland
Le trends that drive the Swiss market:
- the demand for organic and natural products;
- the growing attention to image personalization;
- the increase in online sales.
Le cheap imports of Switzerland show a trends growing both for 2023 (+4,45%) and for the current year (+3,04%). The main suppliers for the Swiss country are France, Germany, Italy e Usa. Italy occupies the third position, with a good growth (+7,05% in the first quarter of this year).
With a long tradition in producing high-quality cosmetics, Italian companies are well positioned to conquer an ever-larger share of the Swiss market. Italian cosmetic products are appreciated for the quality of their ingredients, design and brand image.
So exporting to Switzerland offers numerous opportunities to Italian cosmetic companies, but it also requires in-depth knowledge of the market and local regulations. Among the main challenges to be faced are competition, regulations and distribution.
