Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by type;
Consumer foodservice by type and chained/independent
Executive summary
Consumer foodservice market shows a sluggish performance in 2006
Switzerland' s consumer foodservice market registered a poor performance
overall in 2006. Current value sales showed a slight decline, while outlet
numbers also fell marginally, reflecting the bearish aspect of the market. On
a more positive note, there was a small increase in the number of consumer
foodservice transactions. While growth in transactions was slower than in
2005, it nonetheless indicated that Swiss consumers were eating away from home
more often. A worse performance for the market as a whole was prevented by the
dynamism of fast food, which showed stronger growth in current value sales,
outlet numbers and transactions than any other sector. Growth in fast food
current value sales and transactions in 2006 was faster than that recorded for
the review period as a whole, while growth in outlet numbers was slightly
slower but still comparatively strong.
Expectations of Swiss consumers continue to rise
The changing expectations of Swiss customers forced many consumer foodservice
operators to adapt their offerings in order to retain their clientele towards
the end of the review period. In 2006, increasing numbers of consumers
demanded more diverse menus, in particular more health and wellness choices.
The market also witnessed a trend towards premiumisation, whereby consumers
demanded higher quality meals and organic ingredients, as well as more stylish
outlets to enhance the whole experience of dining out. Operators in most
consumer foodservice sectors responded positively to these demands, though in
many cases the changes they made resulted in price increases.
Global giant McDonald' s retains a commanding lead in current value terms
Switzerland' s top two retailers, Migros and Coop, were also the top two
players in the consumer foodservice market in terms of outlet numbers in 2006.
Leveraging on their success in retailing, both players operate in various
consumer foodservice sectors, most notably self-service cafeterias.
Multinational giant McDonald' s was the leading consumer foodservice player in
terms of current value sales and transactions in 2006 however, finishing well
ahead of its nearest rivals in both respects. Fellow multinationals Burger
King and Starbucks also performed well, with both still benefiting from their
relative novelty in Switzerland.
Market remains fragmented due to a preference for independent outlets
Swiss people have traditionally preferred independent consumer foodservice
outlets. This remained the case in 2006, with chained operators accounting for
just 6% of the total number of outlets in the country. The penetration of
chained operators was highest in self-service cafeterias, where Migros and
Coop were by far the biggest players. Chained players also featured
prominently in fast food, though penetration here was still considerably lower
than in most other developed countries.
Limited prospects for consumer foodservice over 2006-2011
The outlook for consumer foodservice over the forecast period is not
particularly bright. While transactions will increase slowly as Swiss
consumers continue to eat out on a more regular basis, constant value sales
and outlet numbers are expected to decline steadily. Independent players will
suffer the most, as chained consumer foodservice is expected to show growth in
constant value terms, outlet numbers and transactions. While Switzerland' s
hosting of the European Football Championships (together with Austria) will
give the market something of a boost in 2008, the positive effects of this
will be limited. This is because most of the extra business generated by the
tournament will be concentrated in sectors like fast food, where individual
outlets may generate many transactions without generating much in terms of
value.
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