Product Range & Labels

Migros offers a wide range of products that are produced regionally or under sustainable conditions and are suited for customers with special dietary and health requirements. Migros significantly expanded its range in all areas in 2014.

From coffee and fish, to electrical devices, through to textiles and natural cosmetics: Cooperative Retailing sells many products that offer social or ecological added value. Migros also offers a range of products for customers with special dietary and health requirements, such as those suffering from food intolerances or allergies. There are a number of different labels to provide the customer with guidance. In 2014, the total sales of all products that carry a sustainable or health label or originate from regional production rose by 10.5% to CHF 3.4 billion. Products with sustainable, health and regional labels make up around 24% of the total sales of Cooperative Retailing.


Individual sales of each sustainable, health and regional label

Sales of the individual labels 2014
(in CHF million)
2011 2012 2013 2014 Change compared to previous year
Bio Garden 1 2 2 3 39%
Bio Cotton 30 33 44 51 15%
Migros Bio 1 435 474 517 593 15%
Topten 50 67 61 56 -8%
MSC/ASC 58 66 77 93 21%
Fairtrade Max Havelaar 81 84 99 106 7%
Eco 248 227 222 211 -5%
FSC 169 201 197 216 10%
utz certified - 202 322 473 47%
TerraSuisse 644 659 663 670 1%
AdR 782 791 827 874 6%
Aha! 37 39 50 58 16%
Total 2'534 2'844 3'079 3'403 10,5%

1 Migros Bio including the brands Alnatura, Hipp and Yogi Tea

Sustainable labels: organic, fair and environmentally friendly

Anyone wanting to shop sustainably at Migros will find a wide range of certified products that offer ecological and/or social added value.

With the customer loyalty programme Cumulus and Cumulus-Green, consumers can regularly check what proportion of products in their shopping basket carry a sustainable label.

Migros organic labels Migros offers a wide range of products under the Migros Bio label, which guarantees organic farming, responsible use of natural resources and a high standard of animal welfare.

The range was further expanded in 2014, especially in the area of organic chicken. The range of organic food now includes more than a thousand products – from fruit and vegetables, to meat and fish, through to bread, chocolate, dairy products and tea. Sales of food carrying the Migros Bio label amounted to around CHF 593 million in the reporting year, representing an increase of 15.0% in comparison to the previous year (2013: CHF 517 million).

In 2014, Migros also expanded its range of textiles carrying the Migros Bio Cotton label.  Sales in the reporting year amounted to CHF 51 million, more than 15% higher than in the previous year.

At the Migros Do it + Garden stores, eco-conscious gardeners can find a wide selection of organic products under the Migros Bio Garden label. All products are subject to strict guidelines which Migros has developed jointly with the Swiss Research Institute of Organic Culture (FiBL).

TerraSuisse The Migros label TerraSuisse denotes products that originate exclusively from sustainable Swiss agriculture. With sales of CHF 670 million, TerraSuisse is the strongest selling sustainable label.

With sales of CHF 670 million, TerraSuisse is the strongest selling sustainable label.

It was established in partnership with the Swiss Ornithological Institute in Sempach and the association of Swiss integrated production farmers (IP-Suisse).  With the TerraSuisse label, Migros makes an active commitment to near-nature and animal-friendly Swiss agriculture.

More than 11'000 IP-Suisse farmers ensure a high standard of animal welfare and keep their animals in animal-friendly enclosures with outdoor access. Cereal, potatoes and rape are cultivated in an environmentally friendly way and without the use of insecticides, growth regulators or fungicides.  The farmers are also committed to maintaining biodiversity, such as by creating habitats for wildlife and rare plants.

Migros and IP-Suisse make an effort to refine the label requirements on a continuous basis. For example, a long-term research project with the University of Bern's Vetsuisse Faculty aims to reduce the use of antibiotics in calf fattening. Early results led to certain substances being banned in IP-Suisse production in 2014.

MSC and ASC With the labels MSC (Marine Stewardship Council) and ASC (Aquaculture Stewardship Council), Migros procures products from sustainable fishing and responsible aquaculture. In recent years, it has continuously expanded its range of fish and seafood carrying one of the logos.

Sales amounted to CHF 93 million in 2014 (2013: CHF 77 million). At the end of 2014, 97% of fish sold by Migros originated from sustainable sources. This means that the products carried the MSC, ASC or Migros BIO label or were categorised as recommended or acceptable by WWF. Since 2014, all fish available at Migros fresh-food counters has originated from sustainable sources. Migros has set itself the objective of procuring its entire fish range from sustainable sources by the end of 2020.

The other Migros retailers and industrial companies that use fish as a raw material have also made a pledge to remove all fish species from their range that have been categorised as endangered by WWF. They had already replaced 98% by the end of 2014. 

FSC The label FSC (Forest Stewardship Council) denotes products from responsible forestry. In 2014, sales of FSC products amounted to CHF 216 million, representing an increase of 10% in comparison to the previous year (2013: CHF 197 million).

Since 2014, Migros has also been producing all advertising material from paper and cardboard in environmentally friendly recycling or FSC quality. The aim is for three quarters of all wood and paper products to conform to the sustainability guidelines by the end of 2015.

The proportion of FSC products is also being monitored in the Migros Group. A proportion of 35% (2013: 42%) was reached in the Commerce Department in 2014. In the Industry & Wholesaling Department, which accounts for the majority of packaging material, the proportion even rose to 87% (2013: 85%) of the total consumables (including wood).

Faitrade Max Havelaar and UTZ Certified Migros offers more than 164 products with the Fairtrade Max Havelaar label, reflecting its commitment to fair trade and supporting small-scale farmers and workers in developing and emerging countries.

In 2014, Migros expanded its range of tinned and jarred products, including green asparagus. For coffee, tea and cocoa, Migros applies the UTZ Certified programme, which enables farmers to improve their harvests and boost their income while protecting the environment. After becoming the first retailer in Switzerland to switch its full standard range of coffee to UTZ certified in 2010, and switching all Frey chocolate to UTZ-certified cocoa in 2013, Migros also applied the standard to various other products in 2014, including biscuits, muesli bars and cereals.

Eco label With the Eco label, Migros developed its own sophisticated standard for textiles in 1996, based on a holistic approach to product and production ecology, which must be environmentally friendly, socially acceptable and traceable.

In 2014, total sales of products carrying a sustainable label amounted to around CHF 2.5 billion in Cooperative Retailing.

Eco is based on a principle of precaution and prevention. The aim is to produce clothes and textiles with utmost consideration for the environment. The traceability of the products and the monitoring of ecologically critical processes form the basis for improvements. The social acceptability is based on the international standards of the International Labour Organisation (ILO).

At the end of 2014, almost three thirds of all textiles sold by Migros carried the Eco label. In the reporting year, Migros supported individual suppliers that recently started applying the Eco guidelines to their products. Migros is aiming to produce all of its own-brand textiles in accordance with the strict Eco guidelines by the end of 2017.

The label guide with an overview of all sustainable labels can be found here.

Health labels: allergy-friendly and natural

Migros offers numerous products that meet the special dietary and health requirements of its customers. The aha! label denotes products that are particularly suitable for people with allergies or intolerances.

The range now includes more than 90 food and cosmetic products, with more being added continuously. The Migros aha! range is regularly tested by the independent certification body Service Allergie Suisse SAS.

Customers who prefer cosmetics based on natural substances and with no synthetic colours or fragrances can find a wide range of natural cosmetic products at Migros, including under the Natrue label. This internationally recognised label guarantees that the products consist primarily of natural and organic ingredients, have been produced using soft manufacturing processes and environmentally friendly practices and have not been tested on animals. Migros expanded its range of natural cosmetics from 40 products to 74 products between 2011 and 2014. The aim is to double the number of products during the course of this year.

Regional labels: "Aus der Region. Für die Region." (AdR)

Under the label "Aus der Region. Für die Region."(From the region. For the region.) , Migros sells products that have been produced locally and can only be bought in the region. It thereby makes a specific commitment to safeguarding the existence of small and medium-sized businesses in the region. Around 8000 products carry the label.

With the label "Aus der Region. Für die Region.", Migros supports regional agriculture.

With annual sales of CHF 874 million, the AdR label was the biggest-selling label in Cooperative Retailing in 2014. The range consists of products from agricultural sources, other food such as drinks, as well as flowers and plants. To guarantee that the products originate from the region, they must meet strict requirements relating to origin, value added and the product range.

Alnatura: more organic products for Switzerland

Migros, in partnership with the German organic pioneer Alnatura, has been developing a joint chain of organic supermarkets in Switzerland since 2012, with the aim of significantly expanding the range of organic food.

Alnatura product lines were introduced in 85 Migros stores in 2014.

In response to strong demand, Migros opened further Alnatura stores in 2014 and now has five in German-speaking Switzerland. In addition, Alnatura product lines were introduced in 85 Migros stores in the reporting year. The Migros online shop Le also sells the Alnatura brand – and sales are increasing. To ensure that Migros customers receive competent advice about the new range, Migros provided its staff with training on Alnatura products.

Alnatura products conform to the EU organic regulations and, where possible, to higher standards such as Demeter, Bio Suisse and Naturland. All 300 Alnatura products sold in Migros stores are vegetarian, and more than a quarter are also suitable for vegans.

Related topics

Consistent focus on LED lights

Migros expanded its range of LED lighting in 2014. At the same time, it reduced its range of energy-saving bulbs and focused consistently on LED lights, which are more energy-efficient and do not contain quicksilver.

More informed shopping with Cumulus-Green

Cumulus-Green was developed together with WWF, with the aim of encouraging customers to purchase sustainable products. The card allows shoppers to see at a glance what proportion of their shopping consists of sustainable products. Purchases of products under twelve different sustainable labels, including Migros Bio, Alnatura and Max Havelaar, count towards the Cumulus-Green proportion.

"Green Gourmet Family" cookery book

In 2014, Migros launched the "Green Gourmet Family" cookery book together with WWF. 120'000 copies went on sale in all stores over a period of several months. With the cookery book, Migros is promoting a seasonal, balanced and environmentally aware diet for children in particular.

Product Range & Labels (pdf, 40.23 KB)