As in many other European countries, green electricity is an emerging product in Switzerland as well. Although the market is yet to be liberalised, more than 100 of the 1200 Swiss electric utilities offer some sort of green electricity product to their customers. Successful companies like the municipal utilities of the cities of Zurich and Berne have reached customer response rates of up to 4%, while still maintaining cost-based pricing, i.e. charging their customers price premiums of 400-700% per kWh. While most of the products still rely on mainly photovoltaics, some utilities have started to introduce mixed green electricity products also including wind power. With a share of 60% in the Swiss generation mix, hydropower's role in the green electricity mix was also an issue to emerge causing controversial debate. While being renewable, hydropower is not considered environmentally benign by all the stakeholders, and unlike new renewables (solar, wind, biomass), there is little room for new hydropower generation facilities in Switzerland. The green electricity labelling scheme "Naturemade" tackles that issue. The labelling organisation has evolved from a process with broad stakeholder involvement, which included environmental NGOs, scientific institutions, green electricity providers, renewable energy advocates, government bodies and consumer organisations. The analysis in this paper is based on a diffusion theory framework. It identifies and characterises different phases of (past and future) market development, and stresses the importance of eco-labelling as a tool to facilitate the transition from niche to mass market. Finally, we also discuss conclusions that can be drawn from the Swiss case towards market development and labelling on a European level.