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Europe Direct Selling Report 2013

  • November 2013
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 106 pages

1.) Direct Sales in Europe continue growth despite economic turndown.

The recent "Europe Direct Selling Report 2013" by Hamburg-based secondary market research company yStats.com points out that Europe is the third largest region in the world in terms of the volume of direct sales. The three largest markets in Europe were among the top direct selling countries in the world: France, Germany and Russia each had sales of several billion EUR in 2013. While many countries in the region saw a decline in sales as a consequence of the economic turndown, overall direct selling revenues for the region increased by small one-digit percentage point.

Economic troubles in Europe affected the direct selling market in two ways: sales decreased in selected countries in 2012, such as Italy and Portugal, but the number of direct selling representatives grew as more people seek a source of additional or even primary income.


Cosmetics and personal care items lead direct sales in Europe
The leading product category for direct sales in Europe is cosmetics and personal care items, with a share of over a third on total sales, followed by wellness products. In some countries, such as Sweden, wellness is ahead, while in other, for example Ukraine and Turkey, beauty products take up over two thirds of the market.

The best performing direct selling company in 2012 globally was Amway, with one-digit growth in global sales. Avon and Herbalife took second and third places, with sales of both companies decreasing in 2012. The largest European direct selling company among worldwide leaders in 2012 was Germany-based Vorwerk. Also in the top 10 global companies was Oriflame, registered in Luxemburg. Along with Avon, Oriflame has taken strong positions in several European markets, especially in Eastern Europe. A Russian company made its way to the top 50 global direct selling companies in 2012: Faberlic with EUR 257 million sales.

Direct Selling volume varied by sub-region throughout Europe
In Eastern Europe Russia showed a double-digit increase in direct selling revenues. New tax regulation for sole entrepreneurs is expected to negatively impact the industry, but more growth is foreseen from the rural areas, especially small villages, where the penetration of retail channels is not high. Similarly, in Poland further growth is expected to come from new customers in rural regions. In Turkey, where the sales are also on the upward trend, the dominating product category is beauty and personal care with over 80% share of the market.

In Central Europe, Germany has seen a one-digit increase in sales in 2012. The direct selling companies there were facing increased competition from other sales channels, especially E-Commerce. As a solution, some direct selling companies have opened online shops or have announced plans to do so.

In Western Europe, the French direct selling market has seen an increase in both sales and number of direct selling representatives. Meanwhile, in the UK more young people are joining the sales force in direct selling, bringing high technology affiliation with them. In both countries party plan sales gained increased importance as a direct selling method, reaching a double-digit share of total sales. In Italy the sales were down in 2012, though the number of sales representatives increased, but in H1 2013 the direct selling companies resumed growth.

In Scandinavia, direct sales were down by several percentage points in Sweden, while in Finland and Norway they grew, even at a double-digit pace in Norway. The highest selling categories in all three countries were wellness products and cosmetics and personal care.

2.) About our Reports

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Table Of Contents

Europe Direct Selling Report 2013
1. MANAGEMENT SUMMARY

2. EUROPE: REGIONAL
•Direct Selling Market Trends, 2013
•Breakdown of Global Direct Selling Revenues, by Region, incl. Europe, 2012
•Breakdown of Global Direct Selling Revenues, by Countries, incl. 3 Top European Markets, in %, 2012
•Direct Selling Market Sales, in EUR billion, 2011 - 2012
•Breakdown of Direct Selling Revenues, by Product Categories, 2012
•Top 30 Countries by Direct Selling Revenues, in EUR million, 2012
•Top 30 Countries by Number of Direct Selling Representatives, in thousands, 2012

3. CENTRAL EUROPE

3.1. Germany (Top Country)
•Direct Selling Market Trends, 2013
•Direct Selling Market Sales, in EUR million, 2011 - 2012
•Direct Selling Market Sales, in EUR million, 2011 - 2017f
•Breakdown of Direct Selling Orders, by Type, in %, 2012
•Alternative Business Channels Used Parallel to Direct Selling, in % of Direct Selling Companies, 2012
•Number of Direct Selling Representatives, in thousands, 2011 - 2012
•Breakdown of Social Media Activities of Direct Selling Companies, in %, 2012

3.2. Austria
•Direct Selling Market Sales, in EUR million, 2011 - 2012
•Number of Direct Selling Representatives, in thousands, 2011 - 2012
•Top 3 Direct Selling Companies, by Market Share, in %, 2012

3.3. Switzerland
•Direct Selling Market Sales, in EUR million, 2011 - 2012
•Number of Direct Selling Representatives, in thousands, 2011 - 2012
•Top 3 Direct Selling Companies, by Market Share, in %, 2012


4. WESTERN EUROPE

4.1. France (Top Country)
•Direct Selling Market Trends, 2013
•Direct Selling Market Sales, in EUR million, 2011 - 2012
•Breakdown of Direct Selling Market Sales, by Activity Sector, in %, 2012
•Breakdown of Direct Selling Retail Sales by Sales Methods, in %, 2012 and 2011
•Number of Direct Selling Representatives, in thousands, 2011 - 2012

4.2. UK (Top Country)
•Direct Selling Market Trends, 2013
•Direct Selling Market Sales, in EUR million, 2010 - 2012
•Breakdown of Direct Selling Market Sales, by Product Segments, in %, 2012
•Breakdown of Direct Selling Retail Sales by Sales Methods, in %, 2011 and 2012

4.3. Italy
•Direct Selling Market Trends, 2013
•Direct Selling Retail Sales, in EUR million, 2011 - 2012
•Direct Selling Revenues of the DSA Members, in EUR million, H1 2012 and H1 2013
•Direct Selling Revenues of DSA Members, by Product Category, H1 2012 vs. H1 2013, and in % Year-on-Year Change

4.4. Portugal
•Leading Direct Selling Companies, by Market Share, in %, 2012

4.5. Spain
•Direct Selling Market Trends, 2013

5. EASTERN EUROPE

5.1. Russia (Top Country)
•Direct Selling Market Trends, 2012/2013
•Direct Selling Retail Sales, in EUR million, 2011 - 2012
•Direct Selling Retail Sales of the DSA Members, in RUB billion, 2011 - 2012
•Breakdown of Direct Sales, by Product Category, 2012
•Breakdown of Direct Selling Customers, by Age Groups, in %, 2011 and 2012
•Share of Consumers Buying Direct Selling Products, by Male and Female, in %, 2012
•Breakdown of Customers in Direct Selling, by Monthly Income, 2012

5.2. Czech Republic (Top Country)
•Direct Selling Market Sales, in EUR million, 2011 - 2012
•Breakdown of Direct Selling Market Sales by Players, by Oriflame and Avon and Other Direct Selling Companies, in %, 2012

5.3. Latvia
•Direct Selling Market Sales of DSA members, in EUR million, 2011 and 2012
•Number of Direct Selling Representatives, in thousands, 2011 and 2012

5.4. Lithuania
•Direct Selling Market Sales of DSA Members, in LTL million, 2011 and 2012

5.5. Poland
•Direct Selling Market Trends, 2013
•Direct Selling Market Sales, in EUR million, 2011 - 2012

5.6. Romania
•Direct Selling Market Sales, in RON million, 2011 - 2012
•Breakdown of Direct Selling Market Sales, by Product

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