Europe Direct Selling Report 2013

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Direct Sales in Europe continue growth despite economic turndown.

The recent ""Europe Direct Selling Report 2013"" by Hamburg-based secondary market research company 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.

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Europe Direct Selling Report 2013

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About GmbH & Co. KG

Founded in 2005, is committed to the research of objective, demand-based and up-to-date data on markets and competitors for top managers from various industries including retail, home shopping, E-Commerce, telecommunication, logistics and energy. The Hamburg-based company is a specialist for secondary research with a clear international focus. Major clients include Otto Group, Tchibo direct, Wirecard, Red Bull, Beiersdorf, Deutsche Post and Hermes Logistik Gruppe. Yücel Yelken is the founder and CEO.

About is the leading provider of global market intelligence products and services. With research reports from more than 720 top consulting and advisory firms, offers instant online access to the world’s most extensive database of expert insights on global industries, companies, products, and trends. Moreover,’s Research Specialists have in-depth knowledge of the publishers and the various types of reports in their respective industries and are ready to provide research assistance.

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Europe Direct Selling Report 2013 – Table of Contents:

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

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Michael Norris, senior analyst
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