Overall, direct selling’s retail value (constant 2024 prices) sales performance is predicted to be sluggish, with small increases and decreases anticipated during the forecast period. However, health and beauty direct selling is projected to continue on a positive growth trajectory, with players developing in line with key online trends in the market.
Wellness trends are predicted to continue to shape trends in direct selling, and the market as a whole, in the forecast period. In this vein, direct selling brands like Herbalife Nutrition and Melaleuca are likely to benefit through the offer of health and wellness products tailored to an increasingly health-conscious customer base.
Despite some bright spots, direct selling companies that rely heavily on traditional face-to-face interactions, such as Tupperware and Amway, are at risk of struggling in the forecast period. The ongoing shift towards e-commerce and digital shopping is likely to continue to reduce interest in traditional sales models, making it harder for such brands to maintain attention and remain competitive.
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Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsThis report originates from Passport, our Direct Selling research and analysis database.
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