The future of direct selling is expected to remain challenging, with a projected ongoing decline in sales (at constant 2024 prices) and the further marginalisation of the channel. Consumer health is the only area of direct selling which is expected to see growth, with this likely to be sustained by the well-established position of players such as Herbalife.
Consumers increasingly prefer digital and omnichannel shopping experiences, which poses a significant threat to the future of direct selling in Denmark. E-commerce and social commerce platforms offer greater convenience, variety, and competitive pricing.
Despite the predicted overall decline in Denmark’s direct selling market, certain direct selling models are expected to persist, and there remains potential for new concepts to emerge. However, rather than relying on traditional direct selling agents, many entrepreneurs with innovative ideas are likely to favour e-commerce as their primary business model.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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