Direct selling is set to plateau in the forecast period, but the category will remain under pressure from more modern retailing options. The next few years from 2023 onwards are expected to be difficult for the economy, which will make consumers focus more on essentials than in better times.
A major trend in retailing is that the boundaries between channels are becoming more blurred. For example, in grocery retailing, the boundary between a shop and a foodservice outlet is becoming blurred due to the rise of restaurant-type ready meals in stores and foodservice outlets on site.
The rise of social media marketing will enable direct selling to gain greater relevance among a younger audience. It is also a key channel for driving brand awareness, notably through the use of Facebook groups.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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