Over the forecast period, value sales of direct selling in Germany (at constant 2024 prices) are set to stagnate. Evolving consumer preferences in terms of where they shop will necessitate structural adaptations for direct selling players to remain relevant.
An important trend reshaping the competitive environment in local direct selling is the rapid emergence of social commerce and live streaming, which poses a growing threat to traditional sales models. Platforms such as Instagram, TikTok, and YouTube are increasingly being utilised by influencers and brands to demonstrate products in real time, offer exclusive promotions, and directly engage with consumers often replicating the personalised, interactive nature of direct selling but with a broader reach and greater convenience.
The bankruptcy of Tupperware and its exit from the German market marks a significant shift in the direct selling landscape, creating both challenges and opportunities for competitors. As an established and iconic brand, Tupperware held a strong presence, especially in home products, and its departure leaves a considerable gap in consumer loyalty and share.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Germany 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.
If you're in the Direct Selling industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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