While direct selling is expected to develop positively in current value terms over the forecast period, growth looks set to be relatively modest and fall below that recorded over 2019-2024. The channel will continue to lose ground to e-commerce, which is much better placed to meet consumer demands for convenience, choice and lower prices.
Due to increased reports of misleading claims about products, pushy sales tactics and fraudulent activities by some companies and individual agents in recent years, many Hungarians are becoming more inclined to view direct selling in a negative light. Over the forecast period, operators will continue to try to address this challenge by leveraging the traditional advantage of more personalised services to rebuild trust in their offers and developing practices that are better suited to the preferences of consumers with busy lifestyles.
Diminishing growth prospects and the increasing threat from e-commerce mean direct selling is unlikely to see the entry of any major new players over the forecast period. The same factors will limit investment in innovation by established companies, and may lead some to cease trading in Hungary.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Hungary 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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