Direct selling is expected to return to growth over the forecast period, as the economic situation improves, and consumers regain some of their spending confidence. Added to which, the channel has seen modernisation created by the era of the pandemic, when face-to-face appointments were not possible and, thus, direct selling switched to online.
Ongoing health and wellness trends will help to support wellness-orientated products over the forecast period. Indeed, according to a report from the World Federation of Direct Selling Associations (WFDSA), Ireland had the highest penetration of wellness products in Europe in 2022 and 2023.
In a similar way to the economic effect of the COVID-19 crisis, the ongoing financial pressures at the start of the forecast period may prompt more local consumers to become direct sales consultants – either due to unemployment or as a way to create additional income. The normalisation of hybrid working could further boost this, as consumers have a greater degree of flexibility and time to take on additional work.
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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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