Direct selling is expected to remain on the decline across the first years of the forecast period, when consumers will remain cautious about expenditure, the result of rising inflation, and the high cost of living. The purchasing power for many Romanians is expected to remain on a downward trend, as the growth of wages is not set to cover inflation levels.
The changes in lifestyle and purchasing habits fuelled by COVID-19 will continue to be seen over the forecast period as consumers orient to e-commerce. The interest in e-commerce will remain high, as consumers search the market through mobile apps for the best offers, promotions and new product launches.
Direct sellers continue to focus on beauty and personal care, consumer health, and home care, where the active players have consolidated their positions in the market. International brands will continue to retain a dominance over the forecast period.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Romania 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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