The consumer health channel is set to remain one the largest and best performing within direct selling in current value sales terms over the forecast period. It will continue to profit from the fact that increased health-consciousness in the wake of the pandemic is encouraging more Ukrainians to regularly consume vitamins, dietary supplements and other product types that can help to strengthen the immune system and reduce the risk of various diseases.
Although Ukraine’s economy has shown greater resilience to the Russian invasion than was initially expected, purchasing power among the population has fallen substantially since early 2022 as the war has caused inflation and unemployment to soar. This bodes well for direct selling companies in terms of their ability to recruit new sales representatives over the forecast period, with more people expected to take up such roles as their main source of work or a way to earn extra money.
Intense competition from e-commerce will temper the growth potential of direct selling over the forecast period, but sustained investment in digital sales and promotional strategies should help operators to better resist this threat and keep pace with changing consumer preferences. Moreover, despite the increasing popularity of online shopping, enduring appreciation for the personal and social nature of direct selling among many Ukrainians will ensure the channel retains an important role in the local retail market.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Ukraine 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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