Retailing in Thailand
Euromonitor International's Retailing in Thailand report offers insight into key trends and developments affecting the industry. The report examines all retail channels to provide sector insight. Channels include department stores, food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers, durable goods retailers, and leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of alternative selling channels (kiosks, homeshopping, internet retailing, service stations, vending and direct selling, as available).
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Tables: 172 | Publication date: Jan 2008
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- Get insight into trends in market performance
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Product coverage
Non-store retailing; Store-based retailing
Executive summary
Slower retail value growth in 2007 as political uncertainties continue to linger
The overall market performance of the retailing industry in Thailand in 2007 continued to suffer slower retail value growth due primarily to the prolonged period of political uncertainties and the terrorist attacks which shocked Bangkok’s central shopping and entertainment districts on New Year’s Eve 2006. Overall consumers’ shopping mood was consequently dampened as mall operators reported lower consumer visits. Despite efforts from the leading retailers, such as The Mall Group and Central Retail Corp, to lure consumers back, sales revenues of non-grocery retailers, such as department stores, showed a marked decline in growth in 2007 with consumers limiting their budgets to necessary items only.
New retail regulations favouring local and independent retailers
The interim military government took the nationalist stance to defend the survival of small-scale, largely family-owned businesses against the aggressive onslaught of foreign retailers with their large-scale chained operations. In early 2007, the Cabinet approved the draft Retail & Wholesale Act, which aims to ultimately curb further expansion of chained foreign retailers, particularly hypermarkets, in Thailand. The country’s largest retailer: Ek-Chai Distribution – the operator of Tesco Lotus’s chain of grocery outlets, in particular, has been the most heavily scrutinised and criticised for its aggressive expansion of outlets and store formats, which were deemed to have caused the closures of many small family-owned grocery businesses in Thailand. The draft Retail & Wholesale Act still needs to be approved by the Legislative Assembly, and with the uncertainty prevailing over who will lead the country after the general election scheduled later in 2007, it remains to be seen whether the draft law will indeed be passed and implemented upon.
Intensified competition marks small grocery retailing
Small grocery retailing, particularly convenience stores and chained forecourt retailers, was the category most actively pursued by the leading grocery retailers: Ek-Chai Distribution, Central Food Retail, Big C Supercenter, with their mini convenience store formats under the brands: Tesco Lotus Mini Express, Tops Daily and Mini Big C, respectively. As outlets with selling space of less than 300 sq m remained unregulated in the government’s Town & Building Act, retailers thus had more scope to expand their outlets in strategic populated urban areas. Existing players such as CP 7-Eleven had to launch innovative store concepts – such as including retailing books in their convenience stores, in order to stay ahead of the competition.
Store retailers diversify into direct selling
In their attempt to penetrate further into Thailand’s rural and provincial markets, some local store retailers diversified into direct selling during the review period. Local computer-maker SVOA forged a partnership with a local electrical appliance company to use the latter’s direct selling salesforce to market SVOA desktops in the provincial regions. Similarly, leading local health and beauty retailer SSUP Group invested more money into its direct selling business, Oriental Princess Society. Both store retailers were strongly visible in their respective store retailing categories and were seen to take advantage of their strong branding to market affordable-priced products effectively to the mass market of low- and middle-income consumers with little or no access to their outlets in malls and urban centres.
Robust sales growth expected once again with better political stability
A better overall performance is expected after the election of a new government. The new government will likely take steps to reintroduce political stability and revive consumers’ confidence. With this, the retail sector in Thailand will consequently generate better and more robust rates of growth as both tourists and local shoppers are expected to return to the country’s many malls and town centres. The Mall Group and Central Pattana – the country’s two leading mall developers, will extend their chain of shopping malls to more urban centres, thus enabling the chained retailers to expand their presence nationwide. With continued outlet expansion and robust marketing activities to attract shoppers, the retailing environment in Thailand will likely be increasingly centralised within modern retail complexes and dominated by chained local and international retailers.
Table of contents
RETAILING IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Slower retail value growth in 2007 as political uncertainties continue to linger
New retail regulations favouring local and independent retailers
Intensified competition marks small grocery retailing
Store retailers diversify into direct selling
Robust sales growth expected once again with better political stability
KEY TRENDS AND DEVELOPMENTS
Political uncertainties adversely affect non-grocery sales in 2007
Outlet expansion curbed with the approval of new Retail & Wholesale Act
Retailers shift to premium range and image to stay competitive
Direct selling – a lucrative business segment of its own
All-in-one shopping lures urban consumers seeking comfort and convenience
MARKET INDICATORS
Table 1 Employment in Retailing 2002-2007
MARKET DATA
Table 2 Sales in Retailing by Sector: Value 2002-2007
Table 3 Sales in Retailing by Sector: % Value Growth 2002-2007
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2007
Table 5 Sales in Store-Based Retailing by Sector: Value 2002-2007
Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2002-2007
Table 7 Sales in Non-store Retailing by Sector: Value 2002-2007
Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2002-2007
Table 9 Retailing Company Shares: % Value 2004-2007
Table 10 Grocery Retailers Company Shares: % Value 2004-2007
Table 11 Grocery Retailers Brand Shares: % Value 2004-2007
Table 12 Non-Grocery Retailers Company Shares: % Value 2004-2007
Table 13 Non-Grocery Retailers Brand Shares: % Value 2004-2007
Table 14 Non-store Retailing Company Shares: % Value 2004-2007
Table 15 Non-store Retailing Brand Shares: % Value 2004-2007
Table 16 Forecast Sales in Retailing by Sector: Value 2007-2012
Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2007-2012
Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2007-2012
Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2007-2012
Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2007-2012
Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2007-2012
APPENDIX
Operating environment
Cash-and-Carry/Warehouse Clubs
Table 22 Cash-and-Carry/Warehouse Clubs: Sales Value 2002-2007
Table 23 Cash-and-Carry/Warehouse Clubs: Sales by National Brand Owner: Sales Value 2004-2007
Table 24 Cash-and-Carry/Warehouse Clubs: Number of Outlets by National Brand Owner: 2004-2007
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - THAILAND
BATA SHOE OF THAILAND PCL - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bata Shoe of Thailand PCL: Key Facts
Summary 3 Bata Shoe of Thailand PCL: Operational Indicators
COMPANY BACKGROUND
Chart 1 Bata Shoe of Thailand PCL: Bangkok
COMPETITIVE POSITIONING
Summary 4 Bata Shoe of Thailand PCL: Competitive Position 2007
BIG C SUPERCENTER PCL - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Big C Supercenter PCL: Key Facts
Summary 6 Big C Supercenter PCL: Operational Indicators
COMPANY BACKGROUND
Chart 2 Big C Supercenter PCL: Bangkok
PRIVATE LABEL
Summary 7 Big C Supercenter PCL: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 8 Big C Supercenter PCL: Competitive Position 2007
CENTRAL FOOD RETAIL CO LTD - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Central Food Retail Co Ltd: Key Facts
Summary 10 Central Food Retail Co Ltd: Operational Indicators
COMPANY BACKGROUND
Chart 3 Central Food Retail Co Ltd: Bangkok
Chart 4 Central Food Retail Co Ltd: Bangkok
PRIVATE LABEL
Summary 11 Central Food Retail Co Ltd: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 12 Central Food Retail Co Ltd: Competitive Position 2007
CP 7-ELEVEN PCL - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 13 CP 7-Eleven Public Co Ltd: Key Facts
Summary 14 CP 7-Eleven Public Co Ltd: Operational Indicators
COMPANY BACKGROUND
Chart 5 CP Seven Eleven PCL: Bangkok
COMPETITIVE POSITIONING
Summary 15 CP 7-Eleven Public Co Ltd: Competitive Position 2007
HOME PRODUCT CENTER PCL - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Home Product Center PCL: Key Facts
Summary 17 Home Product Center PCL: Operational Indicators
COMPANY BACKGROUND
Chart 6 Home Product Center PCL: Bangkok
COMPETITIVE POSITIONING
Summary 18 Home Product Center PCL: Competitive Position 2007
IT CITY PCL - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 19 IT City PCL: Key Facts
Summary 20 IT City PCL: Operational Indicators
COMPANY BACKGROUND
Chart 7 IT City PCL: Bangkok
COMPETITIVE POSITIONING
Summary 21 IT City PCL: Competitive Position 2007
MANGPONG PCL - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Mangpong PCL: Key Facts
Summary 23 Mangpong PCL: Operational Indicators
COMPANY BACKGROUND
Chart 8 Mangpong PCL: Bangkok
COMPETITIVE POSITIONING
Summary 24 Mangpong PCL: Competitive Position 2007
ROBINSON DEPARTMENT STORE PCL - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Robinson Department Store PCL: Key Facts
Summary 26 Robinson Department Store PCL: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 27 Robinson Department Store PCL: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 28 Robinson Department Store PCL: Competitive Position 2007
S & P SYNDICATE PCL - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 29 S & P Syndicate PCL: Key Facts
Summary 30 S & P Syndicate PCL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 31 S & P Syndicate PCL: Competitive Position 2007
SE-EDUCATION PCL - RETAILING - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Se-Education PCL: Key Facts
Summary 33 Se-Education PCL: Operational Indicators
COMPANY BACKGROUND
Chart 9 Se-Education PCL: Bangkok
COMPETITIVE POSITIONING
Summary 34 Se-Education PCL: Competitive Position 2007
HYPERMARKETS IN THAILAND
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 10 Big C Supercenter PCL: Bangkok
SECTOR DATA
Table 25 Hypermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 26 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 27 Hypermarkets Company Shares by Value 2004-2007
Table 28 Hypermarkets Brand Shares by Value 2004-2007
Table 29 Hypermarkets Outlets by Brand 2004-2007
Table 30 Hypermarkets Selling Space by Brand 2004-2007
Table 31 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 32 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
SUPERMARKETS IN THAILAND
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 11 Central Food Retail Co Ltd: Bangkok
SECTOR DATA
Table 33 Supermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 34 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 35 Supermarkets Company Shares by Value 2004-2007
Table 36 Supermarkets Brand Shares by Value 2004-2007
Table 37 Supermarkets Outlets by Brand 2004-2007
Table 38 Supermarkets Selling Space by Brand 2004-2007
Table 39 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 40 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DISCOUNTERS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR FORMATS
Chart 12 Big C Supercenter PCL: Bangkok
SECTOR DATA
Table 41 Discounters: Value Sales, Outlets and Selling Space 2002-2007
Table 42 Discounters: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 43 Discounters Company Shares by Value 2004-2007
Table 44 Discounters Brand Shares by Value 2004-2007
Table 45 Discounters Outlets by Brand 2004-2007
Table 46 Discounters Selling Space by Brand 2004-2007
Table 47 Discounters Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 48 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
CONVENIENCE STORES IN THAILAND
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 13 Ek-Chai Distribution Co Ltd: Bangkok
Chart 14 Siam Family Mart Co Ltd: Bangkok
SECTOR DATA
Table 49 Convenience Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 50 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 51 Convenience Stores Company Shares by Value 2004-2007
Table 52 Convenience Stores Brand Shares by Value 2004-2007
Table 53 Convenience Stores Outlets by Brand 2004-2007
Table 54 Convenience Stores Selling Space by Brand 2004-2007
Table 55 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 56 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
FORECOURT RETAILERS IN THAILAND
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 15 Petronas Retail (Thailand) Co Ltd: Bangkok
Chart 16 Chevron (Thailand) Ltd: Bangkok
SECTOR DATA
Table 57 Forecourt Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 58 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 59 Forecourt Retailers Company Shares by Value 2004-2007
Table 60 Forecourt Retailers Brand Shares by Value 2004-2007
Table 61 Forecourt Retailers Outlets by Brand 2004-2007
Table 62 Forecourt Retailers Selling Space by Brand 2004-2007
Table 63 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 64 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
MIXED RETAILERS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR FORMATS
Chart 17 Central Retail Corp Ltd: Bangkok, Central World
Chart 18 ICC International PCL: Bangkok
SECTOR DATA
Table 65 Mixed Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 66 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 67 Mixed Retailers Company Shares by Value 2004-2007
Table 68 Mixed Retailers Brand Shares by Value 2004-2007
Table 69 Mixed Retailers Outlets by Brand 2004-2007
Table 70 Mixed Retailers Selling Space by Brand 2004-2007
Table 71 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 72 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
HEALTH AND BEAUTY RETAILERS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR FORMATS
Chart 19 P&F Integrate Co Ltd: Bangkok
Chart 20 SSUP Group: Bangkok
SECTOR DATA
Table 73 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 74 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 75 Health and Beauty Retailers Company Shares by Value 2004-2007
Table 76 Health and Beauty Retailers Brand Shares by Value 2004-2007
Table 77 Health and Beauty Retailers Outlets by Brand 2004-2007
Table 78 Health and Beauty Retailers Selling Space by Brand 2004-2007
Table 79 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 80 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
CLOTHING AND FOOTWEAR RETAILERS IN THAILAND
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 21 Reno (Thailand) Co Ltd: Bangkok, Central Ladphrao
Chart 22 RSH Thailand Co Ltd: Bangkok, Siam Paragon
SECTOR DATA
Table 81 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 82 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 83 Clothing and Footwear Retailers Company Shares by Value 2004-2007
Table 84 Clothing and Footwear Retailers Brand Shares by Value 2004-2007
Table 85 Clothing and Footwear Retailers Outlets by Brand 2004-2007
Table 86 Clothing and Footwear Retailers Selling Space by Brand 2004-2007
Table 87 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 88 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
FURNITURE AND FURNISHINGS STORES IN THAILAND
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 23 SB Furniture Co Ltd: Bangkok, Maboonkrong (MBK)
Chart 24 Index Living Mall Co Ltd: Bangkok, MBK
SECTOR DATA
Table 89 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 90 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 91 Furniture and Furnishings Stores Company Shares by Value 2004-2007
Table 92 Furniture and Furnishings Stores Brand Shares by Value 2004-2007
Table 93 Furniture and Furnishings Stores Outlets by Brand 2004-2007
Table 94 Furniture and Furnishings Stores Selling Space by Brand 2004-2007
Table 95 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 96 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DIY AND HARDWARE STORES IN THAILAND
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 25 Home Product Center PCL: Bangkok
SECTOR DATA
Table 97 DIY and Hardware Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 98 DIY and Hardware Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 99 DIY and Hardware Stores Company Shares by Value 2004-2007
Table 100 DIY and Hardware Stores Brand Shares by Value 2004-2007
Table 101 DIY and Hardware Stores Outlets by Brand 2004-2007
Table 102 DIY and Hardware Stores Selling Space by Brand 2004-2007
Table 103 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 104 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DURABLE GOODS RETAILERS IN THAILAND
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 26 IT City PCL: Bangkok
SECTOR DATA
Table 105 Durable Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 106 Durable Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 107 Durable Goods Retailers Company Shares by Value 2004-2007
Table 108 Durable Goods Retailers Brand Shares by Value 2004-2007
Table 109 Durable Goods Retailers Outlets by Brand 2004-2007
Table 110 Durable Goods Retailers Selling Space by Brand 2004-2007
Table 111 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 112 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
LEISURE AND PERSONAL GOODS RETAILERS IN THAILAND
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 27 Central Retail Corp Ltd: Bangkok
Chart 28 Digital Boomerang Co Ltd: Bangkok
SECTOR DATA
Table 113 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 114 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 115 Leisure and Personal Goods Retailers Company Shares by Value 2004-2007
Table 116 Leisure and Personal Goods Retailers Brand Shares by Value 2004-2007
Table 117 Leisure and Personal Goods Retailers Outlets by Brand 2004-2007
Table 118 Leisure and Personal Goods Retailers Selling Space by Brand 2004-2007
Table 119 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 120 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
VENDING IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR FORMATS
Chart 29 Suncolor Vending Co Ltd: Bangkok, Central World Plaza
SECTOR DATA
Table 121 Vending: Value 2002-2007
Table 122 Vending: % Value Growth 2002-2007
Table 123 Vending Company Shares by Value 2004-2007
Table 124 Vending Brand Shares by Value 2004-2007
Table 125 Vending Forecasts: Value 2007-2012
Table 126 Vending Forecasts: % Value Growth 2007-2012
HOMESHOPPING IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 127 Homeshopping: Value 2002-2007
Table 128 Homeshopping: % Value Growth 2002-2007
Table 129 Homeshopping Company Shares by Value 2004-2007
Table 130 Homeshopping Brand Shares by Value 2004-2007
Table 131 Homeshopping Forecasts: Value 2007-2012
Table 132 Homeshopping Forecasts: % Value Growth 2007-2012
INTERNET RETAILING IN THAILAND
HEADLINES
TRENDS
PROSPECTS
DIRECT SELLING IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 133 Direct Selling: Value 2002-2007
Table 134 Direct Selling: % Value Growth 2002-2007
Table 135 Direct Selling Company Shares by Value 2004-2007
Table 136 Direct Selling Brand Shares by Value 2004-2007
Table 137 Direct Selling Forecasts: Value 2007-2012
Table 138 Direct Selling Forecasts: % Value Growth 2007-2012