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Country Report

Colombia Flag Direct Selling in Colombia

| Pages: 37

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About this Report

Executive Summary

TRENDS

  • Direct selling companies in Colombia have been introducing different product lines to complement their core business and to become an integral solution for the whole family. Novaventa, for example, which is focused on packaged food, also includes homeware products, small appliances as well as some basic beauty and personal care products in its catalogues, while beauty and personal care companies, such as Avon or Oriflame, have been introducing more apparel items, accessories other than bijouterie, homeware products, toys as well as health and wellness supplements. It is expected that this trend will continue developing over the forecast period as competition between direct sellers will continue strengthening.

COMPETITIVE LANDSCAPE

  • Beauty and personal care companies Belstar, Avon and Yanbal hold a combined value share of 51% of total direct sales in 2013. These companies have a strong positioning in mass fragrances as well as in colour cosmetics and are the most important distribution channel of those products. The positive evolution of these companies is supported in the ongoing introduction of new products through various campaigns carried out throughout the year as well as in the endorsement of fragrances by celebrities and an increasing number of consultants.

PROSPECTS

  • The direct selling channel is predicted to grow by a CAGR of 4% in constant value terms over the 2013-2018 forecast period, following the trend seen over the review period. Beauty and personal care companies will continue dominating the landscape and thus driving growth. Direct selling companies believe Colombia is a market with considerable potential to expand as well as to open distribution or production facilities, which will provide a competitive advantage in terms of logistics. Furthermore, direct selling companies will remain important suppliers of self-employment or a way of generating additional income, which will continue motivating salespeople to enrol with these companies.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Colombia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Colombia?
  • How important is direct selling in Colombia?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Direct Selling in Colombia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 1 Direct Selling by Category: Value 2008-2013
  • Table 2 Direct Selling by Category: % Value Growth 2008-2013
  • Table 3 Direct Selling Company Shares: % Value 2009-2013
  • Table 4 Direct Selling Brand Shares: % Value 2010-2013
  • Table 5 Direct Selling Forecasts by Category: Value 2013-2018
  • Table 6 Direct Selling Forecasts by Category: % Value Growth 2013-2018

Direct Selling in Colombia - Company Profiles

Belstar SA in Retailing (Colombia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Belstar SA: Key Facts
  • Summary 2 Belstar SA: Operational Indicators

INTERNET STRATEGY

  • Summary 3 Belstar SA: Share of Sales Generated by Internet Retailing

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 4 Belstar SA: Competitive Position 2013

Novaventa SA in Retailing (Colombia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Novaventa SAS: Key Facts
  • Summary 6 Novaventa SAS: Operational Indicators

INTERNET STRATEGY

  • Summary 7 Novaventa SAS: Share of Sales Generated by Internet Retailing

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 8 Novaventa SAS: Competitive Position 2013

Retailing in Colombia - Industry Context

EXECUTIVE SUMMARY

Retailing grows at a slower pace

Internet retailing sustains strong growth

Discounters and convenience stores outperform in grocery retailers

Chilean companies continue to arrive in the country

Retailing will continue witnessing positive growth

KEY TRENDS AND DEVELOPMENTS

Colombian GDP is growing below its potential

Ongoing expansion of shopping centres

Strengthening middle class

MARKET INDICATORS

  • Table 7 Employment in Retailing 2008-2013

MARKET DATA

  • Table 8 Sales in Retailing by Channel: Value 2008-2013
  • Table 9 Sales in Retailing by Channel: % Value Growth 2008-2013
  • Table 10 Sales in Store-Based Retailing by Channel: Value 2008-2013
  • Table 11 Store-Based Retailing Outlets by Channel: Units 2008-2013
  • Table 12 Sales in Store-Based Retailing by Channel: % Value Growth 2008-2013
  • Table 13 Store-Based Retailing Outlets by Channel: % Unit Growth 2008-2013
  • Table 14 Sales in Non-store Retailing by Channel: Value 2008-2013
  • Table 15 Sales in Non-store Retailing by Channel: % Value Growth 2008-2013
  • Table 16 Sales in Retailing by Grocery vs Non-Grocery: 2008-2013
  • Table 17 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2008-2013
  • Table 18 Sales in Non-Grocery Retailers by Channel: Value 2008-2013
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2008-2013
  • Table 20 Sales in Non-Grocery Retailers by Channel: % Value Growth 2008-2013
  • Table 21 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2008-2013
  • Table 22 Retailing Company Shares: % Value 2009-2013
  • Table 23 Retailing Brand Shares: % Value 2010-2013
  • Table 24 Store-Based Retailing Company Shares: % Value 2009-2013
  • Table 25 Store-Based Retailing Brand Shares: % Value 2010-2013
  • Table 26 Store-Based Retailing Brand Shares: Outlets 2010-2013
  • Table 27 Non-store Retailing Company Shares: % Value 2009-2013
  • Table 28 Non-store Retailing Brand Shares: % Value 2010-2013
  • Table 29 Non-Grocery Retailers Company Shares: % Value 2009-2013
  • Table 30 Non-Grocery Retailers Brand Shares: % Value 2010-2013
  • Table 31 Non-Grocery Retailers Brand Shares: Outlets 2010-2013
  • Table 32 Non-Grocery Retailers Brand Shares: Selling Space 2010-2013
  • Table 33 Forecast Sales in Retailing by Channel: Value 2013-2018
  • Table 34 Forecast Sales in Retailing by Channel: % Value Growth 2013-2018
  • Table 35 Forecast Sales in Store-Based Retailing by Channel: Value 2013-2018
  • Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2013-2018
  • Table 37 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
  • Table 38 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
  • Table 39 Forecast Sales in Non-store Retailing by Channel: Value 2013-2018
  • Table 40 Forecast Sales in Non-store Retailing by Channel: % Value Growth 2013-2018
  • Table 41 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2013-2018
  • Table 42 Forecast Sales in Non-Grocery Retailers by Channel: Value 2013-2018
  • Table 43 Forecast Non-Grocery Retailers Outlets by Channel: Units 2013-2018
  • Table 44 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2013-2018
  • Table 45 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018

APPENDIX

Operating environment

  • Summary 9 Standard Opening Hours by Channel Type 2013

Cash and carry

  • Table 46 Sales in Cash and Carry: Value 2008-2013
  • Table 47 Sales in Cash and Carry by National Brand Owner: Value 2010-2013
  • Table 48 Number of Outlets in Cash and Carry by National Brand Owner: 2010-2013

DEFINITIONS

SOURCES

  • Summary 10 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Beauty and Personal Care Direct Selling
    • Apparel and Footwear Direct Selling
    • Consumer Electronics and Consoles Direct selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Housewares and Home Furnishings Direct Selling
    • Media Products Direct Selling
    • Food and Drink Direct Selling
    • Traditional Toys and Games Direct Selling
    • Other Direct Selling

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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