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Country Report

Direct Selling in Finland

| Pages: 43

Price: US$900

About this Report

Executive Summary

TRENDS

  • Direct selling grew by 2% in current value terms in 2012 to reach sales of €151 million. This growth stemmed from higher prices as well as increased marketing efforts to boost sales. In addition, direct selling appeared to show a certain level of resilience to internet retailing, which has been growing rapidly. The channel benefited from direct contact with consumers as well as organised sales events. Nonetheless, some direct sellers also took advantage of the growth online and operated their own internet sites to complement their direct selling activities.

COMPETITIVE LANDSCAPE

  • Oriflame Finland Oy held the leading position in direct selling in 2012 with a 10% share of value sales. The company has been very active in terms of marketing its product portfolio, which is regularly updated. In addition, its network of sales representatives has national coverage. In 2012, the company had 12,000 direct sellers in Finland and its Facebook page had achieved over 17,000 likes. In addition, its marketing strategies have attracted significant interest. The company has started updating its image, an example of this being the launch of the Very Me brand. In 2012, the company announced that it was looking for a star and the winner would have a part in a film set to start recording in autumn 2012. During this campaign, Oriflame Finland Oy also ran beauty events around Finland.

PROSPECTS

  • Direct selling is anticipated a constant value CAGR of 3% over the forecast period to reach sales of €171 million. The positive performance is predicted to be driven by aggressive marketing, new product development and price increases.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Finland 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 Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Finland 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 Finland?
  • How important is direct selling in Finland?
  • 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 Finland - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL INDICATORS

  • Table 1 Direct Selling Agents 2010-2012

CHANNEL DATA

  • Table 2 Direct Selling by Channel: Value 2007-2012
  • Table 3 Direct Selling by Channel: % Value Growth 2007-2012
  • Table 4 Direct Selling Company Shares: % Value 2008-2012
  • Table 5 Direct Selling Brand Shares: % Value 2009-2012
  • Table 6 Direct Selling Forecasts by Channel: Value 2012-2017
  • Table 7 Direct Selling Forecasts by Channel: % Value Growth 2012-2017

Direct Selling in Finland - Company Profiles

Avon Cosmetics Finland Oy in Retailing (Finland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Avon Cosmetics Finland Oy: Key Facts
  • Summary 2 Avon Cosmetics Finland Oy: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 3 Avon Cosmetics Finland Oy: Competitive Position 2012

Retailing in Finland - Industry Context

EXECUTIVE SUMMARY

Positive growth despite economic challenges

Finnish retailers jump on the internet retailing bandwagon

Hypermarkets drive grocery retail sales towards the level of non-grocery sales

Effects of longer opening hours clearly visible

Positive growth in sight

KEY TRENDS AND DEVELOPMENTS

Economic conditions

Internet retailing conquering the market

Government regulation: Longer shopping hours and more freedom for online chemists

Private label expands and sophisticated products find success

Consumer patterns also dependent on demographic changes

Loyalty programmes going strong in Finland

MARKET INDICATORS

  • Table 8 Employment in Retailing 2007-2012

MARKET DATA

  • Table 9 Sales in Retailing by Channel: Value 2007-2012
  • Table 10 Sales in Retailing by Channel: % Value Growth 2007-2012
  • Table 11 Sales in Store-Based Retailing by Channel: Value 2007-2012
  • Table 12 Store-Based Retailing Outlets by Channel: Units 2007-2012
  • Table 13 Sales in Store-Based Retailing by Channel: % Value Growth 2007-2012
  • Table 14 Store-Based Retailing Outlets by Channel: % Unit Growth 2007-2012
  • Table 15 Sales in Non-store Retailing by Channel: Value 2007-2012
  • Table 16 Sales in Non-store Retailing by Channel: % Value Growth 2007-2012
  • Table 17 Sales in Retailing by Grocery vs Non-Grocery: 2007-2012
  • Table 18 Sales in Non-Grocery Retailers by Channel: Value 2007-2012
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2007-2012
  • Table 20 Sales in Non-Grocery Retailers by Channel: % Value Growth 2007-2012
  • Table 21 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2007-2012
  • Table 22 Retailing Company Shares: % Value 2008-2012
  • Table 23 Retailing Brand Shares: % Value 2009-2012
  • Table 24 Store-Based Retailing Company Shares: % Value 2008-2012
  • Table 25 Store-Based Retailing Brand Shares: % Value 2009-2012
  • Table 26 Store-Based Retailing Brand Shares: Outlets 2009-2012
  • Table 27 Non-store Retailing Company Shares: % Value 2008-2012
  • Table 28 Non-store Retailing Brand Shares: % Value 2009-2012
  • Table 29 Non-Grocery Retailers Company Shares: % Value 2008-2012
  • Table 30 Non-Grocery Retailers Brand Shares: % Value 2009-2012
  • Table 31 Non-Grocery Retailers Brand Shares: Outlets 2009-2012
  • Table 32 Forecast Sales in Retailing by Channel: Value 2012-2017
  • Table 33 Forecast Sales in Retailing by Channel: % Value Growth 2012-2017
  • Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2012-2017
  • Table 35 Forecast Store-Based Retailing Outlets by Channel: Units 2012-2017
  • Table 36 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
  • Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017
  • Table 38 Forecast Sales in Non-store Retailing by Channel: Value 2012-2017
  • Table 39 Forecast Sales in Non-store Retailing by Channel: % Value Growth 2012-2017
  • Table 40 Forecast Sales in Non-Grocery Retailers by Channel: Value 2012-2017
  • Table 41 Forecast Non-Grocery Retailers Outlets by Channel: Units 2012-2017
  • Table 42 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2012-2017
  • Table 43 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017

APPENDIX

Operating environment

Cash and carry

  • Table 44 Cash and Carry: Sales by National Brand Owner: Sales Value 2009-2012
  • Table 45 Cash and Carry: Number of Outlets by National Brand Owner: 2009-2012

DEFINITIONS

SOURCES

  • Summary 4 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Beauty and Personal Care Direct Selling
    • Apparel Direct Selling
    • Consumer Electronics and Video Games Hardware Direct Selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Furniture and Homewares Direct Selling
    • Media Products Direct Selling
    • Food and Drink Direct Selling
    • 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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