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Country Report

New Zealand Flag Direct Selling in New Zealand

| Pages: 34

Price: US$1,000

About this Report

Executive Summary

TRENDS

  • June 2014 saw the New Zealand government abolish the Door to Door Sales Act, which had been in force since 1967, replacing this with new provisions in the Fair Trading Act covering door-to-door and telemarketing sales. The new legislation covers suppliers who have approached a consumer uninvited at their home or by phone, seeking to sell products or services of an uncertain cost or a minimum cost of NZD100. Salespeople are now required to verbally advise the customer of their right to cancel the agreement and how they can exercise this right, while a written agreement must contain specific information. This information includes a clear description of the products or services, a summary of the consumer's right of cancellation, supplier's name and address, date of agreement and the total price payable for products or services or the method of calculating this price. This agreement can subsequently be cancelled within five working days of receipt by the consumer or at any time if the supplier has not complied with disclosure requirements. The supplier is not entitled to payments made prior to cancellation. This new legislation however had little impact on the leading players in direct selling, with most direct selling transactions remaining well below NZD100.

COMPETITIVE LANDSCAPE

  • Direct selling is highly fragmented, with "others" accounting for a dominant 52% value share in 2014. These smaller players meanwhile further gained share annually during the review period and in 2014 gained almost two percentage points in value share over the previous year. This was chiefly due to larger players increasing their focus on internet retailing, thus driving overall sales rather than seeking to boost direct selling sales.

PROSPECTS

  • Direct selling is expected to see decline bottom out in the forecast period, with only a marginal value decline at constant 2014 prices. Many consumers, while attracted by the convenience and price offered by internet retailing, will continue to prize the direct interaction and advice offered by this channel. In addition, many direct selling representatives will continue to enjoy the social interaction and additional income offered by this channel, opting to promote their products to friends, family and work colleagues. Direct selling is thus set to see a considerably stronger value performance in comparison to the review period, which saw 13% decline.

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Overview

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

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

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL INDICATORS

  • Table 1 Direct Selling Agents 2011-2012

CHANNEL DATA

  • Table 2 Direct Selling by Category: Value 2009-2014
  • Table 3 Direct Selling by Category: % Value Growth 2009-2014
  • Table 4 Direct Selling Company Shares: % Value 2010-2014
  • Table 5 Direct Selling Brand Shares: % Value 2011-2014
  • Table 6 Direct Selling Forecasts by Category: Value 2014-2019
  • Table 7 Direct Selling Forecasts by Category: % Value Growth 2014-2019

Retailing in New Zealand - Industry Context

EXECUTIVE SUMMARY

Sales supported by economic recovery but hampered by frugality

Popularity of internet retailing forces players to adapt

Increased costs put pressure on city-centre and smaller operators

Strong grocery retailers continue to lead

Price competition and mobile internet retailing to shape forecast period growth

KEY TRENDS AND DEVELOPMENTS

Economic confidence supports growth but consumers prize frugality

Store-based retailing hit by sharp rise in minimum wage and retail rental prices

Mobile internet retailing soars thanks to rising ownership of smartphones and tablets

Immigration and GST attract global players

MARKET INDICATORS

  • Table 8 Employment in Retailing 2009-2014

MARKET DATA

  • Table 9 Sales in Retailing by Store-based vs Non-Store: Value 2009-2014
  • Table 10 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2009-2014
  • Table 11 Sales in Store-based Retailing by Channel: Value 2009-2014
  • Table 12 Store-based Retailing Outlets by Channel: Units 2009-2014
  • Table 13 Sales in Store-based Retailing by Channel: % Value Growth 2009-2014
  • Table 14 Store-based Retailing Outlets by Channel: % Unit Growth 2009-2014
  • Table 15 Sales in Non-Store Retailing by Channel: Value 2009-2014
  • Table 16 Sales in Non-Store Retailing by Channel: % Value Growth 2009-2014
  • Table 17 Sales in Retailing by Grocery vs Non-Grocery: 2009-2014
  • Table 18 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2009-2014
  • Table 19 Sales in Non-Grocery Specialists by Channel: Value 2009-2014
  • Table 20 Non-Grocery Specialists Outlets by Channel: Units 2009-2014
  • Table 21 Sales in Non-Grocery Specialists by Channel: % Value Growth 2009-2014
  • Table 22 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2009-2014
  • Table 23 Retailing Company Shares: % Value 2010-2014
  • Table 24 Retailing Brand Shares: % Value 2011-2014
  • Table 25 Store-based Retailing Company Shares: % Value 2010-2014
  • Table 26 Store-based Retailing Brand Shares: % Value 2011-2014
  • Table 27 Store-based Retailing Brand Shares: Outlets 2011-2014
  • Table 28 Non-Store Retailing Company Shares: % Value 2010-2014
  • Table 29 Non-Store Retailing Brand Shares: % Value 2011-2014
  • Table 30 Non-Grocery Specialists Company Shares: % Value 2010-2014
  • Table 31 Non-Grocery Specialists Brand Shares: % Value 2011-2014
  • Table 32 Non-Grocery Specialists Brand Shares: Outlets 2011-2014
  • Table 33 Non-Grocery Specialists Brand Shares: Selling Space 2011-2014
  • Table 34 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
  • Table 35 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
  • Table 36 Forecast Sales in Store-based Retailing by Channel: Value 2014-2019
  • Table 37 Forecast Store-based Retailing Outlets by Channel: Units 2014-2019
  • Table 38 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2014-2019
  • Table 39 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019
  • Table 40 Forecast Sales in Non-Store Retailing by Channel: Value 2014-2019
  • Table 41 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
  • Table 42 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2014-2019
  • Table 43 Forecast Sales in Non-Grocery Specialists by Channel: Value 2014-2019
  • Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2014-2019
  • Table 45 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
  • Table 46 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019

APPENDIX

Operating environment

  • Summary 1 Standard Opening Hours by Channel Type 2014
  • Table 47 Number of Shopping Centres/Malls 2011-2014

Cash and carry

  • Table 48 Cash and Carry: Number of Outlets by National Brand Owner 2011-2014

DEFINITIONS

Store-based retailing

Non-store retailing

SOURCES

  • Summary 2 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Apparel and Footwear Direct Selling
    • Beauty and Personal Care Direct Selling
    • Consumer Electronics Direct Selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Food and Drink Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Housewares and Home Furnishings Direct Selling
    • Media Products Direct Selling
    • Personal Accessories and Eyewear Direct Selling
    • Pet Care Direct Selling
    • Traditional Toys and Games Direct Selling
    • Video Games Hardware 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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