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Country Report

Spain Flag Direct Selling in Spain

| Pages: 39

Price: US$900

About this Report

Executive Summary

TRENDS

  • In 2013 direct selling increased by 4% in current value terms. Compared with the review period CAGR of 3% this was a better performance. The prolonged economic recession, the high level of unemployment, lower disposable incomes and uncertainty in the country encouraged more people than before to become self-employed direct selling agents; either seeking to add a supplementary income to their households, or making it their primary profession. In 2012 more than 62,000 people worked in the country as direct sellers, with more than 14,000 doing it as their full-time job, according to the Asociación de Empresas de Venta Directa (AVD), and these figures keep on growing due to the lack of employment alternatives currently available in the country. This increase in the sales force pushed up the development of the channel. Spaniards still prefer direct contact when purchasing goods, and these trained agents have a strong motivation to sell products, for which they usually get a percentage of the earnings.

COMPETITIVE LANDSCAPE

  • Direct selling is a channel clearly dominated by international companies, accounting for more than 52% of the overall value share. As a general trend, these international companies showed the highest growth in 2013 compared with domestic operators.

PROSPECTS

  • Direct selling is expected to see a value CAGR of 1% at constant 2013 prices over the forecast period. This positive performance has to do with the expectation of an even more prolonged recession in Spain. Even though macroeconomic factors might start improving in the short to medium term, this will still have limited meaning, as it will take time to affect the high unemployment rate and lead to a general recovery in the labour market. The direct selling workforce is expected to continue growing, and as the economy recovers, more people will be able to spend larger amounts of money on direct selling products, which will be a positive factor for the development of the channel.

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Overview

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

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

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL INDICATORS

  • Table 1 Direct Selling Agents 2012

CHANNEL DATA

  • Table 2 Direct Selling by Category: Value 2008-2013
  • Table 3 Direct Selling by Category: % Value Growth 2008-2013
  • Table 4 Direct Selling Company Shares: % Value 2009-2013
  • Table 5 Direct Selling Brand Shares: % Value 2010-2013
  • Table 6 Direct Selling Forecasts by Category: Value 2013-2018
  • Table 7 Direct Selling Forecasts by Category: % Value Growth 2013-2018

Direct Selling in Spain - Company Profiles

Mary Kay Cosmetics de España SA in Retailing (Spain)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Mary Kay Cosmetics de España SA: Key Facts
  • Summary 2 Mary Kay Cosmetics de España SA: Operational Indicators

INTERNET STRATEGY

  • Summary 3 Mary Kay Cosmetics de España SA: Share of Sales Generated by Internet Retailing

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 4 Mary Kay Cosmetics de España SA: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 Mary Kay Cosmetics de España SA: Competitive Position 2013

Retailing in Spain - Industry Context

EXECUTIVE SUMMARY

Consumption crisis drives a decline in retailing

Supermarkets performs better than hypermarkets

Electronics and appliance specialist retailers merge or leave the retail landscape

Luxury segment resists the crisis and expands timidly

Forecast remains negative for retailing in Spain

KEY TRENDS AND DEVELOPMENTS

Poor economic conditions prevent growth

Internet retailing maintains its strong growth path

Private label supports the unbeatable low-cost movement

Tourism supports luxury sales

MARKET INDICATORS

  • Table 8 Employment in Retailing 2008-2013

MARKET DATA

  • Table 9 Sales in Retailing by Channel: Value 2008-2013
  • Table 10 Sales in Retailing by Channel: % Value Growth 2008-2013
  • Table 11 Sales in Store-Based Retailing by Channel: Value 2008-2013
  • Table 12 Store-Based Retailing Outlets by Channel: Units 2008-2013
  • Table 13 Sales in Store-Based Retailing by Channel: % Value Growth 2008-2013
  • Table 14 Store-Based Retailing Outlets by Channel: % Unit Growth 2008-2013
  • Table 15 Sales in Non-store Retailing by Channel: Value 2008-2013
  • Table 16 Sales in Non-store Retailing by Channel: % Value Growth 2008-2013
  • Table 17 Sales in Retailing by Grocery vs Non-Grocery: 2008-2013
  • Table 18 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2008-2013
  • Table 19 Sales in Non-Grocery Retailers by Channel: Value 2008-2013
  • Table 20 Non-Grocery Retailers Outlets by Channel: Units 2008-2013
  • Table 21 Sales in Non-Grocery Retailers by Channel: % Value Growth 2008-2013
  • Table 22 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2008-2013
  • Table 23 Retailing Company Shares: % Value 2009-2013
  • Table 24 Retailing Brand Shares: % Value 2010-2013
  • Table 25 Store-Based Retailing Company Shares: % Value 2009-2013
  • Table 26 Store-Based Retailing Brand Shares: % Value 2010-2013
  • Table 27 Store-Based Retailing Brand Shares: Outlets 2010-2013
  • Table 28 Non-store Retailing Company Shares: % Value 2009-2013
  • Table 29 Non-store Retailing Brand Shares: % Value 2010-2013
  • Table 30 Non-Grocery Retailers Company Shares: % Value 2009-2013
  • Table 31 Non-Grocery Retailers Brand Shares: % Value 2010-2013
  • Table 32 Non-Grocery Retailers Brand Shares: Outlets 2010-2013
  • Table 33 Non-Grocery Retailers Brand Shares: Selling Space 2010-2013
  • Table 34 Forecast Sales in Retailing by Channel: Value 2013-2018
  • Table 35 Forecast Sales in Retailing by Channel: % Value Growth 2013-2018
  • Table 36 Forecast Sales in Store-Based Retailing by Channel: Value 2013-2018
  • Table 37 Forecast Store-Based Retailing Outlets by Channel: Units 2013-2018
  • Table 38 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
  • Table 39 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
  • Table 40 Forecast Sales in Non-store Retailing by Channel: Value 2013-2018
  • Table 41 Forecast Sales in Non-store Retailing by Channel: % Value Growth 2013-2018
  • Table 42 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2013-2018
  • Table 43 Forecast Sales in Non-Grocery Retailers by Channel: Value 2013-2018
  • Table 44 Forecast Non-Grocery Retailers Outlets by Channel: Units 2013-2018
  • Table 45 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2013-2018
  • Table 46 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018

APPENDIX

Operating environment

  • Summary 6 Standard Opening Hours by Channel Type 2013
  • Table 47 Number of Shopping Centres/Malls 2010-2013

Cash and carry

  • Table 48 Sales in Cash and Carry by National Brand Owner: Value 2011-2013
  • Table 49 Number of Outlets in Cash and Carry by National Brand Owner: 2010-2013

DEFINITIONS

SOURCES

  • Summary 7 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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