Competitive Landscape
Pro-Ma Systems Leverages Local Strategy to Outpace Global Incumbents
Direct selling in Australia in 2025 remains moderately fragmented, with the largest brand, Herbalife, accounting for 11% share, followed by Nutrimetics at 9%, Thermomix at 7%, and Pro-Ma at 7%. The level of concentration slightly decreased over the review period, as several smaller players and new entrants gained traction.
Vorwerk & Co Kg Strengthens Position as Tupperware Exit Reshapes Competitive Dynamics
A key structural change in 2025 is Vorwerk & Co KG's acquisition of The Mix, the long-standing distributor of Thermomix in Australia. This move consolidates Vorwerk’s direct control over the largest revenue-generating direct selling operation in the country, enabling streamlined salesforce operations, enhanced digital integration, and new consultant onboarding.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Australia?
- Which are the leading retailers in Direct Selling in Australia?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Australia - Category analysis
Key Data Insights
Thermomix Drives Sales Recovery with Digital-First Approach
Thermomix Drives Sales Recovery with Digital-First Approach
High-Engagement Brands and Product Diversity Lift Sales beyond Legacy Declines
Hybrid Consultants Drive Growth by Blending Digital with Personal Selling
Wellness Brands Win Loyalty as Health and Sustainability Reshape Demand
Ethical Standards and Digital Compliance Underpin Trust and Resilience
Pro-Ma Systems Leverages Local Strategy to Outpace Global Incumbents
Vorwerk & Co Kg Strengthens Position as Tupperware Exit Reshapes Competitive Dynamics
Retail in Australia - Industry Overview
Modest Growth for Retail as Consumer Confidence Picks up
Key Data Insights
Modest Growth for Retail as Consumer Confidence Picks up
E-Commerce Outpaces Other Channels as Consumers Adopt Hybrid Shopping Habits
Mecca and Phantm Streamline Packaging Compliance with Ai-Powered Data
E-Commerce Enhances Digital Journeys to Drive Loyalty and Growth
Ai-Driven Automation Transforms Operations and Supply Chain Agility
Private Label Expansion Unlocks Loyalty and Margin Resilience
Coles Group Outpaces Rivals as Ai and Private Label Sharpen Value Proposition
Mecca's New Flagship Store Aim to Set New Standards in Experiential Retail
Coles and Openai Partner to Integrate Chatgpt into Workflows
Informal Retail
Opening Hours for Physical Retail
Seasonality
End of year/Christmas shopping
Back-to-school
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy 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 report originates from Passport, our Direct Selling research and analysis database.
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