Current value growth for direct selling remained strong in Austria in 2018, with marginally slower growth predicted for the forecast period. Direct selling is expected to continue outperforming store-based retailing and overall retailing.
Leading players such as Amway, Vorwerk Austria, Trend Products and ReinZeit have established online shops in addition to their direct selling businesses in their search for new, cost-effective profit opportunities. These online shops are estimated to offer good growth potential and a continuing shift towards internet retailing could be a major threat to sales in direct selling.
In value terms, Amway GmbH led overall direct selling in Austria in 2018, followed by Vorwerk Austria GmbH & Co KG and Tupperware Österreich GmbH. The company continued to benefit from a relatively large team of motivated sales agents and a broad product offer that includes food supplements, personal care, home care and homewares.
Due to brands such as Amway, Tupperware, Herbalife Nutrition and PartyLite, the concept of party plan direct selling is well established in Austria. Over the forecast period, as a contrast to the increasing popularity of internet retailing, sales parties are expected to remain popular because of their entertainment value and the opportunity to socialise with friends and other like-minded people.
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This industry report originates from Passport, our Retailing market research database.