Executive Summary

Feb 2019
PROSPECTS
Direct selling benefits from improved macroeconomic situation

Direct selling has continued to grow from a low base in 2018 in current value terms. Improved macroeconomic stability in 2018, after a wave of currency volatility and devaluations during 2015/2016 in which the local currency lost up to 98% of its value, has supported improved sales through direct selling.

Direct selling remains underdeveloped due to narrow coverage

During the review period, sales through direct selling remained relatively low in Azerbaijan, since local consumers continue to prefer buying products in store rather than from a catalogue. Furthermore, there was a lack of significant advertising activity by the leading players, with advertising limited to television advertisements on Russian channels.

Beauty and personal care the key products distributed through direct selling

Key goods distributed through direct selling in 2018 include beauty and personal care products, while a small number of consumer health products, such as dietary supplements and sports nutrition, and tissue and home care products also continue to be offered by direct sellers. Even though other products are also available through direct selling they remain negligible with cosmetics and fragrances being the most commonly sold items, with these being promoted among women as well as benefiting from their value for money claims.

COMPETITIVE LANDSCAPE
Oriflame Azerbaijan maintains its lead in direct selling

Oriflame remained the most reputable, recognised and top-selling brand in direct selling in Azerbaijan over the review period, despite seeing a considerable drop in its value share. The success of the company is explained by its longstanding presence in Azerbaijan as well as its strong brand reputation with a focus on quality and value-for-money benefits in the products it distributes.

International players benefit from greater credibility

Direct selling continues to be led by international players with the presence of local players remaining negligible in 2018. Local consumers remain conscious about the lower quality of local products, especially within beauty and personal care and consumer health, which remain the key products purchased through direct selling.

Health and wellness trends lead to introduction of more products with healthy and organic claims

During 2018, retailers within direct selling have increased their offer of products that promote a healthy lifestyle. These products include beauty and personal care, as well as consumer health products, such as meal replacement, dietary supplements, protein products, skin and hair care products and others.

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Direct Selling in Azerbaijan

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Overview

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

The Direct Selling in Azerbaijan 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 Azerbaijan?
  • How important is direct selling in Azerbaijan?
  • 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.

Direct Selling in Azerbaijan - Category analysis

HEADLINES

PROSPECTS

Direct selling benefits from improved macroeconomic situation
Direct selling remains underdeveloped due to narrow coverage
Beauty and personal care the key products distributed through direct selling

COMPETITIVE LANDSCAPE

Oriflame Azerbaijan maintains its lead in direct selling
International players benefit from greater credibility
Health and wellness trends lead to introduction of more products with healthy and organic claims

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2013-2018
Table 2 Direct Selling by Category: % Value Growth 2013-2018
Table 3 Direct Selling GBO Company Shares: % Value 2014-2018
Table 4 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 5 Direct Selling Forecasts by Category: Value 2018-2023
Table 6 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Retailing in Azerbaijan - Industry Overview

EXECUTIVE SUMMARY

Macroeconomic improvement and currency stability supports retail development
Modern retailing continues to swiftly develop following global trends
Local players lead retailing in Azerbaijan
Digitalisation and busy lifestyles affect shopping habits in 2018
Retailing to grow over the forecast period

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Shopping Ramadan Bayram
Novruz Holidays
Payments and delivery
Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 9 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 10 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 11 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 12 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 13 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 14 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 16 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 17 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 18 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 19 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 20 Retailing GBO Company Shares: % Value 2014-2018
Table 21 Retailing GBN Brand Shares: % Value 2015-2018
Table 22 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 23 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 24 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 25 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 26 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 27 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 28 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 29 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 30 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 31 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 33 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 34 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 35 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 36 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 37 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 38 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 39 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 41 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 42 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 43 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 44 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources