Non-store retailing is becoming increasingly competitive with most key players expanding across different channels to reinforce their standing with the customer base, often combining store and non-store channels to maximise their sales. However, this trend is unlikely to develop in direct selling, as key players remain firmly focused on the direct selling format.
Direct selling is mainly comprised of beauty and personal care direct selling. Leading international players in beauty and personal care direct selling leveraged on the existing potential of this channel given the high unemployment rate among young people.
During the review period internet retailing overtook direct selling as the largest non-store retailing channel in Bosnia-Herzegovina. Although growth of internet retailing is not directly affecting the performance of direct selling, there is an increasing threat that consumers will find direct selling obsolete as they become accustomed to the convenience and wider range available through internet retailing over the forecast period.
Beauty and personal care direct sellers Avon, Farmasi and Oriflame characterise the direct selling channel in Bosnia-Herzegovina. Avon and Oriflame are pioneers of direct selling, building loyal salesforces over the years, that became the foundation of their success.
Farmasi recorded the highest increase in value share of direct selling at the end of the review period. Farmasi attacked Avon and Oriflame directly, offering a similar range but at significantly more affordable prices, thus carving out significant category share without much effort invested in developing the category.
Outside of beauty and personal care direct selling, the largest direct seller is Herbalife International, an internationally recognisable manufacturer/seller of dietary supplements and weight management products. Herbalife’s range is expensive relative to the average consumers’ budget in Bosnia-Herzegovina, which held back its growth during the review period.
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This industry report originates from Passport, our Retailing market research database.