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Country Report

Direct Selling in

Direct Selling in Brazil

Feb 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Direct selling continues to be attractive channel for personal interaction and viable career choice

Direct selling continued to experience strengthening value sales in 2019, driven by demand for established categories such as beauty and personal care in addition to smaller categories such as consumer electronics and consumer appliances, which tend to carry higher unit prices. Direct selling appeals to Brazilians on several levels; local consumers enjoy the personal interaction of a direct selling agent visiting their homes and demonstrating an array of products.

Direct selling players invest in digital solutions to support channel’s future

Even though Brazilians will continue to value person-to-person interaction associated with direct selling, the channel is investing in digital innovation to keep abreast of general trends experienced by retailing towards the end of the review period. Therefore, direct selling companies are looking to improve consumers’ overall shopping experience through greater convenience such as enabling them to finalise their purchases online, although the commission paid to the agent tends to be lower than it would be through a regular transaction.

Beauty and personal care direct selling dominates but smaller categories still have potential to expand further over forecast period

Direct selling’s value sales continued to be dominated by beauty and personal care in 2019 due to the established nature of this category following direct selling’s emergence in the country. While the latter remained popular, recording positive growth, direct selling continues to expand its offer with smaller categories such as consumer electronics, consumer appliances and food and drink, which all recorded more dynamic performances in 2019.

COMPETITIVE LANDSCAPE

Natura Cosméticos retains convincing leadership of direct selling with naturally-positioned beauty products

Natura Cosméticos SA retained its convincing leadership of direct selling in 2019, through its Natura brand of beauty products with a natural positioning. However, global brand owner Natura & Co is looking to further establish itself within the beauty landscape through the acquisition of rival brand Avon, which was announced at the beginning of 2019.

Avon continues to invest in digital solutions and expands visibility in Brazil through beauty space in established department store

For its own part, Avon invested in a number of innovative strategies towards the end of the review period to offer its consumers a more modern approach to sales and to give them a more seamless shopping experience, such as launching its Belezap platform which allows agents to send customers digital versions of Avon’s catalogues through WhatsApp, enabling clients to click on the products they wish to order which are then automatically added to their basket, notifying the agent of their order. Avon also now utilises the Rappi delivery app, whereby customers can purchase Avon products through its shop within this platform and have their order sent by courier to the nearest sales agent, with a rapid lead time.

Well-known local hair care company expands into direct selling

Embelleze is an established hair care Brazilian hair care company which offers a range of products for different hair solutions through brands such as Novex, Maxton and HairLife. Its products have a relaxed, fun image and traditionally retail through beauty specialist retailers and hair salons but now the player has now launched its own direct selling operation in Brazil.

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Direct Selling Sample Report Direct Selling Sample Data

Overview

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.

Samples: FAQs about samples

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Overview

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

The Direct Selling in Brazil 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 Brazil?
How important is direct selling in Brazil?
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.

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Direct Selling in Brazil - Category analysis

HEADLINES

PROSPECTS

Direct selling continues to be attractive channel for personal interaction and viable career choice

Direct selling players invest in digital solutions to support channel’s future

Beauty and personal care direct selling dominates but smaller categories still have potential to expand further over forecast period

COMPETITIVE LANDSCAPE

Natura Cosméticos retains convincing leadership of direct selling with naturally-positioned beauty products

Avon continues to invest in digital solutions and expands visibility in Brazil through beauty space in established department store

Well-known local hair care company expands into direct selling

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2014-2019
Table 2 Direct Selling by Category: % Value Growth 2014-2019
Table 3 Direct Selling GBO Company Shares: % Value 2015-2019
Table 4 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 5 Direct Selling Forecasts by Category: Value 2019-2024
Table 6 Direct Selling Forecasts by Category: % Value Growth 2019-2024

Retailing in Brazil - Industry Overview

EXECUTIVE SUMMARY

Consumers slowly regain confidence in economy, leading to improving sales for retailing in Brazil

Ongoing strong performance for warehouse clubs due to popularity of atacarejos

Black Friday continues to consolidate its position as significant retailing event in Brazil

Increasing importance of retailers adopting omnichannel strategy to widen consumer reach

Click-and-collect services continue to gain momentum as solution to delivery problems for consumers shopping online

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Table 7 Cash and Carry Sales: Value 2014-2019

Seasonality

Semana do Brasil (Brazil Week)
Christmas
Back to School
Summer
Carnival
Mother’s Day
Children’s Day
Black Friday and Cyber Monday

Payments and delivery

Emerging business models

MARKET DATA

Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 10 Sales in Store-based Retailing by Channel: Value 2014-2019
Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2014-2019
Table 12 Store-based Retailing Outlets by Channel: Units 2014-2019
Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 14 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 18 Sales in Grocery Retailers by Channel: Value 2014-2019
Table 19 Sales in Grocery Retailers by Channel: % Value Growth 2014-2019
Table 20 Grocery Retailers Outlets by Channel: Units 2014-2019
Table 21 Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 24 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 25 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 26 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 27 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 30 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 31 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 32 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 33 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 34 Retailing GBO Company Shares: % Value 2015-2019
Table 35 Retailing GBN Brand Shares: % Value 2016-2019
Table 36 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 37 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 38 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 39 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 40 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 41 Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 42 Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 43 Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 44 Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 45 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 46 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 47 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 48 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 49 Mixed Retailers GBO Company Shares: % Value 2015-2019
Table 50 Mixed Retailers GBN Brand Shares: % Value 2016-2019
Table 51 Mixed Retailers LBN Brand Shares: Outlets 2016-2019
Table 52 Mixed Retailers LBN Brand Shares: Selling Space 2016-2019
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 54 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 55 Forecast Sales in Store-based Retailing by Channel: Value 2019-2024
Table 56 Forecast Sales in Store-based Retailing by Channel: Value 2019-2024
Table 57 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2019-2024
Table 58 Forecast Store-based Retailing Outlets by Channel: Units 2019-2024
Table 59 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 60 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 61 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 63 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 64 Forecast Sales in Grocery Retailers by Channel: Value 2019-2024
Table 65 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
Table 66 Forecast Grocery Retailers Outlets by Channel: Units 2019-2024
Table 67 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 69 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 70 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 71 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 72 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 73 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 75 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 76 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 77 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 78 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 79 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024

Megatrends

Country Report

Direct Selling in Brazil

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Direct selling continues to be attractive channel for personal interaction and viable career choice

Direct selling players invest in digital solutions to support channel’s future

Beauty and personal care direct selling dominates but smaller categories still have potential to expand further over forecast period

COMPETITIVE LANDSCAPE

Natura Cosméticos retains convincing leadership of direct selling with naturally-positioned beauty products

Avon continues to invest in digital solutions and expands visibility in Brazil through beauty space in established department store

Well-known local hair care company expands into direct selling

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Direct Selling in Brazil - Category analysis

HEADLINES

PROSPECTS

Direct selling continues to be attractive channel for personal interaction and viable career choice

Direct selling players invest in digital solutions to support channel’s future

Beauty and personal care direct selling dominates but smaller categories still have potential to expand further over forecast period

COMPETITIVE LANDSCAPE

Natura Cosméticos retains convincing leadership of direct selling with naturally-positioned beauty products

Avon continues to invest in digital solutions and expands visibility in Brazil through beauty space in established department store

Well-known local hair care company expands into direct selling

CHANNEL DATA

Retailing in Brazil - Industry Overview

EXECUTIVE SUMMARY

Consumers slowly regain confidence in economy, leading to improving sales for retailing in Brazil

Ongoing strong performance for warehouse clubs due to popularity of atacarejos

Black Friday continues to consolidate its position as significant retailing event in Brazil

Increasing importance of retailers adopting omnichannel strategy to widen consumer reach

Click-and-collect services continue to gain momentum as solution to delivery problems for consumers shopping online

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

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