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Direct Selling in
Brazil

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Executive Summary

Feb 2019
PROSPECTS
Direct selling consolidates as an alternative for Brazilians looking for extra financial resources

The recessive cycle in the country in the later portion of the review period brought deterioration in the labour market; not only did an increasing number of workers lose their jobs but also those still in employment feared being out of work in the short to medium term. Direct selling in Brazil has been significantly impacted by this.

The nature of transactions and the flexibility to take products where physical retail does not yet reach make direct selling appealing

Direct selling appeals to Brazilians in search of financial stability, flexible working hours and autonomy, turning what was at first a transient alternative to earn some income during a period of financial constraint into a solid career opportunity for many. Brazilian consumers also value the person-to-person kind of interaction when making a purchase.

Direct selling goes digital with companies enabling sellers and customers to make deals online

Even though Brazilians value person-to-person interactions when shopping, this does not mean that direct selling is dismissed from keeping up with the digital world. In some cases, customers can even finalise their purchases online.

COMPETITIVE LANDSCAPE
Avon launches Belezap

Avon Cosméticos Ltda, which holds second place in direct selling in Brazil, invests in innovative ways to make consumers’ shopping experience more seamless. In August 2018, it launched the Belezap platform.

Avon partners with the Rappi delivery app

Aiming to provide more diverse ways in which customers can shop for its products, Avon launched its own shop in the Rappi delivery app in December 2018. Customers can purchase Avon products through Rappi and their order is designated to a courier which takes it to the nearest seller.

Digital measures are undertaken by direct selling players

Jequiti Cosméticos is expected to launch an app for sellers who capture the orders of other sellers. These are called leaders and they will be able to use the app to receive content aimed at supporting the salesforce, as well as track the performance of sellers working under them.

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Direct Selling in Brazil

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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.

Direct Selling in Brazil - Category analysis

HEADLINES

PROSPECTS

Direct selling consolidates as an alternative for Brazilians looking for extra financial resources
The nature of transactions and the flexibility to take products where physical retail does not yet reach make direct selling appealing
Direct selling goes digital with companies enabling sellers and customers to make deals online

COMPETITIVE LANDSCAPE

Avon launches Belezap
Avon partners with the Rappi delivery app
Digital measures are undertaken by direct selling players

CATEGORY 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 Brazil - Industry Overview

EXECUTIVE SUMMARY

Cautious optimism for 2019
A cross-channel strategy becomes essential for multichannel retailers
Internet retailing gains traction in many categories
Technology is revolutionising how business operates in Brazil
Logistics is the biggest challenge for Brazilian retail

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 7 Cash and Carry Sales: Value
Seasonality
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 2013-2018
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 10 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 12 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 18 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 19 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 20 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 21 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 24 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 25 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 26 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 27 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 30 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 31 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 32 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 33 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 34 Retailing GBO Company Shares: % Value 2014-2018
Table 35 Retailing GBN Brand Shares: % Value 2015-2018
Table 36 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 37 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 38 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 39 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 40 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 41 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 42 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 43 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 44 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 45 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 46 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 47 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 48 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 49 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 50 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 51 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 52 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 54 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 55 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 56 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 57 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 58 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 59 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 60 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 63 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 64 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 65 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 66 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 69 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 70 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 71 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 72 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 75 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 76 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 77 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 78 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

SOURCES

Summary 2 Research Sources