Despite continued adjustments, most direct sellers will find it difficult to compete with mainstream retailers, and especially with e-commerce, which operates with no strings attached and without the intermediaries (sales representatives) which the direct selling model requires. As a result, direct selling is set to see moderate decline over the forecast period.
The underdeveloped foods direct selling and tissue and hygiene direct selling categories are set to be amongst the fastest growing over the forecast period. Their expansion will primarily be due to their current low sales base coupled with the growing investments being made by the leading direct sellers and frequent key new product launches to include more healthy foods and wellness inspired tissue and hygiene products sold via this channel.
The trend of increased engagement and recruitment of direct selling representatives amongst Millennials and Gen-Z is set to continue during the forecast period. Leading direct sellers are set to invest more in upgrading and refreshing their sales forces to include more representatives from the pool of talented, internet savvy young people capable of reforming their operations and adapting to the rapidly evolving market reality much more quickly than their older counterparts.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.See All of Our Definitions
This report originates from Passport, our Direct Selling research and analysis database.
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