Executive Summary

Feb 2019
PROSPECTS
Direct selling set to evolve in the gig economy

Direct selling experienced a challenging time in the last five years, not only because of more product options being available to consumers from other channels, but also because direct selling attracted fewer part-time and full-time distributors. To manage the supply side of the equation, direct selling is trying to find relevance in the new economy, where there are an increasing number of self-employed workers.

Strong product lines to compete

With increasing competition from various channels, many direct selling companies are developing new product lines to differentiate from their peers and attract more customers with unique product offerings. Cosmetics and skin care companies are more proactive in terms of product development, as consumers are always interested in effective products with fast results.

A strategic plan for direct selling in Canada

The Direct Sellers Association created a five-year strategic plan, with the goal of promoting brand awareness, communications, community engagement, ethics, government relations and member benefits in direct selling in Canada. The primary short-term goal is to raise awareness of brands by launching new community websites and increasing the social media and public presence.

COMPETITIVE LANDSCAPE
Beauty and personal care and consumer health remain strong

Consumer health holds a strong position in direct selling and continues to adapt to meet consumers’ needs. Similarly, beauty and personal care is another strong category within direct selling.

Beauty and wellness as a lifestyle choice

Some companies promote beauty and wellness products as a lifestyle choice. For instance, starting as a skin care and make-up company, Arbonne International now also offers hair care, body care and nutrition lines, building comprehensive product lines that cater to every need in consumers’ daily lives.

Direct sellers focus on growing categories

To expand their businesses more effectively, direct sellers in Canada are making stronger efforts to build growing categories. New Avon is focusing on fewer but stronger brands, as well as picking up relevant innovations in the US and marketing them locally.

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Direct Selling in Canada

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Overview

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

The Direct Selling in Canada 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 Canada?
  • How important is direct selling in Canada?
  • 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 Canada - Category analysis

HEADLINES

PROSPECTS

Direct selling set to evolve in the gig economy
Strong product lines to compete
A strategic plan for direct selling in Canada

COMPETITIVE LANDSCAPE

Beauty and personal care and consumer health remain strong
Beauty and wellness as a lifestyle choice
Direct sellers focus on growing categories

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 Canada - Industry Overview

EXECUTIVE SUMMARY

Canadian retail sales increase at a slower pace in 2018
A bricks-and-mortar strategy remains important in retailing
Private label is gaining power
Internet retailing is set to capture more share
An uphill battle for mid-market retailers

OPERATING ENVIRONMENT

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

DEFINITIONS

SOURCES

Summary 2 Research Sources