Competitive Landscape
Groupe Rocher and Melaleuca Leverage Wellness and Digital to Accelerate Share Gains
Direct selling in Canada remained moderately concentrated in 2025, with a handful of large brands accounting for a significant proportion of value sales. While the top three players each saw their share rise over 2020-2025, the combined share of small players that do not individually register a significant share also increased.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Canada 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.
If you're in the Direct Selling industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Canada?
- Which are the leading retailers in Direct Selling in Canada?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Canada - Category analysis
Key Data Insights
Direct Selling Summary
Mary Kay Drives Digital Shift as Consultants Boost Online Engagement
Consultants Shift to Digital Acquisition as E-Commerce Integration Accelerates
Health and Beauty Direct Selling to Outpace Others as Wellness Focus Intensifies
Social Selling and Influencer Incentives Reshape Acquisition and Compliance
Groupe Rocher and Melaleuca Leverage Wellness and Digital to Accelerate Share Gains
Retail in Canada - Industry Overview
2025 Developments
Key Data Insights
Dollarama and Discounters Gain as Households Trade Down
Retail E-Commerce Extends Reach as Shopping Habits Evolve
Loblaw and Dollarama Drive Value Revolution in Everyday Spend
Discounters and E-Commerce Accelerate as Mid-Market Shrinks
Ai-Powered Personalisation and Automation Widen the Performance Gap
Amazon and Costco Gain as Mid-Market Banners Lose Ground
Ikea and Staples Reshape Store Formats to Capture Urban Demand
Informal Retail
Opening Hours for Physical Retail
Seasonality
New Year’s Day
Valentine’s Day
Easter
Mother’s Day
Father’s Day
Canada Day
Back-to-School
Thanksgiving
Halloween
Black Friday
Cyber Monday
Christmas
Boxing Day
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
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 definitionsWhy 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 report originates from Passport, our Direct Selling research and analysis database.
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