Competitive Landscape
Eqology Leverages Digital Health Focus as Tupperware Exits
Direct selling in Denmark remains moderately concentrated, with a small number of companies accounting for a substantial share of value sales, but no single player dominating decisively. In 2025, Oriflame held the largest share at 18%, followed by Eqology at 13%, and Nu Skin Scandinavia at 9%.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Denmark 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 Denmark, 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 Denmark 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 Denmark?
- Which are the leading retailers in Direct Selling in Denmark?
- 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 Denmark - Category analysis
Key Data Insights
Direct Selling Summary
Traditional Direct Selling Models Lose Relevance
Health and Beauty Leads Direct Sales
Digital Shopping Habits Undermine Consultant-Driven Sales Models
Herbalife Pivots to Digital-First as Health and Beauty Holds Ground
Tupperware’S Decline Highlights Digital Disruption and Sustainability Pressure
Rising Digital Engagement and Stable Economy Reshape Consumer Habits
Eqology Leverages Digital Health Focus as Tupperware Exits
Retail in Denmark - Industry Overview
2025 Developments
Key Data Insights
Discounters Gains Ground as Consumers Prioritise Value
Meny Boosts Price Perception to Challenge Discount Leaders
Elgiganten Redefines Stores as Experience-Led Destinations
Leading Chains Accelerate Consolidation to Drive Scale and Efficiency
Retailers Embrace Digital Transformation and Omnichannel Integration to Defend against Low-Cost Competitors
Netto and Rema 1000 Defend Leadership as Retail Consolidation Advances
Informal Retail
Opening Hours for Physical Retail
Seasonality
Christmas
Summer clothing
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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