Consumer health direct selling recorded strong value growth at the end of the review period, albeit representing a relatively small percentage of overall direct selling in the country.
Sales of beauty and personal care (BPC) products continued to characterise the direct selling channel in 2018. Beauty and personal care is represented by the largest number of direct sellers in the country, with many also offering consumer health products.
Direct selling remains a strong retail channel in the country, especially among family members and friends, along with co-workers in a professional labour environment. Strong family ties and extensive well-formed social networks encourage recurring purchases of beauty and personal care products and, increasingly, of consumer health items which reflect current health and wellness trends.
Grupo Transbel continues to lead direct selling in the Dominican Republic. Indeed, rapid growth in recent years has eroded the competitive advantages enjoyed by other direct sellers, displacing some in the process.
While other large direct sellers remain in the channel, including Productos Avon, Amway Dominican Republic, Jafra Cosmetics Dominicana, and Herbalife Dominicana, smaller players have been entering the channel in recent years, focusing primarily on consumer health and beauty and personal care. These include Omnilife Dominicana, Jeunesse and Nature’s Sunshine, among others.
Although direct selling is a well-established retail channel in the Dominican market, consumers are increasingly aware of other shopping options which are available. Instead of ordering from a catalogue or contacting a direct seller for products, shoppers are able to purchase the same products or similar ones via other retail channels, such as internet retailing.
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This industry report originates from Passport, our Retailing market research database.