Despite a notable improvement in store-based retailers, direct selling remained popular amongst Egyptians in 2018, as they tend to trust word of mouth recommendations from friends and family. Brands such as Tupperware and Zepter arrange for better payment strategies including by instalments.
Based on trade interviews, major companies intend to continue to expand through social media and other internet marketing platforms, such as Facebook and Instagram. In addition, some companies have their own applications, so consumers can look at the products available and compare prices and quality.
Beauty and personal care remained the main category within direct selling in Egypt in 2018, with prominent players such as Oriflame and Avon present. Women comprise the core target group of direct selling companies in general and thus homewares and beauty products are often the most prominent directly sold products.
Oriflame Egypt continued to lead direct selling in 2018, with dominant value share. The company has been able to build a strong reputation and trust amongst Egyptian consumers.
Avon Cosmetics continued to lose value share, facing challenges due to import duties which have been impacting operations in Egypt as many consumers perceive its products to be highly priced. Therefore, its sales suffered major declines in the last two years of the review period.
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This industry report originates from Passport, our Retailing market research database.