Direct selling is losing consumers’ interest in Georgia, which will gradually weaken value sales growth in the forthcoming period. E-commerce development is eroding the appeal of direct selling since consumers can access a much wider range of products when shopping online.
The Russian brand Siberian Health has the potential to witness growth over the forecast period following its recent entry into Georgia. With increased number of Russians in Georgia, there is a larger potential target audience for this brand should it choose to expand in the country.
Direct selling was dominated by sales of beauty and personal care products over the review period, due in large part to the affordability of the products offered compared to prices demanded by standard retailers. Indeed, even with the increased unit prices brought about by currency devaluation, direct selling product prices are still significantly lower than products in other retail channels.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Georgia 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 Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Direct Selling research and analysis database.
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