Direct Selling in Germany

May 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Direct Selling industry in Germany 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 Germany, 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 Germany 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 Germany?
  • Which are the leading retailers in Direct Selling in Germany?
  • How are products distributed in Direct Selling in Germany?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Germany?
  • 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 Germany - Category analysis

KEY DATA FINDINGS

2021 DEVELOPMENTS

Direct selling builds on pandemic-induced surge in sales in 2021
Vorwerk sees record sales amidst an ongoing increase in demand
Mary Kay surges ahead due to digital capabilities

PROSPECTS AND OPPORTUNITIES

Direct selling to maintain a stronger position on the back of the pandemic
The lines between direct selling and e-commerce set to become increasingly blurred
Competition will be driven by digital innovations and capabilities

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2016-2021 Table 2 Direct Selling by Category: % Value Growth 2016-2021 Table 3 Direct Selling GBO Company Shares: % Value 2017-2021 Table 4 Direct Selling GBN Brand Shares: % Value 2018-2021 Table 5 Direct Selling Forecasts by Category: Value 2021-2026 Table 6 Direct Selling Forecasts by Category: % Value Growth 2021-2026

Retailing in Germany - Industry Overview

EXECUTIVE SUMMARY

Retailing in 2021: The big picture
Pandemic-induced e-commerce surge continues
Variety stores an outlier amidst sluggish recovery for store-based retailers
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Table 7 Cash and Carry Sales: Value 2016-2021
Seasonality
Christmas Summer sales
Payments
Delivery and collection
Emerging business models

MARKET DATA

Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021 Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021 Table 10 Sales in Store-based Retailing by Channel: Value 2016-2021 Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021 Table 12 Store-based Retailing Outlets by Channel: Units 2016-2021 Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021 Table 14 Sales in Non-Store Retailing by Channel: Value 2016-2021 Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021 Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 18 Sales in Grocery Retailers by Channel: Value 2016-2021 Table 19 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021 Table 20 Grocery Retailers Outlets by Channel: Units 2016-2021 Table 21 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021 Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 24 Sales in Non-Grocery Specialists by Channel: Value 2016-2021 Table 25 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021 Table 26 Non-Grocery Specialists Outlets by Channel: Units 2016-2021 Table 27 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021 Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 30 Sales in Mixed Retailers by Channel: Value 2016-2021 Table 31 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021 Table 32 Mixed Retailers Outlets by Channel: Units 2016-2021 Table 33 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 34 Retailing GBO Company Shares: % Value 2017-2021 Table 35 Retailing GBN Brand Shares: % Value 2018-2021 Table 36 Store-based Retailing GBO Company Shares: % Value 2017-2021 Table 37 Store-based Retailing GBN Brand Shares: % Value 2018-2021 Table 38 Store-based Retailing LBN Brand Shares: Outlets 2018-2021 Table 39 Non-Store Retailing GBO Company Shares: % Value 2017-2021 Table 40 Non-Store Retailing GBN Brand Shares: % Value 2018-2021 Table 41 Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 42 Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 43 Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 44 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 45 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021 Table 46 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021 Table 47 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021 Table 48 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021 Table 49 Mixed Retailers GBO Company Shares: % Value 2017-2021 Table 50 Mixed Retailers GBN Brand Shares: % Value 2018-2021 Table 51 Mixed Retailers LBN Brand Shares: Outlets 2018-2021 Table 52 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021 Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026 Table 54 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026 Table 55 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026 Table 56 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026 Table 57 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026 Table 58 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026 Table 59 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026 Table 60 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026 Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 63 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026 Table 64 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026 Table 65 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026 Table 66 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026 Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 69 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026 Table 70 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026 Table 71 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026 Table 72 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026 Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 75 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026 Table 76 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026 Table 77 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026 Table 78 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources
The following categories and subcategories are included:

Direct Selling

  • Apparel and Footwear Direct Selling
  • Beauty and Personal Care Direct Selling
  • Consumer Electronics Direct Selling
  • Consumer Health Direct Selling
  • Consumer Appliances Direct Selling
  • Food and Drink Direct Selling
  • Home Care Direct Selling
  • Home Improvement and Gardening Direct Selling
  • Homewares and Home Furnishings Direct Selling
  • Media Products Direct Selling
  • Personal Accessories and Eyewear Direct Selling
  • Pet Care Direct Selling
  • Traditional Toys and Games Direct Selling
  • Video Games Hardware Direct Selling
  • Other 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: -one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or -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). The prime example of a one-to-one method is Avon. Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, financial services - are excluded.

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  • Track key industry trends, opportunities and threats
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This report originates from Passport, our Direct Selling research and analysis database.

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