Competitive Landscape
Herbalife Leverages Digital Tools to Outpace Traditional Rivals
Direct selling in Ireland remained moderately concentrated in 2025, with the leader, Forever Living Ireland Ltd, holding a 22% share. The rest of the top companies, including Oriflame at 6%, Amway Ireland Ltd at 5%, The Juice PLUS+ Co LLC at 4%, and Nu Skin Ireland Ltd at 2%, are significantly smaller, and there was no notable change in the overall level of concentration over the five years to 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading retailers in Direct Selling in Ireland?
- 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 Ireland - Category analysis
Key Data Insights
Direct Selling Summary
Consumers Shifting to Digital Channels
Farmasi Leverages Social Engagement to Capture Beauty-Conscious Consumers
Shifting Demand Drives Growth in Beauty, Resilience in Wellness, and Steep Decline in Other Products
Digital Tools and Social Commerce Transform Selling Approaches
Wellness-Focused Brands Capitalise on Rising Demand for Healthier Lifestyles
Personalised Engagement and Competitive Pricing Secure Customer Loyalty
Herbalife Leverages Digital Tools to Outpace Traditional Rivals
Retail in Ireland - Industry Overview
2025 Developments
Key Data Insights
Deliveroo Shopping Expands Quick Commerce and Reshapes Consumer Expectations
Discount Retailers Respond to Value-Driven Shoppers with Affordable Quality
Omnichannel Investments Reshape Shopping Habits and Brand Loyalty
Ai and Analytics Drive Personalised Offers and Operational Gains
Musgrave Strengthens Position as Discount Retailers Drive Pricing Pressure
Lidl and Currys Drive Innovation with Net Zero and Digital Concepts
Informal Retail
Opening Hours for Physical Retail
Seasonality
Christmas
Easter
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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