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Strategy Briefing

Direct Selling in Latin America

Jul 2019

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

This report analyses the performance of direct selling in Latin American markets, considering how the different product categories perform within this channel. It also explores the competitive landscape, addressing initiatives from players with both domestic and regional operations. Lastly, it features expectations for the 2018-2023 period, especially regarding beauty and personal care direct selling, which is the leading product category sold via this channel.

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Overview

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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.

Key Findings

Beauty and personal care sets the pace

Direct selling in Latin America is strongly impacted by the performances registered in Brazil, Mexico, Colombia and Argentina. Direct selling in these countries, in particular in Brazil, relies heavily on the performance of beauty and personal care products; therefore, any significant movements registered by this category, such as consumers migrating to drugstores, has a marked effect on total regional figures.

Trading down and channel migration impacts value sales

The economic slowdown in several countries in the region during the review period led to a deterioration in labour market conditions and affected consumer confidence, with a negative impact on expenditure. Consequently, large direct sellers saw a decrease in sales, owing to a drop in the number of orders, mostly resulting from consumers trading down and migrating to other channels.

Career opportunity

While direct selling is negatively impacted by lower consumer expenditure, it benefits to some extent from periods of economic turmoil, as it typically represents an alternative means of earning some income during times of financial constraint, and even a career opportunity.

Direct sellers going multichannel

Competition from other channels, such as internet retailing and drugstores, is a factor in Brazil, Uruguay, Mexico and Chile, in particular. Players are thus diversifying their channel coverage by going online and opening physical stores. Nevertheless, the role of the seller is still a central part of their businesses.

Brand loyalty for sellers too

Besides focusing on the customer’s perspective, companies are implementing online tools to provide training and support to sellers at a lower cost, as well as to engage them and cement their brand loyalty.

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Introduction

Scope

Key findings

Regional Overview

Deterioration in market conditions enables number of sellers to grow

Brazil’s poor performance drags down direct selling in the region

Beauty and personal care leads in most markets

Other direct selling in Ecuador boosted by sales of domestic players

Growing relevance of categories other than beauty and personal care

Decline in BPC direct selling in Brazil drags down the whole region

Leading Companies and Brands

Increased segmentation favours small players in Brazil and Argentina

Be it fragmented or consolidated, the market is all about person-to-person

Decreasing number of orders impairs Avon’s performance in the region

Natura’s acquisition of Avon will expand its regional reach

Loyalty of sales representatives is key to the success of large players

Direct sellers rely on multichannel strategies to remain relevan

Forecast Projections

Weak growth for direct selling as consumer confidence slowly recovers

Direct selling growth driven by Brazil and M exico

Country Snapshots

Mexico: market context

Mexico: competitive landscape

Brazil: market context

Brazil: competitive landscape

Argentina: market context

Argentina: c ompetitive landscape

Colombia: mar ket context

Colombia: competitive landscape

Peru: market context

Peru: competitive landscape

Chile: m arket context

Chile: competitive landscape

Ecuador: market context

Ecuador: competitive landscape

Bolivia: m a rket context

Bolivia: competitive landscape

Guatemala : market context

Guatemala: competitive landscape

Dominican Republic : market context

Dominican Republic : competitive landscape

Costa Rica: market context

Costa Rica: competitive landscape

Uruguay: market context

Uruguay: competitive landscape

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Megatrends

Strategy Briefing

Direct Selling in Latin America

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Beauty and personal care sets the pace

Trading down and channel migration impacts value sales

Career opportunity

Brand loyalty for sellers too

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Deterioration in market conditions enables number of sellers to grow

Brazil’s poor performance drags down direct selling in the region

Beauty and personal care leads in most markets

Other direct selling in Ecuador boosted by sales of domestic players

Growing relevance of categories other than beauty and personal care

Decline in BPC direct selling in Brazil drags down the whole region

Leading Companies and Brands

Increased segmentation favours small players in Brazil and Argentina

Be it fragmented or consolidated, the market is all about person-to-person

Decreasing number of orders impairs Avon’s performance in the region

Natura’s acquisition of Avon will expand its regional reach

Loyalty of sales representatives is key to the success of large players

Direct sellers rely on multichannel strategies to remain relevan

Forecast Projections

Weak growth for direct selling as consumer confidence slowly recovers

Direct selling growth driven by Brazil and M exico

Country Snapshots

Mexico: market context

Mexico: competitive landscape

Brazil: market context

Brazil: competitive landscape

Argentina: market context

Argentina: c ompetitive landscape

Colombia: mar ket context

Colombia: competitive landscape

Peru: market context

Peru: competitive landscape

Chile: m arket context

Chile: competitive landscape

Ecuador: market context

Ecuador: competitive landscape

Bolivia: m a rket context

Bolivia: competitive landscape

Guatemala : market context

Guatemala: competitive landscape

Dominican Republic : market context

Dominican Republic : competitive landscape

Costa Rica: market context

Costa Rica: competitive landscape

Uruguay: market context

Uruguay: competitive landscape

Why buy this report?

Want to find out more about this report?

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