Competitive pressure from health and beauty specialist retailers continues to hinder the performance of direct selling. Constantly evolving market conditions have led to a marginal value share loss for the entire channel.
The dominating direct selling players in Macedonia are international companies with a main business focus on beauty and personal care products. The two major players in the country include Avon Kozmetiks dooel and Oriflame Kozmetika dooel, which still successfully manage their networks of direct selling agents.
Clearly, with the strong competitive pressure from health and beauty specialist retailers and internet retailing, and with few changes made to diversify sales and marketing, direct selling is set to continue to decline in constant value terms over the forecast period. Modern grocery retailers, non-grocery specialists and internet retailing players selling beauty and personal care products are projected to keep having a negative impact on direct selling, which also focuses on these products.
Direct selling is dominated by two major international direct selling companies. The leading company is Avon Kozmetiks dooel, whose value share declined moderately in 2018.
The second-most-important international player within direct selling in Macedonia is Oriflame Kozmetika dooel, whose value share declined in 2018. The decrease was more pronounced than that experienced by Avon Kozmetiks dooel in the year.
Beyond Avon and Oriflame, there are only a few other significant companies in direct selling. These include the recently rebranded Home Art & Sales Zepter International, whose main focus is on selling homewares and home furnishings as well as beauty and personal care products.
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This industry report originates from Passport, our Retailing market research database.