Beauty and personal care and consumer health products continued to account for the bulk of the channel’s sales in 2018. Perfumes and cosmetics are perfect for testing and talking about in the relaxed and stress-free environment offered by direct selling.
The number of direct selling agents in Norway has remained stable at around 85,000, with the rate of unemployment not having a significant effect on this figure. Similarly, the channel’s sales have continued to grow despite a slowdown in the economy during the middle of the decade.
The direct selling channel’s main competitor is online retailing. Thus, the support of a strong digital platform to connect prospective customers with direct sellers and the use of social media to promote companies are set to become increasingly important over the forecast period.
PM-International is growing rapidly in the Norwegian market, having achieved the “biggest growth” award in 2017 from the Norwegian direct selling association, Direktesalgsforbundet. Good products and a personal bond with the customer have been the keys to its success.
In addition to the German PM-International, the other leading names in direct selling are also international brands, for example Nu Skin, Forever Living, Mary Kay and Herbalife. Among the leading players, only Eqology is a domestic company.
While gender equality is strong in Norway, the prime minister, several key ministers and countless CEOs and board members are women. Direct selling products are still mainly targeted at female customers.
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This industry report originates from Passport, our Retailing market research database.