The main consumers of products by catalogue are those people who belong to socioeconomic groupings C and D (low-income consumers), but who truly value the brand they are acquiring. For this segment, the colour cosmetics, skin care, fragrances and other products marketed by direct sellers are considered premium items.
For many years, the direct selling companies believed that once a consumer became accustomed to a fragrance or another specific product, such as a face cream, they were unlikely to change or migrate to a substitute. However, since 2017 and with more force in 2018 that loyalty is beginning to disappear and this is leading companies to rethink their strategies, focusing on more innovation.
Having a large and well-developed sales channel, integrated by consultants, is essential for the success of any direct seller. This network is built over the years, attracting people, mainly women, who want to be independent workers and who see in catalogues the opportunity to generate sales with a very low level of investment.
Although sales of direct sellers have decreased, their market size is very important and especially in the health and beauty categories, which attracts new competitors and invites those who already have a presence in the market to continue growing. National companies such as Fuxion and Teoma have expanded their network of consultants, in both Lima and other cities in Peru and even have an international presence.
With the aim of increasing their sales, some direct sellers have opted for a multichannel strategy, opening their own stores, where consumers can visit, see the products and buy them at the same prices that appear in the catalogues. However, this strategy can have negative repercussions, as the consultants may perceive these stores as unfair competition, which reduces their opportunity to generate sales.
People who are dedicated to direct selling usually promote several catalogues simultaneously, combining beauty products, cosmetics, health items and even kitchenware and underwear. In this way they can increase the sales they make to the same customer.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Peru with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Direct Selling industry in Peru, our research will save you time and money while empowering you to make informed, profitable decisions.
The Direct Selling in Peru market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Retailing market research database.