Direct selling registered healthy current value growth in 2018. Despite strong growth for internet retailing, many Polish consumers still value personal service and this feature favours direct selling.
According to the Polish Direct Selling Organisation, Poland is one of the five largest European markets in direct selling in terms of value sales. Foreign direct selling companies are interested in entering Poland; however, this interest is hampered by unfavourable tax and legal conditions.
Direct selling companies are adopting new technologies and implementing new channels to remain in contact with their customers. In 2018, a high proportion of orders were placed online, including mobile orders, while the share of mail or traditional telephone orders decreased.
Avon Cosmetics Polska Sp zoo continued to lead direct selling in Poland in 2018, with the strong lead over its nearest competitor, Oriflame Poland Sp zoo. Both companies focus on beauty and personal care products and enjoy excellent recognition and popularity.
Beauty and personal care remained among the most common products sold via direct selling in Poland, mainly due to the high brand recognition of Avon and Oriflame and their large network of sales representatives. However, this share has been decreasing yearly, mainly due to the growth in popularity of consumer health direct selling.
International players dominate direct selling in Poland due to their strong marketing budgets, internationally acknowledged expertise and significant experience. Poland-based companies operate mainly in services not researched by Euromonitor International, such as compensation, insurance and energy services.
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This industry report originates from Passport, our Retailing market research database.