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Country Report

Direct Selling in

Direct Selling in Portugal

Jan 2019

US$990

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Executive Summary

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

PROSPECTS

Direct sellers face strong competition from other channels

The digital revolution has changed the way consumers shop, in turn challenging companies to innovate and offer added value products and services. While store-based retailers are heavily investing in an omnichannel strategy to tap into the strong growth of internet retailing, the most successful direct sellers have been those which have embraced social media and other digital tools to further develop their business.

Only modest growth recorded in 2018 despite a positive economic climate

Falling unemployment and increasing GDP growth in Portugal have led to a rise in consumer confidence and spending. However, the direct selling channel has been struggling to grow its sales despite the overall positive economic landscape.

Beauty and personal care remains the leading direct selling category

Thanks to a broad product offer and widespread penetration, companies such as Oriflame, Avon, Yves Rocher and Mary Kay have driven beauty and personal care direct selling over the years. Due to growing competition from specialist store-based retailers such as Kiko Milano, these players have been able to remain competitive by launching new and innovative products and investing in promotional campaigns and partnerships.

COMPETITIVE LANDSCAPE

Vorwerk remains the leading player

Vorwerk Portugal Electrodomésticos remained the leading player in direct selling in 2018 thanks to the popularity of its Bimby kitchen robot, which is particularly appreciated by parents with small children and consumers with busy lifestyles. Bimby is positioned as the perfect cooking aid, helping consumers to save time and appealing to those who like to experience new flavours.

Amway and Herbalife continue to achieve a rise in value sales

Offering nutrition, beauty and home care products, Amway Iberia continued to record steady value sales growth in 2018. The company is present in both direct selling and internet retailing.

Person-to-person and party plans – two different approaches

Two different methods are used by direct selling companies, namely person-to-person and party plans. Person-to-person remains the most popular format in Portugal, with players such as Avon, Oriflame, Yves Rocher and Herbalife all favouring this model.

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Direct Selling Sample Report Direct Selling Sample Data

Overview

Why buy this report?

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Portugal 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 Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Portugal market research report includes:

Analysis of key supply-side and demand trends
Detailed market shares for international and locally-based retailers
Historic values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

Who are the leading retailers in Portugal?
How important is direct selling in Portugal?
How is the direct selling channel being affected by the growth of internet retailing?
What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

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

This industry report originates from Passport, our Retailing market research database.

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Direct Selling in Portugal - Category analysis

HEADLINES

PROSPECTS

Direct sellers face strong competition from other channels

Only modest growth recorded in 2018 despite a positive economic climate

Beauty and personal care remains the leading direct selling category

COMPETITIVE LANDSCAPE

Vorwerk remains the leading player

Amway and Herbalife continue to achieve a rise in value sales

Person-to-person and party plans – two different approaches

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2013-2018
Table 2 Direct Selling by Category: % Value Growth 2013-2018
Table 3 Direct Selling GBO Company Shares: % Value 2014-2018
Table 4 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 5 Direct Selling Forecasts by Category: Value 2018-2023
Table 6 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Retailing in Portugal - Industry Overview

EXECUTIVE SUMMARY

Positive economic climate supports retail sales

The focus on proximity becomes a major trend

Digital revolution helps to drive sales

Increasing competition serves to drive innovation

Future growth to be supported by a positive economic outlook

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type

Physical retail landscape

Cash and carry

Table 7 Cash and Carry Sales: Value

Seasonality

Christmas
Back to School
Easter

Payments and delivery

Emerging business models

MARKET DATA

Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 10 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 12 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 18 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 19 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 20 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 21 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 24 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 25 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 26 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 27 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 30 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 31 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 32 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 33 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 34 Retailing GBO Company Shares: % Value 2014-2018
Table 35 Retailing GBN Brand Shares: % Value 2015-2018
Table 36 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 37 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 38 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 39 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 40 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 41 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 42 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 43 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 44 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 45 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 46 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 47 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 48 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 49 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 50 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 51 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 52 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 54 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 55 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 56 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 57 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 58 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 59 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 60 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 63 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 64 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 65 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 66 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 69 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 70 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 71 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 72 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 75 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 76 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 77 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 78 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Megatrends

Country Report

Direct Selling in Portugal

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Direct sellers face strong competition from other channels

Only modest growth recorded in 2018 despite a positive economic climate

Beauty and personal care remains the leading direct selling category

COMPETITIVE LANDSCAPE

Vorwerk remains the leading player

Amway and Herbalife continue to achieve a rise in value sales

Person-to-person and party plans – two different approaches

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Direct Selling in Portugal - Category analysis

HEADLINES

PROSPECTS

Direct sellers face strong competition from other channels

Only modest growth recorded in 2018 despite a positive economic climate

Beauty and personal care remains the leading direct selling category

COMPETITIVE LANDSCAPE

Vorwerk remains the leading player

Amway and Herbalife continue to achieve a rise in value sales

Person-to-person and party plans – two different approaches

CHANNEL DATA

Retailing in Portugal - Industry Overview

EXECUTIVE SUMMARY

Positive economic climate supports retail sales

The focus on proximity becomes a major trend

Digital revolution helps to drive sales

Increasing competition serves to drive innovation

Future growth to be supported by a positive economic outlook

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

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