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Country Report

Direct Selling in

Direct Selling in Portugal

Mar 2020

US$990

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Executive Summary

New Report Guarantee

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 selling players must adapt to consumers’ changing purchasing habits

Direct selling experienced stagnant value sales growth in 2019, as local consumers have increasingly changed the way they shop. E-commerce has brought greater dynamism to retailing and challenged players in various channels to innovate and launch specific products that offer greater differentiation from their competitors to attract customers.

Direct selling workforce slowing changing

The composition of the direct selling workforce has experienced a number of changes over the review period, particularly with a more positive economy resulting in a higher number of Portuguese consumers in full-time employment. Direct selling has traditionally relied on offering a flexible option to part-time workers or stay at home mothers the chance to earn some extra income.

Younique entered Portugal with exciting new selling platform

The use of digital channels could trigger new forms of communication for direct selling. North American cosmetics brand Younique, which entered Portuguese direct selling in late 2018, and is famous for its eyelash lengthener, has created a network of “Younique presenters” around the world.

COMPETITIVE LANDSCAPE

Leader Bimby loses share despite efforts to expand its consumer reach

Vorwerk Portugal Electrodomésticos Lda retained its leadership of direct selling in 2019, although it continued to lose value share to more dynamic players including Oriflame- Cosméticos Lda, Herbalife Internacional Portugal SA and less established names such as Nu Skin Enterprises Inc. The retailer is known for its Bimby kitchen robot, which is particularly popular with parents of small children and consumers with busy lifestyles.

Natura set to acquire Avon in 2020

Brazilian cosmetics group Natura SA announced in May 2019 that it had agreed to buy British direct selling company Avon Products Inc. This move will create a company combining 6.

Face-to-face remains most popular direct selling model in Portugal

Direct selling in Portugal is marked by two different selling strategies; person-to-person is the most popular approach in the country and is favoured by players such as Avon, Oriflame, Yves Rocher and Herbalife. On the other hand, players such as Tupperware and Vorwerk Portugal Electrodomésticos (Bimby) which operate in homeware and consumer appliances respectively, prefer party plans as they can demonstrate their range of products to a group of consumers.

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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.

Samples: FAQs about samples

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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 selling players must adapt to consumers’ changing purchasing habits

Direct selling workforce slowing changing

Younique entered Portugal with exciting new selling platform

COMPETITIVE LANDSCAPE

Leader Bimby loses share despite efforts to expand its consumer reach

Natura set to acquire Avon in 2020

Face-to-face remains most popular direct selling model in Portugal

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2014-2019
Table 2 Direct Selling by Category: % Value Growth 2014-2019
Table 3 Direct Selling GBO Company Shares: % Value 2015-2019
Table 4 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 5 Direct Selling Forecasts by Category: Value 2019-2024
Table 6 Direct Selling Forecasts by Category: % Value Growth 2019-2024

Retailing in Portugal - Industry Overview

EXECUTIVE SUMMARY

Positive economic situation supports stable performance of retailing in Portugal

Changing consumer demands and purchasing habits benefit proximity stores

Strong growth momentum for e-commerce encourages many retailer to adopt omnichannel strategies

Younger generations drive sales through mobile e-commerce due to high activity on their smartphones

Stable performance predicted for retailing, with players keeping abreast of the latest technological developments to enhance consumers’ shopping experience

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Table 7 Cash and Carry Sales: Value 2014-2019

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 2014-2019
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 10 Sales in Store-based Retailing by Channel: Value 2014-2019
Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2014-2019
Table 12 Store-based Retailing Outlets by Channel: Units 2014-2019
Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 14 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 18 Sales in Grocery Retailers by Channel: Value 2014-2019
Table 19 Sales in Grocery Retailers by Channel: % Value Growth 2014-2019
Table 20 Grocery Retailers Outlets by Channel: Units 2014-2019
Table 21 Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 24 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 25 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 26 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 27 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 30 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 31 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 32 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 33 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 34 Retailing GBO Company Shares: % Value 2015-2019
Table 35 Retailing GBN Brand Shares: % Value 2016-2019
Table 36 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 37 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 38 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 39 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 40 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 41 Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 42 Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 43 Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 44 Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 45 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 46 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 47 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 48 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 49 Mixed Retailers GBO Company Shares: % Value 2015-2019
Table 50 Mixed Retailers GBN Brand Shares: % Value 2016-2019
Table 51 Mixed Retailers LBN Brand Shares: Outlets 2016-2019
Table 52 Mixed Retailers LBN Brand Shares: Selling Space 2016-2019
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 54 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 55 Forecast Sales in Store-based Retailing by Channel: Value 2019-2024
Table 56 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2019-2024
Table 57 Forecast Store-based Retailing Outlets by Channel: Units 2019-2024
Table 58 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 59 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 60 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 63 Forecast Sales in Grocery Retailers by Channel: Value 2019-2024
Table 64 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
Table 65 Forecast Grocery Retailers Outlets by Channel: Units 2019-2024
Table 66 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 69 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 70 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 71 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 72 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 75 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 76 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 77 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 78 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024

Megatrends

Country Report

Direct Selling in Portugal

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Direct selling players must adapt to consumers’ changing purchasing habits

Direct selling workforce slowing changing

Younique entered Portugal with exciting new selling platform

COMPETITIVE LANDSCAPE

Leader Bimby loses share despite efforts to expand its consumer reach

Natura set to acquire Avon in 2020

Face-to-face remains most popular direct selling model in Portugal

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 selling players must adapt to consumers’ changing purchasing habits

Direct selling workforce slowing changing

Younique entered Portugal with exciting new selling platform

COMPETITIVE LANDSCAPE

Leader Bimby loses share despite efforts to expand its consumer reach

Natura set to acquire Avon in 2020

Face-to-face remains most popular direct selling model in Portugal

CHANNEL DATA

Retailing in Portugal - Industry Overview

EXECUTIVE SUMMARY

Positive economic situation supports stable performance of retailing in Portugal

Changing consumer demands and purchasing habits benefit proximity stores

Strong growth momentum for e-commerce encourages many retailer to adopt omnichannel strategies

Younger generations drive sales through mobile e-commerce due to high activity on their smartphones

Stable performance predicted for retailing, with players keeping abreast of the latest technological developments to enhance consumers’ shopping experience

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

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