Direct selling continued to see moderate growth in current value terms in Russia in 2018, although the pace of growth slowed down in comparison with 2016 and 2017. The main reason for the slowing growth rate was the slowing of growth in consumer health and other direct selling products.
The leading category in direct selling, accounting for half of value sales in 2018, continued to be beauty and personal care direct selling. However, it posted a moderate decline in share.
According to a survey in Russia by the National Research University “Higher School of Economics”, there has been a shift of motivation for representatives in comparison with 2014. The most popular reason to start direct selling several years ago was to have an opportunity to buy certain products at lower prices.
As a result of its successful strategy, starting from 2014 Faberlic demonstrated high double-digit value growth rates. In 2018, thanks to double-digit growth once again, it took the lead in direct selling, ahead of the previous leader Avon Products.
Faberlic also has effective supporting business processes, such as manufacturing. In the conditions of rapidly changing tastes and consumer trends, the company is able to respond to these changes in a timely and cost-effective way by modifying its products.
In 2018, the leader in direct selling for the last 10 years, Avon Products, lost its position and became the second ranked player. Avon’s share started to decline in 2015, falling by nine percentage points by 2018.
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