Executive Summary

Jan 2019
PROSPECTS
Direct selling registers moderate growth in 2018

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.

No shift in the leading direct selling categories in Russia

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.

The motivation of representatives changes in Russia

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.

COMPETITIVE LANDSCAPE
Faberlic is the new leader in direct selling in Russia

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 is expected to remain successful

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.

Avon Products loses its leading position in direct selling in Russia

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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Direct Selling in Russia

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Overview

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

The Direct Selling in Russia 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 Russia?
  • How important is direct selling in Russia?
  • 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.

Direct Selling in Russia - Category analysis

HEADLINES

PROSPECTS

Direct selling registers moderate growth in 2018
No shift in the leading direct selling categories in Russia
The motivation of representatives changes in Russia

COMPETITIVE LANDSCAPE

Faberlic is the new leader in direct selling in Russia
Faberlic is expected to remain successful
Avon Products loses its leading position in direct selling in Russia

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 Russia - Industry Overview

EXECUTIVE SUMMARY

Retailing continues to record single-digit growth as the economy stabilises
The convenience trend affects the development of grocery channels
The decline of informal retailing slows as consumers economise
Retailers brace for the impending VAT increase
Internet retailing continues to post confident growth

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
New Year’s Day
Back to School
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

DEFINITIONS

SOURCES

Summary 2 Research Sources

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