Competitive Landscape
Digitalisation Reshapes Share Dynamics in a Fragmented Direct Selling Market
Direct selling remains highly fragmented, with the majority of value still held by a diverse group of smaller schemes and informal sellers. Over the period from 2020 to 2025, the industry became marginally more concentrated as the leading player, Natura&Co, through its Avon brand, accelerated its share to reach 9%, reversing previous share declines and outpacing the overall channel.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Saudi Arabia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Saudi Arabia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Saudi Arabia?
- Which are the leading retailers in Direct Selling in Saudi Arabia?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Saudi Arabia - Category analysis
Key Data Insights
Health and Beauty Direct Selling Stabilises as Digital Channels Redefine Selling Practices
Health and Beauty Direct Selling Stabilises as Digital Channels Redefine Selling Practices
Avon Accelerates Digital Engagement as Sellers Leverage Social Commerce
Speciality Drinks and Snacks Gain Momentum through Social Groups
Hybrid Sellers Will Integrate Digital Tools to Build Trust and Grow Sales
Health and Beauty Is Expected to Lead Direct Selling Although Growth Remains Limited
Drinks and Tobacco Direct Sellers Are Set to Drive Growth through Digital Engagement
Digitalisation Reshapes Share Dynamics in a Fragmented Direct Selling Market
Retail in Saudi Arabia - Industry Overview
Retail in Saudi Arabia Expands Steadily as Grocery Formats and Value Channels Drive Growth in 2025
Key Data Insights
Retail in Saudi Arabia Expands Steadily as Grocery Formats and Value Channels Drive Growth in 2025
Retail E-Commerce Accelerates as Marketplace Apps Capture Weekly Baskets
Lifestyle Destinations Transform Shopping Trips into All-Day Experiences
Growth Is Set to Be Driven by Vision 2030 Investment, Experience-Led Destinations, and Value-Focused Consumers
Retail E-Commerce Is Set to Drive Growth as Omnichannel Strategies Gains Traction
Panda Retail Company and Abdullah Al Othaim Markets Copanda Defend Their Lead as Digital Challengers Build Share
Mergers and Acquisitions Activity and Format Innovation Reshape Saudi Arabia’S Competitive Retail Landscape
Informal Retail
Opening Hours for Physical Retail
Seasonality
Ramadan and Eid-al Fitr
National Day
Back to school
White Friday
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
-
- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
-
- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy 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 report originates from Passport, our Direct Selling research and analysis database.
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 extraction Free!