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Country Report

Direct Selling in

Direct Selling in South Africa

Feb 2021

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!

2020 IMPACT

Direct sellers record a decline, turning to online platforms to continue selling throughout 2020

Direct sellers faced challenges in 2020 as restrictions in movements meant direct sellers could not meet face-to-face with consumers. In addition, increasing price-sensitivity also reduced consumer spending, with many in South Africa focusing on essential items, halting purchases of other goods.

Pyramid and Ponzi scams increase, appearing as direct selling opportunities

As the unemployment rate rose, more Pyramid and Ponzi scams emerged, disguised as direct selling companies. With female sellers often targeted, such scams increasingly tarnished the image of the industry.

Avon retains the lead as Forever Living overtakes Tupperware Brands for second place

Avon continued to lead the landscape in 2020; however, the player lost share to second-placed Forever Living Products International LLC. As well as the outbreak of COVID-19, leading to a double-digit decline in value growth, Avon was also affected by a decline in its active representatives.

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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 South Africa 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 South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in South Africa 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 South Africa?
How important is direct selling in South Africa?
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 South Africa - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Direct sellers record a decline, turning to online platforms to continue selling throughout 2020

Pyramid and Ponzi scams increase, appearing as direct selling opportunities

Avon retains the lead as Forever Living overtakes Tupperware Brands for second place

RECOVERY AND OPPORTUNITIES

Recovery is driven by an expanding sales force and affordability

Omnichannel approaches to reshape the direct selling landscape

Social media offers a new opportunity for direct selling players

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2015-2020
Table 2 Direct Selling by Category: % Value Growth 2015-2020
Table 3 Direct Selling GBO Company Shares: % Value 2016-2020
Table 4 Direct Selling GBN Brand Shares: % Value 2017-2020
Table 5 Direct Selling Forecasts by Category: Value 2020-2025
Table 6 Direct Selling Forecasts by Category: % Value Growth 2020-2025

Retailing in South Africa - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on retailing

COVID-19 country impact

The Competition Commission lifts exclusivity leases in shopping malls

Social media has an increasing influence on the actions and accountability of retailers

What next for retailing?

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type

Physical retail landscape

Cash and carry

Seasonality

Christmas
Back to School

Payments and delivery

Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
Table 9 Sales in Store-based Retailing by Channel: Value 2015-2020
Table 10 Sales in Store-based Retailing by Channel: % Value Growth 2015-2020
Table 11 Store-based Retailing Outlets by Channel: Units 2015-2020
Table 12 Store-based Retailing Outlets by Channel: % Unit Growth 2015-2020
Table 13 Sales in Non-Store Retailing by Channel: Value 2015-2020
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
Table 15 Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 17 Sales in Grocery Retailers by Channel: Value 2015-2020
Table 18 Sales in Grocery Retailers by Channel: % Value Growth 2015-2020
Table 19 Grocery Retailers Outlets by Channel: Units 2015-2020
Table 20 Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 21 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 23 Sales in Non-Grocery Specialists by Channel: Value 2015-2020
Table 24 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
Table 25 Non-Grocery Specialists Outlets by Channel: Units 2015-2020
Table 26 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020
Table 27 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 29 Sales in Mixed Retailers by Channel: Value 2015-2020
Table 30 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020
Table 31 Mixed Retailers Outlets by Channel: Units 2015-2020
Table 32 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 33 Retailing GBO Company Shares: % Value 2016-2020
Table 34 Retailing GBN Brand Shares: % Value 2017-2020
Table 35 Store-based Retailing GBO Company Shares: % Value 2016-2020
Table 36 Store-based Retailing GBN Brand Shares: % Value 2017-2020
Table 37 Store-based Retailing LBN Brand Shares: Outlets 2017-2020
Table 38 Non-Store Retailing GBO Company Shares: % Value 2016-2020
Table 39 Non-Store Retailing GBN Brand Shares: % Value 2017-2020
Table 40 Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 41 Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 42 Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 43 Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 44 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020
Table 45 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020
Table 46 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020
Table 47 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020
Table 48 Mixed Retailers GBO Company Shares: % Value 2016-2020
Table 49 Mixed Retailers GBN Brand Shares: % Value 2017-2020
Table 50 Mixed Retailers LBN Brand Shares: Outlets 2017-2020
Table 51 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020
Table 52 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025
Table 54 Forecast Sales in Store-based Retailing by Channel: Value 2020-2025
Table 55 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2020-2025
Table 56 Forecast Store-based Retailing Outlets by Channel: Units 2020-2025
Table 57 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025
Table 58 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025
Table 59 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025
Table 60 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 62 Forecast Sales in Grocery Retailers by Channel: Value 2020-2025
Table 63 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2020-2025
Table 64 Forecast Grocery Retailers Outlets by Channel: Units 2020-2025
Table 65 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025
Table 66 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 68 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025
Table 69 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025
Table 70 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025
Table 71 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025
Table 72 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 74 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025
Table 75 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025
Table 76 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025
Table 77 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

Megatrends

Country Report

Direct Selling in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

2020 IMPACT

Direct sellers record a decline, turning to online platforms to continue selling throughout 2020

Pyramid and Ponzi scams increase, appearing as direct selling opportunities

Avon retains the lead as Forever Living overtakes Tupperware Brands for second place

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Direct Selling in South Africa - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Direct sellers record a decline, turning to online platforms to continue selling throughout 2020

Pyramid and Ponzi scams increase, appearing as direct selling opportunities

Avon retains the lead as Forever Living overtakes Tupperware Brands for second place

RECOVERY AND OPPORTUNITIES

Recovery is driven by an expanding sales force and affordability

Omnichannel approaches to reshape the direct selling landscape

Social media offers a new opportunity for direct selling players

CHANNEL DATA

Retailing in South Africa - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on retailing

COVID-19 country impact

The Competition Commission lifts exclusivity leases in shopping malls

Social media has an increasing influence on the actions and accountability of retailers

What next for retailing?

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

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