According to the Spanish Association of Direct Selling, only around 20% of Spaniards buy products via direct selling, which means there is opportunity for the further expansion of the channel. Direct selling companies are investing in innovative tools to communicate with potential customers and market their products, as well as offering new products to the market.
Direct selling companies are investing in the development of social media and digital technologies. Agents connect with their customers through social media and communication platforms such as WhatsApp.
Women still represent the largest share of agents in direct selling in Spain. Amongst the advantages of this employment are the possibility to gain a salary without large investment, and flexible working hours.
Mary Kay continued to be one of the leaders in direct selling of cosmetics in Spain in 2018, along with Avon. The company invests in scientific research and development in order to offer a portfolio of high-quality products, which are price-competitive and at the same time adapted to the current trends and needs of consumers.
Herbalife International de Espana has shown a good performance in Spain due to its large base of agents, as well as its aggressive marketing strategy. It continued to see sales growth in 2018.
Thermomix from Vorwerk España is becoming a very popular product in Spain. According to company sources, 13% of Spanish households already have a Thermomix, which makes the country the global leader in terms of domestic penetration.
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This industry report originates from Passport, our Retailing market research database.