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Learn moreMar 2020
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Direct selling continued to see a current value decline in 2019, as this channel is generally considered time-consuming and it suffered from the popularity of e-commerce. As such, whilst a more personalised and high-quality approach appeals to some consumers, others are increasingly opting for e-commerce.
Whilst several categories within direct selling declined in 2019, the largest, beauty and personal care, continued to see slight current value growth. These products correspond well with the direct selling format.
As the modern worker is increasingly part of the so-called “gig economy”, direct selling companies want to market themselves as an alternative for this type of worker, as the employment model is quite similar. The demographic of the typical direct seller has been the same for a long time; middle-aged women.
Lesley Cosmetics, which distributes the Mary Kay brand in Sweden, continued to lead direct selling in value terms in 2019. The company focuses exclusively on beauty and personal care products.
Alpnaering continued to see growth in direct selling in 2019. It has a presence in the largest category, beauty and personal care, selling organic skin care products, herbs and teas.
International brands, such as Mary Kay, Tupperware and Herbalife Nutrition, hold a larger combined share in direct selling in Sweden, with there being a much smaller presence of local brands such as Oriflame. The strength of multinational players is not surprising, given that direct selling is a comparatively insignificant channel in terms of the overall retail environment.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Sweden 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 Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.
The Direct Selling in Sweden market research report includes:
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This industry report originates from Passport, our Retailing market research database.
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.