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Country Report

Direct Selling in

Direct Selling in Sweden

Mar 2020

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!

PROSPECTS

Companies go online as they lose sales to e-commerce

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.

Beauty and personal care remains the largest category within direct selling

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.

An alternative to the gig economy and new methods of direct selling

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.

COMPETITIVE LANDSCAPE

Lesley Cosmetics continues to lead due quality and wide distribution

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.

Varied performances, with some long-established players struggling

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 players lead direct selling, with little chance of new entrants

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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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 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:

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 Sweden?
How important is direct selling in Sweden?
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 Sweden - Category analysis

HEADLINES

PROSPECTS

Companies go online as they lose sales to e-commerce

Beauty and personal care remains the largest category within direct selling

An alternative to the gig economy and new methods of direct selling

COMPETITIVE LANDSCAPE

Lesley Cosmetics continues to lead due quality and wide distribution

Varied performances, with some long-established players struggling

International players lead direct selling, with little chance of new entrants

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2014-2019
Table 2 Direct Selling by Category: % Value Growth 2014-2019
Table 3 Direct Selling GBO Company Shares: % Value 2015-2019
Table 4 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 5 Direct Selling Forecasts by Category: Value 2019-2024
Table 6 Direct Selling Forecasts by Category: % Value Growth 2019-2024

Retailing in Sweden - Industry Overview

EXECUTIVE SUMMARY

Consumers remain cautious despite economic recovery

E-commerce remains dynamic, but stores fight back with better service

ICA maintains its strong lead

Hypermarkets benefits from new store openings

Retailing set for bright outlook despite challenges

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Seasonality

Christmas
Summer sales

Payments and delivery

Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 9 Sales in Store-based Retailing by Channel: Value 2014-2019
Table 10 Sales in Store-based Retailing by Channel: % Value Growth 2014-2019
Table 11 Store-based Retailing Outlets by Channel: Units 2014-2019
Table 12 Store-based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 13 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 15 Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 17 Sales in Grocery Retailers by Channel: Value 2014-2019
Table 18 Sales in Grocery Retailers by Channel: % Value Growth 2014-2019
Table 19 Grocery Retailers Outlets by Channel: Units 2014-2019
Table 20 Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 21 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 23 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 24 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 25 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 26 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 27 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 29 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 30 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 31 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 32 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 33 Retailing GBO Company Shares: % Value 2015-2019
Table 34 Retailing GBN Brand Shares: % Value 2016-2019
Table 35 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 36 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 37 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 38 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 39 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 40 Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 41 Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 42 Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 43 Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 44 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 45 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 46 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 47 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 48 Mixed Retailers GBO Company Shares: % Value 2015-2019
Table 49 Mixed Retailers GBN Brand Shares: % Value 2016-2019
Table 50 Mixed Retailers LBN Brand Shares: Outlets 2016-2019
Table 51 Mixed Retailers LBN Brand Shares: Selling Space 2016-2019
Table 52 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 54 Forecast Sales in Store-based Retailing by Channel: Value 2019-2024
Table 55 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2019-2024
Table 56 Forecast Store-based Retailing Outlets by Channel: Units 2019-2024
Table 57 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 58 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 59 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 60 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 63 Forecast Sales in Grocery Retailers by Channel: Value 2019-2024
Table 64 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
Table 65 Forecast Grocery Retailers Outlets by Channel: Units 2019-2024
Table 66 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 69 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 70 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 71 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 72 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 75 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 76 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 77 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 78 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024

Megatrends

Country Report

Direct Selling in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Companies go online as they lose sales to e-commerce

Beauty and personal care remains the largest category within direct selling

An alternative to the gig economy and new methods of direct selling

COMPETITIVE LANDSCAPE

Lesley Cosmetics continues to lead due quality and wide distribution

Varied performances, with some long-established players struggling

International players lead direct selling, with little chance of new entrants

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Direct Selling in Sweden - Category analysis

HEADLINES

PROSPECTS

Companies go online as they lose sales to e-commerce

Beauty and personal care remains the largest category within direct selling

An alternative to the gig economy and new methods of direct selling

COMPETITIVE LANDSCAPE

Lesley Cosmetics continues to lead due quality and wide distribution

Varied performances, with some long-established players struggling

International players lead direct selling, with little chance of new entrants

CHANNEL DATA

Retailing in Sweden - Industry Overview

EXECUTIVE SUMMARY

Consumers remain cautious despite economic recovery

E-commerce remains dynamic, but stores fight back with better service

ICA maintains its strong lead

Hypermarkets benefits from new store openings

Retailing set for bright outlook despite challenges

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

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