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Direct Selling in
Czech Republic

Country Report

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Executive Summary

Jan 2019
PROSPECTS
Resurgence in direct selling driven by beauty and personal care

Direct selling in 2018 recorded another year of stable growth, driven by beauty and personal care products. The channel is dominated by strong beauty brands – Avon, Oriflame and LR – that are driving the channel despite strong competitive pressures from e-commerce and store-based retailers.

Integration of internet retailing will be key to success over the forecast period

Despite growth of direct selling towards the end of the review period, the channel will need to adapt to the new reality of e-commerce if it is to remain competitive over the forecast period. Companies will need to offer their customers the opportunity of purchasing their products online through a proper e-shop solution with mobile device compatibility.

Czech consumers value personal contact and relationship with direct sellers

Despite its stagnating value share of overall retailing, direct selling remained a popular channel that, as of 2018, had survived the onslaught of internet retailers in the Czech Republic. The channel’s viability must, however, be maintained through honest marketing practices of companies and sales agents.

COMPETITIVE LANDSCAPE
Avon Cosmetics remains the clear leader in direct selling in the Czech Republic

Avon Cosmetics, the leading beauty and personal care brand in the Czech Republic, continued to lead direct selling during 2018. The company remained ahead of its main competitors – Oriflame Czech Republic and LR Health & Beauty Systems.

Mary Kay (Czech Republic) continues to increase its value share in 2018

Mary Kay (Czech Republic) recorded another year of growth and increased its value share of direct selling in 2018. The company was ranked fourth among direct sellers in the Czech Republic, and is set to tackle the positions of LR Health & Beauty Systems and Oriflame Czech Republic over the forecast period.

Zepter struggles to revive its former popularity among Czech consumers

One of the most popular direct selling brands in the Czech Republic, Zepter, continued struggling in 2018. A renowned seller of homewares, consumer health and cosmetics products, it recorded a strong sales decline over the review period.

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Direct Selling in the Czech Republic

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Czech Republic 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 Czech Republic, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Czech Republic 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 Czech Republic?
  • How important is direct selling in Czech Republic?
  • 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.

Direct Selling in the Czech Republic - Category analysis

HEADLINES

PROSPECTS

Resurgence in direct selling driven by beauty and personal care
Integration of internet retailing will be key to success over the forecast period
Czech consumers value personal contact and relationship with direct sellers

COMPETITIVE LANDSCAPE

Avon Cosmetics remains the clear leader in direct selling in the Czech Republic
Mary Kay (Czech Republic) continues to increase its value share in 2018
Zepter struggles to revive its former popularity among Czech consumers

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2013-2018
Table 2 Direct Selling by Category: % Value Growth 2013-2018
Table 3 Direct Selling GBO Company Shares: % Value 2014-2018
Table 4 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 5 Direct Selling Forecasts by Category: Value 2018-2023
Table 6 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Retailing in the Czech Republic - Industry Overview

EXECUTIVE SUMMARY

Czech retailing posts solid growth in 2018 thanks to a conducive economic climate
Retailers increasingly adopting store digitalisation and omnichannel strategies
Store modernisation and optimisation shape the physical retail landscape
Foreign retail giants and new e-shop launches saturate Czech internet retailing
Economic slowdown and monetary tightening will decrease consumer demand

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 7 Cash and Carry Sales: Value
Seasonality
Christmas
Easter
Payments and delivery
Emerging business models

MARKET DATA

Table 8 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 9 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 10 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 11 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 12 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 13 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 15 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 17 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 18 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 19 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 20 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 21 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 23 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 24 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 25 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 26 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 27 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 29 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 30 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 31 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 32 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 33 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 34 Retailing GBO Company Shares: % Value 2014-2018
Table 35 Retailing GBN Brand Shares: % Value 2015-2018
Table 36 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 37 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 38 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 39 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 40 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 41 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 42 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 43 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 44 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 45 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 46 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 47 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 48 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 49 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 50 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 51 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 52 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 54 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 55 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 56 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 57 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 58 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 59 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 60 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 62 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 63 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 64 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 65 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 66 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 68 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 69 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 70 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 71 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 72 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 74 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 75 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 76 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 77 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 78 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources