Competitive Landscape
Herbalife Sustains Leadership as Aesop Captures Young Urban Demand
Direct selling in the Netherlands is characterised by a moderate level of concentration, with a few leading companies maintaining significant shares but facing increasing pressure from both established competitors and dynamic new entrants. Herbalife held the largest share in 2025, with 19%, followed by Nu Skin at 14% and The Kirby Company at 11%.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Netherlands report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Netherlands?
- Which are the leading retailers in Direct Selling in Netherlands?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in the Netherlands - Category analysis
Key Data Insights
Direct Selling Summary
Amazon Attracts Entrepreneurs with Expanded Support and Investment
Health and Beauty Direct Selling Drives Value and Resilience
E-Commerce Platforms Offer Direct Sellers New Pathways to Growth
Ai-Powered Personalisation Reshapes Seller Retention and Consumer Loyalty
Beauty and Personal Care Sellers Lose Ground to Retail Chains and E-Commerce
Younger Entrepreneurs Migrate to Digital Platforms for Greater Opportunity
Herbalife Sustains Leadership as Aesop Captures Young Urban Demand
Retail in the Netherlands - Industry Overview
2025 Development
Key Data Insights
Amazon Accelerates Investment to Reshape Consumer Expectations and Local Competition
Bol.Com and Supermarkets Anchor Value, While Discounters and E-Commerce Outpace Growth
Action Leverages Influencer Marketing to Boost Value and Social Reach
Discounters and Retail E-Commerce Are Surpassing the Mid-Market Sector as Technological Advancements Transform the Competitive Landscape
Amazon and European Legislation Drive Polarisation and Margin Pressure
Albert Heijn Expands Reach as Discounters Drive Change
Toychamp’S Acquisition and New Concepts Reshape Competition
Informal Retail
Opening Hours for Physical Retail
Seasonality
Sinterklaas (St Nicholas)
Christmas
Winter sales
Summer sales
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy 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 report originates from Passport, our Direct Selling research and analysis database.
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