Executive Summary

Jan 2019
PROSPECTS
Legal obstacles may be a headwind to the growth of the channel

There is some confusion about the legal status of working full-time as a direct seller in the United Arab Emirates, with its strict employment laws. Dubai’s Department of Economic Development (DED) views direct selling as a part-time activity, and part-time workers are not protected by the same laws as full-time employees.

Direct selling is stigmatised

Direct selling continued to post steady current value growth during 2018; however, it is expected to continue to account for a marginal share in the overall retail landscape of the country, since the category suffers from stigma due to its misunderstanding as a “pyramid” scheme. However, as the cost of living is expected to increase, along with the implementation of VAT in the country, it is expected that stay-at-home mothers or people seeking a part-time income will engage in direct selling to supplement their income.

Rising consumer interest in health and wellness creates opportunities

Direct selling companies offering organic health and beauty products have good opportunities for growth, given consumers’ increasing focus on health and wellbeing, which is giving rise to demand for products which help with weight loss and skin care. With a multi-market model, these products are attractive, as consumers are achieving their health and wellness goals through group engagement or buddy support.

COMPETITIVE LANDSCAPE
Oasis Water Co remains the leading player in direct selling in the country

Oasis Water Co remained the leading player in direct selling in value terms in 2018, being the first company to offer 5-gallon bottled water; benefiting from filling a gap in the market. Water cannot be used directly from the tap in the United Arab Emirates, and all households rely on filtered or bottled water to fulfil their cooking and other consumption needs.

Forever Living maintains its strong presence in the region

With the growing market for organic and natural beauty products, Forever Living is one of the emerging players in direct selling, with sales driven by natural products and detox programmes. The company has established organised operations in the country, offering training programmes, as well launching mobile apps to aid consumers in regulating their diet, alongside using Forever Living diet products.

Direct selling remains an immature channel

With little development of direct selling in the United Arab Emirates, companies face little or no competition within the channel. The success of a brand highly depends on the selling proposition and the consumer segments that translate into sales representatives for direct selling companies.

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Direct Selling in the United Arab Emirates

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Overview

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

The Direct Selling in United Arab Emirates 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 United Arab Emirates?
  • How important is direct selling in United Arab Emirates?
  • 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 United Arab Emirates - Category analysis

HEADLINES

PROSPECTS

Legal obstacles may be a headwind to the growth of the channel
Direct selling is stigmatised
Rising consumer interest in health and wellness creates opportunities

COMPETITIVE LANDSCAPE

Oasis Water Co remains the leading player in direct selling in the country
Forever Living maintains its strong presence in the region
Direct selling remains an immature channel

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 United Arab Emirates - Industry Overview

EXECUTIVE SUMMARY

The “new normal”
VAT reveals its impact on the market
Mega sales mania
Flagship shopping centres are unlikely to fail, but e-commerce takes off
From conspicuous to conscious consumerism

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Dubai Shopping Festival
Dubai Summer Surprise
Back to School
Super Sales
White Friday
Payments and delivery
Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 9 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 10 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 11 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 12 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 13 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 15 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 17 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 18 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 19 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 20 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 21 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 23 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 24 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 25 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 26 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 27 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 29 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 30 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 31 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 32 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 33 Retailing GBO Company Shares: % Value 2014-2018
Table 34 Retailing GBN Brand Shares: % Value 2015-2018
Table 35 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 36 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 37 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 38 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 39 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 40 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 41 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 42 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 43 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 44 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 45 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 46 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 47 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 48 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 49 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 50 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 51 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 52 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 54 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 55 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 56 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 57 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 58 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 59 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 60 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 62 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 63 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 64 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 65 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 66 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 68 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 69 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 70 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 71 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 72 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 75 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 76 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 77 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources