Executive Summary

Jan 2019
PROSPECTS
Direct selling is growing, comprising a few multinational brands

The direct selling channel showed a positive performance in 2018, in line with the recovery of trade and economic activity after the crisis. Traditionally, direct selling in Ukraine consisted of sales of beauty and home products, as well as jewellery.

The personal nature of direct selling is a key feature to consider

Despite the advances in retailing technology, with constantly emerging new concepts and channels, direct selling has a persistent feature that determines the nature of the channel – its personal aspect. When making purchases of goods offered by direct selling companies, consumers are not just driven by price or product characteristics.

Direct sellers adjust to the influence of the internet

In 2018, direct selling was affected by the development of the internet. Some direct selling companies, especially Avon, actively increased their presence on the internet with advertising and marketing activities.

COMPETITIVE LANDSCAPE
Avon is the strong leader, with a relevant value proposition

Avon maintained its lead in direct selling in Ukraine in 2018. The company can utilise its positioning as an affordable and purportedly high-quality brand, having a positive reputation in the market for more than two decades.

Whilst the currency exchange rate jumps, prices increase gradually

In 2018, many of the products sold by direct selling companies had lower prices than identical ones in foreign markets. This illustrates one of the advantages of direct selling brands, most of which operate as direct subsidiaries of multinational companies.

In remote areas, direct selling companies are the only sellers of beauty products

In certain product categories, direct selling companies account for an abnormally large market share. Sometimes, direct selling companies are the only merchants of beauty products available for people living in remote areas, where drugstores/parapharmacies and beauty specialist retailers are only just starting to develop and open outlets.

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Direct Selling in Ukraine

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Overview

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

The Direct Selling in Ukraine 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 Ukraine?
  • How important is direct selling in Ukraine?
  • 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 Ukraine - Category analysis

HEADLINES

PROSPECTS

Direct selling is growing, comprising a few multinational brands
The personal nature of direct selling is a key feature to consider
Direct sellers adjust to the influence of the internet

COMPETITIVE LANDSCAPE

Avon is the strong leader, with a relevant value proposition
Whilst the currency exchange rate jumps, prices increase gradually
In remote areas, direct selling companies are the only sellers of beauty products

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 Ukraine - Industry Overview

EXECUTIVE SUMMARY

Retailing sees a strong rise
New international brands enter; existing brands expand their store networks
Online is on the rise, with mobile commerce gaining ground
Consumers value convenience and affordability
Improving economic conditions push growth – this is expected to continue

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
International Women’s Day
New Year
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 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 50 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 51 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 52 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 53 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 54 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 55 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 56 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 57 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 58 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 59 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 60 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 61 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 62 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 63 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 64 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 65 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 66 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 67 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 68 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 69 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 70 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 71 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 72 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 73 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 74 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources