Competitive Landscape
Amway Ukraine Retains the Lead through Innovation
Direct selling in Ukraine in 2025 is characterised by a fragmented competitive landscape, with concentration levels declining over the past five years as new entrants and established players vie for share. Amway continues to hold the leading position with a 16% value share, but its dominance has softened compared to previous years, down from 17% in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Ukraine 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 Ukraine, 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 Ukraine 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 Ukraine?
- Which are the leading retailers in Direct Selling in Ukraine?
- 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 Ukraine - Category analysis
Key Data Insights
Direct Selling Summary
Robust Growth Is Supported by Branded Social Impact Initiatives
Mary Kay and Oriflame Strengthen Loyalty through Offline Experiences and Beauty Services
Price Increases and Economic Pressures Reshape Spending Priorities and Channel Trust
Avon and Amway Leverage Hybrid Selling and Local Trust to Drive Expansion
Herbalife and Oriflame Tap into Health, Wellness and Eco Trends for Value Growth
Amway Ukraine Retains the Lead through Innovation
Retail in Ukraine - Industry Overview
2025 Developments
Key Data Insights
Avrora Transforms Discount Shopping with Experiential Maxi Format
Supermarkets Consolidate Leadership as Atb and Ukrposhta Boost Reach
Avrora’S Experiential Discount Concept Redefines Value Shopping
Supermarkets Expand Mobile-First Shopping as Consumers Demand Convenience
Atb-Market Accelerates Expansion While Varus and Nova Poshta Drive Digital Innovation
Informal Retail
Opening Hours for Physical Retail
Seasonality
Christmas & New Year
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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