The recent "Europe Direct Selling Report 2013" by Hamburg-based secondary market research company yStats.com points out that Europe is the third largest region in the world in terms of the volume of direct sales. The three largest markets in Europe were among the top direct selling countries in the world: France, Germany and Russia each had sales of several billion EUR in 2013. While many countries in the region saw a decline in sales as a consequence of the economic turndown, overall direct selling revenues for the region increased by small one-digit percentage point.

1. Press Release
th
Hamburg, November 7 , 2013
RESEARCH ON INTERNATIONAL MARKETS
WE DELIVER THE FACTS YOU MAKE THE DECISIONS
Direct Sales in Europe continue growth despite economic
turndown.
The recent "Europe Direct Selling Report 2013" by Hamburg-based secondary market research
company yStats.com points out that Europe is the third largest region in the world in terms of
the volume of direct sales. The three largest markets in Europe were among the top direct
selling countries in the world: France, Germany and Russia each had sales of several billion
EUR in 2013. While many countries in the region saw a decline in sales as a consequence of
the economic turndown, overall direct selling revenues for the region increased by small onedigit percentage point.
Economic troubles in Europe affected the direct selling market in two ways: sales decreased in
selected countries in 2012, such as Italy and Portugal, but the number of direct selling
representatives grew as more people seek a source of additional or even primary income.
Cosmetics and personal care items lead direct sales in Europe
The leading product category for direct sales in Europe is cosmetics and personal care items, with a
share of over a third on total sales, followed by wellness products. In some countries, such as
Sweden, wellness is ahead, while in other, for example Ukraine and Turkey, beauty products take up
over two thirds of the market.
The best performing direct selling company in 2012 globally was Amway, with one-digit growth in
global sales. Avon and Herbalife took second and third places, with sales of both companies
decreasing in 2012. The largest European direct selling company among worldwide leaders in 2012
was Germany-based Vorwerk. Also in the top 10 global companies was Oriflame, registered in
Luxemburg. Along with Avon, Oriflame has taken strong positions in several European markets,
especially in Eastern Europe. A Russian company made its way to the top 50 global direct selling
companies in 2012: Faberlic with EUR 257 million sales.
Direct Selling volume varied by sub-region throughout Europe
In Eastern Europe Russia showed a double-digit increase in direct selling revenues. New tax
regulation for sole entrepreneurs is expected to negatively impact the industry, but more growth is
foreseen from the rural areas, especially small villages, where the penetration of retail channels is not
high. Similarly, in Poland further growth is expected to come from new customers in rural regions. In
Turkey, where the sales are also on the upward trend, the dominating product category is beauty and
personal care with over 80% share of the market.
In Central Europe, Germany has seen a one-digit increase in sales in 2012. The direct selling
companies there were facing increased competition from other sales channels, especially
E-Commerce. As a solution, some direct selling companies have opened online shops or have
announced plans to do so.
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2. RESEARCH ON INTERNATIONAL MARKETS
WE DELIVER THE FACTS YOU MAKE THE DECISIONS
In Western Europe, the French direct selling market has seen an increase in both sales and number of
direct selling representatives. Meanwhile, in the UK more young people are joining the sales force in
direct selling, bringing high technology affiliation with them. In both countries party plan sales gained
increased importance as a direct selling method, reaching a double-digit share of total sales. In Italy
the sales were down in 2012, though the number of sales representatives increased, but in H1 2013
the direct selling companies resumed growth.
In Scandinavia, direct sales were down by several percentage points in Sweden, while in Finland and
Norway they grew, even at a double-digit pace in Norway. The highest selling categories in all three
countries were wellness products and cosmetics and personal care.
For further information, see:
http://ystats.com/en/reports/preview.php?reportId=1049
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About yStats.com
yStats.com has been committed to research up-to-date, objective and demand-based data on markets
and competitors for top managers from various industries since 2005. Headquartered in Hamburg,
Germany, the firm has a strong international focus and is specialized in secondary market research. In
addition to offering reports on markets and competitors, yStats.com also carries out client-specific
research. Clients include leading global enterprises from various industries including B2C ECommerce, electronic payment systems, mail order and direct marketing, logistics, as well as banking
and consulting.
yStats.com GmbH & Co. KG • Behringstrasse 28a • D-22765 Hamburg • Phone +49 (0) 40 39 90 68 50 • Fax +49 (0) 40 39 90 68 51
press@ystats.com • www.ystats.com • www.twitter.com/ystats • www.linkedin.com/company/ystats • www.facebook.com/ystats