Continued Growth Rates for Direct Selling in Europe

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We are pleased to note that the European Direct Selling Sector has continued to grow in Europe in 2016. The sector has grown its sales with 3% in 2016 to reach 32.9 billion euros, and has seen a particular strong consumer interest in wellness, cosmetics & personal care products, which are the top product categories in the region.

Europe is the third largest direct selling market globally with a 20% share of sales. The region has seen a steady upward trend in direct sales for the last few years and is forecasted to continue growing2. In 2016, the sector saw increased growth rates across the vast majority of European markets, with Germany, France and the UK as the European top direct selling countries.

“We are happy to see such positive developments for direct selling in Europe”, says Seldia’s Executive Director Katarina Molin. “While retail remains a very competitive sector where consumer demands and choice continues to advance, the growth of direct selling shows that the sales channel, which offers direct and personal recommendations to the consumer, is a highly appreciated way of shopping”.

For the first time wellness products are the top product category in Europe (32%), followed by cosmetics & personal care (25%). “We are seeing an increased consumer focus on health and beauty across all age groups”, says Molin. “Direct selling has proven to be a trusted channel for consumers looking to combine a focus on a healthy lifestyle with both high quality skincare and nutritional products and we expect to see continued strong growth in these product categories over the next couple of years”.

Download here the full Seldia Press Release.

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